It used to be the case that, if you wanted to buy a diamond for that special occasion you had to walk into a local jewelry store, and make a decision that was often pressured by your time constraints and the local jeweler, meaning unless you knew your stuff, you simply had to hope for the best. But, today? Today, you have access to a whole world of premium, certified diamonds, and the information to choose the right one, right at your fingertips in the comfort of your own home.
The best diamond retailers today combine convenience with large selections and competitive pricing, so you can get the perfect piece for you. But, which one truly delivers?
We’ve cut through the noise and reviewed the best diamond retailers online in 2025, so you can buy with confidence, whether you’re planning a proposal, upgrading your ring, or investing in a timeless piece.
- Rare Carat – Best for Pricing, Transparency and Overall Customer Satisfaction
Website: Rare Carat
Rare Carat is the leading diamond jewelry brand in the U.S. for a reason — it takes everything that’s stressful about buying a diamond and makes it simple, honest, and even enjoyable. With over 2,974 five-star reviews on Trustpilot and more than 3,400 on Google, it’s earned a reputation as the most customer-trusted platform for engagement rings and wedding bands. Competitors don’t come close in terms of Net Promoter Score. Trustpilot even vetted the genuineness of their reviews and published an article on the quality of their customer experience.
Rare Carat is always the merchant of record and protects customers from pre-sales advice to post purchase experience (resizing, returns, exchanges…). Rare Carat sells GIA-certified natural and lab-grown diamond rings as well as bands, bracelets, necklaces and pendants. Their proprietary “Rare Carat Score” helps identify the best-value diamonds, while real gemologists are available for consultations at no extra charge.
You also get:
- A 30-day money-back guarantee
- Free insured shipping and returns
- 1-year complimentary resizing
- Optional extended care plans for extra peace of mind
The platform blends high-tech tools with truly human support. Whether you’re a first-time buyer or diamond-savvy, Rare Carat is the smartest, safest place to shop online in 2025.
Pros
✔️ Huge inventory of lab-grown and natural diamonds
✔️ No markup—direct from suppliers
✔️ Transparent pricing tools + expert guidance
✔️ Industry-leading customer support
✔️ Free resizing and returns
Cons
❌ No brick-and-mortar stores
❌ Eternity bands can’t be resized after 30 days
- James Allen
Website: JamesAllen.com
James Allen has set the standard for online diamond shopping visuals. Every diamond is photographed in 360° HD, so you can inspect it up close from every angle—something even physical stores often can’t offer.
They offer a wide range of natural and lab-grown diamonds, customizable ring settings, and real-time customer support. Their pricing is competitive, and they also provide lifetime warranties and free resizing for up to a year.
Pros
✔️ Amazing HD diamond previews
✔️ Huge range of customization options
✔️ Great for building rings from scratch
✔️ Resizing and engraving included
Cons
❌ Slightly higher prices on some diamonds
❌ No value comparison tools like Rare Carat
- Blue Nile
Website: BlueNile.com
Founded in 1999, Blue Nile is one of the original players in the online diamond game. Their reputation for quality, reliability, and customer service has stood the test of time. They offer a wide selection of certified diamonds and elegant settings, all backed by a lifetime manufacturer warranty and insured shipping.
Blue Nile also has some physical showrooms in major cities, giving it a hybrid feel for shoppers who want both online ease and in-person reassurance.
Pros
✔️ Long-standing reputation
✔️ High-quality diamonds
✔️ Hybrid model with physical locations
✔️ Free resizing for one year
Cons
❌ Interface isn’t as modern as others
❌ No in-house diamond scoring system
- Brilliant Earth
Website: BrilliantEarth.com
For buyers focused on ethics and sustainability, Brilliant Earth is one of the leading choices. While most of the US players in the diamond industry have strict sourcing policies, Brilliant Earth focuses their branding particularly on conflict-free diamonds and lab-grown options, many of which come with blockchain-based provenance so you can trace the stone’s origin.
Brilliant Earth also lets you design your own ring and offers virtual appointments with diamond experts. Their settings lean slightly more toward modern and eco-conscious styles.
Pros
✔️ Ethically sourced and traceable diamonds
✔️ Great lab-grown selection
✔️ Stylish, modern ring designs
✔️ Blockchain certification on select stones
Cons
❌ Slightly premium pricing
❌ Fewer ultra-high carat options
- Ritani – Good for Hybrid Buying Experience
Website: Ritani.com
Ritani combines online convenience with optional in-store viewing. You can choose a diamond and setting online, then opt to have the ring sent to a local jeweler to see it before committing.
Plus, Ritani provides in-depth diamond analytics, so buyers can see how a stone’s price compares to market value. However they are falling far behind their competitors on customer satisfaction, with a 2.5/5 average score on Trustpilot.
Pros
✔️ Hybrid buying experience
✔️ Transparent diamond pricing
✔️ Local jeweler previews
✔️ Free resizing
Cons
❌ Low customer ratings on Trustpilot
❌ Selection smaller than Rare Carat or James Allen
❌ Not available in all U.S. cities
Final Thoughts
Whether you’re looking to buy a diamond for a surprise proposal or you and your spouse are going ring shopping together, choosing the right place to buy your rocks is really important, and that means choosing a company that is transparent, supportive, and which offers value. All of the companies above have a little something special to offer, but as you can see, Rare Carat truly stands out as a company that delivers, thanks to its unbeatable mix of AI technology, customer service, and peace-of-mind policies.
For a modern, no-pressure diamond shopping experience backed by expert insight and over 6,000 five-star reviews, Rare Carat is the smartest place to begin your search in 2025.
