Shopping for a natural diamond used to mean heading to a bright showroom and trying on a handful of curated stones that a sales associate selected for you. It felt exciting, glamorous, and if we’re being honest, extremely overwhelming. Without prior experience and knowledge, how could you know that one of the diamonds you’re being presented is the best one for you?

Today, the entire experience of buying natural diamonds has shifted online. Today’s top diamond retailers give you access to hundreds of thousands of the highest quality, certified natural diamonds in the world. They offer transparent pricing and customization tools that let you design your dream ring from the comfort of your couch.

But here’s the catch: not all online natural diamond stores are created equal. Some have a massive inventory, but the guidance isn’t there. Other stores rely on savvy branding to upsell you at a premium price. It’s rare to find the right retailer that has the best combination of selection, pricing transparency, customization, certification, and customer service. 

If you’re thinking that’s a lot to consider, you’re not alone. If you’re on your hunt for the best natural diamond, this guide will break it all down and help you discover which online stores truly stand out.

What Makes an Online Diamond Store “The Best”?

Before diving into specific retailers, it’s worth taking note of what really matters the most when shopping for a natural diamond online.

Here are 5 key things that separate a great experience from a frustrating (or risky) one:

1. Certification You Can Trust

If there’s one non-negotiable while shopping for a diamond, it’s this: your diamond needs to be independently certified by a reputable grading lab. The GIA (Gemological Institute of America) is the gold standard of grading gemstones and is a telltale sign of a natural diamond’s legitimacy. The GIA evaluates your diamond on the 4 C’s (cut, clarity, color, carat weight) and other qualities including polish, symmetry, and fluorescence. 

A hallmark of a top-tire online diamond store prioritizes GIA certifications and makes the report readily available on their product pages. This allows you to compare diamonds of similar size and cut across different marketplaces so you don’t overpay for the same quality.

2. Inventory Size

One of the biggest advantages to shopping online for your diamond is inventory size. Instead of only being able to see a few dozen pre-selected items in a retail store, online you’re able to browse through tens of thousands (sometimes even hundreds of thousands!) of options.

This is super important because diamonds are incredibly specific to shop for – two diamonds with the same carat weight can look totally different depending on its cut, quality, clarity, and proportions.

A bigger inventory also means that you have a much better chance of finding a higher quality stone within your budget. A wider selection of options means more flexibility and ability to prioritize what matters most to you.

3. Pricing Transparency

Online diamond pricing is not only more competitive than traditional retail stores, it’s also easier to evaluate and see exactly where your money is going. Filtering diamonds by exact specs and comparing them side-by-side allows you to fully understand what you’re paying for without any hidden variables. 

A legitimate online diamond store is upfront with their pricing, showing you a clear breakdown of your diamond’s specs and certifications. The best companies offer competitive pricing models, with some even price matching diamonds from other companies with exact specs.

4. Return Policies

Buying a diamond online is a big decision that needs an added layer of protection. Even with the most in-depth research and information, it’s still important to have the ability to see your ring in person without pressure.

The most reputable online diamond stores offer a 30-day return policy including free shipping and a full refund to your original payment method. This can make a huge difference in your confidence in where you shop.

5. Customization

Another big advantage of the online shopping experience is access to a higher level of customization for your ring. The best retailers don’t just sell pre-designed rings anymore, they help you build and design your own ring from scratch.

Customization tools can let you start with either a stone or a setting, then customize with the exact size, clarity, and cut of your ring. Advanced filtering allows you to truly create the ring of your dreams right from your laptop.

A Quick Comparison of the Best Online Natural Diamond Stores

Here’s an overall view of how some of the most recognizable online diamond stores compare:

Retailer	Inventory Size	Certification	Pricing Level	Standout Strengths	Best For
Blue Nile	150,000+	GIA focused	Competitive	Huge inventory + brand trust	Overall selection and value
James Allen	160,000+	GIA, IGI, AGS	Competitive	360-degree HD views	Visual shoppers
Brilliant Earth	70,000+	GIA, IGI	Higher	Ethical sourcing	Sustainability-focused buyers
Ritani	200,000+	GIA, AGS	Higher	In-person preview option	Buyers who want to see their ring in person before buying
Angara	1,500+ diamond items	GIA, IGI, SGL	Competitive	Pre-designed jewelry	Buyers who don’t want any customization

Why Blue Nile is a Leading Online Diamond Store

There’s a reason why Blue Nile is so well known in the diamond industry. Even if you’re a beginner at shopping for diamonds, I’m sure you’ve noticed Blue Nile pop up again and again in your search.

