Start with Our Diamond Quiz
1. Heritage & Brand Identity
Brilliant Earth: Brilliant Earth was founded in 2005 with a mission to transform the jewelry industry for good. Our brand attracts a new generation of informed consumers who demand lasting designs, high-quality craftsmanship, and traceable diamond origins. Our identity is rooted in attention to detail, innovation, and industry-defining leadership.
Tiffany & Co.: Founded in 1837, Tiffany & Co. has long been associated with American luxury. Its robin’s egg blue box and classic designs — such as the Tiffany Setting engagement ring — have become cultural symbols. With over 185 years of history, the brand is recognized globally for its celebrity endorsements, and presence in film and fashion.
2. Sourcing & Sustainability
Sustainability has become a defining factor for many jewelry purchasers — and there are significant differences in how companies approach it.
Brilliant Earth: Brilliant Earth is a pioneer in ethical sourcing, with the establishment of its Beyond Conflict Free Diamond™ standard. Diamonds that meet our Beyond Conflict Free™ criteria originate from countries and mining operations that meet strict labor and environmental standards. We’ve also introduced innovative lab diamond collections like the Capture Collection and Renewable Collection, and we offer the largest assortment of blockchain-verified diamonds in the industry. Our gemstone sourcing extends these principles to colored stones, an area where many other jewelers have lagged in transparency. In addition, 99% of the gold used in our settings is repurposed, reducing environmental impact from new mining.
Tiffany & Co.: Tiffany implemented the Diamond Source Initiative in 2019, which provides provenance information for newly sourced diamonds. The company committed to 100% traceability in its diamond supply chain, though full implementation remains in progress. Tiffany also eliminated sourcing from certain regions with documented human rights concerns.
3. Product Offerings & Design Philosophy
Our differing design approaches reflect our various heritages and customer preferences.
Brilliant Earth: Brilliant Earth emphasizes both design expertise and personalization as a canvas for artistry and self-expression. Customers can create their own engagement ring by selecting from hundreds of settings and pairing it with one of our natural or lab grown diamonds — but our customization options go far beyond basic selection. Our offering appeals to consumers seeking unique pieces that reflect personal style, and our design team works with customers to modify existing designs, incorporate meaningful details, engrave personal messages, and even create entirely bespoke pieces from initial concept to final creation. With over 20 design awards, our noteworthy aesthetic features nature-inspired styles as well as modern, minimalist designs.
Tiffany & Co.: Tiffany’s designs lean heavily into classic elegance and timeless motifs. Many of its collections, including Tiffany T and HardWear, are instantly recognizable. However, customization is limited — customers typically select from pre-designed pieces in-store or online.
4. Customer Service
The purchasing experience differs significantly.
Brilliant Earth: Brilliant Earth pioneered the omnichannel jewelry experience, beginning as an online retailer before expanding to in-person showrooms. Our appointment-based model provides personalized attention without the pressure sometimes found in traditional jewelry stores. Virtual appointments accommodate buyers who prefer remote shopping, and our digital interface offers cutting-edge visualization tools that help customers see potential customizations, products, and stacking options before purchasing.
Tiffany & Co.: Tiffany is known for its in-store luxury experience. With flagship locations in major cities around the world, customers often visit for the prestige of shopping at Tiffany’s. This high-touch retail model comes with the exclusivity associated with traditional luxury shopping.
5. Pricing & Value
Price differences between jewelers stem from various factors. We both offer financing options, though terms and accessibility vary. The question of "value" ultimately depends on what aspects matter most to individual buyers — brand recognition, ethical considerations, design exclusivity, or material quality.
Brilliant Earth: Brilliant Earth typically offers comparable quality at a more competitive price point. Customers can filter by budget, choose lab grown options, and compare certification types — all on our site. This pricing structure stems from our initially digital business model and transparent supply chain. Our value proposition emphasizes traceable sourcing and customization options rather than heritage or prestige pricing. We appeal to shoppers who want quality, traceability, and ethical assurance.
Tiffany & Co.: Tiffany positions itself in the premium luxury segment, with prices reflecting brand prestige, retail overhead, and marketing investments. Its diamonds are exclusively natural, and many engagement rings start at a higher price point than comparable pieces from other retailers. Customers pay a premium for the Tiffany name, packaging, and legacy. The Tiffany premium is due to instant recognition and proven resale value of their pieces.
6. Customer Satisfaction & Reviews
While we both maintain strong overall satisfaction ratings, we excel in different areas that align with our core brand propositions.
Brilliant Earth: Brilliant Earth receives strong reviews for transparency, design options, and customer service. Many customers highlight our educational, pressure-free, and personalized purchasing experience. Our sourcing practices receive frequent positive feedback, while the customization process and final products also generate enthusiastic reviews, with many customers appreciating the ability to create pieces that precisely match their vision. We also perform well on third-party review platforms like Trustpilot and The Knot.
Tiffany & Co.: Tiffany maintains high satisfaction among customers who prioritize luxury and brand prestige. Reviews often highlight the in-store service and long-standing reputation. However, some customers note limited customization, higher prices, and feeling exclusionary as drawbacks.
Bottom Line
Both Brilliant Earth and Tiffany & Co. offer high-quality jewelry — but we speak to different customer priorities. Tiffany appeals to those who value heritage. Brilliant Earth resonates with buyers who care deeply about craftsmanship, thoughtful design, personalization, and sustainability.
When deciding between these jewelers, consider which factors matter most to you:
- For heritage and recognized prestige: Tiffany's century-plus history and cultural significance remain unmatched.
- For responsible sourcing and transparency: Brilliant Earth’s comprehensive standards and documentation have set industry benchmarks.
- For customization and personalization: Brilliant Earth provides more extensive options to create unique pieces.
- For in-person luxury experience: Tiffany's retail environments deliver traditional high-end service.
- For a modern retail atmosphere: Brilliant Earth's showrooms offer a warm, inviting, and contemporary environment that makes luxury jewelry shopping feel inviting, comfortable, and inspiring.
- For digital convenience with personal touch: Brilliant Earth’s hybrid model balances technology with personalization.
- For unmatched craftsmanship: Brilliant Earth’s award-winning designs rival the standards set by heritage houses like Tiffany and are expertly crafted to the highest level of excellence.
The modern jewelry market offers more choices than ever before. While Tiffany & Co. continues to represent the pinnacle of traditional luxury jewelry, Brilliant Earth exemplifies how expert design, technological innovation, and ethical practices can create a compelling alternative for consumers.
The best choice ultimately depends on which aspects of the jewelry buying experience — and the resulting piece — matter most to you.
