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 materials sourced responsibly and impeccable customer service. Jewelry is an investment, after all, so you want to shop with confidence.
That’s where we come in. After thoroughly researching the array of options, we complied a list of the best online jewelry stores. Our top pick overall is Mejuri, for 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. If diamonds tempt you, we recommend Brilliant Earth for natural stones sourced with integrity and Vrai for lab-grown diamonds. Ahead, the 15 best online jewelry stores to shop now (and for more advice, we rounded up the best engagement rings and jewelry gifts, too).
- Best Online Jewelry Store Overall: Mejuri (Our Top Pick: Pave Diamond U Hoops)
- Best Affordable Online Jewelry Store: Quince (Our Top Pick: 14K Gold Diamond Bezel Necklace)
- Best Online Jewelry Store For Engagement Rings: Blue Nile (Our Top Pick: Petite Micropavé Diamond Engagement Ring)
- Best Online Jewelry Store For Diamonds: Brilliant Earth (Our Top Pick: Diamond Tennis Bracelet)
- Best Online Jewelry Store For Lab-Grown Diamonds: Vrai (Our Top Pick: Knife-Edge Round Brilliant Engagement Ring)
- Best Online Store For Fine Jewelry: Monica Rich Kosann (Our Top Pick: “I Love You More” 18K Gold Poesy Ring Necklace)
- Best Online Jewelry Store For Gold Pieces: Aurate (Our Top Pick: Connection Necklace)
- Best Online Jewelry Store For Earrings: Stone & Strand (Our Top Pick: Shield Of Strength Earrings)
- Best Online Jewelry Store For Necklaces: Gorjana (Our Top Pick: Parker Mini Layering Set)
- Best Online Jewelry Store For Rings: Angara (Our Top Pick: Round Diamond Criss Cross Heart Promise Ring)
- Best Online Jewelry Store For Gifts: Baublebar (Our Top Pick: Custom Cord Bracelet)
- (PAID PLACEMENT) You May Also Like: James Allen (Our Top Pick: 14K White Gold Petite Pavé Engagement Ring)
Mejuri Pave Diamond U Hoops
Average price point: $35-$4400 | 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. Beginning with their in-house design team, Merjuri 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.
Quince 14K Gold Diamond Bezel Necklace
Average price point: $30-$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. They also offer free shipping and returns as an added bonus.
Blue Nile Petite Micropavé Diamond Engagement Ring
Average price point: $240-$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.
Brilliant Earth Diamond Tennis Bracelet
Average price point: $800-$1,00,000 | 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 prides itself on transparency and sustainability. The range of engagement, wedding and everyday fine jewelry contains 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.
Vrai The Knife-Edge Round Brilliant Engagement Ring
Average price point: $691-$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 their Pacific Northwest foundry, which runs with 100 percent hydropower. The result is 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 simpl plain or pavé band made from recycled gold.
Monica Rich Kosann “I Love You More” 18K Gold Poesy Ring Necklace
Average price point: $60-$27,500 | Return policy: 30-day returns minus $15 return fee | Repairs: Lifetime repairs
Taking inspiration from the vintage jewelry—especially lockets—over which she pored 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.
Aurate Connection Necklace
Average price point: $40-$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 exactly 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.
Stone & Strand Shield Of Strength Stud Earrings
Average price point: $12-$995 | Return policy: 100-day returns, with $12.50 return fee | Repairs: Free 100-day repairs
Stone & 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.
Gorjana Parker Mini Layering Set
Average price point: $10-$130 | Return policy: Free 30-day returns, exceptions may apply to personalized items | Repairs: Free repair service
Gorjana channels its cool, laid-back California roots throughout every piece in its vast and easily layerable jewelry assortment. Many Gorjana styles—from statement necklaces to stacking rings to bold earrings to 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).
Angara Round Diamond Criss Cross Heart Promise Ring
Average price point: $129-$873,000 | Return policy: Free 30-day returns | Repairs: Lifetime repairs
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 that no one else has.
Baublebar Custom Cord Bracelet
Average price point: $12-$178 | Return policy: 30-day returns, except for personalized and final sale jewelry | Repairs: Evaluated on a case-by-case basis
Founded in 2011 as a “destination for accessories with a wink,” BaubleBar’s jewelry assortment is vast and stylish. 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.
Best Of The Rest
Kendra Scott Michelle 14k Yellow Gold Band Ring
Average price point: $50-$2,500 | Return policy: Free 30-day returns | Repairs: Repairs available on fine jewelry only
Kendra Scott believes that even the most special jewelry can be worn every day. Designed in her Austin, Texas studio, the brand caters to those looking for personalized stacking rings, delicate diamond bands and sophisticated pieces with a modern twist. You can filter by ring size, band style and metal, and Scott offers a 25% discount during your birthday month on fine jewelry.
Agmes Small Sculpted Heart Pendant
Average price point: $120-$1,450 | Return policy: Free 10-day returns; solid gold and engraved jewelry are final sale | Repairs: Not offered
New-York-based Agmes creates their lightweight sculptural designs in-house, in small batches, using metals which are nearly all recycled and worthy of heirloom pedigree. The brand maintains a minimal carbon footprint by even sourcing their packaging in New York. With an assortment of traditional jewelry offerings, such as bracelets, necklaces, earrings, and rings, as well as brooches and organically-shaped metal and glass objects, Agmes is a standout for affordable, sustainable and fairly-made pieces.
Fred Leighton Collection 18k White Gold, Sapphire And Diamond Earrings
Average price point: $75-$190,000 | Return policy: Free 28-day returns on unworn fine jewelry in original packaging | Repairs: Two year warranty
Curators of designer fashion as well as fine jewelry, London-based Net-A-Porter is a certified member of the Responsible Jewellery Council, which ensures the utmost authenticity for the pieces you see online. The retailer has a dedicated in-house team of fine-jewelry buyers who can assist with personal shopping as well, and the assortment is a veritable who’s-who of beloved brands: Cartier, Hermes, David Morris, as well as our pick, Fred Leighton. These dazzling 18k white gold, sapphire and diamond hexagonal studs in particular have a vintage glamour that invokes bygone era.
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.
At Forbes Vetted, we have published numerous articles on jewelry, including guides to the best places to buy engagement rings and best lab-grown diamonds. Our writers and contributors interview leading gemologists and jewelry experts to get their insights and advice on choosing jewelry for a variety of styles and budgets.
This story was edited and overseen by Forbes Vetted senior fashion editor Kari Molvar who holds certificates in jewelry essentials from the Gemological Institute of America and the fundamentals of lab-grown diamonds from the International Gem Society.
How To Choose The Best Online Jewelry Stores
There are hundreds, if not thousands, of online jewelry retailers. To narrow down the options, we tapped the expertise of Forbes Vetted’s senior fashion editor Kari Molvar, who shares her shopping advice here.
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 used in jewelry play a significant role in its 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 break-down of the most popular options:
- Gold: This metal is highly 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, returns as well as 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.