We earn a commission from brands listed on this site. This influences the order and manner in which these listings are presented.
Advertising Disclosure
Last Updated: May 2024

Top 10 Best Online Jewelry Stores & Websites in USA

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

Frequently Asked Questions
Is it OK to buy jewelry online?+-

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?+-

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.

We find the 10 best options, so you can make informed decisions on tons of products and services.

Find The Best Jewelry Stores to Buy Jewelry Online

There's something special about receiving jewelry as a gift. 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.

With top jewelry websites 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. 

Whatever you’re looking for, online jewelry stores are the key to faster, easier, and more successful shopping experiences. 

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.

Our Top 10 Best Online Jewelry Stores & Websites 2024:

  1. Zales - Best online jewelry store overall
  2. James Allen - Best for customizable jewelry
  3. Ross Simons - Best for good value jewelry
  4. Brilliant Earth - Best for environmentally-conscious jewelry
  5. SuperJeweler - Best for deals on diamonds and gems
  6. Georg Jensen -  Best for high-end Scandinavian design
  7. Melinda Maria Designs - Best for customer service
  8. Ice Trends - Best for affordable diamonds of all kinds
  9. Jane Win - Best for gifts
  10. Blue Nile - Best for wide selection of jewelry

A Closer Look at Our Top 10 Best Online Jewelry Stores - Reviews:

1. Zales

Best online jewelry store overall

Instagram | @zalesjewelers

Zales is one of the longest-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 US. Zales has great sales and markdowns on their pieces, making it easy to treat yourself or close ones throughout the year. 

Jewelry Available:

  • rings
  • earrings
  • necklaces
  • bracelets
  • watches

Price Range: $150-$55,000+

Return Policy: 30-day return policy from the date of shipment for online purchases, with exceptions for certain types of jewelry like custom designs. 

Shipping Options: Zales offers several shipping options, including UPS 2nd Day Air, UPS Next Day Air Saver, and UPS Saturday. 

Customer Service: Zales customer service can be reached via phone and email. They also have a FAQ section on their website for immediate assistance on common questions.

Customization: Zales offers customization options for many of their pieces, particularly rings. You can choose the metal, gemstones, and often the style of the setting. 

Shopping Experience: The Zales website is user-friendly, with a clear layout and easy-to-use search and filter functions. 

Additional Services: Zales offers several additional services, including ring sizing, lifetime diamond commitment and jewelry protection plan for an additional cost.


  • Wide variety of jewelry pieces
  • 6-month guarantee on all repairs + lifetime diamond commitment


  • Relatively short 30-day return policy
  • Limited detailed product information

Zales Zales Visit Site

2. James Allen

Best for customizable jewelry

James Allen online jewelryInstagram | @jamesallenrings

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.

Jewelry Available: 

  • engagement rings
  • loose diamonds
  • necklaces
  • bracelets
  • earrings

Price Range: $150-$3000+ 

Return Policy: 30-day return policy for all purchases. 

Shipping Options: Free international shipping, although customers are responsible for any duties and taxes imposed by their country of residence. 

Customer Service: James Allen's customer service is available 24/7 via phone, email, and live chat. They also offer a 'Real Time Diamond Consultation' with a diamond expert.

Customization: James Allen offers high levels of customization. Customers can choose a loose diamond and then a setting to create a personalized engagement ring, among other customizable jewelry pieces.

Shopping Experience: The James Allen website is user-friendly with high-quality photos and a unique diamond display technology that shows 360-degree HD images of the actual diamonds.

Additional Services: Free ring resizing during the first year and a lifetime warranty that covers routine maintenance like rhodium plating and prong tightening.


  • Highly customizable jewelry options
  • Detailed 360-degree HD diamond images


  • Potential import taxes for international customers
  • Limited non-diamond jewelry selection

James Allen James Allen Visit Site

3. Ross Simons

Best for good value jewelry

Ross Simons online jewelryInstagram | @rosssimons

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!

