Best Places to Buy Engagement Rings in 2023
A review of the top rated online engagement ring of 2023
Over the last ten years I have secret shopped thousands of engagement ring retailers (usually with Annie, or another one of our diamond consultants). We make sure to visit the larger retailers multiple times (in different locations) to make sure we have the broadest and most accurate information for you, our readers. In the process, we’ve come across several diamond engagement ring vendors that consistently outperform the competition.
Our Top Engagement Ring Retailer Picks:
- Best Overall for all Engagement Rings – James Allen
- Best Overall Runner Up – Blue Nile
- Best Boutique Experience for Engagement Rings Over $50,000 – Abe Mor
- Best Super Ideal Cut Engagement Rings – Brian Gavin Diamonds
- Best Fancy Color Diamond Engagement Rings – Leibish & Co
- Best Lab Grown Diamond Vendor- James Allen
- Best Large Physical Retail Chain – Jared
- Best Regional Retail Chain – Diamonds Direct
For best niche engagement rings read below.
Buying a diamond engagement ring is a tricky process that can feel overwhelming at times. We have many articles that help you with the 4Cs and more. This article will help you with one of the most fundamental questions; Where to buy an engagement ring from and should you buy an engagement ring online?
Let’s get the obvious out of the way. We think you will be far better served if you buy an engagement ring online rather than buying in a store. We explain the fundamental advantages of buying online in this article.
Why you should trust us
To help you with the diamond buying process we lean on our expertise and experience. The author of this article, our CEO, Mike Fried, has over 20 years of experience in the diamond industry. Mike started from the bottom, sorting and evaluating hundreds of thousands of diamonds to learn every facet (pun intended) of diamond quality and value. Mike followed that up by spending years buying and selling diamonds on the wholesale market as well as selling tens of millions of dollars worth of diamonds to diamond retailers.
Mike Fried has written hundreds of articles and helped answer more than 30,000 emails from our readers. This has given him a unique perspective on what information truly helps our readers in their quest for finding the perfect diamond engagement ring or piece of jewelry.
Mike is recognized as an industry expert and has been quoted in publications such as Us, People, Page Six, The Next Web and more.
To read more about our process for secret shopping and reviewing companies and additional details about how we operate, check out this article.
There are plenty of options to sift through when it comes to finding the best online jewelry store and where to buy engagement rings online. We go more in depth on our favorites below, but the best way for us to help you settle on the right company, engagement ring, and diamond would be via our personal help. Feel free to contact us anytime. And this service is 100% free for you the consumer (we explain how we work here).
Deal Alert: Save 25% on settings at Blue Nile!
Best Place to Buy Engagement Ring
The following online jewelry stores are, in our opinion, the best options for anyone who is in the market for a diamond engagement ring – whether you’re after a classic solitaire affordable engagement ring, a rare or high-priced diamond, fancy colored diamonds, lab-created diamonds, and everything in between.
Best Overall for all Engagement Rings – James Allen
This one is a no-brainer. We have loved James Allen for years and they are one of the industry leaders. Their customer service is fantastic and they offer all the necessary tools to buy a diamond and engagement ring online. For example James Allen recently introduced an easy to use Ring Studio which according to National Jeweler was “…an enjoyable process from start to finish.”
Price:
5
Selection:
5
Customer service:
5
Pros
- Super high quality images for every diamond in inventory
- Best in class customer service
- Best in class packaging
- Best Prices Available
- Largest inventory of diamonds in the world
Cons
- Selection of fashion jewelry is limited
What Are They Known For?
James Allen are the pioneers of bringing high quality videos to the online consumer. James Allen’s video technology, fantastic customer service, broad selection of some of the best engagement rings, and excellent prices have made them one of our favorite companies to recommend. Hundreds of our readers purchase from James Allen every month and hear rave reviews back from them.
Despite other companies catching up a bit on the technology side (see above), James Allen still has the best videos out there. That is advantageous when selecting any diamond and a must when you are picking fancy shaped diamonds (like ovals, pears and marquise).
As James Allen’s stature has grown, they’ve been able to partner with some fantastic designers as well. This has allowed them to add some gorgeous rings like these from Verragio and Danhov.
