Best Online Engagement Rings: Ritani vs Blue Nile vs James Allen vs Jared vs Kay vs Zales & More

How do we keep this site running? This post may contain affiliate links — the cost is the same to you, but we get a referral fee. Compensation does not affect rankings. Thanks!

1st
James allen logo
2nd
Whiteflash logo
3rd
Brilliant Earth logo

You’ve found the one with whom you wish to spend forever! We’d like to be the first to congratulate you. This is such an exciting time and we want to help you find the best bang for your buck! 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!

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 the size of it 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 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. No law states when you go into a jewelry store 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 I lose you there? That’s ok! We discuss the 4 C’s in our engagement rings 101 article.

Where Can I Find The Best Online Engagement Rings?

To help you find the best engagement rings online, we’ve done tons of research. We’ve ranked our top three and have reviewed many other companies to help you know more about your options. We chose our top three based on products offered, photos of rings and diamonds, 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. And the cherry on top? Shipping is free from all of these online jewelers, so no worries about extra fees for doorstep delivery.

James Allen Review

#1

Visit Website

James Allen is really in a league of its own. This company really knows how to sell online engagement rings and has been our winner for Best Online Engagement Rings since 2015. They have individual 360° views of each diamond and band, which is especially great if you are designing your own ring. Their customer service reputation is outstanding and they have a huge 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.

Fun fact, my husband purchased my engagement ring from James Allen after reading this article. We also purchased our wedding bands from here. Each step of the way was smooth and their customer service was super helpful. We have also recommended them to friends because of our experience. All of our friends have been pleased. This helped reassure us that James Allen deserved the #1 spot again this year.

Pros

Cons

  • Real pictures of each diamond allow you a 360 degree view of diamond and magnified 20x
  • Less expensive than a brick and mortar jeweler
  • Narrow diamonds down by setting specifications
  • Excellent Design Your Own feature
  • Live chat, email and 24/7 phone support
  • Fantastic customer service that is non-commissioned, so they do not practice aggressive sales tactics
  • 30-day returns
  • 1 free ring sizing within 60 days
  • Lifetime warranty
  • Stunning shipping packaging
  • A+ BBB rating
  • Huge inventory, more than 80,000 loose diamonds to choose from
  • Resizing and cleaning can take 2-3 weeks

Coupon

We are unaware of any James Allen coupons at this time.

Read our in-depth review of James Allen

Whiteflash Review

#2

Visit Website

Whiteflash takes our #2 spot because of their outstanding service and number of diamonds available. They have service plans on all their rings, and a staff of photographers to take photos of each diamond. After the 30-day money back guarantee window, they offer a lifetime 100% trade up guarantee. Whiteflash also offers a large selection of designer rings from Tacori, Verragio, Simon G and others.

Pros

Cons

  • Real pictures and videos of each diamond
  • Live chat, email, phone and FAQs
  • 30-day money back guarantee
  • One year service plan
  • One year buy back guarantee
  • 100% Lifetime Trade-Up Guarantee
  • 2015 BBB Pinnacle Award Winner
  • A+ BBB rating
  • Certified ISO 9000 Quality Control System
  • Large selection of “Ideal” diamonds
  • Exclusive provider of A CUT ABOVE® Super Ideal Diamonds
  • Majority of their inventory is round cut diamonds

Coupon

Whiteflash occassionally has seasonal coupons, you can visit our dedicated Whiteflash coupon page to see and discuss current offers.

Read our in-depth review of Whiteflash

Brilliant Earth Review

#3

Visit Website

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 purchase a center stone with every setting. If you happen to live in L.A., San Francisco, Boston, Chicago, Washington D.C., San Diego or Denver, you are in luck as Brilliant Earth has showrooms in these cities to check out their inventory in real life.

Pros

Cons

  • Live chat, email, FAQs and phone support
  • Free 30-day returns
  • Lifetime warranty
  • Uses recycled precious metals in all jewelry
  • Free lifetime diamond upgrade
  • Seven showrooms across the U.S.
  • A+ BBB rating
  • Won’t sell settings without a center stone so you will have to buy your diamond here if you prefer Brilliant Earth’s settings

Coupon

Brilliant Earth occassionally has seasonal coupons, you can visit our dedicated Brilliant Earth coupon page to see and discuss current offers.