Jewelry Available: 

  • rings
  • bracelets
  • earrings
  • necklaces
  • watches

Price Range: $7.99-$100,000+

Return Policy: 30-day return policy, providing full refunds for returned items within that period.

Shipping Options: Ross Simons offers a variety of shipping options ranging from standard shipping to next day air, with varying costs. 

Customer Service: Via phone, email, and live chat as well as an FAQ section on the site. 

Customization: While Ross Simons doesn't offer as much customization as some other jewelers, they do have an array of unique designs and styles to choose from.

Shopping Experience: The Ross Simons website is user-friendly with clear product images and descriptions.

Additional Services: Professional cleaning and repair service, including ring resizing, prong tightening, and clasp replacement.


  • Wide variety of jewelry styles
  • Professional cleaning and repair services


  • Limited customization options
  • 30-day return policy may be short

Ross Simons Ross Simons Visit Site

4. Brilliant Earth

Best for environmentally-conscious jewelry

Brilliant Earth online jewelryInstagram | @brilliantearth

What sets Brilliant Earth apart from other jewelry brands is its commitment to transparency and ethical practices. They offer a wide range of jewelry pieces, from engagement rings to earrings, crafted with care and sustainability in mind. You can find a wide range of styles on the site, from classic to modern, and they offer customization options for many of their pieces. 

Brilliant Earth is particularly known for its lab-grown diamonds, a more environmentally friendly and socially responsible alternative to traditionally mined diamonds. Their lab-grown diamonds are of exceptional quality and are virtually identical in appearance to natural diamonds.

Jewelry Available: 

  • engagement rings
  • wedding rings
  • standard rings
  • necklaces
  • bracelets
  • earrings

Price Range: $75-$75,000+

Return Policy: 30-day return policy on all jewelry.

Shipping Options: Free shipping on all US orders and international orders over a certain amount. 

Customer Service: Brilliant Earth provides customer service through phone, email, virtual appointments, and a comprehensive FAQ on the site. 

Customization: Brilliant Earth offers customization options where customers can select their diamond and setting to create their own unique engagement ring, among other customizable jewelry.

Shopping Experience: The Brilliant Earth website is clean and easy to navigate, with search and filtering options as well as a virtual try-on feature.

Additional Services: Brilliant Earth offers complimentary cleaning and inspection services for life on all Brilliant Earth jewelry. 


  • Ethically-sourced, customizable jewelry
  • Free cleaning and inspection services


  • Higher prices due to ethical sourcing
  • Return shipping cost may apply

Brilliant Earth Brilliant Earth Visit Site

5. SuperJeweler

Best for deals on diamonds and gems

SuperJeweler online jewelryInstagram | @superjeweler

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.

Jewelry Available: 

  • rings
  • earrings
  • bracelets
  • necklaces
  • watches

Price Range: $15-60,000+

Return Policy: Generous 60-day return option available. 

Shipping Options: Standard shipping option in the US takes around 2-5 business days, and international shipping can take 1-2 weeks.

Customer Service: Available through phone, email, and live chat.

Customization: SuperJeweler offers the option to build your own ring, allowing for a high level of customization. You can choose your own diamond and setting.

Shopping Experience: The SuperJeweler website is user-friendly, with clear product descriptions and images, including search and filter functions.

Additional Services: Lifetime guarantee on jewelry, covering any potential manufacturer's defects.


  • Free worldwide shipping
  • Generous 60-day return policy


  • Customized items not returnable
  • International orders may have duties

SuperJeweler SuperJeweler Visit Site 

6. Georg Jensen

Best for high-end Scandinavian design

Georg Jensen online jewelryInstagram | @georgjensen

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.

Jewelry Available: 

  • rings
  • bracelets
  • necklaces
  • earrings
  • watches 

Price Range: $65-$15,000+

Return Policy: 30-day return policy. 

Shipping Options: Cost and delivery time can vary based on the location. International shipping is also available.