The high quality imagery that James Allen provides is what enabled us to develop our industry first Ringo AI tool that can identify and make recommendations of eye-clean diamonds. Below you can see some of the latest recommendations generated by Ringo.
Lab Grown Diamonds at James Allen
With lab-grown diamonds explosion in popularity the last few years, James Allen has helped lead that wave. They have a phenomenal selection of lab-grown diamonds to pair with their great selection of settings and superb customer service.
See the full James Allen review.
Best Overall Runner Up – Blue Nile
Online diamond engagement ring shopping and Blue Nile have been synonymous for years. They literally built the market. They were the first company to develop the concept of removing all middle-men and virtually listing loose diamonds direct from the manufacturers so that you can build and buy engagement rings online.
According to The Wall Street Journal Blue Nile “…was founded in 1999 by Mark Vadon, who was frustrated with his search to buy a wedding ring. He bought the domain name InternetDiamonds.com in 1999, renamed it Blue Nile and promised to give consumers a better diamond-buying experience.”
My last secret shopping of Blue Nile was in October 2022. I was in town and purchased their Scatter V diamond necklace for my girlfriend. Not only was their online service fantastic, but I loved the experience picking up the necklace at their Garden State Plaza location.
I took the opportunity to secret shop their in-store experience and it matched their already impressive online experience. You can read more about it in our blog post.
Price:
4
Selection:
4.5
Customer service:
5
Pros
- Super efficient fullfilment
- Best in class customer service
Cons
- Standard packaging
- Diamonds are a bit pricier than James Allen
What Are They Known For?
Blue Nile was the first online diamond retailer to become a mainstream jeweler. Their position as a market leader has continued for two decades, only being surpassed in size by James Allen.
While they allowed James Allen to take the lead in technology the last five years, they have taken great strides in closing that gap. They have recently introduced their own video technology to rival James Allen. They have also taken an almost maniacal approach to fulfillment that has vastly improved their quality control and speed of delivery.
Their place as the industry leader of engagement ring retailers has allowed them to cultivate relationships with some great designers as well. Most prevalent is their relationship with Bella Vaughan. I adore this take on the classic baguette engagement ring.
Couple that with their strong relationships with vendors and a streamlined business model (which means they are often better priced than their competitors) and they have earned our seal of approval for our readers as one of the best places to buy diamond engagement rings online.
See the full Blue Nile review.
Best Boutique Experience for Engagement Rings Over $50,000 – Abe Mor
Recently, though, we have expanded our relationship with them to include readers of ours who are looking for a more customized bespoke shopping experience buying a high-end diamond and/or expensive piece of fine jewelry, diamond jewelry, or engagement ring.
Price:
5
Selection:
4
Customer service:
4
Pros
- Best place to sell your diamond
- Phenomal choice for bespoke jewelry
Cons
- Not a full service e-retailer
- Only caters to clients spending $20,000+
What Are They Known For?
Abe Mor is an interesting option for people with a budget of $20,000 or more. They specialize in large and rare diamonds, and are able to offer a fantastic experience for consumers looking to make a high-end purchase.
Abe Mor is one of the most well respected “upstairs” diamond wholesalers in New York’s famous Diamond District. By “upstairs,” of course, I mean that they are not just a retail shop on the street level masquerading as a wholesale operation. They are the real thing. Everybody we have sent to Abe Mor has been blown away by the personal attention they have received from Abe Mor, including CEO Eric Mor – both on the phone and in person.
Even if you’re not quite in the market for the “…striking pair of drop-shaped, vivid green emeralds weighing 53 cts” reported by JCK Online, Abe Mor is an excellent choice for your unique or higher end needs.
See the full Abe Mor review.
Best Super Ideal Cut Engagement Rings – Brian Gavin Diamonds
Brian Gavin’s Signature and Black lines have been quite popular for a certain segment of our readers. For those readers who are hyper-focused on cut and looking to find a truly spectacular diamond in terms of brilliance, Brian Gavin Diamonds is the way to go.
Price:
4.5
Selection:
4
Customer service:
4.5
Pros
- The most brilliant diamonds
- Superb service
Cons
- Somewhat limited diamond inventory
What Are They Known For?
