Notice: As with all international shipping, your country may apply VAT, taxes, duties, and similar. Please make sure to check out the details at the store as well as with your authorities before placing a purchase.
Our Picks as the Best Stores
This list consists of 10 stores
- Blue Nile US-based – The Best Online Store Dedicated to Diamonds
- James Allen US-based – Top Store Focusing on Custom Diamond Jewelry
- Amazon US-based – The Best Selection of Diamond Jewelry
- Macy’s US-based – Amazing Selection of Diamond Jewelry
- Nordstrom US-based – Over 2,100 Diamond Jewelry Pieces for Women
- Bloomingdale’s US-based – Huge Selection of Diamond Jewelry for Women
- Walmart US-based – Wide Range of Diamond Jewelry for Men and Women
- Brian Gavin US-based – “The World’s Finest Signature Collection”
- Brilliance US-based – A Cheaper, Better Option for Buying Diamonds Online
- Frost NYC US-based – Authentic Hip-Hop Jewelry with Diamonds
Blue Nile US-based – The Best Online Store Dedicated to DiamondsVisit Store
The Blue Nile is the most popular online diamond store according to web traffic data. At the time of writing this, there are more than 100,000 diamonds to choose from of all shapes, carats, prices, cuts, colors, and clarities. After selecting a diamond you can add it to a ring or to a pendant, of which there are more than 450 different rings and 15 pendants to choose from. Alternatively, you can just add the diamond to your shopping cart and order just that.
You can then choose the material of the pendant or the ring, such as14k or 18k white gold, 18k yellow gold, or platinum. Blue Nile has some of the most expensive diamonds online with prices going all the way up to over $2.5 million for an 18.91-carat diamond. This store also has a wide range of diamonds priced at under $300.
Additionally, you’ll find non-custom diamond jewelry here. Blue Nile has a little over 1,800 diamond jewelry pieces, including rings, bracelets, necklaces, and earrings. These items are priced between $156 and $140,000.
All Blue Nile diamonds are warranted to be conflict-free. In addition, Blue Nile works to ensure that its gold and metals come from suppliers that meet the highest human rights, social, and environmental criteria. Blue Nile offers 24/7 live chat and phone support.
StatsSelection: 10/10 Prices: $275 – $2,560,000 Google Search Popularity: <5% Instagram Popularity: 202k
Free shipping and returns within the US. Orders over $1,000 are eligible for overnight shipping. Blue Nile ships internationally to 45 different countries.
Blue Nile credit card holders are eligible for payment plans.
James Allen US-based – Top Store Focusing on Custom Diamond JewelryVisit Store
Based in New York, James Allen is another popular online store that focuses mainly on diamonds and diamond jewelry. This store has an even bigger selection of diamonds with more than 200,000 earth-created diamonds and 6,000 lab-created diamonds. Not only can you only filter the diamonds by shape, color, clarity, cut, carat, and price, but you can also select polish, symmetry, lab, depth(%), table(%), and fluorescence.
One of the best things about James Allen is that all of the diamonds are certified conflict-free. You can buy loose diamonds and create your own jewelry, or browse the store’s collection of rings, bracelets, earrings, and more. All of the store’s diamonds come with a lifetime warranty and a 100% money-back guarantee. James Allen also ships around the world for free.
James Allen offers 24/7 customer support which can be reached by phone, chat, or email.
StatsSelection: 10/10 Prices: $210 – $1,840,000 Google Search Popularity: <5% Instagram Popularity: 119k
Free shipping in the US. Orders over $500 are shipped with FedEx Priority Overnight. Free worldwide shipping. International orders over $500 in value are shipped via FedEx International Priority.
Payment plans are available to James Allen credit card holders.
Amazon US-based – The Best Selection of Diamond JewelryVisit Store
Amazon is the #1 most popular and arguably overall best shopping site in the US. You can buy almost anything on Amazon and free shipping for Prime members makes it an easy choice. With more than 9,000 women’s diamond jewelry pieces and over 1,000 for men, the selection of diamond jewelry is definitely the best online at the time of writing this. However, dedicated jewelry stores Blue Nile, James Allen, and Brilliance offer way larger selections of loose diamonds. If you’re looking for jewelry that’s ready to ship, Amazon is a great choice.
