Online Jewelry Stores

We feature rings and diamonds from several online jewelry stores. In particular, James Allen, Brian Gavin and Whiteflash.

Why these three jewelers?

They are unique in that they let you view a magnified video or image of each diamond in their inventory.

In addition, for their high-end diamonds, they provide reflector technology tools such as ASET (Angular Spectrum Evaluation Theory), to help the diamond purchaser objectively evaluate the cut proportions of these “Super Ideal” diamonds.

Here is our overview of online jewelers James Allen, Brian Gavin and Whiteflash…


Name: James Allen

Return Policy: 60 day full refund or exchange.

Shipping: Free FedEx shipping. Insured for full value.

Warranty: Lifetime Warranty for structural defects.

Upgrade Policy: Yes

Conflict free: yes

Certificates: GIA, AGS

About James Allen

Founded in 1998, James Allen is one of the largest online jewelers. James Allen is unique in that they offer 360° Diamond Display Technology™ which provides a REAL video of the actual diamond you are considering purchasing. Now you can “see what the jeweler sees” and can examine the diamond in close up detail. Another nice feature is the 3HD Player, which gives you a 3-D video view of each engagement ring setting. Their warranty also offer free prong tightening, repolishing, rhodium plating and cleaning for the life of your jewelry. Each ring setting lists which diamond shape and which carat sizes are appropriate for the setting.


Name: Whiteflash

Return Policy: 30-day money-back returns.

Shipping: Free FEDEX shipping to shipped to Authorized FedEx “Hold for Pick” up locations. Insured.

Warranty: One Year Service Plan.

Upgrade Policy: Yes

Conflict free: Yes

Certificates: GIA or AGS

About Whiteflash

High-end boutique jeweler Whiteflash was founded in 2000 and offers the finest in ideal diamonds together with designer settings from renowned designers such as Verragio, Ritani, Vatche and Mark Schneider. The Whiteflash mission is to deliver top quality products, information and service in a friendly, professional manner and ensure that each customer has total confidence in their purchase.


Name: Brian Gavin Diamonds

Return Policy: 15-day money-back returns.

Shipping: Free FEDEX shipping to Major Cities. Insured.

Warranty: Lifetime warranty against manufacturing defects.

Upgrade Policy: Yes

Conflict free: Yes

Certificates: GIA or AGS

About Brian Gavin Diamonds

Brian Gavin is a 5th generation diamond cutter and a leading authority in the world of diamond cutting and jewelry design. Working in his family’s diamond factory, he mastered the craft, including how to achieve unsurpassed visual balance in the cutting process. In March 2009, Brian founded Brian Gavin Diamonds, specializing in precision-cut diamonds and custom jewelry creations. Brian Gavin Diamonds combines old world knowledge with new age technology to bring you the highest quality designs at affordable prices.


Buying Your Engagement Ring Online

Today, it’s never been easier to find your perfect diamond engagement ring. More and more couples are learning that shopping online is one of the best ways to get a high quality engagement ring at a price that can’t be beat. The larger and well-known jewelry sites will generally have hundreds of styles and thousands of diamonds to choose from.

Why Buy Online

As many smart shoppers have already found out, there are many benefits to buying jewelry online. Some of the advantages to buying your diamond engagement ring at one of the top online jewelry stores are: Selection, Quality, Price, Convenience and Customer Service.


On the Internet, you will find a much wider selection of engagement rings. Often you will find tens of thousands of diamonds and hundreds of ring styles to choose from, which means you’ll be able to find the perfect ring for her — one that she will absolutely love.

gia certificateQuality

The major online jewelers will sell only quality diamonds backed by a GIA or AGS certificate. Whether princess cut or round diamond, you will be able to examine the certificate and have confidence that you are choosing the best diamond for the price.

A quality online jeweler will always state everything clearly. The color, clarity, numbers of diamonds, total diamond weight, setting type and metal should all be listed.


An advantage that many people are finding when they choose to purchase diamond jewelry online is in many cases they are able to save as much as 25% to 50% off the prices that they would end up having to spend at a local jewelry retailer. When it comes to choosing a quality crafted piece of jewelry, this is a huge benefit that is hard to overlook.


Being able to browse the Internet allows a person to take however much time they need to select the perfect diamond engagement ring for the love of their life and they do not have to feel rushed into a decision.

Gone are the days of having to drive from one jeweler to the next in search of the perfect ring to present to your loved one. Shopping online allows a person to search through as many websites as they wish and they can do so right in the comfort of their own home.

An online jeweler works around your schedule. You’re not out of luck if you want to shop outside of regular business hours. Their website is available 24/7.

Is it Safe to Buy Online?

Yes. Stick to the well known online jewelers such as Blue Nile, James Allen, Zales, Kays, etc. Smaller high-end boutique jewelers, such as Whiteflash or Brian Gavin Diamonds, that are well established and well known will also be safe.

Buying a diamond ring online means you will need to physically see the ring before making your final decision. Make sure the online store has an excellent return policy, so if you don’t like the ring you can easily return it.

Make sure they offer a “no questions asked” money back guarantee for a full refund, not an “exchange” policy, if you are unsatisfied with the order for any reason. A good return policy shows that the company is confident of their quality and service.

Other things to look for are Free FedEx shipping, and full insurance coverage so that all shipments are insured for the full value of their contents in case the ring gets lost or damaged during shipment. Also, do they offer a lifetime warranty.

How do I know the diamond I picked is the diamond I received.

Your diamond should come with a GIA or AGS lab report. Using the inclusion map in the report, the diamond can be verified by an independent gemologist. Read our article on Diamond Certification for more details.

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