Brian Gavin is one of the industry leaders when it comes to diamond cutting. Speaking honestly, his knowledge of cut is far superior to mine. Their Signature and Black diamonds will be more brilliant than anything else you can find.
BGD’s customer service and jewelry craftsmanship matches the quality of their product. There is a premium for such high quality craftsmanship and in Brian Gavin’s case, it’s 100% justified. That doesn’t mean it’s for everyone. Most of our readers prefer to go for the bigger diamond and sacrifice a bit on cut. But for those who want to make brilliance their target, Brian Gavin is the way to go.
According to JCK Magazine Brian Gavin is “… is the fifth generation of a diamond family originating in Amsterdam.”
See the full Brian Gavin Diamonds review.
Best Fancy Color Diamond Engagement Rings – Leibish & Co.
If you’re considering non-standard options to really make your engagement ring stand out, a ring with a fancy colored diamond can be a great option.
Price:
4
Selection:
4
Customer service:
5
Pros
- Best collection of argyles around
- Competitive pricing
- Outstanding craftsmanship on jewelry
Cons
What Are They Known For?
Our go to company for fancy color diamonds is Leibish. They are the best. Period. End of story. They are one of the biggest purchasers at the Argyle auctions and have a stunning array of fancy color diamonds like black diamonds in all budget ranges.
Many of our readers have purchased diamonds and diamond jewelry from Leibish, and all of them have been ecstatic with the end result. Not only do they have an amazing selection of diamonds, but they are also the masters of building the jewelry piece around the diamond to bring out the color in the best way possible.
According to Brittany Siminitz of JCK “…Leibish & Co. is the leading source for natural colored diamonds and jewelry.” We couldn’t agree more! There are other options for fancy colors. But we have found Leibish to be head and shoulders above the competition.
See the full Leibish & Co. review.
Best Large Physical Engagement Ring Retail Chain – Jared
While we are clear that we think you are better off purchasing online, some of you prefer to go to a physical store. If you are part of that group, we’d recommend Jared.
According to Smartscrapers, Jared has 239 locations in the United States. So wherever you may be, there is likely a Jared nearby. In our most recent secret shopping of Jared, we were pleasantly surprised. All of their natural diamonds were GIA certified and their lab grown diamonds were IGI certified. We found the staff to be extremely knowledgeable. While the prices are higher than those from online vendors, they are still pretty good.
Best Regional Retail Engagement Ring Chain – Diamonds Direct
Diamonds Direct gives you more of an independent local jeweler vibe if that is what you are looking for. With 25 locations, mostly scattered around the south east and Texas, they still manage to have that local feel some consumers are comfortable with.
I have had the opportunity to secret shop Diamonds Direct in San Antonio, Dallas and Charlotte. I was blown away by the experiences. Stunning settings and fantastic personal service were consistent in all three locations.
Best Place To Buy Alternative Engagement Rings
Angara – Best gemstone engagement rings
Many of our readers want to stray from the traditional diamond engagement ring. They are looking for something a bit unconventional and more colorful. Whether it’s a dark blue sapphire, light blue topaz or the deep hue of a red Garnet, gemstones are an affordable alternative to a diamond engagement ring.
What is Angara known for?
Angara is the premier vendor of gemstones. Having been in the business for more than 15 years, they have developed a fantastic range of settings to go with the variety of gemstones they offer.
Charles & Covard – Best moissanite engagement rings
Until lab-grown diamonds became popular, Moissanite was the only cheaper alternative to natural diamonds that looked similar to diamonds. They are still a popular option in the budget range of engagement rings. And there is no better place to find them than Charles & Covard.
What Charles & Covard is known for?
Charles & Covard is synonymous with moissanite. Not only are they the best place for you to buy a moissanite for your engagement ring, they are the best place for other moissanite retailers to purchase them. The majority of retailers that offer moissanite get them from Charles & Covard. You may as well cut out the middleman and go straight to the source.
Pro Tips:
Diamond color grade – When buying a diamond, focus on the HIJ color range. If you are using a halo setting, go with an H+ color diamond. For solitaires you can drop to a J. Find out here which color grade is best for your setting.
