2025 Diamond Store Reviews

Rare Carat

– Over 1 million diamonds available
– Prices range from $350 to over $2M
– Both natural and lab-created diamonds
– Wholesalers and jewelers compete for your business
– No commissioned salespeople
– Easy to view certifications
– Free chat with experienced gemologists on staff
– Price matching with other diamond stores
– Free insured shipping
– 30-day returns
– One free resizing on rings within 90 days
– “A+” rated and accredited by the BBB
– Thousands of 5-star reviews from customers

Rare Carat has only been in business for a few years, but they’ve already taken the world of diamonds by storm. In November 2022, they even sold a record-breaking 21-carat, $2.5 million stone.

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Compete for your business

Rare Carat’s business model is different from most diamond retailers, and that means better prices for customers. They source their 1,000,000+ gemstones from more than 150 wholesalers and jewelers who all compete for your business. With no in-person inventory, Rare Carat saves on overhead, passing that savings along to you.

Perfect for diamond experts and newbies alike

While you’ll certainly find what you’re looking for if you’re a diamond expert, you’ll also have no trouble if you’re brand new to all things sparkling and shiny. There’s also an 8-step guide that takes a fun, no-nonsense approach to explaining the process of choosing a diamond or a ring (and we’re glad that the very first one includes encouragement to set a realistic budget outside of any societal expectations or peer pressures). You can either jump in and start setting the filters to narrow down the diamonds to fit your parameters (carats, clarity, cut, and so forth), or you can take the one-minute quiz to be fast-tracked to the stones most suitable for what you have in mind – with a little bit of guidance.

Buy loose diamonds or have them set, your choice

Whether you’re shopping for a complete ring/set, loose diamonds, or some other kind of diamond jewelry, Rare Carat can help you get it: there’s no forcing you into putting a diamond into a setting or assuming that all you want is an engagement ring. You’re in the driver’s seat here. (But, if you are shopping for a ring, don’t miss the neat tool that lets you take a photo of your hand – or your beloved’s – and see how different rings would look on it).

Easy-to-use tools and live help available with no pressure to buy

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Rare Carat uses an innovative blend of input from experienced gemologists and AI tools to value every diamond they feature. And, at any time, you can click to live chat with a gemologist to get help: it’ll show the expert where you were browsing, and you can take the conversation from there to anywhere you like. You’ll see that as a green quality score with 18 comparison points; the best stones will be a perfect 18/18, and there are plenty of those on offer here. There are no commissioned salespeople at Rare Carat, so you don’t have to worry that there’ll be any pressure as you talk to their reps.

It’s all in the details

When you’ve selected a diamond you like, you’ll have a vast array of details to look over, if you’re the type that gets deep into the nitty-gritty. This includes the wholesaler or jeweler where your diamond is being sourced from, a 360° view, any available certifications (usually GIA and IGI, but you may see others as well), and how the pricing compares with Rare Carats fair market estimate.

Price matching and other perks

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But wait, there’s more! You’ll also get free insured shipping, 30-day returns, and one free ring resizing (if you’re not buying just a loose diamond or having it set as earrings or a pendant) within 90 days. Value? Unquestionable. We’re beyond thrilled to give Rare Carat our #1 ranking among diamond stores, and we recommend that you make it your very first (and maybe only) stop when shopping for your next bit of bling. If you find a similar diamond through another store, reach out to Rare Carat and they’ll price match it with one in their inventory. Selection? Best we’ve found. Service? Thousands of five-star reviews would say you’ll get nothing but top-notch attention here.

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Boasting an inventory of over 300,000 diamonds, encompassing both natural and lab-created stones, you’re sure to find the perfect gem to adorn your unique jewelry piece. First, you’ll need to decide between a natural or lab-created diamond. Next, specify your preferences for shape, cut quality, color, carat, clarity, and price. Keep in mind that synthetic stones are often more budget-friendly while offering identical visual quality and chemical properties to natural diamonds. Although this diamond store might not be a household name, it brings over two decades of experience to the table. You might even get a little confused if you’re shopping several of those stores and trying to compare between them.

