When it comes to buying engagement rings, more and more consumers are heading to online diamond retailers to make their purchase – and for good reasons. Not only will you enjoy significantly lower prices and wider product selections, there’s also no need for you to deal with pushy sales people in traditional brick and mortar stores.

We’ve scoured the web to find the best diamond retailers who provide top notch customer service and intuitive websites where you can shop with a peace of mind. While compiling this list of the top online diamond vendors, we also took into account various aspects of their businesses; like sales policies, conflict free diamonds, customer support and range of setting designs offered.

#1: James Allen – Seeing is Believing

JamesAllen.com is a dream come true for online diamond shoppers. Founded in 2006, James Allen has revolutionized the way diamonds are sold through their exclusive Diamond Display Technology.

Gone are the days where you need to learn how to use a 10X loupe correctly if you want to scrutinize a stone. At James Allen, every single diamond in their inventory is displayed in interactive 360° videos.

diamond retailers with videos

Examine thousands of loose diamonds under 20X magnification to find your perfect stone!

You could now inspect the smallest details easily in the comfort of your own home. If that’s not enough, the customer support offered by JamesAllen.com is first-class. They have diamond professionals who are on-site 24/7 to assist you with any queries you may have.

rope design setting with sparkling diamonds

Click here to visit James Allen and experience their awesome website for yourself…

#2: White Flash – Ideal Cut Diamonds And Designer Settings

Based in Houston, White Flash is a bridal jewelry retailer who specializes in super ideal cut diamonds. If you are looking for the best of the best in cut quality and precision, White Flash’s signature A CUT ABOVE diamonds will knock your socks off.

extreme precision exceptional beauty diamonds

WhiteFlash.com is a retailer that had won numerous prestigious awards and is trusted by thousands of customers around the world. Notably, they had been awarded the 2015 Pinnacle Award by the Better Business Bureau (BBB) for the tenth consecutive year.

Being in the jewelry industry for years, I can tell you this speaks volumes about their exemplary customer service standards and product quality.

One of White Flash’s unique selling prepositions is that they offer a variety of designer engagement rings such as Danhov, Verragio, Ritani and Tacori. Besides designer brands, they also offer a large selection of in-house ring designs for shoppers to choose from.

danhov vs verragio

Click here to visit White Flash and get ready to be dazzled!

#3: Brian Gavin Diamonds – Ideal Cut Diamonds And Designer Settings

Brian Gavin is a 5th generation diamond cutter who has built up a massive reputation in the industry. His signature super ideal cut diamonds are some of the most beautiful diamonds I had ever come across.

And not surprisingly, the quality of his diamonds and engagement ring designs have earned him raving reviews from customers around the world.

hearts and arrows diamonds

Hearts and arrows diamonds are Brian Gavin’s signature products…

Besides an assortment of top tier hearts and arrows round diamonds graded by AGS, Brian Gavin also carries ideal cut princess and cushion shaped diamonds in their inventory.

As an online diamond retailer, Brian Gavin is uniquely positioned in the market. They also offer specialty diamonds with cool looking fluorescence and warm colored stones to target niche clientele.

briangavin blue

Click here to visit Brian Gavin to browse their selections of ideal cut diamonds…

#4: Victor Canera – Hand-Forged Jewelry At Its Finest

Based in Los Angeles, Victor Canera is a bespoke jeweler who specializes in both contemporary and old-world diamond jewelry designs. Having spoken to him on a couple of occasions via Skype, I find him to be an easy person to work with because of his friendly personality.

victor canera catalouge

Hand-forged rings that are personally fabricated by Victor Canera

What makes Victor Canera stands out from other diamond vendors is the signature diamonds he offers: the Canera Ideal Hearts – Super Ideal Hearts & Arrows diamond, the Canera Antique Cushion and the Canera European Round.

