reviews of diamond jewelry seller best vendor white flash

Where can you buy that perfect diamond engagement ring?

Unquestionably, e-commerce has become ubiquitous in our lives. Most of us are accustomed to buying everything online. From pizzas, new laptops, clothing and even groceries, I’m sure you probably bought something online before.

However, when it comes to larger expenses, many people tend to be more cautious toward spending money online. Just like how buying a new car online might not make you feel comfortable, buying a diamond ring online may induce skepticism for first-time shoppers.

When done well, buying a diamond ring online can be very rewarding with better quality selections and significantly lower prices. If you do a simple search on Google, you will probably find a myriad of websites offering jewelry and diamond rings at various prices.

While most of them are legitimate businesses, the question really is if you are able to make the best purchase and how do you choose between which vendors to go with?

Well, you’ve come to the right place. Over the years, I’ve personally mystery shopped hundreds of vendors on the Internet and conducted in-store shopping reviews of the biggest brands in the industry.

You can read my unbiased and unfiltered shopping experiences with different diamond retailers. You can even get to see videos and detailed photographs of the diamond rings that I’ve purchased in these reviews.

Some of the gorgeous diamond rings I’ve recently bought from my favorite retailers…

Reviews of the Best Diamond Jewelry Retailers in the Industry

#1: James Allen – The leading online jeweler with real images and magnified videos. is one of the first online sites to revolutionize the world of buying diamonds over the Internet.

With high resolution videos and pictures of diamonds combined with free value-added services like having an in-house gemologist to evaluate your choices, you can shop with peace of mind.

More importantly, you get to see exactly what your diamond ring looks like in real life and have a large selection of GIA/AGS certified diamonds to cherry pick from.

#2: White Flash – This Houston based jeweler specializes in AGS super ideal cut diamonds and designer engagement rings. If you are looking for ideal cut rounds or princess diamonds with superlative performance, Whiteflash is definitely a vendor you want to check out. They also offer a vast selection of designer rings and breathtaking settings to choose from.

#3: Brian Gavin Diamonds – Brian Gavin is a man who is held in the highest esteem by the industry. He is one of the pioneers who popularized hearts and arrows diamonds which are known for their superior light performance.

Brian Gavin has also patented several diamond cutting styles like the cushion hearts and arrows and recently launched their signature line of ideal cut emerald diamonds. If you are looking for the best of the best, they are the place to go to.

What Are the Things to Look Out For When Buying a Diamond?

When it comes to buying a diamond online, one of the most important things to look out for is whether you get exactly what you see. You see, anyone can download stock photos of different diamonds and put them in a listing.

Sadly, this happens frequently where many of the mediocre online vendors use generic diamond images in their listings and pass it off as if the diamonds they sell look like that.

Also, anyone can upload CAD (computer-aided design) drawings of different jewelry artwork and claimed that they made the design. What you should expect from a great online diamond distributor is their willingness to share information and data with you.

For example, a series of actual photographs of the stone you are about to buy, videos capturing the performance of the diamond in different lighting or even essential information like grading reports should be made readily available to you.

When buying online, you should also do your own due diligence when sizing up a potential purchase. For example, you could start by comparing the stone’s image with deep zooming or virtual loupes against the grading report.

Doing so can help you verify the genuineness of the photographs/videos provided. Needless to say, this is also a practice you should bring to your local jeweler if you intend to shop offline.

snapshot video

Retailers like James Allen offer you the ability to see and inspect diamonds upclose with their video technology. This means you get exactly what you see. Check them out for yourself now!

Does the Retailer Help You Understand What You Are Buying?

where and how to buy diamonds?

Which is the best online jewelry store to buy a diamond from?

Another aspect of good e-stores is whether or not they provide good customer service. Buying diamonds is usually heavy on your wallet and the industry is full of technical jargon that can easily confuse someone new.

So, it’s normal to expect and ask for a live voice or messaging system where you can clarify any questions you might have.

In fact, you could test a sales person’s product knowledge by asking them a few simple questions: “How can I tell that the diamond I am looking at matches the descriptions in the lab report?” or “Are all GIA triple excellent diamonds the same?” If the answer is to trust them on their word or that all GIA triple excellent stones are the same, you should probably look for another vendor.

