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What to Look for When Shopping for Lab Grown Diamonds
Before choosing a retailer, it’s important to understand what factors matter most to you when evaluating a lab grown diamond:
- Diamond Certification: Always choose diamonds that are certified by reputable independent labs like IGI or GCAL. These reports verify the diamond’s cut, color, clarity, and carat weight.
- Shopping Experience: Whether online or in-store, expect high-resolution visuals, expert guidance, and responsive service.
- Return Policies & Warranty: Look for flexible returns, resizing services, and lifetime warranties.
Top Retailers for Lab Grown Diamonds
1. Brilliant Earth
Brilliant Earth is widely recognized for leading the industry in sustainable fine jewelry. Since 2005, we have set the standard for responsible sourcing and customer-first innovation, especially in the lab grown diamond space. With thousands of independently graded lab diamonds, immersive online tools, and over 40 showrooms across the U.S., we offer both convenience and confidence in every purchase.
Strengths:
- Vast Lab Grown Diamond Inventory: Thousands of certified lab-grown diamonds in various shapes, sizes, and qualities — more than many major retailers.
- High-Resolution 360° Diamond Imagery: Nearly all of our gemstones and diamonds feature HD 360° videos for evaluating sparkle, clarity, and cut online with confidence.
- Blockchain-Verified Diamonds: Some of our lab diamonds come with digital blockchain records for verified traceability.
- In-Person Showroom Access: We have 40+ U.S. showrooms across the US and offer appointments to view lab-grown diamonds in person with expert guidance.
- Virtual Tools and Customization: Design Your Own tools, virtual try-on, and specialized diamond filters help you create the perfect jewelry remotely.
- Sustainable Practices: Lab diamonds are paired with repurposed metals, eco-friendly packaging, and carbon-offset shipping.
- Transparent Grading and Certification: All of our lab diamonds are certified by reputable labs with detailed specifications easily accessible.
Considerations:
- Our premium pricing reflects our comprehensive planet-first practices
- High demand can occasionally affect availability of certain styles
- Blockchain certification is available on select inventory only
2. Blue Nile
Blue Nile is one of the original online jewelers, offering both mined and lab-grown diamonds. Though known primarily for natural gemstones, its lab diamond catalog has grown in recent years.
Strengths:
- Offers lab diamonds with full certifications and specs
- Uses HD images and videos for select stones
- Custom ring builder
- Competitive pricing and frequent online sales
Considerations:
- Lab-grown selection may be more limited, as they just started selling lab diamonds at the end of 2022.
- Lab-grown inventory is not as easily searchable by sustainability metrics
3. James Allen
James Allen is known for its intuitive online platform, featuring high-resolution 360° videos for nearly every diamond, whether natural or lab grown.
Strengths:
- 360° diamond viewing technology
- Lab-grown diamonds come with full specs and certifications
- Competitive pricing and frequent online sales
- Advanced filtering and customization tools
Considerations:
- Limited brick-and-mortar presence
- Minimal sustainability initiatives and less emphasis on materials or carbon offsets
4. Shane Co.
Shane Co. is a family-owned jeweler that offers a curated selection of lab grown diamonds alongside its natural collection.
Strengths:
- Lab diamonds include detailed grading reports and certification.
- Customers can browse online with filters
- Offers in-person viewing at physical stores across the U.S.
Considerations:
- Limited lab-grown inventory
- Not all diamonds have 360° digital diamond viewing tools
5. VRAI
VRAI is a direct-to-consumer brand that exclusively sells lab-grown diamonds created by its parent company, Diamond Foundry. VRAI markets sustainability as its core value and highlights its U.S.-based zero-emission production.
Strengths:
- Offers HD 360° imagery and virtual shopping tools
- All diamonds are sustainably created in a zero-emission foundry
- Certified lab diamonds available with full transparency on specs
Considerations:
- All diamonds come from a single source, which means a smaller assortment is available
- No natural diamonds or variety in sourcing
- Limited certifications, with some diamonds self-graded
What to Consider When Choosing a Lab Diamond Jeweler
When looking for a lab-grown diamond retailer, Brilliant Earth is the clear frontrunner for most buyers. Our vast selection of thousands of certified lab diamonds and cutting-edge shopping technology, paired with our pioneering role in sustainable jewelry, makes us the top choice across multiple categories. While other retailers like Blue Nile, James Allen, Shane Co., and VRAI each have particular advantages, our comprehensive approach to inventory, innovation, and responsibility delivers the most complete lab diamond experience available today.
Key factors to evaluate when choosing where to buy your lab diamond:
- What size and variety of lab diamond inventory do you need access to?
- How crucial are advanced viewing technologies, like 360° imagery and virtual try-on?
- Does blockchain verification and diamond traceability add value for you?
- Are you looking for planet-first lab diamond collections, such as assortments that are grown, cut and polished with renewable energy?
- Are you seeking both online convenience and in-person consultation options?
- How much weight do you place on sustainable and ethical sourcing practices?
The lab-grown diamond market offers excellent options across different price points and shopping preferences. Success comes from identifying a retailer whose strengths align with your specific needs while ensuring they provide proper certification, clear return policies, and reliable customer service throughout your purchase journey.