These are diamonds that are cut to extremely high standards and for the best light performance. Of course, you don’t have to take my word for it. All you need to do is to corroborate the reflector images (ASET, Idealscope, H&A) found in the diamond listings and you will see proof of why they possess elite craftsmanship and performance.

canera ideal hearts vs ags 000

A comparison of hearts patterns with Canera Ideal Hearts against generic diamonds in the market.

Now, I’ll be honest with you. Victor Canera isn’t a vendor who’s suitable for everyone mainly because of pricing factors. If you are on a tight budget or looking for mass produced jewelry, you probably won’t find what you need at VictorCanera.com.

However, if impeccable craftsmanship and high quality settings are stuff you are looking for in jewelry, Victor Canera is the go-to person. Victor’s jewelry may more cost a little more than those offered in the mass-market but the upside is that his hand-forged settings are top-notch and one-of-a-kind.

Click here to visit Victor Canera and find your dream ring today!


We have vetted hundreds of online jewelers and handpicked 4 of the best diamond retailers in the world. Not only do they offer better prices compared to traditional jewelry stores, they also offer larger selections for you to cherry pick diamonds from.

More importantly, our recommended online retailers provide more data about their diamonds than your average neighborhood jewelry store. To me, that’s one of the biggest plus point of going online. You’ll have all the information required to select diamonds cut for the best light performance without a salesperson trying to pester you into a sale at every turn.

Here’s a quick recap:

James Allen: 360° videos coupled with free gemological evaluations for up to 3 diamonds make them the recommended place for fancy shaped diamonds.

White Flash: Best retailer for ideal cut round and princess shaped diamonds. Also offers a range of beautiful designer ring settings.

Brian Gavin: For people who expect the best of the best in diamond cut quality. BGD offers signature lines of ideal cut rounds, princess and cushion shaped diamonds.

Victor Canera: The “Ferarri” in the world of hand-forged jewelry settings. Offers hearts and arrows round diamonds as well as specialty old world diamonds with ideal optics.

With that, I wish you all the best in your engagement ring shopping. Remember to have fun!

p.s.: If we’ve missed an awesome vendor, do let us know in the comments below.

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  1. Lauren-
    February 19, 2016 at 1:17 pm

    Where’s the best place to shop for natural black diamonds for an engagement ring center

  2. Paul Gian-
    February 20, 2016 at 2:38 pm
  3. patrik-
    March 14, 2016 at 11:50 am

    Would be great if you’d also have european retailers listed and rated.

  4. Paul Gian-
    March 23, 2016 at 1:15 pm

    The problem is that I can’t find European retailers who offer better pricing, products and policies that can best these vendors. So, if you are buying from Europe, these are still the best vendors to work with.

  5. Wendy-
    April 6, 2016 at 12:01 am

    Can you please recommend A jeweller in NYC for natural pink diamonds?
    Thank you….. Your blog is very helpful

  6. Paul Gian-
    April 6, 2016 at 3:21 am

    https://beyond4cs.com/go/ja/ => They sell a good range of GIA graded diamonds.

  7. Deni-
    April 12, 2016 at 11:59 pm

    Hi Paul

    where is the best place to shop for diamond rings with reasonable price range in Canada, precisely montreal?

  8. Paul Gian-
    April 13, 2016 at 3:47 am

    I don’t have anyone to recommend. Actually, you’ll find good selections of quality diamonds in the 4 retailers above compared to any local brick and mortar stores you can find in Canada. Just do your own comparisons and you’ll find out for yourself.

  9. Mark-
    April 19, 2016 at 8:17 pm

    Hi Paul I am in the UK and wondered if you would recommend me a retailer or online over hear who can be trusted, the style we are looking at is a side stone, many thanks

  10. Paul Gian-
    April 20, 2016 at 12:27 pm

    Stick with the online stores above. They offer competitive prices and extremely high quality diamonds.

  11. Kathie Leininger-
    July 30, 2016 at 4:37 pm

    Would you trust Jarod’s or Kay’s Jewelry store to size your own diamond ring and solder it to two of their bands without switching your own diamond out?

