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The Best Places to Buy Jewelry Online 

There's something uniquely special about receiving a piece of jewelry as a gift. It sparkles, it glistens, and it makes the recipient glow with delight. But getting to a store, sifting through the options, and finding the right piece all make this good intention feel like mission impossible. That is unless you opt for the smarter alternative.

The best jewelry websites are your go-to solution for all of your quality jewelry needs. You’ll find a huge selection of the most popular jewelry items, whether you’re looking for cute necklaces or cheap earrings, dainty jewelry, or costume jewelry rings. There’s even a section for expensive jewelry if you really want to go all out. Whatever you’re looking for, online jewelry websites are the key to faster, easier, and more successful shopping experiences. With the range on offer and unbeatable prices, online jewlery stores also offer the perfect option if you're looking to treat your mother on Mother's Day and you want to get her a gift she'll treasure forever. 

Wondering where the best place to buy jewery online is? Whether you’re celebrating someone’s crowning achievement, ready to pop the question, or want to really impress her this Valentine’s Day, here are the best online jewelry stores where you can find affordable fine jewelry that won’t break the bank.

1. James Allen

Best for: Customizable, statement jewelry, and wedding rings

  • Price range $150-$3,116,230
  • Unique feature: Totally customize your piece, 360-degree HD images of every diamond
  • Specializes in customizing engagement rings

James Allen has been the premier source for high-quality wedding and engagement rings for a decade and a half. What makes this one of the top jewelry stores online is that you can completely customize your ring to the exact specifications you want, from the setting to the gems and beyond. So, the end result is a totally unique piece that will truly be cherished by anyone who receives it.

What the experts are saying: “James Allen specializes in customizable rings. You choose the band style in your preferred metal, then shop loose diamonds or gems to set within the band. Because of the personalization, the ring you design is truly one that’s made specifically for you.” -Signature Bride

James Allen James Allen Visit Site

2. Ross Simons

Best for: Bargain basement pricing on stunning jewelry selections

  • Price range $7.46-$100,000
  • Unique feature: Clearance items that are truly a steal
  • Specializes in the best variety of jewelry types and prices

This page highlights the best online jewelry stores for unique and affordable jewelry pieces. That means every jewelry website you see offers affordable fine jewelry. But Ross Simons takes this to a whole new level. Yes, the most expensive item on the site runs somewhere around $100,000, but that’s not the norm. Ross Simons has the absolute widest range of fashion jewelry brands anywhere. From bracelets to anklets, earrings, necklaces, and brooches, this website has it all.

And the prices are just as varied. So, anyone looking for a beautiful and unique piece of jewelry will find plenty of options here regardless of their budget. Ross Simons even has a clearance rack where you can peruse stunning items for as little as $8! From diamonds to pearls, gemstones, and more, Ross Simons has got it all.

What reviewers are saying: “Ross-Simons offers a value priced selection of fine jewelry from sterling silver to platinum and diamonds, watches, rings, bracelets, necklaces and gems, plus designer jewelry. Ross-Simons offers prices at up to 70% below comparable retailers.”

Ross Simons Ross Simons Visit Site

3. Ice Trends

Best for: Stunning diamonds

  • Price range: From $40-$33,000
  • Unique feature: Jewelry information, birthstones, engagement rings
  • Specializes in affordable jewelry that’s beautiful

From beautiful birthstones to diamond engagement rings, Ice Trends is a great place to find affordable fine jewelry online. It offers a range of nice jewelry from classic style rings to trendy necklaces. You can get custom-made pieces or choose from a selection of beautifully-designed, popular jewelry. The best part is that Ice Trends offers some affordable jewelry options for any budget.

What's more, Ice Trends has a great return policy. For the first 7 days, you can return the purchased item for a full refund, no questions asked. And for the first thirty days, you can trade in your purchase, as well.

What the happy customers are saying: “When I received this ring I was pleasantly surprised.  It is gorgeous and I've had so many compliments on it. I will continue to buy from ice.”

