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Whether you’re on the market for a diamond engagement ring, a birthday gift, or a new bauble to treat yourself, there are a bevy of reasons to find the best places to buy jewelry online. While handbags, beauty, or shoes might be some shoppers’ go-to “vice,” jewelry is mine.
Jewelry is a fantastic way to express your sense of style, and it’s also wearable art. From fine jewelry to budget-friendly picks, gold to silver, and handmade artisan styles to mass market options, the sky's the limit when looking for your next signature piece—or memorable Valentine’s Day gift to someone special, including yourself. Jewelry shopping online can get a bit overwhelming, so it helps to know the key differences with the most popular places to buy jewelry online.
What to consider when buying jewelry online
It’s natural to think of almost any jewelry purchase as an investment. Even if you’re not buying a piece made with precious gemstones or 18K gold, there can still be sentimental value in jewelry you’re choosing for yourself, a friend, or a loved one. For that reason, you’ll want to preempt concerns about scams or unfair pricing by ensuring that online retailers you’re buying jewelry from are secure, reputable, and legitimate.
A few things to look out for:
- Check out the site’s “About Us” page to get a sense of the business’ background and credentials.
- Ensure the company displays its address, as well as a 1-800 number you can call if questions arise.
- Make sure the website you’re purchasing from has a legitimate, secure URL that begins with "https."
- To get a sense of the quality of a retailer’s jewelry, read reviews and check out photographs from customers. You might even look on social media to see if customers have shared their experiences and videos of products. (I recently did this myself after seeing a jewelry sale advertised online that seemed too good to be true, and TikTok reviews made it clear that what the company was advertising as demi-fine jewelry is actually much more costume quality.)
Our top picks for the best online jewelry stores
We’ve scoured the internet to choose the best online jewelry stores based on what you’re looking for.
Best affordable online jewelry store: AMYO
[Thin Huggie Hoops 14K Gold, $60]
There are a range of moments when you’ll want to treat yourself to 14K gold earrings or personalized pendants—or buy one as a gift. But if you’re on the market for go-to pieces that are as affordable as they are classic, head over to AMYO, which stands for Accessories Make Your Outfit. Founded and run by women in New York City, the company prides themselves on offering high quality, handmade, minimalist staples you can mix and match at an affordable price point. Plus, supplies and materials are sourced from NYC and other U.S. businesses.
Shipping policy: Free standard shipping with purchases $40+, otherwise $3
Return policy: 30 days from the shipping confirmation date of your order
Price range: Products start at $24 and go up to $1,280 for a diamond tennis bracelet
Thin Huggie Hoops 14K Gold
Best online fine jewelry store: Ross-Simons
[Sapphire diamond studs, $795]
Ross-Simons has been around for over 70 years for a reason. Founded in 1952 in Providence, Rhode Island, the company has always been dedicated to selling high quality fine jewelry and luxury items at affordable prices. What’s more, no matter what you’re in the market for—gold, silver, pearls, precious and semi-precious gemstones, lab-grown diamonds, watches—you’ll likely find it at Ross-Simons. Also of note: The company has an estate section of the store where you can shop for vintage picks, like deco-era filigree pins from the 1930s or mid-century modern cocktail rings from the 1950s.
Shipping policy: Free standard shipping
Return policy: Within 30 days of receipt, you can return for a refund, credit or exchange (minus shipping and handling).
Price range: Products start at $19 and range up into the thousands
Sapphire Diamond Studs
Best online jewelry store for engagement rings: Ring Concierge
[WhisperThin, setting starts at $2,600]
Ring Concierge was founded in 2013 by GIA certified diamond specialist and fashion industry vet Nicole Wegman who found herself frustrated with the engagement ring shopping experience. She set out to create a company that emphasized designs for women by women and would offer the kind of tailored experience that millennial, social media-savvy customers had been looking for.
Although Ring Concierge has a showroom in NYC, it's also a thriving online business that caters to customers who want a bespoke experience. Customers have an initial consultation with a diamond specialist, explore personally curated stones (which can be done remotely via HD video), and then create a one-of-a-kind ring. The site also offers both GIA certified natural and lab-grown diamonds, along with ready to ship styles.
Shipping policy: Complimentary 2-day fully insured FedEx shipping
Return policy: VOW engagement rings are eligible for returns within 10 calendar days after delivery; Bespoke rings are non-refundable
Price range: VOW engagement rings start at $3,000; Complete bespoke rings start at $10,000
WhisperThin
Best online jewelry store for rings: PDPAOLA
[Prince ring, $72]
Headquartered in Barcelona, internationally recognized jeweler retailer and digital native brand PDPAOLA was founded in 2014 by siblings Paola and Humbert. Given that the two originally worked in architecture and finance, it’s no surprise that they take a great deal of pride in their design and craftsmanship. From engagement rings to custom engraved rings, simple diamond bands to basic stacking rings, PDPAOLA’s designs are eye-catching, on-trend, and unique.
Shipping policy: Express shipping for $6
Return policy: You can return up to 30 days from the delivery date of the order.