Check out the real-time inspection service

Once you’ve discovered a diamond that captures your interest, a wealth of information about the stone becomes readily available, from its certification to a representation of how it will appear when adorning someone’s hand. Once you’ve selected a diamond, you have three options: add a setting, add a pendant, or add to your cart. It’s like having your very own personal diamond expert at your disposal. During this interactive session, they will guide you through the stone’s specifications, the grading certificate, and any noteworthy attributes. From classic side stone and solitaire styles to unique designs, such as tension mounting or designer settings, the selection is bound to have something to suit your taste. While most images showcase the settings in white gold, you’ll have other options to explore once you’ve made your selection, such as yellow gold, rose gold, or platinum. Even for less common shapes like octagon, you’ll find nearly 275 choices.

Delivery timeframes are spelled out

Delivery expectations are clearly outlined; usually, when purchasing just a loose stone, you can anticipate delivery within 3-5 business days. After choosing the stone and its setting, the guaranteed delivery time will be displayed (or, if you’re buying the diamond as a loose stone, the shipping date is already shown on the listing page). However, delivery times may vary when the diamond is mounted into a setting.

Settings are worth waiting for

While it may sometimes be a month in advance due to the time required for their jewelers to set the stone, the wait is likely to be well worth it. Glance through the reviews below the settings to see what other customers have to say about the ring, along with numerous photos. It’s clear why this store gets one of our highest rankings. Our enthusiastic recommendation as an incredible place to shop for your next diamond.

Blue Nile

– Just under 300,000 diamonds
– Prices range from $290 to $828,000
– Pioneer in the online diamond retail industry
– Live inspection with a gemologist on demand
– Complimentary resizing within the first year
– Price matching
– All loose diamonds are GIA certified
– Free shipping and returns

Purchasing loose diamonds online might seem daunting, but it doesn’t have to be. Consequently, you’re likely to encounter a considerable resemblance in the layout and structure of these storefronts. In fact, when shopping across these stores and attempting to draw comparisons, you might find yourself slightly puzzled. Nonetheless, despite their shared brand lineage, each retailer possesses unique characteristics that set it apart from the rest. We were pleased to see that this diamond store has upgraded its website to include a drag-to-view image for every stone, so that you can see each diamond from multiple angles. You’ll find the usual choices like shape, price, and carat size, but if you’re in a hurry, there’s a “quick ship diamonds” option to expedite the process.

Free consultations with expert gemologists

But, our favorite feature of shopping for diamonds at Blue Nile is probably the “consult an expert” button. Just enter your name and email to be connected with a gemologist, live and in person, to go over the diamond you’re looking at and get answers for any questions you may have. That makes Blue Nile especially accessible for anyone who feels unsure of the diamond-buying process.

Choose from over 1,000 settings or buy the stone solo

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When you’ve found your dream diamond and clicked “select this diamond,” you’ll specify whether it’s intended for a ring, pendant, or simply as a loose stone in your basket. Blue Nile offers a captivating selection of settings, particularly for engagement rings. For instance, when we selected a traditional round-cut stone, we discovered more than 1,000 matching settings, making it easy to identify options with varying metals, matching wedding bands, or those currently on sale. Whether your style leans towards the traditional or modern, you’ll undoubtedly find a design to cherish (we particularly liked the Marquise and Round Cluster Array as well as the Dot Dash Split Shank setting).

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Free shipping on both loose stones and jewelry

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As you piece together your jewelry, you’ll be provided with an estimated delivery date; or, if you’re just buying a diamond on its own, look for the estimated shipping date at the top of the stone’s listing. While it may take several weeks, or even up to a month, for your ring or pendant to be crafted and delivered, rest assured that shipping comes at no cost.

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Many complimentary services here

In fact, “free” is a recurring theme at Blue Nile: not only do they offer free shipping (which includes the option to have your diamond sent to a “hold for pickup” location), but also complimentary resizing, returns, cleaning and servicing, and even a lifetime warranty (with some restrictions, of course). To confirm, take a glance at customer reviews on the jewelry settings that capture your interest, and scroll down the page to revel in the creativity people pour into their selections for their loved ones (or themselves, why not?). Although they’ve been slightly outpaced by a newer diamond store on the market, this retailer is still a world-class choice for buying loose stones, rings, or pendants for a one-of-a-kind piece you’ll love for years to come.

