Our Picks as the Best Stores
This list consists of 11 stores
- Zales US-based – Online Store With Thousands of Fine Jewelry Items
- James Allen US-based – Great Selection of Diamonds with Free International Shipping
- Blue Nile EU & US-based – Popular Jewelry Store by Diamond Experts
- Amazon US-based – A Large Jewelry Selection from the Online Behemoth
- Macy’s US-based – Both Affordable and High-End Jewelry
- Nordstrom US-based – High-End Online Jewelry & Fashion Store
- Bloomingdale’s US-based – Large Department Store with a Great Selection of Jewelry Online
- Frost NYC US-based – Authentic Hip Hop Jewelry With Gemstones & Precious Metals
- Brilliance US-based – A Cheaper Alternative to Traditional Diamond Stores
- Walmart US-only – A Big Box Store with Lots of Affordable Jewelry
- Kohl’s US-based – Online Department Store with Tons of Jewelry
Zales US-based – Online Store With Thousands of Fine Jewelry ItemsVisit Store
This store has an awesome selection of jewelry at a wide range of prices. You’ll find a nice selection of jewelry for both men and women across several different categories. The site is easy to navigate since there are tabs at the top of the homepage to shop by category. From there, you’ll find links to different styles and gemstones. Zales has hundreds of products in each category, with a total of 43,900 pieces of jewelry across the store.
Zales is a popular choice when it comes to engagement rings since there are so many to choose from. Many of the rings are customizable, or you can create a ring from scratch. Another great thing about this store is that there is free shipping on purchases of any amount within the US.
StatsSelection: 10/10 Prices: $10 – $360,000 Google Search Popularity: <5% Instagram Popularity: 200k
Zales offers free US shipping on all purchases. However, this does not include US territories or international shipping.
Payment plans are available through Affirm.
James Allen US-based – Great Selection of Diamonds with Free International ShippingVisit Store
James Allen is a popular online store focusing mainly on diamonds and diamond jewelry. There is a huge selection of diamonds with more than 200,000 natural and over 6,000 lab-created ones. Besides diamonds, this store has a nice selection of other gemstones, including sapphires, rubies, and emeralds. There’s a wide range of prices, as pieces range from $120 to $9,000.
Not only can you filter by shape, color, clarity, cut, carat, and price, but you can also select polish, symmetry, lab, depth (%), table (%), and fluorescence. If you’re looking for engagement or wedding rings, you’ll find that there are several options, including creating or customizing a ring. If you want a ring right away, there are several that are ready to ship as they are.
James Allen offers 24/7 customer support. Support can be reached by phone, chat, or email.
StatsSelection: 9/10 Prices: $120 – $9,000 Google Search Popularity: <5% Instagram Popularity: 117k
Free US and international shipping. Orders over $500 in the USare shipped with FedEx Priority Overnight. International orders over $500 in value are shipped via FedEx International Priority.
This store offers deferred interest if paid in full within 6 months or 9.90% APR with 24 monthly payments. Limitations and terms apply for both of these financing options.
Blue Nile EU & US-based – Popular Jewelry Store by Diamond ExpertsVisit Store
Blue Nile specializes in diamonds. Currently, there are more than 100,000 diamonds to choose from in 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 it by itself. Diamond jewelry starts at just $160.
Besides diamonds and engagement rings, Blue Nile has several other pieces, like necklaces, bracelets, earrings, and more. This includes pieces that are ready to ship, or you can create your own with the available gemstones and materials. There are also a lot of guides and education regarding precious metals, gemstones, pearls, engagement rings, and more on this website if you would like to learn more.
Additionally, Blue Nile offers 24/7 live chat and phone support.
StatsSelection: 10/10 Prices: $30 – $140,000 Google Search Popularity: <5% Instagram Popularity: 201k
Free shipping within the US and Europe. Orders over $1,000 are eligible for overnight shipping.
