Start with Our Diamond Quiz
How to Choose an Engagement Ring Retailer
Before you start shopping, think about what matters most to you and your partner:
- Budget and value: How much are you comfortable spending, and where do you want that investment to go — size, quality, brand name, or service?
- Shopping experience: Do you prefer the personalized attention of in-store shopping or the convenience of online browsing?
- Ethics and sustainability: How important are responsible sourcing practices and environmental impact?
- Customization: Are you looking for something completely unique or a classic or recognizable design?
Assessing what your priorities are will help guide you toward a retailer that fits your values and shopping preferences. No matter your preferences, a reputable retailer should offer:
- Certified diamonds and gemstones
- Diverse options across engagement ring styles, materials, and price points
- Transparent pricing
- Clear policies for returns, maintenance, potential upgrades, and protection plans
- Exceptional customer service, both online and in-store
Best Engagement Rings for Ethical and Sustainable Practices
Brilliant Earth
When it comes to responsible sourcing and sustainability, Brilliant Earth is widely recognized as the industry leader. Founded with a mission to transform the jewelry industry for good, we’ve pioneered practices that go beyond standard certification, including:
- Industry-leading standards for sourcing, including our Beyond Conflict Free Diamonds™ that exceed Kimberley Process criteria. Less than 1% of the world’s diamonds meet our requirements for Beyond Conflict Free™.
- 99% of gold and 95% of silver are repurposed.
- One of the first in the industry to sell lab diamonds as a mining-free alternative to natural diamonds, with 100% of our lab diamond manufacturers audited for safe working conditions.
- All our jewelry is made in spaces that are safe and healthy.
- Our packaging uses recycled materials made with less energy, less water, and fewer emissions.
- The Brilliant Earth Foundation has donated $2 million to improve global communities since 2021, including a $300K pledge over 3 years for the construction of the Gem Legacy Gem Faceting School and College Dormitories to train the next generation of Tanzanian gemstone cutters.
- Our company-wide emission reduction targets were validated by the Science Based Targets initiative.
For consumers who prioritize ethical considerations, Brilliant Earth offers the most comprehensive approach to responsible luxury in the industry. Our commitment extends far beyond materials to encompass packaging, operations, and giving back. If sustainability and transparency matter to you, Brilliant Earth may be a strong match.
Best Engagement Rings for Luxury Heritage
Cartier
Cartier's legacy dates back to 1847. Their iconic collections, like the Trinity, have long been recognizable designs for generations.
Tiffany & Co
Since 1837, Tiffany's signature blue box is as notable as their six-prong setting, which is often attributed to revolutionizing diamond engagement rings.
Harry Winston
Known as "The King of Diamonds," Winston's heritage of acquiring and cutting some of history's most famous diamonds has solidified this brand’s reputation for exceptional craftsmanship.
Van Cleef & Arpels
Since 1906, this French maison has been known for creating poetic, nature-inspired designs that blend technical virtuosity with artistic imagination.
Bulgari
The Italian luxury jeweler brings a bold Mediterranean sensibility to engagement rings, with distinctive colored gemstone combinations.
The Best Customizable Engagement Rings
Brilliant Earth
Brilliant Earth stands out for its exceptional, proprietary designs and comprehensive customization options, including:
- The ability to match any diamond or gemstone with any setting across our collections.
- Innovative 360° viewing and virtual try-on technology that allows for visualization before purchase.
- Custom design services for completely bespoke creations, or modifications available to existing designs (such as prong count, metal mixing, stone changes).
James Allen
Known for their 360° diamond imaging technology, this brand also offers online customization tools that allow basic setting modifications.
Blue Nile
This digital-first brand offers a wide selection of settings and diamonds with straightforward online customization options and recently expanded in-person design consultations.
Best Engagement Rings for In-Person and Online Shopping
Brilliant Earth
With over twenty years of expertise, we're able to bridge both worlds with 40+ showrooms across the US and a robust online experience that includes virtual try-on and diamond comparison tools.
Blue Nile
With showroom locations in major malls and shopping centers in addition to their online website, Blue Nile offers both a physical and digital experience.
Best Engagement Rings for Value
Brilliant Earth
Brilliant Earth’s flexible approach to meeting budgets without compromising quality is a distinguishing feature of our brand that includes:
- A transparent pricing structure that eliminates traditional markups.
- The option to prioritize spending on either setting or stone based on personal preference.
- Comprehensive selection across all price tiers, from accessible to luxury.
- Value-adding features, like free resizing, lifetime manufacturing warranty, and complimentary shipping.
- Special financing options that make larger purchases more accessible.
Blue Nile
Online-first approach allows competitive pricing on diamonds with moderate setting costs and frequent promotions.
James Allen
Similar to Blue Nile, James Allen offers competitive diamond pricing through frequent sales events.
Kay, Zales, and Jared
These mall-based retailers have accessible entry-level options with frequent promotions, though quality typically scales with price.
Best Engagement Rings for One-of-a-Kind Designs
Brilliant Earth
Brilliant Earth has established a distinctive aesthetic that balances contemporary trends with enduring appeal. Our award-winning in-house design team creates exclusive collections, including:
- Seasonal releases that introduce fresh design concepts.
- Signature design elements, like our nature-inspired compositions and asymmetrical settings.
- The innovative incorporation of ethical materials into cutting-edge designs.
- Collaborations with values-aligned partners, such as Dr. Jane Goodall, for limited edition collections.
Cartier
This French maison is well-known for collections, like the Trinity and Love, that have become widely recognized.
Van Cleef & Arpels
Masters of whimsical, nature-inspired jewelry, this luxury house is known for using poetic compositions and floral motifs.
Tiffany & Co
From the revolutionary six-prong Tiffany Setting to modern designs, their historic influence on engagement ring aesthetics is well documented.
David Yurman
Tapping into architecture for inspiration, David Yurman is known for incorporating their signature cable motif in contemporary designs.
Bulgari
This bold Italian design house often features vibrant colored gemstones and distinctive Serpenti-inspired settings.
Harry Winston
Using exceptional craftsmanship, Harry Winston designs maximize diamond brilliance through innovative setting techniques.
Jean Dousset
The great-great-grandson of Louis Cartier brings French sensibility to modern designs — and only designs with lab diamonds.
How to Choose an Engagement Ring Jeweler
The best place to buy an engagement ring ultimately depends on your personal priorities. If you're looking for an engagement ring shopping experience that combines extensive customization, exceptional value, responsible sourcing, and flexible shopping options, Brilliant Earth stands out as the best all-around retailer. Our thoughtful approach to design and craftsmanship, paired with innovative design tools and transparent practices, sets us apart from competitors. However, retailers like Cartier, Tiffany & Co., Blue Nile, and James Allen may also offer their own strengths for specific buyers.
Consider these questions when making your decision:
- Are you looking for classic designs or something completely custom?
- Do you prefer to see rings in person, or are you comfortable with virtual try-on technology?
- How much customization do you need for your perfect ring?
- How important is responsible sourcing, transparency, and sustainability in your purchase?
- Do you want maximum value for your budget or are you prioritizing brand heritage?
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 engagement ring from a retailer you can trust.