Ritani

– Over 200,000 diamonds
– Prices range from $188 to over $2M
– Natural and lab-created diamonds available
– HD video/images of some stones available online
– Free in-store preview on loose diamonds and engagement rings
– Free 30-day returns
– Free shipping on every order
– “A+” rated and accredited by the BBB

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Established in 1999, Ritani is renowned for its meticulously crafted, New York-made jewelry, epitomizing exceptional quality as the exact opposite of “generic mass production”. And, when it comes to diamonds, you’ve got so many choices here: over 200,000 options in both natural and lab-created gemstones, ranging in price from the lowest of low ($188) to the highest of high (over $2,000,000). You can view all of their gemstones in grid view or list view; we prefer the list option to see the most information at once. In fact, most of the diamond stores you’ll shop at do the same thing: they offer diamonds that are sold through third-party suppliers, essentially “white labeling” what you’re browsing as you shop. Why does that matter? You may find the diamond of your dreams and click the “buy” button, only to find out that the stone is no longer available (*cue wah wah horns*).

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Completely transparent pricing

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Another area of transparency that we love is the cost breakdown for every diamond. Ever wondered how much the stone actually costs. If you go to the appointment and decide you don’t want to buy, there’s no pressure or further obligation. Ritani spells it out right on every stone’s listing. How much the diamond store marks it up?

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Free shipping and 30-day returns

If you’re ready to just jump in and go without a preview, you’ll get free shipping on your diamond, and you’ll have 30 days to make any returns.

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Plenty of positive customer feedback but less so from diamond experts

Ritani boasts a generally strong reputation, exemplified by an “A+” rating and accreditation from the Better Business Bureau. Customer feedback varies slightly depending on the source: Trustpilot reveals a 3.7-star average from over 550 reviews, while Reviews.io presents a more favorable 4.4/5-star average across 445+ ratings. These reviews typically touch upon customer service, jewelry quality, and delivery. They understand the apprehension that can come with online diamond purchases, and they take extensive measures to ensure you feel confident rather than uncertain. Most customers express satisfaction with these aspects, but occasional instances suggest areas for improvement. This includes providing videos and photos of many diamonds, along with the option for an in-person preview or gemologist analysis before finalizing your purchase. Notably, these issues appear more frequently among customers with higher expertise levels in areas like diamond cut, clarity, and setting intricacies, though the average consumer may never notice the difference.

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REEDS

– Thousands of diamonds available
– Prices range from $308 to $50,000+
– Lab-grown and natural diamonds available
– Over 75 years in business
– “A+” rated and accredited by the BBB
– Free shipping in the continental US
– 30-day return policy

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In operation since 1946 and still family-run, REEDS is dedicated to delivering an outstanding diamond-shopping journey to all its patrons. With physical stores in 13 states, concentrated in the Southern and Eastern regions, REEDS extends its extensive gemstone collection to everyone through their online platform.

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Take the quiz

If you’re not sure what you want, start with the REEDS diamond finder quiz. It’ll pop up as soon as you visit the Loose Diamonds page, and you’ll be asked to indicate your preferences for shape, cut, clarity, budget, and so on. Of course, you can also just browse all available diamonds and choose those filters there as well.

Filters tend to get “stuck”

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But, be aware that when you apply those filters, they’re relatively “sticky”: in other words, if you try to go back to the beginning for a reset, you’ll probably still be shown only the diamonds that fit your initial profile. REEDS also doesn’t come out and say exactly how many diamonds they have in their inventory, but we’re guessing it’s in the thousands, with prices going from a bargain $308 up to $50,000+.

Check out the perks

REEDS also offers quite a few additional perks for diamond shoppers. You also have the opportunity to schedule an in-person or virtual appointment with a jeweler, should you have any questions about the stone you’re buying, the setting you’re considering, and so on.

Take a look at what REEDS has to offer

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REEDS offers a unique blend of extensive diamond choices akin to large retailers while maintaining the personalized attention and service that’s characteristic of a local boutique. While we wish the diamond search interface were a little more intuitive to use, this store is still an excellent destination for all your gemstone desires, leaving you with every reason to explore their offerings.