Another question can go like this: “What’s the difference between EGL and GIA certifications?” If the jeweler tells you they are of the same standard and tries to push for an EGL stone, you will know he/she isn’t being honest with you.

Of course, you probably need to ask other questions pertaining to cut or doubts you have and see how they respond to your queries.

James Allen is a vendor that excels in this regard. When it comes to customer service, they have raised the bar very high with their “Diamond Inspection” function where you can chat with a consultant in real time and review a diamond on the same screen while asking any questions you have.

real time diamond inspection support and review of listing

All you need to do is to click a button on the diamond listing page and a professional consultant will be with you in seconds. Thereafter, both of you can interact with the diamond video and you can simply ask your questions.

Range of Diamond Selections & Intuitive Searching Features

choosing a great diamond online

One of the biggest advantages online distributors have over physical stores is the immense inventory size and product range they can offer. In contrast, the assortment of diamonds a physical store can offer would be limited to what the local market is interested in buying.

On this note, an online store should usually be able to provide more options and meet your needs (i.e. 4cs specifications/budget) easily compared to a traditional brick and mortar store.

Due to the number of choices and options available, the usability of the website would play an important role in the overall shopping experience. Jewelers with categorized search criteria and neat layouts will help you narrow your selections in an organized manner.

Some of the better vendors like White Flash will even enable you to compare diamonds easily after you have shortlisted your favorite options.They will even go above and beyond to help you capture real-life comparison videos to help you make better decisions.



The One Great Advantage That Really Matters

All of the requirements mentioned above may seem like bare replacements for features the majority of “offline” stores have to offer. However, the truth is far from that. Great photography and videos are very useful and more important than you think it is.

Now, I’m sure you have all heard what the local jewelers had been saying in defense of shopping online: “Nothing beats seeing the stones in reality.” Well, let me rephrase the question and turn it around to you. If you were given 2 diamonds to examine in the store, do you know which to pick or what to look out for?

Most consumers can’t and don’t understand diamonds sufficiently enough to make a smart decision. In fact, you would more likely be able to make a rational decision when there’s no one pressurizing you into a sale compared to having a salesperson talking non-stop beside you.

pave rope diamond ring setting

Explore hundreds of beautifully crafted ring designs in 360° videos at

Of course, you could argue that most physical stores will probably have a “qualified professional” who can help you find what you want and explain why you would want to choose a particular diamond or setting design.

If you want to have a great variety of options, you can still drive to, say, New York and find a huge store that has a wide range of products where you can get ideas from. Needless, these are all features you have to pay for and the prices in a physical store (usually double of online prices) are indicative of it.

My question to you is: Do you really need to do that in today’s modern age? You can get the same kind of experience via online shopping too. In contrast to local stores, online jewelry vendors are required to offer all the above-mentioned features and more if they want to survive in this competitive market. That is the change we are seeing in today’s online businesses and consumers are the ones who benefit the most.

Internet vendors have a different business model which is based on the absence of expensive rentals and steep advertising fees. With increasing technology and better broadband speeds, you will be surprised at how advanced the experience of Internet shopping can be.

For that reason, a good online diamond jeweler can even offer to design an identical ring replica found in your local store, with significantly lower prices and turnaround time.

The best internet diamond stores like James Allen, White Flash and Brian Gavin Diamonds offer indepth information like magnified videos and tangible light performance data to help you make the best decisions when buying a diamond. Experience them for yourself today!

Indepth Reviews of Online Jewelry Stores And Diamond Dealers:

