Best Online Engagement Rings: Ritani vs Blue Nile vs James Allen vs Jared vs Kay vs Zales & More
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Jewelry stores can be overpriced, and going into one can be overwhelming if you aren’t sure what you’re looking for. That’s why buying an engagement ring online may be the best solution. Diamonds are meant to be forever, and you want that ring to be perfect for your loved one. So, let’s get started on your ring search as we review 16 online engagement ring providers.
Article Overview
- Should I Buy A Ring Online?
- Diamond Certifications
- Top 3 Places To Buy An Engagement Ring Online
- Price Comparison Tables
- 13 More Engagement Ring Websites Reviewed
- Tips For Buying An Engagement Ring (Video)
- Design Your Own Ring
Should I Buy An Engagement Ring Online?
Buying an engagement ring online may sound scary. How do you know if the diamond is good, and what about seeing its size in person? Don’t let questions like this deter you from purchasing your ring online. Compared to bricks and mortar jewelry stores, buying an engagement ring online can be as low as half the cost.
Are you more of a tactile learner? No worries. Before purchasing an engagement ring online, we suggest going into an actual store and getting a feel for the rings. See them in person and hold some in your hand.
When you go into a jewelry store, no law states you have to buy something, especially at the high price associated with diamond rings. Figure out what color, clarity, cut, and carat weight you want. Did we lose you there? Don’t worry, we discuss the 4 C’s in our engagement rings 101 article.
What Are Diamond Certifications?
Diamonds are sometimes graded by different laboratories. This helps identify a diamond’s quality and value and helps standardize them. Below are some well-known diamond grading laboratories that we mention in this article.
- American Gem Society (AGS)
- The Certified Gemological Laboratory of Europe (CGL)
- Gem Institute of America (GIA)
- Gemological Science International (GSI)
- GS Laboratories (GSL)
- Hoge Raad voor Diamant (HRD)
- International Gemological Institute (IGI)
- World Gemmological Laboratory (WGL)
Best Online Engagement Ring Websites
We chose our top three based on products offered, availability to view/visually inspect the rings and diamonds via photos, customization, inventory size, and customer service reputation. We feel that an online store should have a much larger offering than a physical store since they don’t have to pay for the storefront, and there are no limitations to storage space.
James Allen Review
#1
James Allen is in a league of its own. They have been in the online ring market for many years and offer a robust service and interface. You have access to 360° views of each diamond and band, which is especially significant if you design your own ring. Their customer service reputation is outstanding, and they have a vast selection to choose from.
To top it off, they ship the ring in beautiful packaging, which may not be a big deal to some, but if you’re spending thousands of dollars, it should come in more than a cardboard box and packing peanuts. James Allen sets a high bar for success in this category.
Every diamond is certified by either GIA, AGS, or IGI. If you are looking for a more ethical option, they also offer lab-created diamonds (learn more about lab-created diamonds).
Lastly, James Allen has a selection of nearly perfect diamonds called TrueHearts, which are available on its website. These diamonds have perfect internal symmetry and proportions and the highest gem grading for cut and polish.
Author’s Experience
Fun fact, my husband purchased my engagement ring from James Allen after reading this article. We also bought our wedding bands from here. Each step of the way was smooth, and their customer service was very helpful.
We have also recommended them to friends because of our experience. All of our friends have been pleased. This personal experience helped reassure us that James Allen deserved the top spot again this year. – Kimberly A., Exploring Life’s Mysteries
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Our link above applies discounts if available.
Read Our In-Depth Review Of James Allen
Whiteflash Review
#2
Whiteflash takes our number two spot because of their outstanding service and the number of diamonds available. They offer service plans on all their rings, and have professional photographers to take photos of each diamond. After the 30-day money-back guarantee window, they offer a lifetime 100% trade-up guarantee.
Most of their diamonds are certified by AGS Laboratories. Whiteflash also offers a large selection of designer rings from Tacori, Verragio, Simon G, and others.
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Coupon
Our link above applies discounts if available.
Read Our In-Depth Review Of Whiteflash
Brilliant Earth Review
#3
There are lots of rave reviews of Brilliant Earth. They have great customer service, and their rings are gorgeous. Of course, there is a review here and there with an unpleasant experience, but overall they are very well-liked.
Unfortunately, if you have already purchased the gemstone elsewhere and are only looking for a setting, they will not sell to you. You must buy a center stone with every setting.
If you happen to live in Los Angeles, San Francisco, Boston, Chicago, Washington D.C., San Diego, Atlanta, Philadelphia, or Denver, you are in luck as Brilliant Earth has showrooms in these cities so you can check out their inventory in person.