Customer Service: Email and phone options available. 

Customization: Georg Jensen does not typically offer customization options, focusing more on unique, designer pieces.

Shopping Experience: The website is well-designed and easy to navigate, with high-quality photos and product descriptions.

Additional Services: Georg Jensen does not explicitly advertise additional services like jewelry cleaning, resizing, or engraving, but you can contact their customer service for specific requests.


  • High-end, designer jewelry
  • International shipping available


  • No customization options
  • High prices for designer pieces

Georg Jensen Georg Jensen Visit Site

7. Melinda Maria Designs

Best for customer service

Melinda Maria online jewelryInstagram | @melindamaria_jewelry

Melinda Maria makes 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. 

They also offer custom & personalized jewelry engraving. Just choose an engravable piece, add text for your loved one, and customize how it looks for less than $150.

Jewelry Available: 

  • necklaces
  • bracelets
  • earrings
  • rings

Price Range: From $30

Return Policy: 14-day return policy from the date of delivery. The items must be unworn and in their original condition.

Shipping Options: Free domestic shipping in the US For international shipping, the rates can vary based on the destination and the package weight.

Customer Service: Options include email and a comprehensive FAQ section on the website.

Customization: Melinda Maria Designs does not offer customization options.

Shopping Experience: The website is user-friendly and visually appealing, with clear photos and descriptions of each item.

Additional Services: While there aren't explicit additional services listed such as jewelry cleaning, resizing, or engraving, it's recommended to reach out to their customer service for specific requests.


  • Free domestic shipping
  • Unique, stylish jewelry designs


  • Short 14-day return policy
  • No customization options

Melinda Maria Designs Melinda Maria Designs Visit Site

8. Ice Trends

Best for affordable diamonds of all kinds

Ice Rings online jewelryInstagram | @icetrendsofficial

From beautiful birthstones to diamond engagement rings, Ice Trends is a great place to find affordable fine jewelry online.

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.

Jewelry Available: 

  • rings
  • necklaces
  • bracelets
  • earrings

Price Range: From $38-$35,000+ 

Return Policy: 30-day return policy for most items. Items must be in new condition with all original packaging and documentation. 

Shipping Options: Free standard shipping on all orders within the US. Expedited shipping options are available for an additional fee. 

Customer Service: The customer service team is available via phone, email, and live chat. 

Customization: Ice Trends does not offer any customization options. 

Shopping Experience: The website is easy to use with clear navigation and search functionality. 

Additional Services: Ice Trends does not explicitly advertise additional services.


  • Free standard shipping on all orders within the US
  • Wide range of jewelry available 


  • Does not offer jewelry cleaning, resizing, or engraving
  • No option for customization

Ice Rings Ice Rings Visit Site

9. Jane Win

Best for gifts

Jane Win online jewelryInstagram | @janewin_jewelry

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. 

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.

Jewelry Available: 

  • necklaces 
  • earrings 
  • bracelets 

Price Range: $55-$2,500+

Return Policy: Jane Win accepts returns on non-custom items within 14 days of receipt.

Shipping Options: Rates and delivery times can vary based on location within the US. 

Customer Service: Available via email, as provided on their website.

Customization: Jane Win doesn’t offer customization and focuses on unique designs and symbolism.

Shopping Experience: The website is simple and easy to navigate, with clear product descriptions and images.

Additional Services: No specific additional services like jewelry cleaning, resizing, or engraving are available. 


  • Unique, symbolic designs
  • Easy-to-navigate website


  • Limited jewelry selection
  • 14-day return policy

Jane Win Jane Win Visit Site

10. Blue Nile

Best for wide selection of jewelry

Blue Nile online jewelryInstagram | @bluenilediamond

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.

Jewelry Available: 

  • diamond engagement rings
  • necklaces
  • earrings
  • bracelets
  • watches

Price Range: $30-$165,000+ 

Return Policy: 30-day return policy.

