Last Updated on 30th May 2025

2023 was peppered with viral articles and clapbacks in social media from millennials expressing why they’re not buying diamonds.

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With later marriages and search for authentic experiences instead of “things” (plus a huge percentage claim to still be in school debt!), it’s not hard to understand why millenials would rather spend money on travel and a more meaningful wedding.

Some would opt for a gemstone or a birthstone for a personal touch as they saw diamonds as old-school and expensive.

Millennials that can afford are apparently buying diamonds for themselves to celebrate achievements and basically self-love. And there are those who still resonate with tradition and the classics. So, in reality, men are still proposing, and women are still dreaming of engagement rings, but they do so in their 30s where they could afford more!

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If you’re on this boat, you already know how in the recent years, diamond shopping was honed to cater to the younger gen. 2023 introduces the most high-tech viewing and purchasing tools matched with the latest cutting techniques and ethical sourcing. Online diamond shopping is still the way to go, and there are fierce competitors.

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While it is an entirely normal thing to buy almost anything on the internet, some people still shy away from buying diamonds online. But the truth is, it can be a very clever decision – provided you’re shopping at a great place and really know what you’re getting!

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High-Quality Diamond Imagery

Doubters think that they won’t be able to verify the quality of the diamond with their own eyes. The premise is justifiable; you should never buy a diamond blindly!

Because unfortunately, most diamond vendors out there don’t provide any video or even pictures of the diamonds they are selling. These are the places you should definitely avoid!

Consider shops that provide magnified high definition images of their diamonds. For instance, the SI2 diamond on the left is not eye clean while the SI2 diamond on the right is eye clean:

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NOT EYE CLEAN – 1.00 CARAT G-SI2 EXCELLENT CUT ROUND DIAMOND

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EYE CLEAN – 1.01 CARAT G-SI2 EXCELLENT CUT ROUND DIAMOND

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You want to have a close look at the diamond before buying it to assess its beauty. Both have excellent cut and symmetry grades by GIA: Just have a look at the two diamonds below. Every diamond has a unique sparkling style and, you want to make sure that you like the way your diamond dances.

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Thus, you should never buy a diamond at a place – where only the basic information is provided – without any pictures or videos. You may not see it with your own eyes, but it doesn’t get any more real than imaging seen on all sides and up to 40x zoom.

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Much Lower Cost

You can easily save yourself anywhere between 30% – 70% compared to what you would pay at a brick and mortar store. This is simply because they have much higher operating costs with their salespeople and fancy showrooms.

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GIA or AGS Graded Diamonds

These are the two most consistent. Reliable grading labs.

Idealscope, ASET, or Hearts and Arrows Images

These images can provide light performance data about a diamond. Tell you how much light is leaked. That is especially useful for comparing different stones to each other before making a final choice.

Superb Selection of Ring Settings

The best place to buy diamonds – you can find out more – would let you design an engagement ring in a manner where you can see what your diamond will actually look like once it is set in a ring setting. A huge selection of designs, a variety of metal types, and other preferences are also readily available.

Return Policy

Last but not least, the conditions of purchase are very important. Can you return the diamond. Within what period? Is the return shipping for free so that you are virtually not taking any risk at all?

Having these criteria clearly set out, you will realize that there are not many diamond vendors worth your time. However, the ones who are, offer excellent choices at very reasonable prices compared to brick and mortar stores.

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Now, let’s see which vendors can live up to these standards!

No other diamond vendor will let you view all of their diamonds in high definition 360° videos – in up to 40x magnification!

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If you have found a diamond you like, you can view it in 40x magnification and see every tiny detail. Of course, in 360° view:

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It shows an animation of what your diamond with your particular diamond shape will look like on a woman’s ring finger:

This way, you can compare the light performance of different diamonds to each other and make the best choice.

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Another great thing is they also have the best conditions of purchase in the industry!

This way, you are buying completely risk-free!

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If for some reason you decide that you don’t like the diamond or ring you purchased, you can send it back without carrying the costs which can easily amount to $75 – $100! The reason being that you know perfectly well what you are getting. There is no guesswork involved anymore.

James Allen Features

– 3D engagement ring setting visualizer
– An intuitive diamond search tool
– Build Your Own Ring
– 24/7 customer support service
– Free engraving with laser inscribing
– 100% full refund within 30 days
– Free returns (JA will pay for the return shipping within the USA)
– Lifetime warranty on your jewelry purchase

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His name stands for the best-cut diamonds in the world that don’t allow even the slightest compromise.

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Brian Gavin also provides 360° videos of all their diamonds:

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This way, you can thoroughly pick the one with the best light performance:

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Brian Gavin Features

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Whiteflash: World Class Diamonds with an Exceptional Customer Service

Whiteflash is a diamond vendor that is absolutely dedicated to providing world-class hearts and arrows diamond with the best cut imaginable. Their super ideal cut hearts and arrows diamonds play in their very own league and are a good choice if you want to buy a top-performing diamond.

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They also provide Idealscope images, ASET images, and hearts and arrows images so that you can make the most educated decision:

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What I love about Whitelflash is that they work with well-known designer brands that you can choose from for your ring setting:

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Whiteflash Features

– Idealscope/ASET and hearts and arrows images are provided by default.
– Full 30-day money back guarantee
– One year buyback guarantee

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The Takeaway

The best place to buy diamonds (https://diamonds.backtoglamour.com/2024/12/08/when-any-one-need-to-buy-diamonds/) in 2023 should represent what this year is all about: digital, ethical, value, and authenticity. These top online diamond vendors let you shop for meaning through an educated lens, just like how modern smart shopping should be!

Just comment down below or drop me a mail!