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Coupon
Our link above applies discounts if available.
Comparison Tables
Below are two tables comparing similar solitaire ring settings and round cut diamonds from the 10 engagement ring sites. Note that to be included in this table, companies must sell both individual diamonds and ring settings.
Also note that some websites did not have the specifics we were looking for, so we supplemented the closest option we could find.
Ring Settings Compared
| Blue Nile | Brilliant Earth | Diamonds-USA | Gemvara | James Allen | Jared | Jewlr | Raymond Lee | Ritani | Whiteflash | |
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| Ring Name | Six-Prong Low Dome Comfort Fit Solitaire Engagement Ring | 2mm Comfort Fit Ring | Classic Solitaire Engagement Ring Settings | Simply Round Solitaire | 14K White Gold 2mm Comfort Fit Solitaire Engagement Ring | Solitaire Ring Setting 14K White Gold | Classic Solitaire Engagement Ring | 14k White Gold 4 Prong Solitaire 1.5dwt Engagement Ring Mounting | Solitaire Diamond Cathedral Tulip Engagement Ring | 14k White Gold Classic 4 Prong Solitaire Engagement Ring |
| Price | $450 | $590 | $296 | $536 | $375 | $399.99 | $299 | $695 | $540 | $350 |
| Metal Type | 14K White Gold | 18K White Gold | 14K White Gold-Rhodium Dipped | 14K White Gold | 14K White Gold | 14K White Gold | 14K White Gold | 14K White Gold | 14K White Gold | 14K White Gold |
| Band Width | 2mm | 2mm | 1.5-2.5mm | 2mm | 2mm | 2.5mm | 1.7-2.5mm | 1.48mm | 2mm | 2.3mm |
| SKU | 60539 | BE101-18KW | 325475 | GVA-ENG-3103R-1P0 | 17043W14 | R555063700 | JLUX07-R3 | R1100OME | 1RZ7232 | 1022 |
Diamonds Compared
| Blue Nile | Brilliant Earth | Diamonds-USA | Gemvara | James Allen | Jared | Jewlr | Ritani | Whiteflash | |
|---|---|---|---|---|---|---|---|---|---|
| Price | $2,520-$4,002 | $3,000-$3,490 | $3,338-$3,671 | $3,513 | $2,030-$3,860 | $2,610-$4,290 | $3,900 | $2,026-$3,887 | $3,098-$3,414 |
| Cut | Good | Good | Good | Good | Good | Good | Good | Good | Good |
| Color | J | J | J | J | J | J | H | J | J |
| Carat | 1.0 | 1.0 | 1.0 | 1.1 | 1.0 | 1.0 | 1.0 | 1.0 | 0.9 |
| Clarity | SI2 | SI2 | SI2 | SI2 | SI2 | SI2 | SI2 | SI2 | SI2 |
13 More Engagement Ring Websites (Alphabetical)
Below are the websites that didn’t make our top three. Some are still great places to purchase engagement rings, while others we wouldn’t recommend due to price, inventory, or some other reason specified. Be sure to read all the reviews to see which one fits your needs best.
Blue Nile | Diamonds-USA | Gemvara | Jared | Jewlr | Kay Jewelers | Kevin Jewelers | Raymond Lee | Reeds Jewelers | Ritani | SuperJeweler | Welry | Zales
Blue Nile Review
Blue Nile is one of the largest online jewelers. They have countless rings and GIA-graded diamonds available, but there are some things we think they could improve upon.
Blue Nile claims lower markup prices — up to 20% to 40% less than traditional jewelers, similar to other online jewelers in our top three. They want you to purchase your ring in the right size the first time, so they’ll send you a free ring sizer in the mail — although if you want the engagement to be a surprise, it may be difficult to sneak this on to your fiance-to-be’s ring finger.
The downside is that only a portion of its diamonds have custom photos, the rest have stock photos. So, you may purchase a gemstone with an imperfection or make unnecessary upgrades since it’s hard to know what you are getting without seeing it first.
One thing we like about Blue Nile is that it listens to its customers. There were previous complaints about the standard packaging, but Blue Nile has upped its game and ships its jewelry in better packaging now.
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Diamonds-USA Review
Diamonds-USA offers loose diamonds for you to create your own engagement ring. Its pricing is comparable to our top picks, and it offers a lifetime upgrade plan.
However, it doesn’t have as many loose diamonds as competitors, and it can be confusing to design your own ring. Additionally, you must email the company for actual photos of the diamonds. Other companies offer the photos without any additional work.
One cool feature is that you can send a photo of a ring you want to be made, and Diamonds-USA will make it at no extra charge.
