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Styles & Collections
Brilliant Earth focuses on design excellence and offers several proprietary jewelry collections, including nature-inspired designs, minimalist styles, and customizable settings. The company has received over 20 design awards for its engagement rings, which combine traditional and contemporary elements. Customers can work with a Brilliant Earth expert to select from available diamonds and settings, or work with the design team to modify existing styles or create completely custom rings through a collaborative design process.
Blue Nile also offers a wide variety of settings and customization options. Like Brilliant Earth, their online “Build Your Own Ring” feature allows customers to pair loose diamonds with a range of settings, giving shoppers flexibility in design. While Blue Nile provides variety, Brilliant Earth emphasizes design artistry and deeper customization options for those seeking a piece that reflects their personal style down to the finest detail.
In Store Experience
Brilliant Earth redefined the jewelry industry by pioneering an omni-channel approach that began with an innovative digital foundation before evolving into an expansive network of over 40 showrooms across the United States. During in person appointments, customers can view diamonds, try on designs, and receive expert guidance. For those who prefer shopping from home, virtual appointments deliver the same level of personalized service, while advanced visualization tools allow customers to experience their custom designs with precise clarity before purchase.
Blue Nile has also grown from an online-first retailer to include over 20 in-person locations. Like Brilliant Earth, they offer virtual appointments and online customization tools. Both companies prioritize convenience, though Brilliant Earth’s focus on immersive design visualization, in-person diamond viewing, and tailored showroom appointments reflects a continued commitment to prioritizing customer experience.
Sourcing & Sustainability
At Brilliant Earth, traceability and responsible sourcing are fundamental to the company’s approach. Every diamond is tracked through proprietary Beyond Conflict Free™ or Pathway to Beyond Conflict Free standards, which extend beyond the Kimberley Process by considering labor, human rights, and environmental factors. Brilliant Earth also offers the largest selection of blockchain-verified diamonds in the industry, ensuring complete transparency in sourcing. Additionally, 99% of the gold in settings is repurposed, significantly reducing the environmental impact of new mining. Brilliant Earth’s lab diamond collections, including the Capture Collection and Renewable Collection, showcase innovation in sustainable luxury practices.
Blue Nile sources both natural and lab diamonds, and while they provide a large selection, it's unclear whether they place the same emphasis on traceability and responsible materials as Brilliant Earth.
Pricing & Value
Brilliant Earth delivers competitive pricing through a digital-first, direct-to-consumer business model. Customers can filter by budget, compare natural and lab grown diamonds, and choose from a variety of options to find exactly what works best for them at the best possible price.
In addition to competitive pricing, Brilliant Earth offers transparent sourcing, a detail-driven approach, customization options, repurposed precious metals, and award-winning designs. While other retailers like Blue Nile may offer regular promotions, Brilliant Earth's everyday competitive pricing is the better option for value-driven consumers looking for high quality designs.
Pricing comparison based on data collected on September 12, 2025.
Customer Satisfaction & Reviews
Customer satisfaction is central to the Brilliant Earth experience. Many customers highlight a personalized, educational, and pressure-free approach provided both online and in person. Reviews also emphasize the customization process, with many appreciating the ability to bring their vision to life. On third-party platforms like Trustpilot and The Knot, Brilliant Earth's responsible sourcing practices and design expertise are frequent points of praise, with Brilliant Earth earning a 4.3-star rating on Trustpilot compared to Blue Nile's 4.1-star rating.
Blue Nile also receives positive feedback regarding pricing, selection, and efficiency. Both companies have loyal customer bases, though Brilliant Earth’s strengths tend to resonate most with shoppers who prioritize sustainability, transparency, and artistry.
Trustpilot ratings as of September 29, 2025.
Bottom Line: Making Your Choice Between Brilliant Earth and Blue Nile
Both Brilliant Earth and Blue Nile have reshaped the jewelry shopping experience, though in different ways. Blue Nile is known for frequent promotions and a wide diamond selection. At Brilliant Earth, design expertise, seamless shopping between digital and physical locations, advanced customization, competitive pricing, and industry-leading sourcing standards create an inspiring and inclusive customer experience.
When deciding between these jewelers, consider which factors matter most to you:
- Design expertise and customization: Choose Brilliant Earth for proprietary designs and the ability to create a piece that reflects your unique personal style.
- Shopping experience: Both brands offer online and in-person shopping, but Brilliant Earth has more store locations, personalized appointments, and digital visualization tools that provide an elevated shopping experience.
- Sourcing and sustainability: Brilliant Earth is known for setting industry-leading sourcing standards, using 99% repurposed gold, and offering the industry’s largest assortment of blockchain-verified diamonds for even greater transparency.
- Pricing and promotions: Blue Nile often provides discounts and promotional pricing, while Brilliant Earth offers competitive and transparent pricing every day.
- Customer experience: Both companies receive strong customer reviews, with Brilliant Earth highlighted for its transparent sourcing, extensive customization options, and personalized service.
Ultimately, if your priority is leading designs, customizable designs, traceable sourcing, and competitive pricing, Brilliant Earth is the best choice.
