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Proprietary Award-Winning Designs
Brilliant Earth emphasizes design expertise and has won over 20 awards, with collection styles ranging from nature-inspired motifs to modern, minimalist pieces. Customers can modify existing designs, add personal engravings, or collaborate with expert designers on fully custom creations.
James Allen is best known for its assortment of classic settings and diamond imagery. While its customization options are less bespoke than Brilliant Earth’s, its large catalog provides many ready-to-order choices.
Key takeaway: Brilliant Earth appeals to shoppers seeking one-of-a-kind artistry and deep personalization, while James Allen offers breadth and variety at scale.
Seamless & Innovative Experience
Brilliant Earth pioneered the omnichannel jewelry experience, combining online convenience with 40+ showrooms across the U.S. The appointment-based model allows customers to receive personalized guidance without pressure. Brilliant Earth also offers walk-in locations, virtual appointments and cutting-edge visualization tools to preview customization and diamond details.
James Allen is known for its mainly online model and only has two physical locations.
Key takeaway: Brilliant Earth offers both advanced online tools, like virtual try on, and in-person personalization, while James Allen offers a mostly online shopping experience.
Sourcing & Sustainability
Brilliant Earth established a proprietary Beyond Conflict Free Diamond™ standard to offer diamonds that originate from operations that meet strict labor and environmental requirements. Brilliant Earth also offers the largest selection of blockchain-verified diamonds in the industry alongside innovative lab grown collections, like Capture and Renewable, and use 99% repurposed gold in settings.
James Allen offers industry-standard conflict-free diamonds and lab grown options, but does not emphasize advanced sourcing verification, repurposed precious metals, or blockchain tracking to the same extent.
Key takeaway: Brilliant Earth has industry-leading standards when it comes to transparency and environmental commitments, while James Allen provides basic assurances of conflict-free sourcing.
Pricing & Value
Brilliant Earth provides competitive pricing with flexibility for every budget. Customers can select from natural or lab grown diamonds, filter for various styles, and create custom designs.
James Allen is often recognized for frequent discounts and promotional campaigns. While these promotional sales offer temporary discounts, Brilliant Earth provides competitive everyday pricing alongside sourcing transparency and ethical practices.
As of the end of July 2025, Brilliant Earth was several times larger than James Allen in terms of sales to customers, demonstrating their popularity.
Key takeaway: Brilliant Earth balances competitive pricing with expert design, high-quality craftmanship, and sustainable practices, while James Allen utilizes discounts and promotions.
Customer Satisfaction & Reviews
Brilliant Earth consistently receives strong reviews for customization options, transparency, and attentive customer service. Many customers highlight a pressure-free environment and ability to create meaningful, lasting designs. 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 James Allen’s 4.2-star rating.
James Allen also receives positive feedback, particularly for its diamond visualization technology and pricing accessibility. Some customers note that its customer experience can feel more transactional compared to the personalized guidance Brilliant Earth provides.
Key takeaway: Brilliant Earth earns praise for their customer service, customization options, and high-quality design, while James Allen is known for their digital diamond viewing technology.
Trustpilot ratings as of September 30, 2025.
Bottom Line: Making Your Choice Between Brilliant Earth and James Allen
Both Brilliant Earth and James Allen have modernized jewelry shopping and advanced visualization tools, but their priorities differ. Brilliant Earth emphasizes design excellence, personalization, and lasting craftsmanship while James Allen widely utilizes promotions and is known for digital diamond visualization.
When deciding between these jewelers, consider which factors matter most to you:
- Design: 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 many more store locations, and personalized appointments that provide an elevated shopping experience.
- Sourcing: 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: James Allen often provides discounts and promotional pricing, while Brilliant Earth offers competitive and transparent pricing every day.
- Customer Reviews: Both companies receive strong customer reviews, with Brilliant Earth highlighted for its transparent sourcing, extensive customization options, and personalized service. Brilliant Earth is several times bigger than James Allen.
Ultimately, if your priority is expertly crafted jewelry, customizable designs, traceable sourcing, ethical practices, and competitive pricing, Brilliant Earth is the best choice.
