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Best Online Jewelry Stores

  • Overall
    Solomon Brothers
  • Affordability
    ItsHot.com
  • Selection
    Blue Nile
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By: Kathryn Parkman
+2 more
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Edited by: Lauren Holznienkemper
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Fact-checked by: Jon Bortin

Best Online Jewelry Stores

After comparing online jewelry stores on customer ratings, selection, accreditations and more, Solomon Brothers is our pick for best overall, offering strong value through high customer satisfaction, flexible financing and solid policies. ItsHot.com stands out for affordability, while Blue Nile leads in selection and Jared is strong in warranty coverage and long-term protection.

Why trust ConsumerAffairs?
  • Our recommendations are based on what reviewers say.
  • 4,889,230 reviews on ConsumerAffairs are verified.
  • We require contact information to ensure our reviewers are real.
  • We use intelligent software that helps us maintain the integrity of reviews.
  • Our moderators read all reviews to verify quality and helpfulness.

Our 4 picks for the best online jewelry stores

  1. Best overall: Solomon Brothers
  2. Best for affordability: ItsHot.com
  3. Best selection: Blue Nile
  4. Best warranty: Jared Galleria of Jewelry

The ConsumerAffairs Research Team evaluated online jewelers across three core areas: customer experience, product selection and value, and company policies and services. We combined verified customer feedback with objective data like product variety, pricing, warranties and return policies to capture real-world shopping considerations. See our full methodology below for details on how we scored and selected our top picks.

Compare the top online jewelry stores

* As of publishing; **Within the U.S.
Best overall

Solomon Brothers

Solomon Brothers
4.9
56 reviews
Financing
Wells Fargo (6 to 60 months)
Shipping
Free U.S. shipping
Returns
30-day returns; custom exchange
Warranty
1-year plus lifetime cleaning
Read Reviews

Solomon Brothers scored at or near the top across key categories like customer service, staff satisfaction and pricing. Add a wide selection, flexible financing and strong policies, and it delivers a well-rounded experience for most shoppers.

Customers like that Solomon Brothers offers high-quality jewelry and personalized service. While a few mention minor issues, most are happy with their purchases and recommend the company.
Solomon Brothers are the only people I go to. I like their service and the quality of their products. I've been using them for 35 years and their sales representatives have been perfect.”
Henry Atlanta, GA
Solomon Brothers has a great selection, and the price is right. The reps were knowledgeable. It's a great place to shop. We’ve purchased several pieces, and they've made some pieces for us too. They were very easy to work with.”
E. Ga, GA
I purchased an engagement ring and it was beautiful. There are lots of retail jewelers that people could buy engagement rings from, but they're all the same thing. I wanted something that I could make myself.”
Ceasar Atlanta, GA
Pros
  • Customizable engagement rings
  • Free cleaning offered
  • Certified diamonds graded by the Gemological Institute of America
  • Best price guarantee
Cons
  • No in-house financing
  • Some items only available through special order
Best for affordability

ItsHot.com

ItsHot.com
4.3
170 reviews
Financing
Affirm, layaway, leasing
Shipping
Free $150+ (U.S.)
Returns
30-day returns; limits apply
Warranty
1-year to lifetime
Read Reviews

ItsHot.com stands out for its competitive pricing and flexible payment options, including layaway and financing. It’s a good option if you’re looking for fine jewelry that’s a bit more budget-friendly and easier to pay off over time.

Many say the jewelry quality is solid and appreciate the customization options and helpful staff. Others, though, mention issues with shipping delays or communication.
I recently purchased a stunning diamond necklace from ItsHot in New York. The quality of jewelry and the customer service both left me speechless. I was assisted in selecting the ideal piece within my budget by the friendly and knowledgeable staff. The necklace sparkles brilliantly in the light and has excellent craftsmanship with attention to detail.”
Daniel New York, NY
I ordered a diamond bracelet from It’s Hot and I’m so impressed! The craftsmanship and shine are stunning, and it arrived beautifully packaged.”
hiral New York, NY
I was looking for a gold and diamond necklace and a pendant. For the price you get, the quality of the quality of the jewelry and uniqueness of designs it is a steal. I got a fantastic discount on chain and pendant combination I bought and I have to say I would have paid full price for a beauty like this!”
Tera Fresh Meadows, NY
Pros
  • Clear return and refund policies
  • Customizations and virtual try-on
  • Best price guarantee
Cons
  • Occasional shipping delays
  • Some customer service issues
Best selection

