Eternity Rings

History of James Allen

In 1998, James Allen was created by James Schultz, Michele Sigler, Oded Edelman and Dean Lederman. Together, they created, which became one of the largest privately-owned online diamond retailers in the world.

Similar to the founder of Blue Nile, Schultz was not happy with the diamond selection available to him while picking out his wife’s engagement ring. So, he banned together with three partners to create a company with a supreme diamond selection.

In 2005, they relaunched their site. It began increasing in quality with GIA and AGS-certified diamonds, and offered a new variety of settings and work from established designers.

Services Offered

Design your own
James Allen offers a wide variety of services catered towards customer satisfaction.

Like Blue Nile, James Allen offers a 24/7 live chat feature that allows buyers to communicate with customer service representatives, who are available to assist with any of the buyer’s diamond needs. Additionally, James Allen offers other services geared towards customer satisfaction, like lifetime warranties and financing options. They offer free shipping worldwide – which is great news for international customers – along with jewelry insurance and 60-day free resizing and engraving.
Other notable services include James Allen's 360-degree display technology and virtual ring sizer. The 360-degree display offers hyper clear images of their diamonds, allowing the customer to clearly view any inclusions before making a purchase. Their virtual ring sizer is also a unique feature. It is a simple and straightforward way for a customer to determine their ring size before making a purchase. All of these customer service options go above and beyond the typical customer experience.

Business Model

James Allen follows a business model similar to Blue Nile’s. They partner with wholesalers, selling their diamonds as if they were their own. In order to maintain an exclusive selection, James Allen creates an agreement with their wholesale vendors to ensure their diamonds will not be found on any other websites. While James Allen's inventory might not be as extensive as Blue Nile’s, their customer experience is top-of-the-line. James Allen's technology allows for highly-interactive purchasing. Each diamond is videoed before it is posted online, which is helpful for customers who wish to preview any diamond they choose.

James Allen is also the only retailer to use the “virtual listing” model, which provides magnified images of their inventory. This is truly exclusive.


When it comes to online diamond retail, James Allen has the best technology. As mentioned before, they take video of each diamond before it is posted for sale. The video offers a 360-degree, hyper-clear view of the diamond, so customers are able to see all inclusions. While round diamonds are fairly easy to visualize once you know their length and width – although pictures are still nice to observe clarity – other shapes are not as easy to visualize. James Allen's videos allow the buyer to compare different diamond shapes.


James Allen's packaging is second-to-none. They provide the best luxury packaging to accommodate their diamonds. Each piece of jewelry is shipped in quality cardboard material, which perfectly fits into its shipping box. Then, upon opening the outer box, a foam insert with a small cut-out in the center holds a polished hardwood jewelry box. Beneath the foam insert is a drawer containing the diamond’s documentation. Each customer will also receive a polishing cloth and, for those who order from the True Hearts Collection, a Hearts & Arrows scope. The packaging is of very high quality and is one of James Allen's notable characteristics.

James Allen's site also offers a highly accurate portrayal of their diamonds. The customer will experience no surprises when they select a James Allen diamond. A clean diamond will only show inclusions if under 10x magnification. On top of that, they offer a selection of fancy colored diamonds as well. While James Allen might not officially have the largest diamond selection, they offer superb quality.

James Allen is also unique because they are contracted as the exclusive online distributor of CanadaMark Diamonds. Customers will be able to research diamonds with certain links and trace them back to their original mines. CanadaMark Diamonds are conflict-free and have high ethical and environmental standards.

JamesAllen Wedding Rings

How to Buy

Buying a diamond might seem confusing. Luckily, we’re here to help. When you contact us, we’ll have a customer service specialist with you step-by-step throughout the entire process. There are a lot of decisions to make before purchasing. Here are a few questions you’ll need to consider:

  • What is your budget?

  • What diamond shape would you prefer?

  • What type of setting are you looking for?

Diamond selection is all about preference. Once you start to answer the above questions, you can begin browsing James Allen's website to determine the best fit for you. Be sure to utilize James Allen's video technology and customer service options. After doing your research and finding a diamond style that aligns with your personal taste, be sure it fits your budget. If you have any questions, don’t hesitate to reach out to us. That’s what we’re here for.

Final Thoughts

James Allen offers supreme diamond quality and customer service. While their inventory might not be as vast as Blue Nile’s, they offer a competitive, conflict-free selection and top-of-the-line quality. This is evident even before purchase, like when using their 360-degree magnified video technology. Customers who order their diamonds will have no negative surprises. Their luxury packaging adds to the overall experience, and is up to par with what’s expected when purchasing a luxury diamond. James Allen is a leader among online diamond retailers. You won’t be disappointed.

Eternity Rings