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Finding the best places to buy an engagement ring can be a daunting task, given the myriad of options available. It’s a deeply personal journey, where the selection must align with your unique preferences and expectations. This guide aims to simplify the process, providing a clear overview of what to consider when shopping for that perfect engagement ring, and highlighting some of the top retailers in the industry.
While I will touch upon traditional brick-and-mortar jewelers, my advice leans heavily towards purchasing from reputable online vendors. The value and quality you receive from an online purchase are often unmatched, thanks to their lower operational costs, which translate into better prices for you, the consumer.
Buying an Engagement Ring the ‘Traditional’ Way
Opting for a traditional brick-and-mortar jewelry store when purchasing an engagement ring often means facing a significant markup. While the allure of a luxurious shopping experience—complete with champagne, ambient lighting, and the opportunity to examine your diamond up close—may be tempting, it’s important to note that these perks could inflate the price by as much as $2,000.
Given this substantial premium, it becomes challenging to recommend traditional jewelry stores to those who are mindful of their budget—which, realistically, includes the majority of buyers. The extra cost is hard to justify, especially when you consider that the same investment could secure a larger, higher-quality diamond from an online vendor.
However, if budget constraints are not a concern for you, traditional jewelry stores do offer some truly exquisite diamonds. For those who prioritize exclusivity and are willing to invest significantly, prestigious names like Tiffany & Co., Graff, and Harry Winston represent the pinnacle of luxury in the diamond industry. These renowned establishments promise exceptional diamonds, assuming you’re comfortable with the accompanying high-end price tags.
Tiffany & Co. in Salt Lake City: A Beacon of Luxury and Elegance
For those in a position to explore these options, you belong to a fortunate few.
Features offered by the Best Places to Buy an Engagement Ring
Do not feel disheartened if the heady heights of De Beers and Graff are out of your reach. The infinite beauty of a diamond is not determined by the brand name that is attributed to it, but rather by quality, knowledge and exceptional service offered by the retailer.
Before we delve into the specifics of the leading online retailers, there are some helpful tips you can consider which will make your engagement adventure a little easier to manage.
High Res Images and Videos
When selecting a diamond, it’s crucial to choose vendors that provide not just high-resolution images of the exact diamond you’re considering, but also offer comprehensive 360° videos, allowing you to inspect every facet of the stone meticulously. Top-tier retailers like Whiteflash and in instances Blue Nile and James Allen excel in this, ensuring you have all the visual information you need at your fingertips.
A Hearts & Arrows Diamond from Whiteflash
A frequent concern about online diamond shopping is the inability to physically see the diamond before purchase. However, the advanced imaging technology used by these retailers, including hearts & arrows images and Angular Spectrum Evaluation Tool (ASET) maps for the best top-tier diamonds, offers a level of detail far beyond what the naked eye—or even a jeweler’s loupe—can provide. These tools are invaluable for assessing a diamond’s optical symmetry and light performance, giving even those with an untrained eye a profound insight into the diamond’s true quality.
In contrast, traditional jewelry stores often rely on strategically placed lighting to enhance the appearance of their diamonds, potentially obscuring flaws. Additionally, the enthusiasm of sales staff can sometimes overshadow the need for transparency regarding any imperfections. The detailed photographs and videos provided online strip away these layers of embellishment, presenting the diamond in its true light and ensuring you make the most informed decision possible.
Independent Diamond Certification
Certification is a term you’ll encounter frequently when shopping for diamonds. It’s essential to focus on retailers that provide diamonds independently certified by the GIA or AGS, or IGI for lab-created diamonds. This ensures that you’re getting a diamond evaluated by an authoritative and globally recognized entity, guaranteeing the most accurate grading available.
It’s worth noting that the AGSL (American Gem Society Laboratories) has now been integrated into the GIA (Gemological Institute of America), enhancing the robustness of diamond certification. However, the pinnacle of diamond quality is now represented by the new AGS Ideal Report from the GIA, specifically designed for diamonds that meet the highest standards of excellence.
Terms of Purchase & Aftercare
Explore the terms of purchase offered by the retailer and ensure that assurance to the buyer one of their priorities. As a minimum, you should be offered a fair refund or exchange policy; this should allow a reasonable amount of time for a return given that the diamond is in the same condition you received it, and return postage should be covered by the retailer. This minimizes risk and cost to the buyer and shows that the seller has confidence in their diamonds.
Explore the warranty on your piece of jewelry. Basic wear and tear will not be covered, but make sure any issues that have not been caused by general wear are covered in the warranty agreement.
You may also be able to upgrade, or part exchange your diamond in the future. Most importantly, look for clear and helpful customer service throughout the process. Many of the best online retailers now offer chat or concierge services to answer questions and offer guidance at every stage. When the time comes to give payment for the diamond you have chosen, you should feel confident and empowered by the support and information that you have been offered.
The Best Places to Buy an Engagement ring
1. Whiteflash
The focus for Whiteflash is its unwavering dedication to the highest quality diamonds possible, and this ethos is particularly prominent in its A CUT ABOVE® diamonds. Put simply, if you want the best quality diamond available within your outlined budget, Whiteflash would be your first choice.