The best thing about shopping for diamonds at Amazon is that you can filter the results by diamond carat, color, clarity, cut, and shape. There are also filters to show only items with certain metals or specific colors. Prices are also really reasonable since you’ll find diamond jewelry that starts at just $10.
StatsSelection: 9/10 Prices: $10 – $181,000 Google Search Popularity: 100% Instagram Popularity: 3,3m
Amazon offers fast, free shipping within the USA for Prime members. For non-Prime members, the minimum for free shipping is $25 on eligible items. International shipping is possible. There is a filter you can set to show only items that are eligible for international shipping.
Financing is available on eligible items.
Macy’s US-based – Amazing Selection of Diamond JewelryVisit Store
Macy’s is one of the most popular department stores in the US since you can find a little of everything from both affordable and designer brands. Macy’s has a huge selection of all sorts of diamond jewelry online. The selection includes more than 6,000 pieces at the time of writing this. Within this clollection you’ll find more than 500 certified diamonds, 50 Forevermark diamonds, and about 80 lab-grown diamonds.
Macy’s is definitely one of the best diamond stores online in the US that also offers worldwide shipping. Not only does this store have a huge selection, it’s also very easy to browse with several filters to help find what you’re looking for quickly. Unfortunately, there don’t seem to be distinct sections for men and women’s jewelry.
Check out the discount filter in the left sidebar on the Macy’s site to discover the best deals across the store.
StatsSelection: 8/10 Prices: $40 – $65,000 Google Search Popularity: <5% Instagram Popularity: 2,1m
Free shipping on orders over $49 in the US. Macy’s ships to more than 200 locations worldwide.
Payment plans are available through Klarna.
Nordstrom US-based – Over 2,100 Diamond Jewelry Pieces for WomenVisit Store
Nordstrom is a luxury department store that carries apparel and accessories for both men and women from designer brands. This includes diamond jewelry like bracelets, earrings, rings, and necklaces from brands like David Yurman, Monica Vinader, Fendi, and Kendra Scott. Currently, there are more than 3,200 pieces of diamond jewelry for women that start at $68. Macy’s carries jewelry made from both natural and lab-grown diamonds with yellow, white, and rose gold.
The Nordstrom site is very well organized and easy to use as there are several different filters that you can apply. This store offers free shipping on all US orders and international shipping is available through Borderfree.
StatsSelection: 8/10 Prices: $68 – $49,850 Google Search Popularity: <5% Instagram Popularity: 3,4m
Free shipping on all orders within the US. Intrenational shipping is available through Borderfree.
Payment plans are available through Zip and Klarna.
Bloomingdale’s US-based – Huge Selection of Diamond Jewelry for WomenVisit Store
Bloomingdale’s is a luxury department store in the US with more than 150 years of experience. Here, you’ll find designer fashion and accessories from high-end brands. When it comes to diamond jewelry, there are more than 2,060 pieces for women. Prices range from $500 for the cheapest item all way up to $34,800 for the most expensive item.
While Bloomingdale’s is famous for carrying designer brands when it comes to clothing and shoes, it looks like all of the diamond jewelry comes from the store’s own brand. Because of this, most of the items you’ll see at Bloomingdale’s are 100% exclusive to this site. If you’re a Loyallist shopper, you are eligible for free shipping on any order.
StatsSelection: 7/10 Prices: $500 – $34,800 Google Search Popularity: <5% Instagram Popularity: 937k
Bloomingdale’s Loyallists get free shipping on all orders. Otherwise, there is free shipping within the US on orders $150 or more. This store ships to more than 100 locations worldwide.
Payment plans are available through Klarna and Zip.
Walmart US-based – Wide Range of Diamond Jewelry for Men and WomenVisit Store
Walmart is one of the most popular stores in the US since it has a little bit of everything at really low prices. As expected, Walmart has lots of cheap options when it comes to diamond jewelry in its online store. As you browse, you’ll find that the diamond jewelry for women includes more than 1,000 diamond bracelets, 1,000 diamond earrings, 1,000 diamond necklaces, 1,000 diamond rings, and close to 200 diamond sets.