Gems NY

– Over 130,000 diamonds
– Prices range from $207 to $1.9M
– Both natural and lab-created diamonds available
– Easy to view certifications (mostly GIA)
– Most stones have 360° view
– Free shipping
– Free 30-day returns
– Free ring resizing within three months of purchase
– Lifetime warranty
– In business for over 25 years
– “A+” rated and accredited by the BBB

Gems NY is based in the Diamond District of the Big Apple and has more than 25 years of experience as a gemstone wholesaler. When you buy your diamonds here, you’ll get a nice set of perks, including free shipping, free returns within 30 days, a lifetime warranty on jewelry, and, if your diamond purchase involves a ring, you get free resizing in the first three months after you buy it.

Props for having an easy-to-search inventory

This diamond store gives you access to quite a few diamonds: there are more than 130,000 lab-created and natural stones in their online inventory, ranging in price from $207 to nearly $2 million. We still recommend you take advantage of the filters, though, so that you don’t get stuck browsing forever. Unlike some stores that seem to default to round stones (making it hard to see multiple shapes at a time), Gems NY lets you see everything at once. And, the inventory is easy to shop.

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Use the compare and recently viewed tabs to your advantage

Mark any diamonds you like with the “Compare” star; those will be saved in that tab for you. There’s another tab for any diamonds you’ve recently viewed, so in case you forget to mark one, you can find it again later.

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While you can absolutely do that here, you can also add any stone you like to a pendant or just add the diamond on its own to your online shopping bag. If you’re thinking of designing a one-of-a-kind jewelry piece with a diamond (or several… or even with other gemstones), fill out the custom form with your ideas (even upload a sketch or a photo if you have one) and they’ll get back to you with a quote. Although this diamond store doesn’t have the thousands and thousands of reviews you might see for competitor retailers, it can still brag about its “A+” rating and accreditation from the Better Business Bureau, with zero complaints filed in the last three years. And, in most places we found (like Trustpilot and Google Reviews), Gems NY tends to come in with an average rating of about 4.5 stars. Customers are especially enthusiastic about the end results of the design process here, naming specific reps for being helpful and going the extra mile to make sure their clients are getting the absolute best value for what they spend.

A few minor areas for improvement

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But, there were a few aspects of using the Gems NY store that kept us from putting the diamond retailer a little higher in our rankings. For one, we found “jewelery” misspelled on the customization page. That’s kind of a big one for a diamond store to get right. Also, the ability to connect with a gemologist as we started the process of shopping wasn’t really featured: yes, anyone can click on the live chat button or make a call, but some rival diamond services make getting expert help feel much more accessible. No problem here.

Shane Co

– About 14,000 diamonds available
– Prices range from $150 to $96,800
– Both lab-created and natural stones available
– Most stones are GSI or GIA-certified
– 360° view on some diamonds
– Free express shipping
– Free 60-day returns
– “A+” rated by the BBB
– In business for almost 100 years

Since 1929, family-owned Shane Co has been delivering personalized attention to jewelry shoppers nationwide. There are almost two dozen in-person stores you can visit scattered throughout the US (in Colorado, Arizona, Minnesota, Utah, and a handful of additional states), but anyone can take advantage of browsing their online store as well.

Easy-peasy diamond shopping

Shopping for diamonds at Shane Co doesn’t get much simpler. For one thing, you’re not forced to put your diamond in a setting here, unlike some diamond stores that assume you’re only looking for a gemstone to place in a ring. First, decide whether you want to browse natural or lab-created diamonds; there are about 7,000 of each kind in the inventory here. Just click on the “Add Loose Stone to Bag” link if you want to skip over the settings option. You’ll also see exactly when your diamond is likely to arrive (with free express shipping, even), or the estimated date you can have it delivered to a Shane Co store near you. Finally, your diamond comes with a 60-day return policy (where Shane Co provides the return shipping label at no cost to you) and a lifetime warranty on the stone itself. As you browse the diamonds that match your settings, it’s easy to see which ones come with a 360° view (most do), a quick overview of the stone’s characteristics, and which certifications the diamond has.

That’s not bad.

Get… less for your money? quality of their gemstones. If you’ve got an untrained eye and you’re just buying something sparkly, that might not matter to you. The answer is “yes”, and that keeps Shane Co from earning one of our highest rankings – though it’s still a diamond store we’re happy to recommend in general. But, is it possible you could get a similar-quality diamond at a lower price somewhere else? There are a lot of customer-friendly perks that you might not get with every gemstone retailer, and we also appreciate the benefits of working with a jeweler that’s been in business for the better part of a century.