Blue Nile

Blue Nile
1.9
170 reviews
Financing
Affirm available
Shipping
Free shipping
Returns
30-day returns
Warranty
Limited; extra plans available
Read Reviews
Blue Nile offers a huge selection of jewelry and metal types, so it’s easy to compare options and find something that fits your style. Extras like virtual appointments and free shipping make the overall experience even smoother.
Some customers praised the selection, pricing and craftsmanship of the jewelry. However, there have been complaints about delays in shipping, issues with resizing and problems with lost or damaged items.
I’ve bought several pieces of jewelry from Blue Nile and from soup to nuts they are the BEST jeweler I’ve ever dealt with. From their selection, customization, to their quality and finally the way they present the final product in a gorgeous lacquered wooden box.”
Kimberly Raymond, NH
I cannot recommend them due to my experience but if you do purchase a ring from Blue Nile, it may be beautiful but get it insured and if there is a problem don’t expect the same exceptional customer service you got when they were still trying to get your money, because they will not help you or back up their products.”
Erik Southfield, MI
They treated me well and let me try on several pieces of jewelry before I bought what I wanted. They were helpful and not too pushy. The price was very reasonable. They had a ton for me to choose from. Several different choices of gemstones and precious metals to choose from.”
Brian Tucson, AZ
Pros
  • Lab-grown diamonds available
  • Wide variety of engagement rings
  • Detailed product descriptions and specs
  • Free one-time ring resizing within the year
Cons
  • Some shipping issues
  • Inconsistent customer service
  • Limited return policy
Best warranty

Jared The Galleria Of Jewelry

Jared The Galleria Of Jewelry
1.7
229 reviews
Financing
Credit, Affirm, leasing
Shipping
Free $199+ or in-store
Returns
30-day returns
Warranty
Diamond warranty; plans available
Read Reviews

Jared Galleria of Jewelry’s warranty coverage is a major strength, with long-term protection available on many pieces. It’s a good choice if you want added peace of mind after your purchase. Jared has a lifetime diamond and gemstone guarantee plus separate protection plans, not just a generic “diamond warranty.”

Some praise the helpful, knowledgeable staff, bespoke service and wide selection of beautiful jewelry. Others, however, report issues with repairs, billing and quality.

Diamond has fallen out of ring 4 times now in 3 years. Can’t be worn without losing diamond so basically a bad buy and they will fix if under warranty but won’t refund.”
Lynita Aurora, CO
My husband and I had my engagement and wedding rings custom-made. Everything was perfect from the beginning and through to the creation to the final purchase. I love my beautiful unique ring, and compliments are still given to its beauty 4 years later.”
Amanda Beaverton, OR
My husband bought me a bracelet for our wedding day 4/24/21. This bracelet has broken 3 times before 6 months was up. I’m tired of getting it repaired.”
MICHELLE Norcross, GA
Pros
  • Good for customized gifts
  • Offers certificates and documentation
  • Helpful sales reps
  • Price-match guarantee
Cons
  • Some customer service issues
  • Some concerns about quality

Methodology: How we found the best jewelry stores

The ConsumerAffairs Research Team evaluated jewelry retailers using a structured scoring model. We assessed several metrics across three core areas: customer experience, product selection and value, and company policies and services.