Diamond clarity – Use the high quality images/videos to pick a lower grade (SI) that is eye-clean. Once put in a setting you won’t tell the difference and its much better value. Check out our article explaining which clarity grade is best for you.
Diamond cut – Do not forget about cut. It is the most important facet of the diamond. The better the cut, the more it will sparkle. In this article we explain everything you need to know about diamond cut.
Frequently Asked Questions
Where is the best place to buy engagement rings?
Buy your engagement ring somewhere that allows you to select the diamond separately from the setting and combines the two. Make sure they offer GIA certified diamonds and are able to see high-quality images/videos of the diamond.
Is it cheaper to buy engagement rings online?
Fundamentally a diamond engagement ring is cheaper from an online retailer than a physical store. In many ways, it is also a better consumer experience. We discuss this topic in our article here.
As quoted by Seth Rosen in in Nerdwallet “All other things being equal, you can get a better price if you buy a diamond online.”
Should my diamond engagement ring have a certificate?
If you have a center diamond in your engagement ring over 0.30ct, you absolutely must have a certificate. Preferably the certificate should be from the GIA laboratory. Find out more about diamond certification here.
What is a red flag when picking a jeweler?
Be wary of jewelers that have sales of 30% or more on their diamonds. Diamonds are commodities and are usually marked up less than that. If a jeweler is offering 50% off their diamonds, that means they were ripping people off before. That is not someone you should trust. Remember: If it’s too good to be true, it’s too good to be true.
Contact Our Experts For Assistance With Buying Engagement Rings Online
Of these top diamond engagement ring retailers, James Allen and Blue Nile are hard to beat. Both offer everything a customer needs to buy engagement rings online: broad selection of conflict free diamonds, low prices, and modern technology like high-quality imagery and 360 degree inspection tools. Both James Allen and Blue Nile also provide top-tier customer service, which contributes to a superb customer experience every time.
Other diamond engagement ring vendors we recommend are Brian Gavin Diamonds, Abe Mor and Leibish & Co. These retailers each offer special expertise and specialize in specific areas. Brian Gavin is one of the best diamond retailers for high-quality diamond cuts. Abe Mor is the best for high-quality, rare and expensive diamonds, while Leibish & Co is the number one fancy colored diamond vendor.
Now you know what places we think have the best service and quality and you can start engagement ring shopping on their sites. And if you need some guidance on how to choose a perfect diamond and buy an engagement ring you can check out our useful tips or contact us directly and one of our diamond experts will be happy to answer your questions.
Here are more diamond ring related topics to browse:
- What does the average engagement ring cost in 2023?
- What are the most popular/trendy engagement rings in 2023?
- When is the best time to buy an engagement ring?
- What are the best engagement ring brands?
- How much should you spend on an engagement ring?
- What is the average diamond carat size for an engagement ring?
- Should you ask her what engagement ring to buy?
- What is the best place to buy a vintage engagement ring?
- What are the different types of engagement ring settings?
- What are the best engagement rings for different types of fingers?
- What are the best engagement rings for nurses and doctors?
- What are the thinnest bands available for engagement rings?
- What is the best metal for an engagement band?
- What are some unique or unusual engagement ring ideas?
- What are the best engagement ring boxes?
What we love about them:
- No questions asked returns within 30 days of shipment. James Allen will send you a paid shipping label to return the ring.
- Lifetime Warranty
- Free International Shipping
- Free prong tightening, repolishing, rhodium plating and cleaning every 6 months
- Provide insurance appraisals
- One free resizing within 60 days of purchase
- Free ring inscriptions
- Best-in-class high quality imagery of all diamonds in stock
- 24/7 Customer Service
- Best-in-class packaging
What we love about them:
- No questions asked returns within 30 days of shipment. Blue Nile will send you a paid shipping label to return the ring.
- Lifetime Warranty
- Free Shipping
- Free prong tightening, repolishing, rhodium plating and cleaning every 6 months
- Provide insurance appraisal
- One free resizing within the first year of purchase
- High quality images of about half of their diamonds
- 24/7 Customer Service
- 100% credit towards future upgrades (must be at least double in value)
- Best in class fulfillment
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