No interest if paid in full within 6, 12, or 18 months with your Blue Nile credit card. Some limitations and terms apply.
Amazon US-based – A Large Jewelry Selection from the Online BehemothVisit Store
Amazon is not dedicated to jewelry since this massive store has so many products, but there is a nice jewelry selection to browse. Keep in mind that you probably won’t get the same customer support quality as with other dedicated jewelry stores online. There are also many other sellers using Amazon’s platform to sell their jewelry that you might not be able to contact easily.
One huge advantage of Amazon’s jewelry selection is that you can find items for all budgets and occasions. This includes jewelry for men, women, and children alike. For example, there are currently more than 70,000 pieces of jewelry that cost less than $25. A lot of Amazon’s collection is casual costume jewelry, but there are also nicer items that you can pair for dressier events.
StatsSelection: 9/10 Prices: $1 – $181,125 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.
Macy’s US-based – Both Affordable and High-End JewelryVisit Store
Macy’s is one of the most popular online stores in the US. It offers a huge selection of both fine and inexpensive fashion jewelry. This includes pieces from the store’s own brand and several other designers. The collection is massive, as there are currently 17,400 pieces of fine jewelry and 10,000 pieces of fashion jewelry for both men and women.
While the collection is large, the site is easy to use since there are several subcategories to browse and filters to apply. Since this is a department store, you’ll find jewelry for the whole family in white, yellow, and rose gold tones with both natural and lab-grown diamonds. If you’re looking for a sparkly gift for someone special, Macy’s has an entire section of jewelry that’s perfect for gifting. You’ll find jewelry that starts out at just $6.
StatsSelection: 9/10 Prices: $6 – $66,750 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 – High-End Online Jewelry & Fashion StoreVisit Store
Nordstrom is a huge department store that carries items like clothes, shoes, and accessories, including jewelry. This includes both fashion and fine jewelry from designers like David Yurman, Bottega Veneta, Coach, and Fendi. Even though there are several high-end expensive pieces, you’ll also find a nice mix of affordable jewelry for both men and women. For example, there are pieces that are as low as jsut $8.
While browsing Nordstrom’s jewelry collection, you can apply several different filters so that you can easily find pieces that are to your interest. Note that there isn’t a single jewelry section, but when you look under the Women and Men tabs you’ll find links to these separate collections.
StatsSelection: 7/10 Prices: $8 – $51,000 Google Search Popularity: <5% Instagram Popularity: 3,4m
Free shipping on almost all purchases to anywhere in the US. International shipping is available. Choose your location and currency on the website to show applicable shipping details.
Payment plans are available through Klarna.
Bloomingdale’s US-based – Large Department Store with a Great Selection of Jewelry OnlineVisit Store
Bloomingdale’s is another big-name department store in the US that has a nice selection of jewelry. This includes both affordable jewelry and fine jewelry from labels like Kate Spade New York, Michael Kors, Swarovski, and the store’s own brand. The collection includes items like earrings, charms, necklaces, rings, and bracelets. There are currently 9,500 pieces of jewelry for women alone.
You’ll find jewelry in all styles, from casual and fun to elegant and sophisticated. The collection includes something for everyone since pieces range from quite affordable to expensive. However, you can filter by material and price to find something within your desired price range.
StatsSelection: 8/10 Prices: $24 – $68,000 Google Search Popularity: <5% Instagram Popularity: 931k
Free shipping is available on eligible items for Loyallists. Otherwise, there is a $150 order value threshold to qualify for free shipping within the US. Bloomingdale’s ships to more than 100 locations worldwide.
Payment plans are available through Zip.
Frost NYC US-based – Authentic Hip Hop Jewelry With Gemstones & Precious MetalsVisit Store
If you’re looking for jewelry for men, this store has one of the largest collections. This is your store if you want hip-hop jewelry or items like chains, pendants, rings, grills, and bracelets. The collection includes pieces made from real gold and diamonds. All of the jewelry featured at Frost NYC can add a cool, urban feel to your look.