  • Abazias – The Self Proclaimed Dealer to Offer You Value for Money
    With a bold claim of offering their inventory to consumers at wholesale prices, Abazias seems to be the perfect website for value hunters. Having tried and reviewed their offerings, we don’t fully agree with them. Find out why…
  • B2CJewels – Lowest Prices For Quality Diamonds is a relatively smaller player in the online industry. While they can’t offer you the best in terms of value added services like examining a diamond in person, they offer one of the lowest prices available anywhere else.
  • Blue Nile – The Largest Online Retailer
    They are one of the biggest names you had probably heard about in the online jewelry business. Bluenile was the pioneer that revolutionized the Internet. In recent years, they had improved on their business model by providing better sales policies and video listings. Find out more details in our review…
  • Brilliant Earth Review – The “Green” Diamond Vendor is like the new kid on the block in the world of online diamond retailing. They market their jewelry heavily as “eco-friendly” and “conflict-free” but how much do these matter in the eyes of the consumer?
  • Cartier Diamond Engagement Rings Review – The Big Red C
    I’m sure the name Cartier is no stranger to you when it comes to branded jewelry. With its bright red ring boxes and corporate colors, Cartier makes a lasting impression on people who had come across the brand.
  • Costco Engagement Rings Review – Deal or No Deal?
    Costco is the wholesale giant that is well known in many parts of the world. Besides selling groceries, Costco offers a wide range of other products and even high-end jewelry. However, is the jewelry sold by Costco any good? We find out in this article…
  • The Diamonds Factory – Quality Diamonds at Factory Prices?
    The Diamonds Factory is an online jeweler that is based in the UK and one of the many frequently found in search engine results. In terms of pricing and value added services for consumers, there are many other better alternatives that fare better. Our verdict is: Skip them and move on.
  • Diamond Harmony – Fine Jewelry At Your Convenience features 1000s of high end jewelry online. Learn more about their business and the value that they can provide to consumers.
  • DiamondsOnWeb – A Newer Establishment in Online Jewelry
    From its name, Diamonds on Web is just what their business is all about; to make diamonds available on the Internet. While they are a decent website and business to deal with, there are tons of other vendors who fare better in terms of policies and value added services.
  • – Your Personal Online Jewelry Store
    Diamonds USA has been offering its service online since 1997. They specialize in engagement rings and wedding bands with a huge array of over 1000 unique designs for you to pick from.
  • Excel Diamonds – Family Grown Jeweler
    Being a family business that focuses on quality and customer experiences, has received numerous positive feedback from their customers. Find out what we think about them…
  • Helzberg Diamonds Review – Good or Bad?
    Helzberg Diamonds is a large jewelry chain store with a long history dating back to the early 1900s. The company got its breakthrough and made headlines when Warren Buffet bought them over in 1995. In this writeup, we offer some insights to their products and whether they are worth it or not.
  • Jared The Galleria of Jewelry Review
    Jared is perhaps one of the most recognizable off-mall jewelry retail stores. Their targeted clientele is the middle to higher income earners who can afford to spend more on luxury products. In this review, we take a look at the shopping process of buying a diamond ring at Jared’s.
  • Kay Jewelers Review – Does Every Kiss Really Begins at Kay’s?
    Since its foundation in 1916, Kay Jewelers has grown to become one of the biggest specialized retail jewelry company. Besides a huge range of products, Kay also retails wedding rings for couples. Read our review to find out more about them…
  • Leibish Review – Fancy Color Diamond Retailer Who Delivers Quality Jewelry
    Leibish & Co is a renowned jeweler who deals primarily in rare colored diamonds. Whether you are interested in one for investments or for a beautiful piece of jewelry, we reveal why is the place to start looking.
  • Tiffany Engagement Rings Review – A Look at the Brand Associated With Luxury
    Perhaps the most well-known brand in diamond jewelry, Tiffany and Co, is a household name in America. Have you ever wondered what the quality inside the blue box is really like? This review will disclose things you probably didn’t know about…
  • Union Diamond – An Array of Choices
    Union Diamond boasts an impressive range of certified diamonds and customized designs for their settings. They tend to offer more shapes (like the trilliant cut) and varieties compared to other similar vendors.
  • Victor Canera Review – High End Bespoke Jewelry And Antique Style Diamond Dealer
    Victor Canera prides himself as a jeweler who offers high quality ring settings and ideal cut diamonds. For consumers who are nit-picky about the workmanship of their jewelry, Victor is the best jeweler to satisfy your needs.
  • Zales Review – Bold Claims of Creating the Most Brilliant Diamond in the World
    One of the largest and most well known jewelry chain in America with close to 700 stores nationwide. How does the quality of their diamond jewelry stand out in lieu of all the marketing hype they create and immerse themselves in?