Shipping Options: Free insured shipping worldwide. 

Customer Service: 24/7 customer service available via phone, email, or live chat.

Customization: Blue Nile allows a high level of customization, especially with their engagement rings. 

Shopping Experience: The website is user-friendly, featuring high-resolution images, 360-degree views, and comprehensive filter options.

Additional Services: Blue Nile offers free cleaning and inspection services for life. They also offer engraving services for select jewelry.


  • Free, insured global shipping
  • Highly customizable jewelry options


  • Prices may be high for quality
  • Potential duties and taxes

BlueNile BlueNile Visit Site

Compare the Top 10 Best Online Jewelry Stores:

Online Jewelry Store
Jewelry Available
Price Range
Return Policy
Shipping Options
Customer Service
Shopping Experience
Additional Services
Natural diamonds (conflict-free & lab-grown)
Rings, earrings, necklaces, bracelets, watches
30-day from the date of shipment (exceptions for custom designs)
UPS 2nd Day Air, UPS Next Day Air Saver, UPS Saturday
Phone, email, FAQ section
Options for many pieces (metal, gemstones, style of setting)
User-friendly website with clear layout & easy-to-use search/filter functions
Ring sizing, lifetime diamond commitment, jewelry protection plan (additional cost)
James Allen
Customizable rings
Engagement rings, loose diamonds, necklaces, bracelets, earrings
30-day for all purchases
Free international shipping (customers cover duties & taxes)
24/7 via phone, email, live chat, 'Real Time Diamond Consultation'
High levels (choose loose diamond & setting for personalized engagement rings)
User-friendly website with high-quality photos & 360-degree HD diamond display
Free ring resizing (1st year), lifetime warranty (routine maintenance)
Ross Simons
Widest range of fashion jewelry brands
Rings, bracelets, earrings, necklaces, watches
30-day, full refunds for returns
Variety (from standard to next day air)
Phone, email, live chat, FAQ section
Array of unique designs & styles
User-friendly with clear product images & descriptions
Professional cleaning & repair, including ring resizing, prong tightening, etc.
Brilliant Earth
Ethical & sustainable practices, especially lab-grown diamonds
Engagement rings, wedding rings, standard rings, necklaces, bracelets, earrings
30-day for all jewelry
Free shipping (US & international orders over certain amount)
Phone, email, virtual appointments, FAQ
Customization for diamond and setting, among others
Clean & easy to navigate, virtual try-on feature
Complimentary cleaning & inspection services for life on all Brilliant Earth jewelry
Lowest prices on diamonds & gemstones
Rings, earrings, bracelets, necklaces, watches
Generous 60-day return option
Standard (2-5 business days in US, 1-2 weeks international)
Phone, email, live chat
Build your own ring (choose diamond and setting)
User-friendly, clear product descriptions & images, search & filter functions
Lifetime guarantee (manufacturer's defects)
Georg Jensen
High-end Scandinavian design
Rings, bracelets, necklaces, earrings, watches
Varies by location
Email, phone
Not typically offered
Well-designed & easy to navigate with high-quality photos
Not specified
Melinda Maria Designs
Best for customer service
necklaces, bracelets, earrings, rings
From $30
14-day returns, items unworn/original condition.
Free US shipping. Variable international rates.
Email and FAQ.
None offered
User-friendly, clear photos/descriptions
Contact for specific requests
Ice Trends
Best for affordable diamonds of all kinds
rings, necklaces, bracelets, earrings
From $38-$35,000+
30-day returns, items in new condition
Free US standard shipping. Expedited options available
Phone, email, live chat
None offered
Clear, user-friendly website
Not specified
Jane Win
Best for gifts
necklaces, earrings, bracelets
14-day returns on non-custom items
Variable US rates/times
Focus on unique designs, no customization
Simple navigation, clear descriptions
Not specified

Summary - Best Online Jewelry Stores in USA for 2024

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.

You May Also Like:

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.