  12. Paul Gian-
    July 31, 2016 at 1:29 am

    Trusting them not to switch out your diamond would not be an issue. Trusting them to do a good job at it is a different story.

  13. Laura-
    September 25, 2016 at 3:02 pm

    Thank you for this very informative article but once again, it would be nice to have recommendations in Europe. When buying from the US, we have to pay 20%VAT plus customs fees and shipping so any savings is wiped out.

  14. Paul Gian-
    September 26, 2016 at 2:04 am

    There is still significant savings to be made and there is a misconception on taxes in the UK. If you are buying in a physical store, you will need to pay taxes as well. Most people don’t “see” it because it is already factored into the price by the jeweler. I repeat, the price tag listed for a jewelry piece has VAT factored into it.

    If you want to do a proper price comparison, you should be comparing the final cost (after taxes and custom duty) for a piece of jewelry purchased online against an identical jewelry sold by your local store. When you do this, you will realize that prices are still much much better online because of the steep overheads EU/UK jewelers have.

  15. Jasthi Kumar-
    December 13, 2016 at 5:44 am

    Hi Paul, You provide great info on diamonds Appreciate it. What is your take on ‘Blue Nile’?. Blue Nile appears to be prominent and reputed among online diamond retailers and have GIA grading for all their diamonds. I’m considering to buy one from them. Do you recommond? Thanks.

  16. Paul Gian-
    December 15, 2016 at 2:01 pm

    Blue Nile is a reliable vendor as well. I did a recent purchase from them here: https://beyond4cs.com/reviews/blue-nile/

  17. Jessi P-
    February 2, 2017 at 7:44 pm

    What is your opinion of Brilliant Earth. I have a limited budget but am determined to have a rose gold ring and they seem to offer the largest selection so far in this regard.

  18. Paul Gian-
    February 3, 2017 at 5:20 am

    Brilliant Earth is a reliable vendor for jewelry and they have good craftsmanship on their rings. That said, they are quite pricey compared to other vendors who offer similar items.

  19. Stuart-
    February 27, 2017 at 6:35 am

    Hi Paul, great website. I wondered if you knew any online retailers that ship to South Korea. White Flash appears to but I haven’t found any others that do. Thanks very much.

  20. Paul Gian-
    February 28, 2017 at 4:46 am

    As far as I know, not many online vendors offer shipping to South Korea. In this case, stick with White Flash, they are a highly reliable vendor and offer really well cut diamonds.

  21. Fm-
    March 22, 2017 at 6:06 pm

    Hi paul, i am interested in a heart shaped diamond D VS2, with the GIA report saying “twinning wisp”, should I go for it or not? Would you reccomend buying from israel-diamonds.com?

  22. Paul Gian-
    March 27, 2017 at 9:51 am

    It depends on a case by case basis. At lower carat sizes, twinning wisps aren’t an issue with VS2 clarity ratings. I would be more concerned about the cut quality of the heart diamond rather than clarity. Read this: https://beyond4cs.com/where-to-buy-fancy-cuts/

    For heart shapes, James Allen and Enchanted Diamonds are the go-to vendors.


  23. Lauren-
    May 22, 2017 at 8:42 am

    Hello. I have an old engagement ring from my grandmother that I want to use the stone for my engagement ring.

    Should I have diamond appraised in the diamond district or prior to going ? Diamond may be to old to have any sort of tracking number on it but want to make sure no swapping occurs. Any places you recommend going to in diamond district?

  24. Paul Gian-
    May 23, 2017 at 12:29 pm

    Loupe the diamond and find out where the inclusions are or get the person who’s taking it out for you to do so on a mapping diagram.

  25. Veronica-
    August 9, 2017 at 9:08 am

    How about Switzerland? For example the towns of Lausanne and Montreux. Any recommendations?

  26. Paul Gian-
    August 9, 2017 at 5:55 pm

    Unfortunately, I’m not familiar with the local jewelry market in Switzerland and can’t offer constructive advice. As an alternative, you may want to consider the online stores as some do ship to Switzerland with good policies.

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