Overall, Diamonds-USA comes off a little less professional with its website’s appearance. There are misspellings across the site, inconsistent capitalization, and unequal spacing.
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Gemvara Review
Gemvara lets you design your ring differently from other online engagement ring sellers:
- You choose the ring you like.
- You choose the diamond(s) you want to be included in the ring.
- You select the metal you’d like.
It’s the same type of choices, just in a different order. All diamonds are either GIA or AGS graded. You don’t have the same number of options as our top three picks, which kept them out of the top three.
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Jared Review
Online reviews and consumers alike say that Jared has crazy high markups. Some of their diamonds and rings are reported to be nearly double the price of competitors.
All diamonds are GIA or GSI certified, however, you’re better off going to James Allen or Whiteflash where you’ll find diamonds at a much lesser cost.
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Jewlr Review
Jewlr’s website isn’t as fancy as some of its competitors, but it gets the job done. There just aren’t as many customization options for pairing your diamond with the setting you prefer.
If seeing a photo of the diamond you select is a must, you’ll want to go with another company. However, if you trust the 4C details it lists, you can get a diamond you’ll be happy with. All diamonds are certified by the GIA or IGI.
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Kay Jewelers Review
Kay Jewelers is owned by Sterling Jewelers, the same company that owns Jared. We’re sure you’ve now concluded that since Jared was not the place to ring shop, neither is Kay Jewelers.
Kay Jewelers had some bad press back in May of 2016. Women were coming forward with their nightmare stories from Kay’s, saying their diamonds had been replaced with lesser quality jewels when they turned their rings in for repairs. This story might be worth researching before you buy from this company.
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Kevin Jewelers Review
Kevin Jewelers offers many composite engagement rings, which are rings made up of multiple smaller diamonds to appear like one larger stone.
They do have reasonable prices, so if this is the style ring you are looking for, feel free to check them out. We do think there are better options available since their site is not as detailed as competitors. For instance, it doesn’t tell you some of the 4C’s for diamonds. There are 37 retail stores you can visit if you live in southern California.
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Raymond Lee Review
Raymond Lee is a good option if you’re looking to buy a setting or a pre-made ring. You cannot customize a ring by choosing your preferred setting and diamond because Raymond Lee does not sell loose diamonds.
You can create a custom design, but you’ll have to speak with a consultant, unlike the competitors where you can design a ring online. Diamonds may be certified by AGS, CGL, GIA, HRD, IGI, or no one.
You can sell any of your old jewelry to Raymond Lee Jewelers as well. So, if you have jewelry from a previous relationship or just don’t wear a piece any longer, you can sell it for cash.
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Reeds Jewelers Review
Reeds Jewelers doesn’t have a lot of rings to choose from, but they do have okay prices. They also have bricks and mortar stores, so prices aren’t as low as their competitors, but they’re still better than some others. According to some reviews, shipping materials could be better, the jewelry ships in an envelope, and the items are loose.
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Ritani Review
Ritani works with authorized retailers nationwide, so you can see your ring in person before you buy. It also launched a showroom program where its gemologists are available to help customers learn about diamonds, select their diamond, and pick up their order. Gemologists are not paid on commission, ensuring the customers’ interests are put first.
All 80,000+ diamonds offered are either AGS, IGI, or GIA certified. You can also opt for a Lab-Created Diamond, which is a more ethical option. Most diamonds have photos and 360º views.
If you wonder why that ring has that price tag, you will appreciate the transparency that Ritani offers when it provides the breakdown of the wholesale diamond cost, company margins, and the cost for shipping.
Ritani also has a Ring Recommender, which can help give you a straightforward answer to what type of ring you could get in your budget.
We like that Ritani has great customer service reviews. It can improve by offering 360º views and photos for all diamonds since some are missing these visuals.
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SuperJeweler Review
Compared to our top three, SuperJeweler has a bit of a tacky feel to it. Other websites do a great job of feeling professional. In contrast, SuperJeweler comes off a bit spammy with all of its scrolling banners, red font, and use of capitalization.
However, we haven’t found anything that points to this website spamming potential customers. We’d just prefer to go with a more professional site and has a cleaner look to it. Diamonds from SuperJeweler are WGL certified.
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Welry Review
Welry (once known as Jewelry.com) has really increased its inventory. Previously, it only offered 12 rings, but it now offers more than 700Â (which is still a relatively small inventory).
Welry does have competitive pricing, however. So, you could start your search here and glance through the rings. If you see one you like, boom, you’re done. If you aren’t pleased with what you see, move on to the next site.
Be cautious, if you’re looking for a diamond ring, you’ll want to read carefully. Some of their engagement rings are made out of cubic zirconia.
