Finding that just-right ring, necklace or pair of earrings is inherently easier when you know where to look. The best online jewelry stores provide inspiration in the form of high-quality designs, exquisite responsibly sourced materials and impeccable customer service. After thoroughly researching a wide array of options, our top pick is Mejuri due to its excellent attention to detail, ethical practices and stunning designs. For chic and affordable styles, look to Quince, where you can find everyday pieces with fair prices.
Jewelry is an investment, so you want to shop with confidence. To ensure all of our options are of the highest quality, we tapped fashion and lifestyle writer Molly Calhoun to weigh in on retailers and specific designs. From engagement rings to jewelry gifts, these brands have tons of options to suit every taste and price point. Below, find the 11 best online jewelry stores to shop now, along with a helpful buying guide to make shopping even easier.
Price range: $35 to $4,400 | Return policy: Free 30-day returns | Repairs: Two-year warranty for defects with materials or workmanship
Toronto-based Mejuri offers fine personal jewelry at reasonable prices with minimalist sophistication, which is why it’s at the top of this list (as well as our roundup of the best jewelry brands). Beginning with its in-house design team, Mejuri concepts new shapes and styles and then partners with independent designers to bring them to life in a range of materials—precious metals (which includes 80% recycled gold), enamel and ceramic. The brand’s Pavé Diamond Hoops are a bestseller, with a unique square shape and responsibly sourced diamonds set in solid 14k gold.
What the expert says: “Mejuri’s pieces are classic without being uptight, and they follow trends but do so tastefully,” says Calhoun. “This gorgeous pair is incredibly versatile—they’re chic for everyday wear with everything from a button up to a work dress, and they look pretty stacked with other studs if you have multiple piercings.”
Price range: $240 to $14,990 | Return policy: Free 30-day returns | Repairs: Free repairs or replacements for manufacturer defects
When it comes to engagement ring selection, Blue Nile is brimming with choices: The inventory includes about 650,000 diamonds at any time, which is roughly five times more than other digital competitors. To make the shopping experience less overwhelming, though, you can easily filter and shop by diamond cut, size and setting, and prices tend to run 25% to 50% percent lower than what you find at traditional retailers. Another perk: Blue Nile also offers a price-match guarantee if you find a similar quality and size stone for less.
What the expert says: “Blue Nile allows you to have a nearly bespoke experience, so even though you’re shopping online, it feels special,” says Calhoun. “You can choose a natural or lab-grown diamond and select from traditional, modern, simple or ornate designs. This pavé style is timeless, and a round cut stone is the most popular cut—plus, it’s also the most brilliant.”
Price range: $30 to $750 | Return policy: Free within 365 days of the purchase date | Repairs: Evaluated on a case-by-case basis
Quince is a relatively new entrant into the jewelry space and has quickly become popular for its affordable prices and high-quality pieces. The San Francisco-based brand’s jewelry is made with sustainably sourced materials, such as 14k gold and sterling silver, and it is designed to be timeless and versatile. The brand also offers free shipping and returns as an added bonus.
What the expert says: “Quince’s styles trend more delicate and low-key than in-your-face—think 14k gold studs and huggies, eternity bands and paperclip chain necklaces—giving them a chic, not-trying-too-hard vibe,” says Calhoun. “Layer this necklace alongside a larger stack with chains in different thicknesses and textures, or wear it solo, paired with crisp white button down or tee.”
Price range: $800 to $100,000 | Return policy: Free 30-day returns | Repairs: Free repairs for manufacturer defects with $50 refundable deposit; other defects repaired at cost minus $50 deposit
This San Francisco-based design studio emphasizes transparency and sustainability in its fresh and modern collection. The range of engagement, wedding and everyday fine jewelry features diamonds selected for their ethical and environmentally responsible origin, so you can feel good about your purchase. In addition to offering lab-created and recycled diamonds, Brilliant Earth partners with suppliers who source natural diamonds from specific mine operations in countries committed to fair labor and trade standards.
What the expert says: “You can feel good about wearing Brilliant Earth’s designs, not only because they’re ethically sourced, but because they’re fresh, modern and unique,” notes Calhoun. “In addition to engagement and wedding styles, I especially love its bold cocktail rings, classic tennis bracelets with a twist and extensive huggie collection. This bracelet style is something equally fitting for special occasions or everyday.”