Blue Nile does a lot of things really well:

A Truly Massive Selection

Blue Nile has one of the largest inventories of natural, GIA-certified diamonds available online. At any given time they offer around 150,000 natural diamonds to choose from. This is a huge advantage that gives you the ability to find the exact diamond you’re looking for at the highest quality within your budget.

Strong Emphasis on GIA-Certified Natural Diamonds

One of Blue Nile’s biggest strengths is consistency in quality. They have some of the most rigorous standards in the diamond industry. Their focus on GIA-certified stones makes it easy to compare diamonds and gives you total confidence in what you’re buying. This is especially good to know if you’re new to the process of buying a diamond.

Competitive Pricing That’s Backed Up

Due to their online-first business model, Blue Nile can keep their pricing more competitive than traditional jewelry stores and even some other online retailers. Their prices stay consistent across their wide range of diamonds, and then even have a price match guarantee. This ensures that their loose diamonds are the lowest price compared to its competitors. If you find a similar GIA-certified diamond anywhere else, Blue Nile will either match or beat it.

Unbeatable Customization Tools

With a one-of-a-kind purchase like a natural diamond, most shoppers today want some kind of customization for their engagement ring. Blue Nile’s customization tools can help make your ring extra special and unique, created by you and for you. They allow you to personalize every facet of your ring, from initial design to engraving.

Where Other Retailers Stand Out

While Blue Nile may be the most well-rounded option for a natural diamond, another retailer may feel like a better fit for you. 

James Allen: Best for Visual Shoppers

If you value visuals above all else, James Allen offers HD images that let you really inspect your diamond up-close before buying. Their 360 degree video and photos allow you to see full rotation and ultra zoomed-in details of their stones. This experience may be a bit too technical for some, and not everyone needs that level of detail.

Brilliant Earth: Best for Ethical Sourcing

If sustainability is your main priority when shopping for a diamond, then Brilliant Earth is a great choice. They built their reputation on being an ethical company with top standards in sourcing sustainable stones. Because of this focus, their pricing tends to run higher.

Ritani: Best for In-Person Previews

Ritani offers a unique virtual service that lets you preview your ring in person before you make the jump to buy. This complimentary service lets you preview one loose diamond or engagement ring at a time for purchases over $1,500. If shopping online for a diamond feels super risky, this service may help you feel more at ease.

Angara: Best for Pre-Designed Rings

If you’re someone who doesn’t care for much research or customization, Angara might have an already designed ring you love. They also have some really unique vintage-inspired designs.

Is Buying a Natural Diamond Online Actually Worth It?

The short answer: for most buyers, yes.

The longer answer: it depends on your shopping style – however, the advantages to buying a diamond online are hard to ignore.

When you buy a natural diamond online, you’re getting:

• Access to significantly larger inventories
• Better pricing transparency
• The ability to objectively compare diamonds side-by-side
• More flexibility and control over your selection
• In-depth customization options
• Better value for the same quality diamonds elsewhere

How to Choose the Right Online Diamond Store for You

If you still need help making your decision, it’s good to think about the experience that fits you best. Ask yourself:

• Do you want the overall best value and quality at the absolute best price? If you want a top quality GIA-certified stone at a competitive price, along with the ability to customize your engagement ring, Blue Nile is the best option.
• Do you love seeing every facet of your stone in the most detail possible? If visuals are your favorite part of shopping, James Allen is a great fit.
• Do you care about the origin story of your stone? If ethical shopping and sustainability matter more than anything, take a look at Brilliant Earth.
• Do you want to preview your ring in an in-person setting before you buy? If buying a ring online feels risky, Ritani’s in-person preview can give you peace of mind.
• Do you want a diamond ring that’s pre-made? If you want an ultra-simple shopping experience with the least amount of decision fatigue, Angara’s smaller selection of pre-designed rings are a good option.

Final Thoughts: The Best Online Natural Diamond Store

At the end of the day, the best online natural diamond store is the one who gives you the most confidence, clarity, flexibility, trustworthiness and joy in your purchase. That’s where Blue Nile continues to stand out.

With decades of established consistency as a top retailer in the online diamond industry, their selection, certification, pricing and ease of purchase make Blue Nile the leading option for a natural diamond online today.