Price range: Rings start at around $50
Prince Ring
Best online jewelry store for earrings: Astrid Miyu
[heart pave studs, $65]
Whether you love delicate studs, hoop earrings, cuff earrings, or shimmering ear climbers in yellow gold, rose gold, or silver, you’ll find what you're looking for in U.K.-based online jewelry store Astrid & Miyu. The online retailer, founded in 2012 by Seoul, Korea native Connie Nam, the line is meant to be innovative, sentimental, and a little bit quirky. You can also choose a range of styles that are available in more affordable 18K gold plated sterling silver or more investment-worthy solid gold.
Shipping policy: Free with purchase of $100 or more
Return policy: Within 28 days of the date of purchase
Price range: Earrings start at $40
Heart Pave Studs
Best online jewelry store for necklaces: Made by Mary
[Classic Oval Locket, $128]
Personalized, customized jewelry is hotter than ever, but it’s something that Made by Mary founder Mary Moody has been passionate about since founding her company as a new mom in 2013. To date, the company takes pride in hand making every one of their pieces which can be made uniquely your own. For example, they offer charming birth flower pendants and a romantic sweetheart necklace that can be personalized with your own and a loved one’s initials.
Shipping policy: Free with purchase of $75 or more
Return policy: Unworn, non-custom pieces may be returned for free with a prepaid label within 14 days of delivery.
Price range: Necklaces start at around $46
Classic Oval Locket
Best online jewelry store for diamonds: Brilliant Earth
[28 carat pink diamond, $3,750]
Anyone shopping for diamond jewelry—especially engagement rings—knows all too well that Brilliant Earth is a go-to resource, thanks to its extensive stock of ethical diamonds. Based in San Francisco, the sustainability-focused company offers engagement, wedding, and everyday fine jewelry, and they also sell loose diamonds that originate from mines with fair labor and trade standards. Their jewelry styles also run the gamut from classic to whimsical (something I noted when visiting the Los Angeles showroom), which means whether you’re buying for yourself or a gift recipient, there’s a design for every taste.
Shipping policy: Free FedEx shipping on every US, Canadian, UK, and Australian order
Return policy: Free 30-day returns
Price range: Loose diamonds (which can be added to separately sold settings) start at around $770
28 Carat Pink Diamond
Best online jewelry store for lab-grown diamonds: VRAI
[Orion bracelet, $350]
Lab-grown diamonds have been touted as a more affordable, eco-friendly alternative to natural diamonds, and VRAI creates theirs in the Pacific Northwest using hydropower. They also make it very easy to search their stock of loose stones with an easy to navigate inventory search, and all VRAI created diamonds are graded by GIA-certified gemologists. Not sure where to start? You can take a quiz on the site that will lead to an auto-curated selection of diamonds that match the shape, size, cut, clarity, and price point you’re aiming for.
Shipping policy: FedEx 2-day service is available for a flat fee of $10
Return policy: 30-day returns for jewelry (you’ll pay a $300 recycling fee for custom jewelry, such as an engagement ring, wedding band, or any other made-to-order fine jewelry design); 14-day returns for loose diamonds
Price range: Diamonds start at $700
Orion Bracelet
Best online jewelry store for gold pieces: Mejuri
[Virgo Zodiac Pendant, $128]
If you’re looking for fine jewelry that will hold up over time, because it’s made from high quality materials—namely, gold vermeil and solid gold—you’ll want to check out millennial and Gen Z-loved jewelry brand Mejuri. Offering budget-conscious, yet timeless gold pieces, Mejuri states on their site that they believe “luxury should be accessible, fun, and part of your everyday.” From classic chain necklaces to comfortable hoops, you can find necklaces, earrings, rings, and more in both yellow and white gold. Some pieces also feature gemstones, like the company’s zodiac pendant necklace, dotted with white sapphires.
Shipping policy: Free with purchase of $75 or more
Return policy: Free 30-day returns for all customers in the US, Canada, UK, Australia, and Germany
Price range: $35 to $2,000 for an engagement ring
Zodiac Pendant Necklace Virgo
Best online jewelry store for silver pieces: Monica Vinader
[Nura crossover ring, $115]
If you’re looking for sterling silver pieces that are affordable and eco-friendly, you’ll want to check out artist and designer Monica Vinader’s line. It features handcrafted pieces made from recycled sterling silver, as well as gold plus conflict-free gemstones and diamonds. Vinader’s jewelry designs mostly offer interesting organic shapes and are meant to be layered and stacked, so you can create your own collection. Customers rave about the site’s customer service and high quality, truly wearable products. Plus, the company’s 100-day return policy is quite generous compared to competitors.