Vrai The Knife-Edge Round Brilliant Engagement Ring
Price range: $691 to $41,170 | Return policy: 30-day returns subject to $200 recycling fee for engagement rings; 14-day returns for loose diamonds | Repairs: $50 refundable deposit and free repairs for manufacturer defects; other defects repaired at cost minus $50 deposit
Sustainably grown in America, Vrai’s diamonds are produced from greenhouse gas crystallized in its Pacific Northwest foundry, which runs with 100% hydropower. The result is beautiful lab-grown diamonds with zero carbon footprint. The designs are stunning, too: The Knife-Edge Round Brilliant Engagement Ring strikes a balance between traditional and modern with either a simple plain or pavé band made from recycled gold.
What the expert says: “Vrai’s lab grown diamonds are sparkly, impressive and priced well,” Calhoun states. “Its lab-grown diamond engagement rings are jaw-droppingly gorgeous—they feature old guard craftsmanship, quality and precision with a modern sensibility. Don’t forget the brand’s other jewelry pieces, too. The Inner Light Medallion and the Dome Band are both on my wish list.”
Price range: $60 to $27,500 | Return policy: 30-day returns minus $15 return fee | Repairs: Lifetime repairs
Taking inspiration from the vintage jewelry—especially lockets—that she shopped for in antique and flea markets, Monica Rich Kosann creates jewelry with an element of storytelling. At Kosann’s online Locket Bar, you can customize lockets with a photo, and all pieces (including rings, bracelets and more) are made with 18k gold, sterling silver and ethically sourced diamonds, creating necklaces and other jewelry that tell their own beautifully detailed story.
What the expert says: “Jewelry that has meaning is priceless, and Monica Rich Kosann is skilled at marrying style and sentimentality,” says Calhoun. “This slim-profile 18k yellow gold locket can be personalized with images directly from your smartphone, printed at home. Wear it with other pendants, or on its own.”
Price range: $40 to $18,000 | Return policy: Free 30-day returns | Repairs: Lifetime repair services to Vermeil, 14k and 18k fine jewelry
Aurate New York is a fine jewelry brand known for its ethical practices. It uses recycled gold and sustainably sourced gemstones in its jewelry, and works with fair trade suppliers. Aurate also offers a transparent pricing model, so you know the true cost of your selections. The jewelry itself is high-quality and stylish, with a wide range of gold pieces (as well as those made from other metals) from classic to modern, so there is something for everyone.
What the expert says: “Aurate’s designs feature simple, clean lines that make them ideal for everyday,” Calhoun says. “This style represents individuality and harmony—and it’s sophisticated without pretense. Think of this as the kind of piece you can throw on in the morning and it will go with anything, or you can opt to not ever take it off at all.”
Price range: $12 to $995 | Return policy: 100-day returns, with $12.50 return fee | Repairs: Free 100-day repairs
Stone and Strand’s mantra is “expensive taste without the markup.” Produced in the same places as traditional Fifth Avenue jewelers, the brand’s modern, chic collection features 10k and 14k gold with ethically sourced stones and conflict-free diamonds– suited for those in search of single earrings, classic pairings and modern stacking options. Stone And Strand also offers an easy-to-follow illustrated ear styling guide so you can shop according to your desired earring placement.
What the expert says: “If you are a layerer or you like wearing multiples, Stone And Strand is for you,” Calhoun says, adding, “Its dainty designs are made to be worn together—stack slim rings, mini stud earrings and bracelets and necklaces with delicate chains and ornamentation. It even has amazing chains and initial jewelry if you’re interested in adding something personalized to your collection.”
Price range: $10 to $130 | Return policy: Free 30-day returns, exceptions may apply to personalized items | Repairs: Free repair service
Gorjana has a cool, laidback California vibe, which shines throughout every piece in its vast and easy-to-layer jewelry assortment. Many Gorjana styles—from statement necklaces and stacking rings to bold earrings and delicate bracelets—are available in fine 14k or 18k gold. For an affordable option, the brand also finishes pieces in gold-plated brass (with an anti-tarnish barrier, so everything stays pristine).
What the expert says: “Gorjana jewelry is incredibly wearable and its pieces make unique and thoughtful gifts for friends, teenagers and family members,” says Calhoun. “High-impact necklace layering sets and stackable ring sets are great value. For everyday, the diamond butterfly studs are some of my favorites.”
Whether you’re looking for a sentimental or statement ring, Angara is a good starting point. Angara’s diamonds are conflict-free and ethically sourced, and the brand offers a variety of gemstones for its rings. A standout feature is the ability to customize your designs: You can choose the type of metal, gemstone, setting and engraving to create a unique-to-you ring.