Reviews of Branded Loose Diamonds

Reviews of Designer Engagement Rings

designer diamond ring reviews

Lovely Tacori engagement ring that features the iconic crescent design.

  • Forevermark Diamonds Review – De Beers Re-Marketed
    Forevermark is a line of jewelry created by the world’s largest diamond cartel, De Beers. Launched in 2008, Forevermark became a global presence after seeing success in the Asian region.
  • Hearts On Fire Review – The World’s Most Perfect Cut Diamond
    One of the biggest names in the international diamond retail industry is Hearts On Fire. They claim to be the company that has the world’s most perfectly cut round brilliant diamonds. Read our insights and experience to find out whether they hold up to the marketing publicity they created.
  • Ritani Loose Diamonds And Engagement Rings Review
    Ritani has grown its business rapidly over the years and established itself as the go-to jeweler for many Americans. In this review of, we reveal some surprising finds.
  • Simon G Designer Diamond Rings Review
    Simon G. is renowned for creating unique engagement rings to celebrate life events and big occasions. With a history of more than 30 years and various accolades, we put their ring settings to the scrutiny to see if they are worth it or not.
  • Tacori Review – Are Their Designer Rings Worth the Premium?
    Tacori has built up a huge following of clients because of their unique and breathtaking ring designs. In this write up, we take a comprehensive look at the brand and review some of our favorite designs.
  • Vatche Review – How Do Their Rings Stack Up?
    Vatche is a prestigious jewelry designer that is priced affordably to target consumers in the middle class market. Their designs are classic and elegant looking. In fact, I’ve recently bought a Vatche ring and recorded videos of the ring in HD. Check it out here!

Reviews of Jewelry Malls And Diamond Districts

  • Los Angeles Jewelry District – Should You Shop There?
    The LA jewelry district is one of the largest of its kind in the United States. On a backdrop of art-deco buildings, the stores there sell everything from precious metal jewelry to loose diamonds. Find out whether it is a smart choice to shop there.
  • Houston Diamond District Review (Are They Any Good?)
    The diamond district based in Texas is found in the downtown area of Houston and consists of a cluster of jewelry stores. Is it a good idea to shop for a diamond in the district or go elsewhere? Find out here!
  • New York City Diamond District – Good or Bad?
    The NYC diamond district is one of the largest trading centers in the world. Touted as the place to go engagement ring shopping and “marvelous” deals, is it the best place for the everyday consumer to shop? The truth will shock you…

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  1. Michael-
    August 6, 2016 at 6:14 am

    Hi Paul,

    Your website really helped me in choosing the right diamond for my girlfriend. If it wasn’t for your love of precious gems there would be a lot more uneducated people in the world buying diamonds. I, myself would be one of them.

    I want to thank you, and please keep up with the great work.


    Michael Hulleza.

  2. Lisa-
    September 7, 2016 at 5:50 pm

    Hi – Great website and reviews. By any chance do you have an opinion on A Jaffe settings? I have a 3ct stone from my mother and really like one of their settings. As this is my first time shopping for rings, I don’t know much about any of the designers and want to be sure I am getting quality, a reputable name, and not getting ripped off. Thank you in advance! Lisa & Mike

  3. Paul Gian-
    September 8, 2016 at 1:41 am

    Unfortunately, I have no prior experience with A Jaffe. As far as settings go, you can actually go visit them an inspect some of their available settings to find out how well made they are.

    You can read about the things I look out for here:

  4. Humaira-
    September 18, 2016 at 6:20 pm

    Can anybody please let me know any online diamond shopping website in Pakistan ? I have been wondering around a website called but they do not sell diamonds but they did sent me a detailed email with many precious gems at a very reasonable cost

  5. Paul Gian-
    September 19, 2016 at 1:23 am

    If you don’t want to get ripped off, start here:

  6. Jam-
    October 2, 2016 at 8:34 pm

    Hi Paul,

    have you ever reviewed a second-hand diamond website / store? I was curious to see how expensive it would be to buy a second hand diamond.


