The 5 Best Places to Buy Engagement Rings

Buying an engagement ring is one of the larger purchases most people will make in their lifetime. The ring itself carries meaning, and the decision of where to buy it matters. Some retailers offer handcrafted pieces made by skilled artisans. Others provide massive inventories with advanced viewing technology. A few have been in the business for more than a century.

This article highlights five retailers worth considering when shopping for an engagement ring. Each operates differently and caters to a distinct type of buyer. The goal is to outline what makes each option stand out so you can determine which approach best aligns with your priorities.

GOODSTONE builds every ring from scratch. The brand does not stock premade settings or rely on mass assembly. Its team of generational artisans is based in Los Angeles, and all pieces are made in the United States. When you place an order, you are matched with a senior designer who oversees your project from start to finish.

The process begins with selecting a setting. You can choose from existing designs or collaborate directly with a designer to create a custom piece. From there, you select a diamond. GOODSTONE’s experts guide you through the four Cs and help you choose a stone that fits both your expectations and your budget. There are no chatbots or automated replies. You work with a real person throughout the entire process.

PRICING AND WARRANTY: GOODSTONE uses a single-price model. The quoted price includes resizing, insured shipping, annual cleaning, inspections, and routine repairs for as long as you own the ring. There are no hidden fees. Every piece also comes with a lifetime warranty. If your ring needs cleaning or inspection in the future, you can send it in at no cost. Flexible payment options are available through ShopPay, and free resizing is included for life.

For buyers seeking a fully custom engagement ring crafted with one-on-one attention from an experienced designer, GOODSTONE is a strong choice. Its personalized approach is ideal for those with specific design preferences or for anyone who values traditional jewelry craftsmanship.

Blue Nile has operated since 1999 and is one of the largest online retailers of certified diamonds and fine jewelry. Its inventory is extensive, and prices are often lower than those of traditional brick-and-mortar stores due to its primarily online business model.

In April 2025, Blue Nile launched its Creative Studio, a platform that allows customers to design a custom engagement ring from the ground up. Buyers can choose the diamond shape, setting style, precious metal, ring shank, and additional details. A 360-degree display updates in real time as selections are made, showing exactly how the ring will look. The tool is available both online and in select physical showrooms.

CUSTOMER SUPPORT: Blue Nile employs non-commissioned diamond and jewelry experts who are available 24 hours a day, seven days a week. Customers can reach them by phone, live chat, or email. Because staff members do not work on commission, buyers avoid the sales pressure often found on traditional jewelry store floors.

Blue Nile’s showrooms allow customers to view pieces in person. Personal jewelers are available to guide shoppers through the selection process or assist in building a custom ring. Purchases can be shipped to a showroom or directly to a customer’s home at no charge. The company also offers a Diamond Price Match Guarantee, providing additional reassurance on pricing. Blue Nile is a strong option for buyers seeking a wide selection, competitive pricing, and the ability to design a custom ring using an intuitive online tool.

Tiffany & Co. introduced the modern engagement ring in 1886. The brand has a long-standing legacy in fine jewelry and is recognized worldwide. Its engagement rings are handcrafted and designed to highlight high-quality diamonds.

Tiffany is the only jeweler to offer a triple excellent cut on all round brilliant engagement diamonds, the highest grading standard in the industry. The brand also issues the Tiffany Diamond Certificate, which verifies the authenticity and integrity of each serialized diamond. No other global luxury jeweler provides this level of certification.

THE FULL LIFETIME WARRANTY: The Tiffany Diamond Certificate includes a Full Lifetime Warranty. This written guarantee confirms that the certificate’s details are accurate at the time of sale. If a diamond is ever found to differ in quality from what is stated, Tiffany will either issue a full refund or replace it with a diamond of equal or greater quality.

Pricing for Tiffany engagement rings ranges from approximately $1,000 to over $1,000,000. Client advisors are available for both in-store and virtual appointments. The Tiffany Diamond Promise program also allows customers to upgrade their diamond designs over time. Tiffany appeals to buyers who value a heritage brand, meticulous craftsmanship, and strict quality guarantees. While the price point is higher, the certification and warranty help justify the investment.

James Allen maintains one of the largest diamond inventories in the world, offering nearly 600,000 natural diamonds and 60,000 lab-grown options. Every diamond on the site is displayed in 360-degree HD video with up to 40x magnification. This level of detail allows buyers to inspect stones more closely than most retailers permit.

The company’s Real-Time Diamond Inspection service pairs customers with a non-commissioned certified gemologist. Through screen sharing, shoppers receive expert guidance while browsing. This service is available 24/7 via live chat, phone, or email.

THE RING STUDIO: James Allen launched The Ring Studio in August 2021. The tool allows customers to choose from hundreds of setting styles and more than 200,000 diamonds. Buyers can customize the setting, metal, head, and shank, with options to add hidden diamonds, gemstones, or engraving.

The platform also offers a virtual ring try-on feature. Customers can upload an image of their hand to see how different rings will appear on their finger before purchasing. All jewelry includes a Lifetime Warranty and 30-day hassle-free returns. James Allen is well suited for buyers who want extensive selection, advanced viewing technology, and detailed diamond inspection without sales pressure.

Brilliant Earth has built its reputation on ethically sourced fine jewelry. The brand offers engagement rings, wedding bands, and what it calls Beyond Conflict Free Diamonds. This proprietary standard goes beyond the Kimberley Process, which has faced criticism for its limitations.

Their diamonds are sourced from mines that demonstrate strong ethical labor practices, minimize environmental impact, and support local community development. A blockchain system tracks each diamond’s journey from mining to market to delivery, creating a permanent record that verifies its origin and sourcing.

CUSTOMIZATION AND VIEWING TOOLS: Brilliant Earth offers proprietary designs along with extensive customization options. Its 360-degree viewing technology and virtual try-on tools allow customers to preview engagement ring designs before committing to a purchase. Most rings are made to order. Ready-to-ship pieces typically ship within two to three days, while custom rings generally require four to six weeks. Jewelry specialists are available around the clock to assist with questions or design guidance. The company provides lifetime warranties, free resizing, and special financing options. Brilliant Earth is well suited for buyers who prioritize responsible sourcing and value transparency. Its blockchain tracking system offers documentation that many other retailers do not provide.

CHOOSING THE RIGHT RETAILER: Each of these five retailers serves a different type of buyer. The right choice depends on what you value most, whether that is customization, pricing, heritage, technology, or ethical sourcing. All have earned their place on this list, and their differences can help guide you toward the option that best fits your priorities.

by Musfiq Rahman