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Last UpdatedSep 2022

Top 10 Best Online Jewelry Stores

Whether you're shopping for chic earrings, personalized necklaces, or engagement rings, there are plenty of great online jewelry stores for you.

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Frequently Asked Questions
Is it OK to buy jewelry online?
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Buying jewelry online is perfectly safe, as long as you choose a reputable online store, such as one of the 10 offered above. Make sure you check the policy when it comes to insurance, shipping, and returns, so you can choose the seller best for your needs.
Is jewelry online cheaper?
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Buying jewelry online can be significantly cheaper than buying them in store. This is because since online stores can often give better pricing on jewelry, due to the costs saved by not having to keep a physical store. Online stores also offer coupons and sales on a regular basis.

The Best Jewelry Websites 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 - shopping for that special someone at trusted online jewelry websites.

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 jewelry 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 jewelry 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 website stores where you can find affordable fine jewelry that won’t break the bank.

1. Zales

Best for diamonds across all price categories

Zales is one of the most long-standing jewelers in the United States, having opened their first store in 1924. They specialize in natural diamonds that are either naturally sourced from conflict-free areas or lab-grown. Lab-created diamonds are completely insured by Zales Lifetime Diamond Guarantee.

Zales stands out for their vast variety of ready-to-wear jewelry, with over 700 stores across the USA. Zales has great sales and markdowns on their pieces, making it easy to treat yourself or close ones throughout the year. 

After purchasing your bling at Zales, you’ll be pleasantly surprised at how far-reaching their care is. You’ll get a six-month guarantee on all repairs, diamond upgrade deals, and a lifetime diamond commitment that covers broken or lost jewelry. 

Zales Zales Visit Site

2. 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

3. 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

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. SuperJeweler

Best for getting the best deals on diamonds and gems

  • Price range: $15-60,000

  • Unique feature: Free gift with purchase of $99 or more

  • Specializes in ethically sourced gems

SuperJeweler is one of those sites that feels like a time capsule back into the early 2000s. The site is outdated but it gets the job done. The company offers the absolute lowest prices on diamonds, gemstones, and trendy jewelry. Because the team is based across the world, they’re able to get beautiful pieces straight from diverse and conflict-free sources. 

SuperJeweler has over 35,000 styles of jewelry for sale, and they can even help you to create the custom piece of your dreams.

SuperJeweler SuperJeweler Visit Site 

7. Georg Jensen

Best for high-end Scandinavian design

  • Price range: $65-$14,500

  • Unique feature: Designed-to-last sustainable pieces

  • Specializes in wedding gifts

Georg Jensen has been making beautiful silver products since the early 20th century. The company creates designs going from elegant, early 20th century-inspired pieces to modern Scandinavian jewelry. 

As Georg Jensen has been an expert in the field of silversmith heritage, their jewelry options are a bit limited in comparison to silverware for the home. But, this side of the business is constantly growing with new collections coming out every season. You can find both silver and gold jewelry, and even get yourself some ethically-sourced diamond pieces.

Georg Jensen Georg Jensen Visit Site

7. Melinda Maria Designs

Best customer service to help you find the right size and style

  • Price range: From $30
  • Unique feature: Interactive rewards program
  • Specializes in eye-catching costume and fashion jewelry

Melinda Maria makes wonderful jewelry that is both inexpensive and eye-catching for everyday and costume use. Jewelry is sold at low prices due to a wholesale method, so the sparkly items can be sold direct-to-consumer. Beyond just fashion jewelry, Melida Maria also produces pieces with gemstones and gold-plating. The site is easy to use, letting you find any style of piece in a variety of price ranges. 

One interesting service offered is the custom & personalized jewelry engraving. Just choose an engravable piece, add text for your loved one, and customize how it looks for less than $150. 

Melinda Maria Designs Melinda Maria Designs Visit Site

8. Ice Rings

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

9. Jane Win

Best for gifting for milestone moments

  • Price range: $58-$2,400

  • Unique feature: Gift guide and blog

  • Specializes in original gold pendants

Jane Winchester Paradis, the creator of Jane Win, came to make jewelry after decades of experience in marketing for big fashion brands. The idea for their most popular pieces is inspired by coin pendants of the 1900s. Each pendant has a story: You can choose pendants based on inspiring words, occasion, zodiacs, and more. 

Recently, Jane Win has been expanding their products. You can also purchase equally personalized bridal jewelry, necklaces, earrings, rings and cuffs. 

Most of the pendants are handcrafted in America and shipped in high-end gift boxes, encased in special green pouches. 

Jane Win Jane Win Visit Site

10. 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.

BlueNile BlueNile Visit Site

Best Online Jewelry Stores in 2023

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.

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How we created this
list
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.