This is a question we hear time and again. Having qualms about trusting a virtual merchant on the internet with such a major purchase is understandable, but it's completely safe as long as you work with a trusted site with a proven reputation.

What to Look for in an Online Diamond Retailer



Some aspects of your chosen diamond retailer should stand out, making it obvious that you're dealing with a reputable vendor. Be on the lookout for the following when considering an online purchase:
Image
  • A professional website with a modern layout
  • Well-written descriptions with clear images
  • A secure website
  • Diamonds that are certified by the top accredited gemological labs
  • Proven credentials and online reputation
  • Secure shipping options to deter theft
  • Insurance provided on shipped items

Advantages of Buying Online



Consumers will find there are some clear advantages to shopping online versus at a physical location.

  • Lower Prices

    Due to overhead costs, physical brick-and-mortar retailers can’t compete with the prices of online jewelers.

  • Greater Selection

    Enjoy the ability to compare multiple reputable vendors from the privacy of your home, with an endless variety of stones right at your fingertips.

  • No Pressure

    There’s nothing more discouraging than a pushy salesperson. When you shop online you can take all the time you need to judge for yourself without the influence of the retailer's agenda (unless you seek out their help or advice).

  • Guarantees

    Every trustworthy online retailer should offer you a reasonable refund policy, giving you the peace of mind that comes with a guaranteed purchase.

Tips to Consider Before Making an Online Purchase

  • Do your research.

    Learning the basics about what to look for in a diamond is a must. You should familiarize yourself with the four C’s: clarity, carat, cut, and color. To make the process run smoothly, decide ahead of time the budget you have to work with and the type of diamond you prefer.

  • Inspect the grading report.

    We recommend that you do not purchase any diamond online that lacks a certification from a reputable gemological lab. These reports contain everything that is used to determine quality and value. An unbiased, third-party evaluation will ensure that you get what you pay for.

  • Inspect the diamond for a laser inscription.

    During the grading process, the report number may be laser-engraved on the girdle of the diamond. This inscription might be hard to see in some photos, but you can always check with the vendor to verify. While the inscription isn't required for certification, it indicates added security to ease your mind that your vendor's claims about your diamond are legitimate.

  • Use caution when dealing with International companies.

    U.S. residents have many more safeguards when purchasing from U.S. companies in comparison to international companies. If you choose to buy internationally, you lose the protection of entities like the Better Business Bureau, Federal Trade Commission, and Jewelers Vigilance Committee. There may be no such resources available for unscrupulous overseas sellers.


There are plenty of trusted vendors on the web. As long as you spend a little time educating yourself on the basics of buying fine diamonds, online shopping is perfectly safe.

Recommended Vendors

Blue Nile

Blue Nile is the largest well-known internet jeweler in the United States.

read our review

James Allen

One of the largest privately-owned online diamond retailers in the world.

read our review

Whiteflash

The company is known for its “A Cut Above®” series of high-quality diamonds.

Read our review

Brian Gavin

Renowned expert when it comes to maximizing the brilliance of a diamond.

Read Our Review