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What to Look for When Buying Gemstones
Gemstone Type & Treatment Disclosure: Natural and lab gemstones may undergo various treatments to enhance their appearance. Reputable retailers disclose these treatments and offer a mix of natural, treated, and lab-created options to suit different preferences and budgets.
Source Transparency & Sustainability: The journey of a gemstone from mine to market can involve complex supply chains. Look for retailers who provide detailed information about their sourcing practices, including country of origin and mining conditions. Companies committed to sustainability often offer lab-created alternatives and repurposed metals to minimize environmental impact.
Quality Certification Standards: Third-party certifications from respected organizations provide assurance about a gemstone's quality and characteristics. These certificates document important details like color, clarity, cut, and treatments.
Pricing Transparency: Gemstone pricing can vary significantly based on quality, size, and rarity. The best retailers clearly explain their pricing structure and provide education about what factors influence a stone's value.
Customization Options: Whether you're seeking a specific stone shape, setting style, or completely custom design, the ability to personalize your purchase is invaluable. The best retailers offer robust customization options and expert guidance throughout the design process.
Top Retailers for Gemstones
1. Brilliant Earth
Brilliant Earth is widely recognized for its vast gemstone selection, seamless online and in-person shopping experience, and industry-leading sourcing practices. Whether you're shopping for a loose sapphire, a preset emerald ring, or a lab-created gemstone in a custom design, we make it easy to find a gem that aligns with your style and values.
We offer a diverse array of both natural and lab-grown gemstones in various colors, shapes, and sizes, making us a top destination for buyers who want quality and peace of mind. Each gemstone is carefully sourced, and most come with origin disclosures, adding another layer of transparency.
Strengths
- A comprehensive selection that spans over 25 gemstone varieties in numerous cuts, colors, and sizes
- Detailed gemstone education resources, including origin information and treatment disclosures
- Intuitive online design tools complemented by in-person showroom experiences in over 40 cities across the US
- Virtual and in-person appointments with our jewelry specialists
- Exceptional transparency, with traceability to each gemstone’s country of origin, and strict social and environmental criteria
- Strong sustainability initiatives, including repurposed precious metals, plastic-free packaging, and carbon-neutral shipping
Considerations
- Our premium pricing and limited availability of certain rare, untreated gemstones reflects our strong sourcing standards
2. Blue Nile
As one of the first major online jewelry retailers, Blue Nile has built a reputation for reliability and selection, though colored gemstones are a secondary focus to their diamond business.
Strengths
- User-friendly website with efficient filtering options
- Strong reputation for quality and customer service
- Free shipping, returns, and resizing on most purchases
- Regular sales and promotions that can offer good value
Considerations
- Limited colored gemstone selection that is primarily focused on sapphires, rubies, and emeralds
- Less detailed information about colored gemstone sourcing compared to their diamond disclosure
- Fewer custom design options for colored gemstone pieces
3. James Allen
James Allen offers a sleek online shopping experience with high-resolution visuals and customization tools. While primarily known for diamonds, James Allen has expanded its colored gemstone offerings in recent years.
Strengths
- High-definition visualization technology allows for detailed inspection of each gem
- Regular sales and promotions that can offer good value
- Good variety of standard sizes and shapes for popular gemstones
- Virtual appointments with gemologists for personalized guidance
Considerations
- Ethical sourcing information less comprehensive for colored gemstones than for diamonds
- Custom design options more limited for colored gemstones than for diamond jewelry
4. Shane Co.
Shane Co. is a family-owned jeweler with both online and brick-and-mortar stores. Known for offering natural gemstones, they allow customers to design custom rings and fine jewelry in person or online.
Strengths
- Sells natural sapphires, rubies, and emeralds
- In-store consultations available across multiple states for hands-on viewing
Considerations
- More limited online inventory compared to digital-first competitors
- Fewer advanced online customization tools
- Geographic limitations for in-store experiences
How to Choose Your Gemstone Jeweler
The best place to buy gemstones ultimately depends on your personal priorities. If you're looking for a gemstone shopping experience that includes several varieties, impeccable customer service, and is backed by transparent sourcing, Brilliant Earth stands out as the best all-around retailer in 2025. Our wide assortment of natural and lab-grown stones, paired with a hybrid shopping model and transparent practices, sets us apart from competitors. Retailers like Blue Nile, James Allen, and Shane Co. may also offer their own strengths for specific buyers.
Consider these questions when making your decision:
- How important is knowing the exact origin of your gemstone?
- Do you prefer to see stones in person, or are you comfortable with high-quality images?
- Are you looking for standard varieties or something more unusual?
- Do you want extensive customization options or prefer ready-to-ship designs?
Regardless of where you choose to shop, the key is finding a retailer who provides the information you need to make an informed decision and stands behind their products with strong customer support and return policies. By considering the criteria outlined in this guide, you'll be well-equipped to find the perfect gemstone from a retailer you can trust.