Shipping policy: Free standard shipping
Return policy: Full refund within 100 days of purchase
Price range: Silver jewelry pieces start at around $50
Nura crossover ring
Best online jewelry store for everyday essentials: Dana Rebecca Designs
[DRD Heart Necklace, $395]
Third-generation jeweler Dana Rebecca Gordon has been designing since she was 16. After graduating from the Gemological Institute of America, she founded her Chicago-based company with the mission to create luxury jewelry that was accessible and as wearable as a little back dress. These days, she offers a range of go-to everyday pieces, from hoops to huggies and studs, cuffs and bangles, and diamond pendants and chain necklaces, that can be easily layered or paired. Don’t know where to start? Check out the Dana’s Favorites section of the site for a curated list of popular styles—like the classic-with-a-twist Poppy Rae Pebble Hoops. Plus, the company prioritizes philanthropy, as Gordon has sat on the board of the Boys and Girls Club of Chicago since 2017 and strives to constantly give back to the community.
Shipping policy: Free UPS Ground for orders over $100
Return policy: Refund within 14 business days
Price range: Jewelry starts around $130
DRD HEART NECKLACE
Best online jewelry store for personalized jewelry: Stone & Strand
[Bubble Tea Name Necklace, $450]
From custom name necklaces to zodiac coin pendants—and even more classic choices like pearl and diamond studs—New York City-based online jeweler Stone & Strand boasts something for everyone. Founder and CEO Nadine Kahane developed STONE AND STRAND while getting her MBA at Wharton and launched the brand in 2013. Her mission: to “combine affordable jewelry, female ethos, and meticulously designed, quality pieces.” Today, by offering a bevy of fine baubles at affordable prices, the charity-minded brand is undoubtedly making their mark.
Shipping policy: Free shipping for all domestic orders
Return policy: Within 100 days, jewelry can be returned with the security tag still attached and sent back in its original packaging.
Price range: Jewelry starts at $36
Bubble Tea Name Necklace
Best online jewelry store for gemstone jewelry: Local Eclectic
[Solid Gold Opal Toi et Moi Ring, $235]
Whether you’re looking for a classic birthstone piece or a vintage-inspired cocktail ring featuring your favorite gemstone, Local Eclectic likely has an option that is sure to please. The Chicago-based jewelry collective was founded in 2013 by Alexis Nido-Russo who was eager to share her favorite designers’ one-of-a-kind pieces with shoppers. Now, her site features a wide array of up and coming jewelry designers—94% of whom are female. Their unique creations, particularly those featuring gemstones like bold London blue topaz or ethereal opal, make stunning gifts.
Shipping policy: Free shipping on orders totaling $200 or more
Return policy: Returns are accepted within 90 days of receiving your order
Price range: Rings start at $35
Solid Gold Opal Toi et Moi Ring
Best online jewelry store for customizable diamond jewelry: Idyl
[Grace necklace, starting at $1,575]
If you enjoy being creative and mixing and matching different styles— from drop earrings to studs and even hoops—you’re likely to fall head over heels for Idyl, a unique lab-grown diamond jewelry company that specializes in modern, versatile modular designs. Pick a base diamond stud, then build on it with a variety of add-ons. You can also buy their standard necklace chain and explore a variety of gorgeous necklace add-ons (like the glamorous, showstopping emerald cut Grace pendant, which can be worn vertically or horizontally). In addition to crafting their looks with sustainable diamonds, Idyl uses 100% conflict-free, traceable 14K solid gold that won’t oxidize or discolor even with everyday wear.
Shipping policy: Free worldwide shipping on all orders
Return policy: Exchange or return within 30 days from delivery
Price range: Lab-diamond and 14K gold pieces start at $275
How we chose the best online jewelry stores
To choose the best places to buy jewelry online, we reviewed multiple national retailers as if we were buying jewelry for our own personal collection, including a review of:
- The selection of precious metals, diamonds and gemstones, and overall designs
- Advertised prices and available discounts
- Ease of ordering
- Return policy
- Shipping policies and pricing
- Customer service reviews
Frequently asked questions (FAQs)
How do I know if an online jewelry store is legitimate?
By reading the “About Us” section of an online jewelry store’s site, you can determine whether the company is legitimate. You’ll also do well to look up reviews (ideally ones featuring photos shared by customers) and ensure the site offers contact information for their customer service department.
Is it better to buy jewelry online?
From knowing which precious metal works best with your personal style to opting for necklaces over earrings or bracelets over rings, buying jewelry is a personal experience. Although you might enjoy trying jewelry on in a brick-and-mortar store, there’s a case to be made for buying jewelry online, thanks to the convenience, easy shipping and return policies, plus the wide range of jewelry offered by online retailers.
How do I determine my ring size when buying jewelry online?
Many online retailers, such as Brilliant Earth, offer ring sizing charts or will even send you a ring sizer. Others, such as Ring Concierge, will allow you to try on rings at home before you make your purchase.
What are the advantages of buying jewelry online compared to in-store?
You can’t beat online jewelry shopping if you want to avoid the stress of driving to and navigating crowded malls or jewelry districts in the nearest city. It’s also possible that you live in an area where your local jewelry store options are limited. By shopping online, you can peruse a seemingly endless range of jewelry options from the convenience of your home. And given that different retailers often charge different prices for similar pieces, online shopping offers the benefit of faster cost comparison.
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