Fascinating Diamonds

Many customers who shop here come specifically for customized jewelry purchases, but you can also buy any of their natural or lab-grown diamonds individually and without a setting.

Advanced filtering capabilities

To navigate through the selection here, it’s best to use the available filters to refine your search. However, if you’re new to the world of gemstones, you may choose to stick with the basic filters. You can specify your preferences, including the diamond’s shape, clarity, cut quality, carat size, color, and price range.

That’s a huge downside compared with most retailers in our review, who put those reports right on each diamond’s listing. However, it’s important to be aware that a $20 fee is deducted from your refund to cover the shipping costs that were initially offered as “free. All of that feels pretty nickel-and-dime when you’re buying a diamond, especially if it’s on the higher end of the price spectrum.

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Mixed feedback from clients

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Still, there are customers who rave about their experience here, exemplified by an “A+” rating and accreditation from the Better Business Bureau and hundreds of five-star reviews on Google and Trustpilot. Although some third-party sites only had shopper feedback from 2018 and earlier, Google’s ratings were as recent as a few weeks prior to this review. Most of those talked about receiving excellent service from the Fascinating Diamonds team and being very satisfied with the diamond jewelry they purchased. It’s worth mentioning, though, that in a few places (mostly on websites designed for engaged couples), we spotted user-submitted photos that showed some less-than-quality construction on a few custom ring settings.

Good but not quite great

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Generally speaking, Fascinating Diamonds is a “good enough” option for buying diamonds and jewelry. The selection is solid, the customer service is decent, and the overall reputation is no cause for concern. And yet, when looking at all of today’s most popular options among diamond stores, some of this retailer’s policies and practices keep it from measuring up to the highest-ranked companies on our list.

25 Karats

– Just over 8,800 diamonds
– Prices range from $260 to $164,000
– Both conflict-free natural and lab-grown diamonds sold here
– View available certifications (GIA, AGS, IGI)
– Based in the NY Diamond District
– Free FedEx ground shipping
– 60-day returns
– “A+” rated and accredited by the BBB

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25 Karats is based in NYC’s Diamond District and has been in business for over 15 years. All purchases come with free FedEx ground shipping (insured, of course) and 60-day returns. You’ll find some decent perks when shopping for your next gemstone here, including a selection of nearly 9,000 loose stones ranging in price from a bargain-basement $260 all the way up to a $164,000 stunner.

Not easy to find what you’re looking for

However, finding loose diamonds here didn’t go as smoothly as we were expecting. First, it was difficult to find our way to the lab-grown diamonds that are theoretically on offer here; we had to click through several different links to get there.

Still, customer photos and comments are almost always favorable, with people saying this is a particularly good option for designing your own wedding rings and bands. Compared with rival retailers that show you every stone from multiple angles and sometimes with 360° video, this store’s lack of images is disappointing. However, customer feedback seems to be positive overall, especially if you’re hoping to create a unique ring for your proposal or wedding.

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While you’ll spot some jewelry options like earrings, the star of the show here is undoubtedly loose diamonds.

Searches don’t always show you everything on offer

Navigating the “loose diamonds search” feature on this site can sometimes be a bit tricky. Sorting by price, for instance, initially showed us a lowest-priced diamond of $450 and a highest-priced stone around $20,000; but, as we scrolled through several subsequent pages of results, we found loose diamonds in the $200,000 and up range. You have the freedom to select your preferred criteria, from cut and color to carats and cost, or a combination that suits your taste. However, be prepared for results that may not always align perfectly.

The company proudly shows off its 4.

Not bad, but doesn’t quite compete

But, your experience with this diamond store will not be as polished (like the pun?) as some of its rivals on our list.

Jared

– Over 102,000 diamonds
– Prices range from $204 to $1.” It is considered a more upscale counterpart to its sister brand, Kay Jewelers. While most people shop at this jewelry store in person, Jared offers an online selection of over 102,000 loose diamonds, including both lab-created and natural stones, providing customers with the opportunity to find the perfect diamond in any price range (namely from $204 to over $1 million).