Online Engagement Rings Comparison Tables

Below are two tables displaying examples of similar solitaire ring settings and round cut diamonds from each online engagement ring site. Unfortunately, some companies are not included in the comparison tables because they do not sell individual diamonds and ring settings. Please know that some websites may not have had the specifics that we were looking for across the board so they may not be exact comparisons, but we tried to supplement the closest option we could find.

Ring Settings Compared

 Blue NileBrilliant EarthDiamonds-USAGemvaraJames AllenJaredKay JewelersReeds JewelersRitaniWhiteflashZales
Ring NameLow Dome Comfort Fit Solitaire Engagement Ring2mm Comfort Fit RingClassic Solitaire Engagement RingSimply Round Solitaire14K White Gold 2mm Comfort Fit Solitaire Engagement RingSolitaire Ring Setting 14K White GoldSolitaire Ring Setting 14K White GoldWhite Gold Round Tulipset MountingSolitaire Diamond Cathedral Tulip Engagement Ring14k White Gold Classic 4 Prong Solitaire Engagement RingSolitaire Engagement Ring
Price$260$495$364N/A$420$299.99$255$320$635$350$522
Metal Type14K White Gold18K White Gold14K White Gold-Rhodium Dipped14K White Gold14K White Gold14K White Gold14K White Gold14K White Gold14K White Gold14K White Gold14K White Gold
Band Width2mm2mm1.5-2.5mm2.3mm2mm2.5mm2.5mmDoes not say2mm2.5-1.3mm1.67-2.10mm
SKU49887BE101-18KW325475DIX-ENG-SE05-0517043W14R999560306007R999554268401150100-14KWG1RZ7232-5339102264-S0819

Diamonds Compared

 Blue NileBrilliant EarthDiamonds-USAGemvaraJames AllenJaredKay JewelersRaymond LeeReeds JewelersRitaniWhiteflashZales
Price$2,774-$3,396$3,310$3,335N/A$2,570-$3,460$7,050$5,499.99$3,360$5,745$3,084-$3,734$2,678-$2,708$4,387-$5,077
CutGoodGoodGoodGoodGoodGoodGoodGoodGoodGoodGoodGood
ColorJJJJJJJJJJJJ
Carat1.01.01.00.921.01.241.001.01.01.00.91.0
ClaritySI2SI2SI2SI2SI2SI2SI2SI2SI2SI2SI2SI2

Other Places To Buy An Engagement Ring Online

Below are the websites that didn’t make our top three. Some of them are still great places to purchase engagement rings, while others we wouldn’t recommend due to price, inventory or something else. Be sure to read all the reviews to see which one fits your needs best.

Blue Nile | Diamond DelightDiamonds-USA | Gemvara | Jared | Jewelry.com | Kay Jewelers | Kevin Jewelers | Raymond LeeReeds Jewelers | Ritani | SuperJeweler | World JewelsZales

Blue Nile Review

Blue Nile logoVisit Website

Why isn’t Blue Nile in our top three? Blue Nile is one of the largest online jewelers. They have countless rings and 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.

Pros

Cons

  • Live chat, email and 24/7 phone support
  • 30-day satisfaction guarantee
  • Free gift packaging
  • Easy to order
  • Largest diamond inventory, approximately 250,000
  • More unique gemstone shapes than competitors
  • A+ BBB rating
  • Cannot see some diamonds, so you may make unnecessary upgrades in clarity and color
  • Outsources gemstone setting to contractor
  • Many complain of cheap packaging
  • More than 200,000 of their diamonds are round

Diamond Delight Review

Diamond Delight logo

Visit Website

Diamond Delight has some good prices but you cannot create a ring yourself. The website does not sell individual diamonds or settings and the majority of their diamonds are round or princess cut, so if you’re looking for a more unique shape this isn’t the company for you.

Pros

Cons

  • 30-day returns
  • Lifetime warranty
  • No loose diamonds or settings
  • No “large” carat rings, we couldn’t find rings with diamonds over 1 1/4 carat
  • No photos of exact ring or diamonds
  • Not BBB accredited
  • Fewer gemstone shapes

Diamonds-USA Review

Diamonds-USA logo

Visit Website

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.