  7. Paul Gian-
    October 3, 2016 at 4:14 am

    I do have experiences with quite a number of them. NONE sells diamonds that are well cut enough (you can imagine the amount of junk people buy and then try to sell off in the 2nd hand market) and/or reliably graded. eBay and many other auction sites are some examples of the 2nd hand market and these are the sites that I warn readers against.

  8. rebecca newsham-
    May 10, 2017 at 10:16 pm

    what do you know about selecting an antique diamond ring? Am looking at some from Edwardian – Art Deco periods. What do I look for?

  9. Paul Gian-
    May 11, 2017 at 2:22 am

    Find a center stone that’s cut to the old styles like the Old Miner or Old European.

    You can generally go down to lower colors to get the rustic tint of yellow (J-K colors). Victor Canera has some nice workmanship on his rings.

  10. Suzanne-
    July 5, 2017 at 9:57 pm

    Hi Paul,
    I just wanted to thank you for your help!! My fiance bought an idealscope after learning about it on your website. We used it to review diamonds in NYC’s Diamond District. When we saw a stone we thought looked good, we took some idealscope pictures, and then sent you an email asking to help us validate what we saw. You helped us to identify some pretty severe light leakage – which seemed crazy at first because it was a GIA “Ideal” cut stone!! We wound up finding a GORGEOUS diamond from Whiteflash instead. On July 1st, he proposed and I am SO happy with my gorgeous diamond!! Thank you so much for this site, and your willingness to help!!


  11. Susan-
    July 22, 2017 at 7:53 am

    I found a beautiful 2 carat VVS1 diamond on Brilliance .com and have reviewed the report (EGL unfortunately) and viewed the video and zoomed pictures of the diamond. I just wanted to see if you have any experience with this site as the price seems to be much lower than James Allen, or any of the very popular online retailers. Your help is much appreciated as I am ready to purchase a ring to replace my stolen wedding rings. Thanks!

  12. Paul Gian-
    July 22, 2017 at 1:38 pm

    The reason why it is lower priced is not because of the choice of vendor but because of the unreliable grading report the stone has. If you intend to get an EGL graded diamond, be prepared for a giant rip off and over pay.

  13. Michael R-
    July 27, 2017 at 5:51 pm

    I’ve been looking at buying a pink sapphire engagement ring since my girlfriend prefers them to diamonds as the primary or center stone. Almost decided on one at The Natural Sapphire Company online website, but feeling a bit nervous. Is this company “safe?” What are some good/safe sites to buy gemstone jewelry?

    thank you,
    Michael R

  14. Paul Gian-
    July 28, 2017 at 3:58 am

    I have no prior experience with that company. So, I can’t offer much insights there. James Allen do offer gemstone jewelry and have HD videos of loose stones. You might want to check them out:

    As far as diamonds and jewelry goes, they are a reliable vendor that I had personally tested as did many other readers who bought from them.

  15. Claire-
    September 1, 2017 at 3:28 am

    Your review is very helpful. I have been looking around online for different jewelry websites with my husband as he wants to give me a diamond ring for our 25 year anniversary. He is very sweet and really wants to give me something really nice, but at the same time that the diamond is of good quality. There is one site called that has really decent prices and the Design representative he talked to was very knowledgeable and understood what he wanted for me. We are based in the United Kingdom. We haven’t decided to go with them or another store yet, but definitely will take all your advise into consideration before we make any purchase. Thanks!

  16. Irene-
    October 3, 2017 at 3:30 pm

    Hi Paul,

    Your reviews are very informative and have helped my boyfriend and I gain a ton of confidence in our diamond purchase. After viewing diamonds at various brick and mortar jewelry stores (with aset and ideal scopes in hand), as well as online vendors (all of which you’ve reviewed and were spot on), we ended up getting a gorgeous Crafted by Infinity diamond from High Performance Diamonds, which we had mounted on a custom-designed setting made by an amazing local jeweler. Although the ring is not a surprise, my boyfriend insists that the proposal will be a surprise. Now, our friends are seeking our guidance for their engagement ring, and we referred them to our favorite educational sites and resources, including yours. We also provided them with a detailed spreadsheet we created to objectively compare each diamond in consideration within our budget (mostly from Brian Gavin, James Allen, and High Performance Diamonds). We developed strict criteria per your guidance. I’m just curious if you have ever personally dealt with HPD or reviewed the CBI diamonds, which we think offers not only some of the best and most ideal cut diamonds (with aset and ideal scope images to prove), but also one of the best return and upgrade policies in the industry (also accounted for in our spreadsheet). We haven’t found too many reviews on them from experts such as yourself, to direct our friends to, outside of just sharing our own stellar experience. I’m also curious to know if “custom cut” diamond services offered by Brian Gavin and Good Old Gold, vendors we also considered at the time of our purchase, offer better quality and/or value. Looking forward to your insight. Thanks!