1. Customer experience (based on verified reviews)

Review data reflects verified feedback submitted to ConsumerAffairs between April 1, 2022, and March 31, 2026. We measured satisfaction with:

  • Customer service
  • Staff
  • Pricing

2. Product selection and value

We evaluated the breadth of each retailer’s offerings and overall value, including:

  • Types of jewelry available (e.g., rings, necklaces, watches)
  • Variety of metal types (e.g., gold, platinum, silver)
  • Financing options

3. Policies and services

We also evaluated company policies and value-added services that impact the shopping experience, including:

  • Return policies
  • Warranty coverage
  • Shipping options
  • Additional services such as customization, repairs, appraisals and price match guarantees

We also considered professional certifications and industry affiliations where applicable.

How scoring works

Companies earned a zero to 10 score for every metric:

  • The top-performing company for each metric earned a 10.
  • Other companies were scored relative to that leader.

This standardized system lets us compare subjective data (customer satisfaction from verified reviews) along with objective data (product selection, pricing, policies and services) on the same scale.

How winners were determined

All companies were evaluated using the same set of metrics, but award categories apply different weightings depending on what the designation highlights.

For example:

  • Best overall emphasizes a balanced mix of customer satisfaction, product selection, financing options and company policies.
  • Best for affordability prioritizes price satisfaction, financing options and overall cost.
  • Best selection emphasizes the breadth of jewelry types and metal options available.
  • Best warranty places greater weight on warranty coverage, while still considering customer satisfaction and overall value.

Each category uses a weighted scoring system totaling 100%, assuring consistent and fair comparisons across companies.

The company with the highest weighted score in each category earned the corresponding “Our pick for” designation. If a company ranked first in multiple categories, we awarded the designation to the next-highest scoring company in that category to highlight a broader group of top performers.

Online Jewelry Stores Buyers Guide

Jump into our guides and start learning

In this guide

Top Picks

See who reviewers like

Solomon Brothers logo
ItsHot.com logo
Blue Nile logo
See our top picks

Choosing jewelry is a personal decision, and people often have different needs and tastes. Some jewelers make pieces by hand, while others stock their inventories with products from other manufacturers. Some jewelry stores also offer services like jewelry repair. Read our guide to research the right jewelry store for you.

Key insights

Always verify metal purity and gemstone type before buying — quality comes down to what the piece is actually made of.

Jump to insight

Check specs like carat weight, dimensions and total weight to accurately compare pieces online.

Jump to insight

Choose jewelers that clearly disclose materials, certifications, warranties and policies upfront.

Jump to insight

How to buy jewelry online safely

Buying jewelry online can save money and expand your options, but it also makes it easier to overlook important details. The key takeaway from both FTC guidance and real buyer experiences is to focus on verified materials and clear information — not marketing claims.

1. Verify materials and metal quality first

The most important factor in jewelry quality is what it’s made of. Look for:

  • Metal type and purity (e.g., 14K or 18K gold, sterling silver, platinum)
  • Whether the piece is solid, gold-filled or plated

Many shoppers report that solid metals last longer, while plated jewelry is more likely to tarnish or wear down.

2. Understand natural vs. lab-grown vs. imitation

Sellers should clearly disclose the type of stone:

  • Natural gemstones are mined and typically more expensive
  • Lab-grown gemstones are chemically identical but made in a lab, usually lower cost
  • Imitation stones look similar but aren’t the same material and have much less value

This distinction has a major impact on price and long-term value, so don’t buy without clarity.

3. Check size and weight, not just photos

Online images can be misleading. Focus on measurable specs like:

  • Carat weight
  • Stone dimensions (mm)
  • Total weight for multi-stone pieces

Measurements are more reliable than photos when comparing jewelry online.

4. Be cautious of vague or misleading terms

Some common terms have strict meanings, but they’re often misunderstood:

  • “Gold” can refer to plated or solid pieces, depending on the listing
  • “Platinum” should meet minimum purity standards (typically around 95% platinum)
  • Words like “natural,” “premium” or “handmade” can be used loosely

Look for specific percentages, karats or certifications instead of general descriptions.

5. Look for clear, upfront disclosures

Key details should be easy to find — not hidden in fine print. Check for:

  • Metal content and purity
  • Whether stones are treated or enhanced (e.g., heat-treated)
  • Gemstone origin (natural vs. lab-created)

If you have to dig for this information, consider another seller.