Pros

Cons

  • Live chat, email, FAQs and phone support
  • Free shipping
  • Only a 10-day return policy
  • Lifetime warranty for clarity enhanced diamonds only
  • Confusing to design your own ring
  • Only about 15,000 loose diamonds and 12,500 are round cut
  • Not BBB accredited
  • Must email for the actual photo

Gemvara Review

Gemvara logo

Visit Website

Gemvara has you design your ring differently from other online engagement ring sellers. First, you choose the ring you like. Then, you choose the diamond(s) you want to be included in the ring. And finally, you select the metal you’d like. It’s the same type of choices, just in a different order. You don’t have the same number of options as our top three picks though, which is what kept them out of the top three.

Pros

Cons

  • Email, phone and FAQs support
  • 101-day satisfaction guaranteed return policy
  • Free shipping
  • One free resizing within 101 days
  • A+ BBB rating
  • Only a 1-year warranty
  • Smaller inventory of diamonds
  • Creating a ring isn’t as easy as others

Jared Review

Jared logoVisit Website

Don’t let your partner say, “He went to Jared!” Why you ask? Because you’ll most likely be paying wayyyy too much money and that’s no way to start a marriage. 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! You’re better off going to James Allen or Whiteflash for half the price. So please, save yourself some money and do not go to Jared!

Pros

Cons

  • Live chat, phone, FAQs and email support
  • 30-day returns
  • Bricks and mortar stores
  • 360° view of rings
  • Lifetime guarantee
  • Helpful Design-A-Ring feature
  • Some terrible customer service reviews online
  • Significantly higher prices than competitors
  • Not BBB accredited

Jewelry.com Review

Jewelry.com logoVisit Website

Jewelry.com has a whopping 12 rings to choose from. Yes, read that again — 12 rings. That’s not a typo. They do have really low prices though. So, you could start your search at jewelry.com and take ten seconds to look at the 12 rings. If you see one you like, boom, you’re done. And if you aren’t pleased with what you see, move on to the next site. Either way, it’s not like you’ve wasted your time. If you are a student, this is the best first stop for you since they also offer a student discount. Be cautious though, if you’re looking for a diamond only ring you’ll want to read carefully. Some of their engagement rings are made out of cubic zirconia.

Pros

Cons

  • Cheap prices
  • Site is aimed toward students, so they get an extra discount
  • Email and phone support
  • 30-day money back guarantee
  • Very limited selection
  • Refunds can take four weeks
  • Not BBB accredited

Kay Jewelers Review

Kay Jewelers logoVisit Website

Kay Jewelers is owned by Sterling Jewelers, the same company that owns Jared. You’ve probably noticed how similar their sites are — they’re basically the same thing. And we’re sure you’ve now come to the conclusion that since Jared was not the place to ring shop, then neither is Kay Jewelers. You’re right. Kay Jewelers is wrong, every kiss doesn’t have to begin with Kay. Your soon to be fiancé will give you plenty of kisses even if the ring isn’t from Kay. 😉

Kay Jewelers had some bad press 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.

Pros

Cons

  • 360° view of rings
  • View your diamond in store before you buy (with a small fee)
  • Phone, email, FAQs and live chat support
  • Bricks and mortar stores
  • Lifetime guarantee
  • Great Design-A-Ring feature
  • Design-A-Ring can be difficult to get to (website tries to route you to finding a store near you)
  • Their promotions can mislead people into signing up for credit cards
  • Poor customer service
  • Extremely high prices (more than double)
  • Some customers say their diamonds have been replaced with lesser quality diamonds
  • Not BBB accredited

Kevin Jewelers Review

Kevin Jewelers logo

Visit Website

Kevin Jewelers specializes in composite engagement rings, which are rings made up of multiple smaller diamonds to make it appear like one larger stone. They don’t have a huge variety of rings since this is their main ring option. However, they do have decent 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. There are 33 retail stores you can visit if you live in southern California.

Pros

Cons

  • Specialize in composite rings
  • Decent prices
  • Email and phone support
  • 30-day refund
  • Few options to choose from
  • Website is not very explanatory
  • No BBB rating

Raymond Lee Review

Raymond Lee logo

Visit Website

Raymond Lee is a good option if you’re looking to buy loose diamonds or a pre-made ring. You cannot customize a ring by choosing your preferred setting and diamond because Raymond Lee does not sell settings. 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.