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Zales Review
Zales was founded in 1924 and has many brick and mortar stores. You can also purchase a ring online, including designing your own ring. All diamonds from Zales are either GIA, IGI, GSL, or AGS certified.
One of the biggest cons we found for Zales was the way they display their diamonds online. They do not show true images of each diamond — they use stock photos. You could be purchasing a diamond that is not as flawless as you would like for it to be, but the photo may mislead you.
However, Zales is upfront about this, stating on its website, “Merchandise…may not always be exactly as pictured.”
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4 Tips For Buying An Engagement Ring
Rachel Cruz has some tips for you while you’re engagement ring shopping; from financial budgeting to managing expectations and more.
Want To Design Your Own Ring?
Diamond searching is exhausting but can be well worth it if you spend the time. And you always have the option of designing an engagement ring yourself.
Timing to get the best deal can be key. Find out when the best time is to buy an engagement ring.
Our experts have also written a guide for engagement rings for men.
When you’re ready, we also have a guide to help you pick out your wedding ring and titanium wedding band.
What are you planning to do when you propose?Â
This is the best comparison for all newbie who wants to buy diamonds. You can also add DiamondHedge to the list as well.
Thanks Chris, will add them to our list to consider in our next audit!
Maintain the excellent job mate. This web blog publish shows how well you comprehend and know this subject.
Wow, I’ve just spent the entire past 90 minutes researching engagement rings. I’m hoping to propose to my girlfriend this winter. I’ve got an idea in mind, but need a ring. Honestly, I’m a little worried about buying a ring online. Can you really trust these companies? It’s hard for me to make this big of a purchase without seeing the ring first. Am I being irrational? I read the James Allen review and saw that one of your writers got her ring from there. That’s a bit comforting. Has the ring held up ok for you? Does it look as nice as any other engagement ring? Any other information is appreciated, thanks!
Congrats ahead of time James! That’s really exciting! My husband purchased my engagement ring from James Allen.
Long story short, I was researching this article for work and after it was published I sent him the link (we were boyfriend/girlfriend at the time). I said, “The ring articles I wrote went live this week. I’m not pressuring you. In fact, you don’t even have to read these right now!!!! But, when the time comes (20 years from now) these may be helpful. I know it’s overwhelming, so maybe you can learn from these.” Lol, too funny looking back on that email to him. Basically, while I was researching for these ring articles I was overwhelmed myself and knew how much time I had spent trying to understand all the aspects of buying a ring that I wanted him to be as informed as possible and spend as little as possible. Plus, I realized how much you can save by purchasing a ring online!
Anyways, so I shared these articles with him and he settled on James Allen. He raves about his experience with them. Then we purchased our wedding bands through James Allen as well and were so pleased with how everything turned out.
I totally understand your worry about spending so much money on something without even seeing it ahead of time, but the nice thing is, most of these companies have some type of return period in case you don’t like it. As for the condition of the ring, it still looks stunning to me. I’d say it’s the same quality as any other ring you’d get at a store. The “trickiest” part about purchasing a ring online, is that you will probably need to be home to sign for the package. And if this isn’t required, you should still want to be home for this delivery since there could be thousands of dollars inside that box! This isn’t a huge issue though, because you can schedule delivery times with mail carriers a lot of the time or you could even have it shipped to your work (depending on your job).
Please feel free to ask any other questions about purchasing a ring online. I love helping people through this process and can talk about it for hours (as you can see in the long message above). Anyways, best of luck and remember to enjoy every emotion through this process. Each ring you look at could be the ring on your spouse’s finger 50 years from now! 🙂
I could not login to the James Allen website today. Is anyone else having trouble? I want to check on the status of my ring’s delivery!
My girlfriend is pretty anti-diamond because of the abuse and corruption in the diamond industry (watch the movie Blood Diamond to learn more..) but I feel an engagement ring should be a diamond, right? Does anyone have any alternate recommendations before I go down a path she may not like? Do any of these websites offer alternatives?
Morganite is trending right now and is a classic stone that strongly resembles a rose-colored diamond yet comes from the emerald family. Sapphiresare also very popular diamond-alternatives because they come in many different colors (blue, yellow, pink, teal). Lastly, there are some manufactured “diamonds” that are not mined but created in a lab.
Was wondering where you’d rate the following in the above list: Brilliance, Rare Carat, and Adiamor? Thanks!
Sorry, I haven’t done any research for those three companies. Perhaps we will add them in an update of this article though!
I bought my fiance an engagement ring from James Allen and was super impressed. Honestly I don’t know that much about jewelry but their process was very easy and their prices can’t be beat! I plan on using them for our wedding bands too.