Part of the Signet Jewelers family

Right from the start, it’s important to note that Jared belongs to the group of four loose diamond retailers featured on our list that fall under the ownership of Signet Jewelers. To learn more about what makes Jared different, read on. Nevertheless, even though they share the same corporate parent, each retailer boasts distinctive attributes that differentiate it from the others. This means you’ll notice many similarities in how these online stores are organized. If you happen to explore multiple stores within this group and aim to make comparisons, you might experience some confusion.

Search and filter capabilities are standard

The filtering tools on the Jared website are easy to use and will be very familiar if you’ve shopped at Kay, James Allen, or Blue Nile. Set any criteria that matter to you, like price or clarity, and it’s straightforward to see which diamonds in the inventory are a good match.

Super Zoom

When you find a diamond of interest, Jared provides an actual view (usually labeled as Super Zoom), allowing you to rotate the stone to examine it from multiple angles. Basic details about the diamond can be found under the Diamond Information heading, while more specific details are listed under Learn More About Your Diamond. You can also access and download the IGI certification for the stone.

See stones’ certification paperwork easily

Most of the diamonds offered by Jared are certified by either the International Gemological Institute (IGI) or Gemological Institute of America (GIA). You can view a copy of each diamond’s certification on the Jared website, and you can also take that same information to the IGI or GIA website if you’d like to see it independently.

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At Jared, you no longer have the option to add the diamond to your shopping bag as a standalone item: you’ll instead be directed to choose a setting. This could potentially lead to a less distinctive ring design, even if you have a unique diamond. There were only about 90 to choose from at the time of our most recent visit, and many of the available settings tend to be white gold solitaire designs, with limited options in yellow gold. However, the variety of settings offered may not be as extensive or unique as some other retailers.

300 complaints registered against the company across its brand portfolio.

However, if you decide to exchange your diamond, this can only be done in-store. While it offers certain in-person advantages not found with online-only retailers, these benefits may not compensate for the more competitive prices available elsewhere. The Better Business Bureau (BBB) gives parent company Signet Jewelers an “A+,” but it’s worth noting that there have been nearly 300 complaints registered against the company across its brand portfolio. Nonetheless, the general sentiment from customers isn’t as enthusiastic as one would hope for a significant purchase like a diamond. Jared remains a viable option for purchasing diamonds, but only if you plan on using the gemstones for a ring.

Kay

Let’s delve into what you can expect. However, despite their shared corporate ownership, each retailer possesses its own unique features that help it distinguish itself from the rest (and not always in ways that are positive). Consequently, you’ll encounter a lot of uniformity in the overall structure and shopping experience with these online shops. Every diamond comes to life through the 360° view, allowing you to inspect it from all angles. It’s possible that if you’re exploring multiple stores within this group and attempting to draw comparisons, you might find it hard to remember which is which.

For one, their inventory now includes lab-created diamonds, bringing the total selection of stones to just under 100,000 with prices ranging from $1,220 to nearly $2M.

Diamonds in settings only, and even that’s limited

As you explore and discover a diamond here that captures your interest, you’ll find all the pertinent details: descriptions, specifications, certifications, and more. Kay will even do the gift wrapping for free, if that’s not your forte either. That’s understandable: with something as expensive (and important) as a diamond ring, why not have it held safely for you instead of exposing it to porch pirates? For instance, when we selected a heart-shaped stone, we were given no matching settings – and no obvious way to buy just the diamond and have it set somewhere else. You can also get a complimentary one-time resize on your diamond ring here: another perk of buying from a jeweler with retail locations nationwide.

Although these allegations were refuted, they still leave a lingering unease when contemplating a substantial investment like a diamond. Prices are often higher compared to their online counterparts, and shoppers have expressed dissatisfaction with the quality of completed rings and ring sets. In fact, when you go to the BBB listing for Signet and start skimming through the 700+ complaints there, almost all of them specifically mention Kay.

Say “no way” to Kay

We get it: it can be scary to purchase a diamond (especially as part of an engagement set) sight-unseen, and that makes Kay feel like a safe bet because they’ve got a location at a mall near you. Kay just doesn’t have much going for it other than the name recognition, and that’s not worth very much. However, we encourage you to get past that feeling and take a look at the higher-ranking diamond stores on our list – because you’ll not only get a diamond you love (with many more options for settings or even buying just the stone itself), but you’ll get much better service too.