Ice Rings Ice Rings Visit Site

4. Helzberg Diamonds

Best for: Truly superior diamonds that are flawless

  • Price range $25.99-$22,999
  • Unique feature: Masterpiece Collection that offers unparalleled beauty
  • Specializes in the most stunning diamonds you will ever lay eyes on

Helzberg Diamonds is possibly the oldest jewelry chain in the United States to also sell jewelry online. Around since 1915, Helzberg Diamonds has grown to include over 200 locations across the country. During that time, this brand has developed a selection of popular jewelry brands, including some unique jewelry pieces along with the more trending necklaces, rings, and earrings.

But what really stands out from the competition is Helzberg Diamond’s Masterpiece Collection. In no uncertain terms, these are some of the most impressive diamonds you have ever seen. From the cut to the clarity, these stones are exceptional.

What experts are saying: “How were the diamonds? Stunningly beautiful. Simply put, they were fantastic. If you’ve read many of our reviews, it’s rare for us to really love the quality of the diamonds. That was not the case here.” - Diamond Pro

Helzberg Diamonds Helzberg Diamonds Visit Site

5. World Jewels

Best for: Direct dealer pricing on thousands of quality diamonds

  • Price range $199-$4,000
  • Unique feature: Free shipping, 30-day return policy
  • Specializes in self-designed and manufactured diamonds

World Jewels is one of the few online jewelry stores that actually designs and manufactures its own jewelry. The attractive collection includes 14k gold, 18k gold, platinum, and more. With more than 7,000 diamonds to choose from, World Jewels has become synonymous with wedding rings and fine jewelry. What's more, this jewelry store will customize any type of jewelry you want. If you can dream it up, then you can wear it.

And that's before you even mention the savings aspect. Since World Jewels imports and manufactures its own jewelry items, it is able to charge significantly less than most fashion jewelry websites, even less than some of the top jewelry stores online. World Jewels also throws in free shipping and 30-day return policy for good measure.

What reviewers are saying: “If you are looking for a jeweler that will manufacture your product from start to finish then World Jewels is the place you should be. Any of the orders that customers make can be requested, made and customized according to their liking. And as was mentioned earlier in the World Jewels review, the prices for their gemstones and other jewelry are significantly lower than other shops” - Best Legit Reviews

World Jewels World Jewels Visit Site


Best for: Get the best deals on gold, silver, diamonds, and pearls

  • Price range $10-$4,500
  • Unique features: Price competition
  • Specializes in finding and delivering the best deals on quality isn't just another one place to buy jewelry online. In fact, it's the best online jewelry store for finding rock-bottom pricing. scours the web and finds you the absolute lowest prices on fashion jewelry brands, so you can get quality jewelry for less than you could imagine. Some items are on sale for $10! also has a great 30-day return policy, an assortment of brand name collections to choose from, and smart order tracking, so you can see exactly where your shipment is and when it will arrive.

What experts are saying: “There are deals on the website that you will not find elsewhere, not even in local retailers!” - Best Legit Reviews Visit Site

7. Blue Nile

Best for: Gift items, large, breathtaking selection at affordable prices

  • Price range: $30-$165,000
  • Unique feature: Tremendous selection of fine jewelry items, 24/7 expert advice
  • Specializes in attractive jewelry that’s unique and affordable

Blue Nile is definitely the best place to buy jewelry if you love options. That's because Blue Nile has one of the widest selections of fashion jewelry, brand names, and some of the best costume jewelry you'll ever find.

And while you can easily pay upwards of tens of thousands of dollars for some of the more expensive jewelry items on the site, Blue Nile also has a great selection of cute necklaces, cheap bracelets, and other affordable jewelry options.