What the expert says: “Not only can you get natural and lab-grown diamonds at Angara, but it has an extensive selection of natural gemstone and pearl jewelry pieces,” Calhoun notes. “Choose from different colored man-made and natural stones in extensive settings. And if you need help with late-night jewelry shopping, the brand offers 24-hour customer support.”
Price range: $12 to $178 | Return policy: 30-day returns, except for personalized and final sale jewelry | Repairs: Evaluated on a case-by-case basis
BaubleBar’s jewelry assortment is stylish and affordable. Many items—necklaces, earrings, bracelets—can be personalized, which makes for great gifts and everyday jewelry. To keep the costs low, you won’t find a lot of solid gold here, but the options are still stunning: The Custom Cord Bracelet, for example, features water-resistant, gold-plated letters set on a comfortable pull-tie cord.
What the expert says: “BaubleBar’s designs are fun, colorful, trendy without being pricey, and people will ask you about them often,” says Calhoun. “I like its fashion earrings, anklets and custom friendship bracelets for an inexpensive way to upgrade your jewelry options.”
Why Trust Forbes Vetted
To find the best online jewelry stores, the Forbes Vetted team spent hours researching the top jewelry retailers, considering factors such as overall quality, range of styles, customer service, shipping and return policies and white-glove services that guarantee an excellent shopping experience.
How To Choose The Best Online Jewelry Stores
There are hundreds, if not thousands, of online jewelry retailers. To narrow down the options, here’s our best advice:
Consider Your Jewelry Style
When it comes to choosing the best online jewelry store, one of the first considerations should be your personal jewelry style. Are you into classic, timeless pieces, or do you prefer trendy and contemporary designs? Understanding your style preferences will help you narrow down your options and find retailers that cater to your taste. Some online stores specialize in classic diamond jewelry, like Brilliant Earth, while others focus on modern personalized pieces, such as Baublebar. Browse around to see which aligns with your style.
Know Your Budget
Jewelry is often a luxury purchase, so it’s good to shop within your price range or have a clear budget in mind to avoid overspending. Consider how much you’re willing to invest in a piece of jewelry, whether it’s an everyday accessory you’ll get a lot of mileage out of or a special occasion gift that you’ll keep for years. Keep in mind that online retailers offer a variety of price points, so there are options available for different budgets. Once you’ve established your budget, you can often narrow your search by filtering jewelry sites by price, too.
Size Up The Materials
The materials play a significant role in jewelry’s quality, durability and overall appearance, not to mention price. Common metals for jewelry include gold, silver, platinum and alternative metals like titanium and stainless steel. Each material has its own characteristics and care requirements. Here’s a quick breakdown of the most popular options:
Gold: This metal ishighly malleable, making it ideal for intricate jewelry designs and settings. Gold is available in various karats, with 14k and 18k being popular choices, offering a balance between durability and purity. While gold doesn’t tarnish or corrode, high-karat gold (such as 24k) is softer and more susceptible to scratches.
Silver: Silver is more affordable than gold and is known for its brightness, shine and luster, which makes it versatile for both casual and dressier jewelry. The downside is that silver is prone to tarnishing over time, requiring regular cleaning and maintenance. It is also softer than some other metals, so it’s susceptible to dents and scratches.
Platinum: Platinum is exceptionally durable and resistant to wear and tear, which makes it one of the most expensive metals. It has a naturally white color that doesn’t fade or tarnish and is hypoallergenic, so it’s an excellent choice for those with sensitive skin. Platinum can develop a patina over time, which some people appreciate for its vintage look but may not appeal to those who like a high-gloss finish.
Titanium: Titanium is extremely lightweight, making it comfortable and affordable for everyday wear. It’s highly durable, hypoallergenic and resistant to corrosion. On the flip side, titanium is not as malleable as other metals, limiting its jewelry design possibilities.
Stainless Steel: This metal is durable, corrosion-resistant and affordable. It has a modern and sleek appearance and doesn’t tarnish or fade. Overall, it has a starker, industrial look compared to traditional precious metals like gold or platinum.
Read The Fine Print
Jewelry is highly personal, so you want the flexibility to return anything that doesn’t suit you. Check the store’s policies on shipping and returns, including resizing fees. Additionally, look for information on warranties and guarantees for the materials and craftsmanship. Reputable online jewelry retailers should provide clear and transparent policies for a stress-free shopping experience.
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