  17. Paul Gian-
    October 3, 2017 at 3:52 pm

    I have yet to review a Crafted by Infinity diamond in person. However, going by their online listings and the data they list, their diamonds look very well cut. I have no prior experience with Good Old Gold. However, with Brian Gavin, the custom cut service is useful especially if you need a particular carat weight/clarity/color specification to be fulfilled. Unknown to many, the cost of doing a custom cut with Brian Gavin is actually the same as buying a loose diamond (with the exception of different policies like depositing money upfront and returns).

  18. Brandon-
    December 20, 2017 at 4:51 pm

    Kay jewelers, do you no longer care about your customers? You are stealing from me and damaging my credit for your mistake and each time I reach out to resolve the issue, you transfer me to your new financing company and they can’t resolve old matters from your old one. In a customer that fell through the cracks of your financial switch and in return you are attempting to financially ruin me with my credit. Anyone else feeling abandoned and used by this company?

  19. James-
    July 6, 2018 at 7:43 am

    Thanks for your website. I’ve learnt alot and spent hours reading through the content you provide for free. I noticed that you’ve written mainly about online jewelry store reviews and less of local brick and mortar stores. I’m looking for louily jewelry reviews as I am thinking of buying a diamond pendant from their store. Are they reliable? Do you have anything you can share about the business?

  20. Paul Gian-
    July 7, 2018 at 5:45 pm

    I don’t have any experience nor have written any reviews about Louily Jewelry. But a quick look at their product offerings reveals that their products are mostly in the lower price ranges and using different metals (e.g. silver) with different non-diamond gemstones.

  21. Bonnie-
    November 22, 2018 at 7:29 am

    these are good suggestions for diamond rings, I am ready to get engaged with my love lately, and we are choosing the diamond ring.

  22. Sana-
    September 7, 2019 at 7:30 pm

    Very bad treatment, very bad behavior I feel sorry that ordered from this website,( he took my money and didn’t deliver my order. Tried to reach him and still didn’t get my money back.
    I do not trust him and I definitely do not recommend this site to any body. It is a horrible experience.
    They left me no option but to take them to court.

  23. elaine-
    December 13, 2019 at 2:21 am

    I’m interested in buying a tennis bracelet from a jeweler called Rosce. The details are as follows. What does it mean when they say the metal is 18k gold vermeil?

    Width 3mm / 4mm
    Length 6.5″ / 7.5″
    Rosce Carat 0.25ct per stone
    Metal 18K Gold Vermeil
    Weight 29g
    Setting Type 4-Prong
    Clarity SI
    Independent Certification IDGL/GIE

    Is this a good buy for $125? If you have written a rosce jewelers review, please let me know as I would want to read it and I couldn’t find it on your website.

  24. Paul Gian-
    December 14, 2019 at 10:12 pm

    Vermeil means that the metal is coated with 18k and that the base metal is usually something that is less expensive like silver. As for the tennis bracelet, the diamonds used are really small and I pay no heed to the IDGL or GIE certification.

  25. Cynthia Chan-
    April 29, 2020 at 5:08 pm

    Thank you Paul for your in-depth, factual, easy to understand, important information about buying diamonds.

    If i had not come across your website, I would have been talked into buying a clarify enhanced 2 carat stone for my diamond pendant from a scumbag eBay dealer!!

    The content about the lab grown diamonds was especially informative; I’m a very practical person, why pay more for something when you don’t have to? And so much less of environmental impact than natural mining

    Keep doing what you do Paul! You’ve definitely help educate 1 more diamond consumer today! I am very grateful for your website

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