Shopping for jewelry online has never been easier—or more glamorous. Whether you’re hunting for the perfect engagement ring, a delicate gold chain, or a bold statement piece, the internet has become the go-to destination for all things sparkly. With so many options, though, it can be overwhelming to know where to start.
That’s why we’ve rounded up the top 10 best online jewelry stores and websites in the USA, each known for their quality, selection, and service. From luxury retailers to budget-friendly boutiques, there’s something here for every style and price point.
1. Blue Nile
Best for: Engagement Rings and Diamonds
Blue Nile has earned its reputation as a pioneer in online fine jewelry. Known primarily for its engagement rings and loose diamonds, Blue Nile offers a wide selection with detailed filters that let you customize everything from cut to carat. What sets them apart is their transparency—you get to see the specs, certifications, and price breakdowns clearly.
They also offer a 30-day return policy, free shipping, and professional customer support, which makes buying a high-ticket item feel less intimidating.
Why We Love It: Trusted, transparent, and great for big purchases.
2. James Allen
Best for: 360-Degree Diamond Views
James Allen is a close rival to Blue Nile and arguably even better when it comes to user experience. Their 360-degree HD views of each diamond are a game-changer, giving shoppers a clear and realistic look at what they’re buying. The site offers a vast range of engagement rings, wedding bands, and fine jewelry with customizable options.
James Allen also offers lifetime warranties and free resizing, which adds a ton of value for couples shopping for rings.
Why We Love It: Innovative visuals, customizable designs, and strong customer support.
3. Mejuri
Best for: Everyday Luxury
Mejuri has redefined modern jewelry with its “fine jewelry for every day” philosophy. Targeted primarily at women who want to treat themselves, Mejuri offers minimalist, ethically-sourced gold and silver pieces at fair prices.
Unlike traditional retailers, they operate on a direct-to-consumer model, which means you’re getting quality without the retail markup. Their collections are chic, trendy, and perfect for layering.
Why We Love It: Modern, wearable pieces at reasonable prices.
4. Brilliant Earth
Best for: Ethical Jewelry
If you care deeply about where your jewelry comes from, Brilliant Earth is the site for you. They’re committed to using ethically-sourced diamonds and recycled materials, and they offer lab-created diamonds as well.
Brilliant Earth also shines when it comes to design options. You can build your own ring or browse their beautiful curated collections. Plus, their packaging is eco-friendly, and they donate a portion of profits to sustainability efforts.
Why We Love It: A perfect blend of luxury and conscience.
5. Catbird
Best for: Dainty and Handmade Pieces
Brooklyn-based Catbird is beloved for its handcrafted, delicate jewelry that feels effortlessly cool. Their online store is an extension of their artisanal vibe, offering pieces made in-house as well as curated selections from indie designers.
While their pieces tend to be smaller and more subtle, they pack a lot of meaning and style. If you’re into stacking rings, thin chains, and meaningful charms, Catbird should be on your radar.
Why We Love It: Artsy, ethical, and made with love.
6. Zales
Best for: Traditional and Affordable Fine Jewelry
Zales has been around forever, but don’t count them out in the online space. Their website is surprisingly robust, offering everything from bridal sets and watches to gemstone necklaces and earrings.
They frequently offer seasonal sales and discounts, making it easy to score a deal on fine jewelry. Zales also offers financing options and a solid return policy.
Why We Love It: Familiar, accessible, and budget-friendly.
7. Vrai
Best for: Lab-Grown Diamonds with a Luxurious Feel
Vrai partners with Diamond Foundry to create carbon-neutral, lab-grown diamonds that are both stunning and sustainable. Their modern, clean designs are perfect for minimalist shoppers who want ethical sparkle without sacrificing style.
Vrai’s online platform is intuitive, and they offer virtual appointments to help with ring selection. Each piece is made-to-order, ensuring you get a bespoke experience.
Why We Love It: Ethical luxury with a modern twist.
8. Kendra Scott
Best for: Colorful Statement Jewelry
If you’re looking for something bold and playful, Kendra Scott is your girl. Known for its vibrant stones, unique shapes, and signature styles, this brand adds flair to any outfit. While not fine jewelry, it’s high-quality fashion jewelry that lasts.
The site offers a “Design Your Own Jewelry” feature, which makes gift-giving extra fun. Plus, Kendra Scott often runs sales and rewards programs for loyal shoppers.
Why We Love It: Stylish, customizable, and fun.
9. Aurate
Best for: Sustainable and Sophisticated Jewelry
Aurate is all about transparency, sustainability, and timeless style. Their pieces are made from recycled gold and ethically sourced stones, and they back their products with a lifetime warranty. Think of it as luxury with a conscience.
The designs are sleek, versatile, and perfect for the modern professional or anyone who wants a touch of elegance without being flashy.
Why We Love It: Clean designs and a strong ethical mission.
10. Etsy
Best for: One-of-a-Kind Handmade Jewelry
For something truly unique, Etsy is a treasure trove of handcrafted and vintage jewelry. With thousands of independent sellers across the U.S., you can find everything from custom name necklaces to boho gemstone rings and antique lockets.
Shopping on Etsy supports small businesses, and many sellers offer personalization options to make your piece extra special.
Why We Love It: Endless variety, handmade charm, and personalization galore.
Final Thoughts
Buying jewelry online has become not only convenient but also incredibly rewarding. With these top 10 online jewelry stores in the USA, you have access to a wide range of styles, prices, and ethical options right at your fingertips. Whether you’re investing in a timeless engagement ring or picking up a fun necklace for weekend brunch, there’s an online jeweler ready to make your moment sparkle.
Before you buy, remember to:
- Check return policies and warranties
- Read customer reviews
- Verify authenticity if purchasing fine jewelry
- Consider whether you prefer lab-grown or natural stones
With a little research, you’ll find that perfect piece that doesn’t just look good—but feels good too.
FAQ
1. Is it safe to buy jewelry online?
Yes, buying jewelry online is safe—as long as you shop from reputable websites. Look for companies with clear return policies, secure checkout, positive reviews, and certifications for gemstones and precious metals. Brands like Blue Nile, James Allen, and Brilliant Earth are known for their transparency and security.
2. How do I know if a diamond or gemstone is real?
Reputable online jewelers typically provide certification from trusted labs like GIA (Gemological Institute of America) or IGI (International Gemological Institute). These certificates verify the authenticity and quality of diamonds and gemstones. You should also be able to see the cut, clarity, color, and carat details before purchase.
3. What’s the difference between lab-grown and natural diamonds?
Lab-grown diamonds are created in a controlled environment using advanced technology, but they’re chemically and visually identical to natural diamonds. The main differences are origin and cost—lab-grown diamonds are typically more affordable and considered more eco-friendly.
4. Can I return jewelry if it doesn’t meet my expectations?
Most leading online jewelry retailers offer 30-day return or exchange policies, sometimes longer. Always check the specific return window, whether the item must be unworn, and if custom or engraved items are eligible for return. Brands like Mejuri, Vrai, and James Allen offer hassle-free returns.
5. How do I figure out my ring size when ordering online?
Many jewelry websites offer ring sizing guides or even free ring sizers mailed to your home. You can also visit a local jeweler to get sized accurately. Some stores, like James Allen and Brilliant Earth, offer free resizing within a certain period after purchase.