6. Check warranties, certifications and services

Reliable jewelers offer protections and documentation that help verify your purchase:

  • Warranty coverage (lifetime vs. limited) and what it actually includes
  • Diamond or gemstone certifications (e.g., GIA grading reports)
  • Value-added services, such as appraisals, resizing, repairs or customization

These details help confirm quality and protect your investment over time.

7. Use reviews and reputation to judge quality

Beyond product details, real buyer feedback matters:

  • Check consistent reviews about durability and wear
  • Look for patterns in complaints (tarnishing, breakage, poor service)
  • Be cautious with brands that rely heavily on marketing but lack detailed reviews

Shoppers often find that quality is more closely tied to materials and transparency than brand name alone.

8. Avoid “too good to be true” pricing

Another common consumer takeaway: Very low prices often indicate lower-quality materials. That can lead to:

  • Tarnishing
  • Skin irritation
  • Short lifespan

Spending slightly more on solid materials can save money over time

Bottom line

To buy jewelry online safely, prioritize material quality, clear disclosures and verified specifications over branding or price alone. If you can’t easily confirm what a piece is made of or why it’s priced the way it is, it’s best to keep shopping.

» RELATED: Best gold dealers

FAQ

Is it safe to buy jewelry online, and how can you tell if it’s real?
Yes, buying jewelry online is safe if you choose reputable sellers. Look for clear product descriptions, metal purity markings (e.g., 14K, 925), certifications (like GIA), verified reviews and return policies. Avoid listings that are vague about materials, pricing or warranties.
How much can you negotiate on jewelry?
You can sometimes negotiate jewelry prices, especially in-store. Discounts typically range from 5% to 20%, depending on the retailer. To improve your chances, compare prices, ask about promotions or price matching and be willing to walk away. Negotiation is less common when buying jewelry online.
Do jewelers buy rings or used jewelry?
Yes, many jewelers buy used rings or offer trade-ins. However, resale value is usually much lower than the original purchase price. To get the best offer, compare multiple buyers, including local jewelers, estate buyers and resale platforms.
What is the average cost of an engagement ring?

The average engagement ring costs $5,200. Anecdotally, Mike in Georgia told us he spent $6,000 on an engagement ring, Paul in Texas spent more than $10,000 and Krystal in Los Angeles spent over $24,000. Prices depend on the diamond’s cut, color, clarity and carat, as well as the setting and metal type.

What affects jewelry quality and value?

Jewelry quality depends on materials and craftsmanship. Fine jewelry uses precious metals and real gemstones, while lower-cost pieces may use base metals or plating. For diamonds, quality is based on the four Cs:

  1. Cut
  2. Color
  3. Clarity
  4. Carat
Are lab-grown diamonds and gold-plated jewelry worth it?
Lab-grown diamonds are real diamonds with the same properties as natural ones but typically cost less. Gold-plated jewelry is more affordable but less durable, as the outer layer can wear off over time. It’s best for occasional wear rather than everyday use.
How much does it cost to resize and maintain jewelry?

Ring resizing typically costs $20 to $200, depending on the design and complexity. To maintain jewelry, store it in a clean, dry place, keep pieces separate to avoid scratches and consider insurance for high-value items.

» RELATED: Tips to pack jewelry for a move

Disclaimer

Information in this guide is general in nature and is intended for informational purposes only; it is not legal, health, investment or tax advice. ConsumerAffairs.com makes no representation as to the accuracy of the information provided and assumes no liability for any damages or loss arising from its use.

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    Guide sources

    ConsumerAffairs writers primarily rely on government data, industry experts and original research from reputable publications to inform their work. Specific sources for this guide include:

    1. Federal Trade Commission, “Guides for the Jewelry, Precious Metals, and Pewter Industries, 16 CFR Part 23; Final Guides Amendments.” Accessed April 23, 2026.
    2. The Knot, “Here's The Average Engagement Ring Cost in 2025, According to Real Couples.” Accessed April 23, 2026.

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