Walmart also sells diamond jewelry for men, unlike most of the other stores online. It includes a lot of cheap options, like fake hip-hop jewelry. But with over 1,000 items, the selection of men’s diamonds is huge and it includes real hip-hop jewelry with diamonds costing up to $49,400.
You’ll notice that the selection of products is much larger than the items you’ll find inside Walmart’s brick-and-mortar stores. This is because Walmart allows outside sellers to list items, including diamond jewelry.
StatsSelection: 8/10 Prices: $20 – $49,400 Google Search Popularity: 27% Instagram Popularity: 2,7m
Walmart offers free shipping on Us orders $35 or over. No international shipping.
Payment plans are available through Affirm.
Brian Gavin US-based – “The World’s Finest Signature Collection”Visit Store
The diamonds here are personally designed and overseen by master diamond cutter, Brian Gavin, for his Signature Line. Many other diamonds are hand-selected by Brian from trusted suppliers for his Select Line. Naturally, this limits the selection. There are about 650 loose diamonds to choose from here. Many of the diamonds have not only actual photos, but also videos showing the brilliance and sparkle of each diamond.
After selecting a diamond you can choose a ring or pendant to attach it to. There are over 300 ring settings and 21 pendant settings to choose from. There is also non-custom diamond jewelry here starting at under $180. Brian Gavin does of course not deal in the flow of conflict diamonds.
StatsSelection: 6/10 Prices: $426 – $132,250 Google Search Popularity: <5% Instagram Popularity: 33k
Free FedEx Standard Overnight shipping within the US on orders over $5,000. Orders from $100-$5000 are shipped with FedEx 2nd Day. Brian Gavin ships to Australia.
Payment plans are available through Affirm.
Brilliance US-based – A Cheaper, Better Option for Buying Diamonds OnlineVisit Store
Brilliance surely has the most striking name of the stores on this list. It is trying to position itself as a better and cheaper place to buy diamonds online compared to other well-known stores. To do this, Brilliance offers the best selection of loose diamonds around with more than 270,000 to choose from. However, the cheapest diamonds are not as cheap as what you can find at Blue Nile or James Allen. After you’ve chosen a diamond, you can add it to a setting, of which there are close to 600 rings to choose from.
There is also non-custom diamond jewelry here like earrings, necklaces, rings, bracelets, and designer rings. This includes about 85 diamond rings for men priced between $209 and $7,700. All diamonds are conflict-free and the precious metals used are recycled.
Brilliance offers chat and phone support, but unfortunately not 24/7, so it’s not better than what Blue Nile and James Allen offer.
StatsSelection: 7/10 Prices: $350 – $1,310,000 Google Search Popularity: <5% Instagram Popularity: 228k
Free shipping on all US orders. International orders must be paid via wire transfer, except in Canada where credit and debit cards are accepted, too.
Payment plans are available through Affirm.
Frost NYC US-based – Authentic Hip-Hop Jewelry with DiamondsVisit Store
Frost NYC is probably the best men’s jewelry store on this list. This is especially true if you’re looking for big chains and other typical hip hop jewelry items. You’ll find diamond chains costing between $5,800 and $142,000 here, diamond pendants between $265 and $13,400, in addition to diamond rings, bracelets, and watches.
Frost NYC offers free shipping in the US on all orders and offers international shipping.
StatsSelection: 5/10 Prices: $265 – $142,000 Google Search Popularity: <5% Instagram Popularity: 11k
Free expedited shipping within the US. Frost NYC also offers international shipping.
Payment plans are available through Affirm.
- Best Online Jewelry Stores
- Online Jewelry Stores – Published on Ostoi, a site in our network.
- High-End Jewelry Stores – Published on Ostoi.
About This List
We have used Google Trends to measure search popularity and we’ve gotten the Instagram follower count straight from Instagram itself.
The popularity measures (green meters) are all relative to each other. This means that there will always be one store in these lists that have 100% search popularity and 100% Instagram popularity. The lesser popular stores will have a percentage of that.
Keep in mind that one exponentially more popular store can make other really popular stores look like they are not. They still are – just not in comparison with that one.
The price meters are also relative. All meters start from 0 on the left-hand side.
To select these stores, we also looked at how popular they are on social media and Google. We compared the availability of products, how easy the sites are to use, variety and quality of diamonds, and shipping rates.