What reviewers are saying: " Blue Nile offers fantastic quality at phenomenal prices. Compare a couple of their offerings to that of some major retailers. For example, when we compared Blue Nile to the best Zale's had to offer, this stunner was almost 60% cheaper, despite being the same exact quality." - Diamond Pros

BlueNile BlueNile Visit Site

8. Miral Jewelers

Best for: Flexible payment options, warm, old-school approach

  • Price range $35-$6,500
  • Unique feature: Expert jewelry and watch repair, financing options
  • Specializes in personalized shopping experience

Miral Jewelers is not just another online jewelry store. This is a family jeweler that’s been around for 20 years. And its focus on customer satisfaction is clear and present in every transaction. From the welcoming, user-friendly website to the convivial customer service reps, Miral Jewelers goes the extra mile to make every customer feel like they’re the only one.

What's more, Miral Jewelers offers some of the most flexible payment options of any online jewelry store. You can use a variety of payment options and pay off your jewelry purchase over time with monthly payments that work within your budget. Miral Jewelers tops off the quality experience by offering expert jewelry and watch repairs.

What customers are saying: “A true gem...The store is beautiful with many different choices in gold and silver, bracelets, watches you name it and they have or can get it for you. The staff is very friendly and really goes the extra mile to make you feel welcome.”

Miral Jewelers Miral Jewelers Visit Site

9. Camille

Best for: Hand-crafted, one of a kind, unique jewelry

  • Price range $45-$795
  • Unique feature: Pieces are crafted by hand, no 2 are alike
  • Specializes in unique jewelry pieces you won’t find anywhere else

If you’re looking for a totally unique jewelry piece that will make you stand out, then Camille is your destination. These stunning pieces are tailor-made and one of a kind. So, you’ll never walk into a party and feel that awkward “oh, you too?” vibe from anyone else in the room.

Hand-crafted for a superior finish, all Camille pieces are inspired by elements in nature and created by Camille Codorniu, an elite jewelry designer who has worked for an impressive list of clients, including Kenneth Cole, Giorgio Armani, and Michael Kors. Codorniu uses only the finest quality stones with unique aspects to make each piece even more unusual.

What customers are saying: “I could not have been more pleased with my experience with Camille and the Camille Jewelry team! She patiently collaborated with me for all of my upcoming media event ensuring that the custom crafted pieces was what I wanted for the red carpet. I have never seen more beautiful crafted pieces from the bohemian goddess choice of layered necklaces and chokers, to the ultra-sleek and chic shimmer phoniex statement collar ! The customer service was second to none – Camille has earned another customer for life!”

Camille Jewelry Camille Jewelry Visit Site

10. Etsy 

Best for: Eclectic jewelry and handmade accessories   

  • Price range $0.22 -  $197,984.16 
  • Unique feature: Vast selection of vintage and handcrafted wares 
  • Specializes in artisanal jewelry and quirky lifestyle pieces  

Etsy is an online marketplace of independent jewelers and artisans where you’re as likely to find Swarovski crystals as you are handmade boho earrings. Founded in Brooklyn, Etsy has become synonymous with the urbane, vintage-inspired millennial lifestyle.

The eclectic selection has been key to Etsy’s success. Bound by a DIY philosophy more than any one style, Etsy’s wares roam freely from high-end collectibles to upcycled pop pieces and include everything from Victorian-era brooches to modern festival-chic accessories. Despite this daunting selection, Etsy makes navigation surprisingly easy, with searches that let you filter by era, style, and material type as well as by price and occasion. Etsy’s artisans are independent sellers with their own shop pages where you can read about their creative process and see reviews from other customers. 

What the experts are saying: “Browsing Etsy is both exhilarating and exhausting. There is enough here to mount an astonishing museum exhibition.” - New York Times

Etsy Etsy Visit Site

Best Online Jewelry Stores in 2021

Finding affordable fine jewelry has never been so easy, thanks to the explosion of jewelry websites to choose from today. Whether you're looking for somewhere to buy custom bracelets cheap or want to peruse some fine jewelry brands, these online jewelry stores will deliver exactly what you want.

How we created this
Compiled from “Best of” lists published by the world’s most trusted sources, and with our own recommended brands peppered in - this Top10 list aims to help consumers make smarter decisions.