Should I Buy a Diamond Online?

In the age of the internet, it’s the age-old question—is buying something online worth it? There will always be benefits to being able to see and feel the quality of a product for yourself, while also getting good customer service at the same time. However, online shopping is easier and more trustworthy than ever.

However, there’s a difference between ordering a pair of $100 shoes and a $10,000 diamond that you’ve never seen physically. It’s natural to have concerns over purchasing anything online, but especially with such high-quality and expensive items. 

So when it comes to buying diamonds online, should you do it? Is it safe? How do you know who to trust? We’ve got all the answers you need. 

  • Should I Buy a Diamond Online?
  • What To Look For In Online Diamond Retailers
  • Is It Better to Buy Online?
  • Where Are The Best Places to Buy Diamonds Online?

Should I Buy a Diamond Online?

You can easily and safely buy a diamond online, but this does come with a catch. You have to put the work in and find a reputable vendor. Some of our favorites are Whiteflash, Blue Nile, and James Allen

We understand that it’s the high cost of a diamond that makes buying online feel a little risky. However, risks can be accounted for if you’ve done your research. So what needs to be done?

What To Look For In Online Diamond Retailers

The best way to ensure you’re getting a good deal is to only purchase from a reputable, trustworthy, high-quality diamond retailer. So how do you find one?

First of all, look at the quality of the diamond reporting they have on their sites. For example, do they offer high-quality images, video, and accredited diamond certification? A great example of this can be found on Whiteflash in how they advertise and describe their diamonds. Take the page for this 1.021 ct D IF A CUT ABOVE® Hearts and Arrows Diamond—it’s replete with light performance images, detailed descriptions, and actual footage of the diamond (which is absolutely stunning).

diamond details from whiteflash

As you can see, this diamond is certified by the American Gem Society (AGS), one of the most respected diamond certification labs operating today. 

Similarly, look into the actual purchasing policies offered by a diamond retailer. For example, Whiteflash themselves offer a lifetime trade-up policy, which is where a diamond can be traded in for another at the full store value, which is a rare benefit for diamond buyers. Similarly, James Allen offers a lifetime warranty and Blue Nile provides free secure shipping. However, these are not the only policies that set these companies apart.

Looking For A Trustworthy Diamond Retailer?

We’ve taken the time to create painstakingly research reviews of some of the world’s best known and most popular diamond retailers, which you can read to decide for yourself who is truly worth purchasing from. Just click the button below to find a review.

Diamond Reviews Here

Is It Better to Buy Online?

In many cases, you will welcome the benefits that come from buying online. For starters, you can browse countless diamond buying opportunities from the comfort of your own home, complete with a steaming cup of coffee and your favorite playlist. But what else can you gain from buying online?

Increased Transparency

With better ecommerce opportunities and more stringent vetting processes, you can enjoy a more transparent online experience than ever before. In the past, specific shops had a monopoly on diamond selling because access to info regarding other sellers wasn’t easily available. With the internet, a quick Google search can show you who is selling, how they are selling, and what reviews they’ve got. 

It’s also much easier to compare diamonds or other jewelry pieces from different vendors, rather than having to make note of the details of one item and recall them when considering another. 

Better Deals

If a diamond retailer is solely online, then their overheads which be far cheaper than those businesses that run a chain of stores. Without these overheads, the lower operational costs become a benefit for consumers, as the relative prices of the diamonds can be decreased. 

No Pressure to Make A Purchase

In many stores, you’ll find staff who are working on commission and therefore may pressure you to buy before you’re ready. 

Online buying is the perfect place to take your time, mull over your decisions, do the research, and come to a better conclusion than when you’re being pressured to buy. 

A Wide Range of Diamonds

Physical retailers will have finite diamond stocks on site, which can be limiting if you’re looking for a very specific diamond. On the other hand, online diamond retailers will have much larger inventories, which can be supplemented by virtual inventories, where diamonds are stored in other locations, ready to be bought online. 

When buying in person, you may need to compromise if you need a diamond quickly but don’t have the range to choose from, which is never a good outcome and you may be left disappointed. With online shopping, even if an online retailer doesn’t have the diamond you need, you can quickly load up another site and begin your search again.

Where Are The Best Places To Buy Diamonds Online?


Whiteflash Logo

Based in Houston, Whiteflash are renowned across the world for the quality of their inventory, especially their Ideal round cut diamonds. They have a flawless reputation, with many clients being return customers who are captivated by the sheer quality available. Whiteflash truly raised the bar when it comes to purchasing premium diamonds online. 

Their signature A CUT ABOVE® diamonds represents their power of experienced curation, which shows complete consistency and attention to detail. 

Read our Whiteflash Review

Blue Nile

Blue Nile LogoBlue Nile has been a leading online diamond retailer for over two decades. One of the main advantages of purchasing from Blue Nile is that they adopt a unique approach to selling, by placing wholesale diamonds directly onto their website, meaning they work around inventory issues that may affect other retailers.

What this means is that their collection effectively dwarfs other retailers, allowing them to be a pioneer in this particular field.

Read our Blue Nile Review

James Allen

James Allen LogoJames Allen provides an incredibly wide selection of diamonds that are GIA or AGS certified, and you can find some absolutely incredible diamonds on their site. Plus, they’re one of the most accessible diamond sites around, pairing each diamond description with an HD video so that you can see the diamond you’re interested in in great detail. 

Read our James Allen Review