Its inventory is slightly smaller than James Allen and other competitors, but all of Whiteflash diamonds are in-stock and ready to ship from the US. While Whiteflash also offers fancy cuts, the selection of shapes is limited. Whiteflash has broadened their expertise to include lab-created diamonds, showcasing a premium selection of lab diamonds in various shapes to meet diverse tastes.
Each Precision Lab diamond from Whiteflash is accompanied by an IGI (International Gemological Institute) report, certifying the diamond’s quality and providing transparency about its origin and manufacturing process. Beyond the standard evaluation, Whiteflash offers high-definition (HD) imaging and videos, along with light performance images for every diamond. These visuals give you a detailed view of the diamond’s brilliance and overall quality, enabling a confident purchase decision. With Whiteflash, you’re equipped with all the necessary information to choose a lab-created diamond that aligns with your expectations for excellence and beauty.
If designer engagement rings are what you’re looking for, then Whiteflash is where you should be. It carries over 8 different designers in their offering, this means you’ll definitely find something you’re looking for with Whiteflash.
A stand out feature on the Whiteflash website is the exceptionally detailed Education section. This contains in-depth explanations of cut quality, ASET and Ideal-Scope imaging and the thorough specifications that a diamond must meet to be suitable for an A CUT ABOVE® diamond. This section contains almost everything you need to know about diamonds.
2. James Allen
James Allen is one of the leading online retailers for engagement ring, loose diamond and jewelry purchases. It offers an impressive inventory of certified diamonds, which are all presented with the highest quality imaging and HD video available.
There is an overall feeling of individuality and romance throughout the James Allen site allows potential buyers to explore a diverse and provocative selection of settings and style options to create the perfect ring.
James Allen often collaborates with designers, which again broadens its repertoire of engagement ring possibilities.
It ticks all the boxes when it comes to aftercare, offering free cleaning every six months, lifetime warranty, and free ring re-sizing on top of the 24/7 customer service helpline, free shipping, and money back guarantees.
3. Blue Nile
Blue Nile offers the largest inventory of any online vendor. While their Astor Diamonds fall short of those offered by James Allen (True Hearts) and Whiteflash (A CUT ABOVE® Diamonds), it compensates for this with an overwhelming selection of diamonds and an accessible website, allowing the buyer to sort and refine their search to match their specific needs.
Blue Nile were one of the first vendors to bring in 360° imaging, and its commitment to presenting the diamond in the truest and most accurate way remains paramount. Its settings can be a little hit and miss. It offers a good return policy which may give you the confidence to roll the dice on this, but if not, you may consider purchasing a loose stone and having it set yourself.
If you are looking for a fancy cut, Blue Nile is an obvious choice, as the sheer size of its inventory gives you a maximum chance for comparison on both price and quality.
4. Brilliant Earth
Brilliant Earth is a diamond jewelry retailer that places a strong emphasis on ethical sourcing and social responsibility. In an effort to provide customers with a wide range of options, the company offers diamonds from Canada, Namibia, and Botswana, as well as lab-grown diamonds.
Founded in 2005 by Beth Gerstein and Eric Grossberg, Brilliant Earth was born out of the founders’ frustration with the lack of ethically produced engagement rings on the market. The company’s diamonds are certified and adhere to the Beyond Conflict Free standard, which addresses issues such as forced labor and child labor. Additionally, Brilliant Earth has a foundation that supports various organizations worldwide and has doubled its contributions since 2020.
5. Leibish & Co.
Leibish fills a niche in the market with its exceptional selection of high-quality, fancy colored diamonds. Renowned for their expertise in crafting jewelry that enhances the unique hues of these vibrant stones, Leibish ensures that each setting and style is meticulously chosen to highlight the beauty of the centerpiece.
Recognized as specialists in colored gemstones, Leibish is the go-to destination for those seeking a fancy colored diamond, such as a Canary or yellow stone, for their engagement ring. With an impressive array of options that excel in both appearance and quality, Leibish offers a distinguished selection for discerning buyers.
And Finally…
Once you have outlined your personal specifications, you can explore my in-depth reviews of the above vendors and many more here to decide which is most suited to your needs.
This is just a small selection in a sea of diamond possibilities. Should you find a retailer that is not within my recommendations, be sure to the run the checklist of features and minimum requirements before conducting any further research. Always remember to put the diamond’s 4 Cs at the center of comparisons.
As always, the golden rule with buying an engagement ring is, if it seems too good to be true, it probably is. Knowledge and understanding of quality and competitors will ensure you make the right choice and find your perfect engagement ring.
I’m Louis Jacobs, the creator of Diamond Expert, a platform where I share my lifetime’s knowledge of diamonds. Born and raised in Antwerp, Belgium, the world’s diamond hub, my fascination with these precious gems began at a young age. I spent over three decades in the diamond industry, earning the reputation of a trusted advisor among friends and family for diamond purchases, particularly engagement rings. Now retired, I’m dedicated to providing online guidance to make your diamond buying experience informed and successful.