Since the bulk of these pieces feature several diamonds, gemstones, and gold, most of the items are pricey. You can find some good deals and sale items, but most of the collection is more expensive than some of the other options on this list.
In addition to jewelry, you’ll also find a nice selection of Rolex watches.
StatsSelection: 5/10 Prices: $50 – $141,800 Google Search Popularity: <5% Instagram Popularity: 10k
Free expedited shipping within the US. Frost NYC also offers international shipping.
Make monthly payments over 3, 6, or 12 months with Affirm. Rates from 10–30% APR.
Brilliance US-based – A Cheaper Alternative to Traditional Diamond StoresVisit Store
Brilliance is trying to position itself as a better and cheaper option for buying diamonds online. This includes loose diamonds, engagement rings, and other pieces. Something unique about Brilliance is that all of the diamonds are conflict-free and the precious metals it uses are recycled. This way you can buy something beautiful and feel good about your purchase, too. Loose diamonds start at just $350.
If you want to create a stunning and unique engagement ring, the first step is to pick out your diamond. After you’ve chosen a diamond you can add it to a setting, of which there are nearly 600 rings to choose from. There’s also a nice collection of vintage rings and designer jewelry if you would like to browse jewelry that’s ready to ship.
StatsSelection: 7/10 Google Search Popularity: <5% Instagram Popularity: 217k
Free shipping in the US. International shipping: International orders must be paid via wire transfer, except in Canada where credit and debit cards are accepted.
Split your payment with Affirm or PayPal Credit.
Walmart US-only – A Big Box Store with Lots of Affordable JewelryVisit Store
Walmart is famous for selling cheap products and having a huge selection of items to choose from. This also rings true when it comes to their jewelry selection. This is a great place to shop if you’re looking for fun fashion jewelry at really affordable prices, including rings, watches, necklaces, earrings, and so much more. You’ll find pieces of jewelry that start at just $3.
While there are some pieces of jewelry that are of higher quality, most of Walmart’s jewelry is casual and cheap. The jewelry follows the latest trends so that you can get a nice variety of the latest pieces for less money. Walmart is a nice option if you’re looking for costume jewelry. but there isn’t as much variety if you’re looking for fine or high-end jewelry.
StatsSelection: 7/10 Prices: $3 – $13,050 Google Search Popularity: 21% Instagram Popularity: 2,6m
Free 2-day shipping on orders over $35. Some products qualify for next day delivery as well. No international shipping.
Affirm allows qualified applicants to check out with Affirm and make monthly payments with no interest.
Kohl’s US-based – Online Department Store with Tons of JewelryVisit Store
Kohl’s is a department store that has a wide variety of products, including a huge selection of jewelry. You can browse this selection easily thanks to the many filters in the sidebar. For instance, you can filter the jewelry by 30 different gemstones, 38 materials, a wide range of prices, and more.
The selection of jewelry here is great because you can find tons of fashion jewelry for less than $10, or you can find fine jewelry from designers like Simply Vera Wang, Jennifer Lopez, and Primrose. While many jewelry stores focus on diamonds and engagement rings, Kohl’s really has a nice variety of different pieces.
StatsSelection: 8/10 Prices: $4 – $14,260 Google Search Popularity: <5% Instagram Popularity: 1,5m
Free US shipping with a $75 purchase. No international shipping.
Payment plans are available through Klarna.
- Best Global Online Diamond Stores
- Online Jewelry Stores – Published on Ostoi, a site that’s part of our network.
- High-End Jewelry Stores – Published on Ostoi.
- Cheap Jewelry Stores – Published on Ostoi.
- Hip Hop 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 top stores, we looked at data points like price ranges, variety of products, and the popularity of the store on Google and social media. For example, we looked at categories like diamonds, necklaces, earrings, rings, and bracelets to compare the price range and availability of products.