Pros

Cons

  • Lets you buy loose diamonds
  • 30-day returns
  • Lifetime warranty
  • Doesn’t sell settings
  • No photos of diamonds
  • Small inventory (just over 2,000 diamonds)
  • Not BBB accredited
  • Special orders can only be returned for store credit or an exchange

Reeds Jewelers Review

Reeds Jeweler logoVisit Website

Reeds Jewelers doesn’t have a lot of rings to choose from but they do have ok prices. They also have bricks and mortar stores, so prices aren’t as cheap as their competitors, but they’re still better than some others. Shipping materials could be better, the jewelry ships in an envelope and the item is loose, according to some reviews.

Pros

Cons

  • Email, phone and live chat
  • Free shipping
  • Bricks and mortar stores
  • Does a great job responding to customer reviews online
  • 30-day returns and exchanges
  • A+ BBB rating
  • Not the nicest packaging for shipping
  • Small inventory of rings (652)

Ritani Review

Ritani logoVisit Website

Ritani has partnerships with authorized dealers, so you can see your ring in person before you buy it. This is great especially if you’re creating your own ring. They have great customer service reviews and seem to focus on the customer. Where they can improve on is the way they let you see the diamond online. Not all the diamonds have videos, which means you aren’t able to see the diamond’s flaws as easily.

Pros

Cons

  • Free in store preview
  • 30-day returns
  • Lifetime warranty
  • Phone, email, live chat and FAQs
  • Great Create Your Own Ring feature
  • Will send a free ring sizer
  • A+ BBB rating
  • About 63,000 diamonds to choose from
  • Not all diamonds have video, some only have photos

SuperJeweler Review

Super Jeweler logo

Visit Website

Compared to our top three, SuperJeweler has a bit of a tacky feel to it. Other websites do a great job of feeling professional, whereas SuperJeweler comes off a bit spammy with all of its blinking 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 site that feels more professional and has a cleaner look to it.

Pros

Cons

  • 60-day returns
  • Lifetime warranty
  • Ships out within five business days typically
  • Not BBB accredited
  • Does not sell loose diamonds or settings
  • Not the best photos
  • No design a ring feature
  • Website is tacky looking

World Jewels Review

World Jewels logo

Visit Website

We DO NOT recommend purchasing from World Jewels. All of the other engagement ring websites in this article offer a warranty of some type. However, World Jewels states the following on its website:

World Of Jewels, worldjewels.com/net specifically disclaims warranties of any kind, either expressed or implied, including but not limited to warranties of title or implied warranties of merchantability. No oral advice or written information given by World Of Jewels, worldjewels.com/net or its Associates shall create a warranty. You expressly agree that the use of the Site is at your sole risk.

Zales Review

Zales logo

Visit Website

Zales was founded in 1924 and has many brick and mortar stores. You can also purchase a ring online including designing your own ring. 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.”

Pros

Cons

  • Email and phone support
  • 60-day returns
  • Free shipping for purchases that exceed a certain amount
  • A+ BBB rating
  • No real photos of diamonds
  • Not the easiest design-a-ring function
  • Smaller diamond inventory (32,000)

4 Tips for Buying an Engagement Ring

Rachel Cruz has some tips for you while you’re engagement ring shopping. Tips include financial budgeting, managing expectations and more.

Tired of Talking About Diamonds Yet?

You’re not alone. Diamond searching is exhausting, but well worth it since you’ll have a fiancé and lifetime partner in the end (we hope)! If you plan on designing an engagement ring yourself, be sure to check out this article for some help. Also, did you know there’s a better time to purchase an engagement ring in terms of cost? Find out when you should buy an engagement ring here. And finally, don’t forget to check out this article when you pick out your wedding rings.

Got a creative proposal or diamond search story to share? We’d love to hear it in our comment section below!

Kimberly is always up for an adventure. She’s used to living out of a suitcase and travels consistently. Her first time out of the country was to Thailand, where she spent 4 1/2 months traveling throughout southeast Asia. Kimberly enjoys exploring new places and diving into new cultures. While Kimberly isn’t traveling you can find her trying a new recipe in the kitchen, spending time outside or just lounging at home.

Leave a Reply

4 Comments on "Best Online Engagement Rings: Ritani vs Blue Nile vs James Allen vs Jared vs Kay vs Zales & More"

avatar
Henry8Ball
Henry8Ball

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?

figuere2
figuere2

Was wondering where you’d rate the following in the above list: Brilliance, Rare Carat, and Adiamor? Thanks!

Lary71
Lary71

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.

wpDiscuz

Send this to a friend