Diamond Guides

The Best Places to Buy Loose Diamonds

By Ben,

In the ever-evolving world of diamond retail, buying loose diamonds online has become increasingly popular in 2024. Customers now seek convenience, variety, and quality, all from the comfort of their homes. The key to a successful online diamond purchase lies in choosing a retailer that offers certified quality, exceptional customer service, and a wide range of options. This article explores the top five online destinations for purchasing loose diamonds, each excelling in different aspects of the diamond buying experience.

1. Whiteflash – Best for High-Quality Certified Diamonds and Lab Diamonds

Whiteflash is a distinguished name in the online diamond market, especially renowned for their A CUT ABOVE® diamonds. These diamonds, known for their superior craftsmanship, set a high benchmark in quality. Following the integration of AGS into GIA, A CUT ABOVE® diamonds are now accompanied by an AGS Ideal Report from the GIA, underscoring their exceptional quality.

Whiteflash's commitment to excellence extends to their lab-grown diamonds as well. Their collection of precision-cut lab diamonds is among the best available, each selected for its outstanding cut and showcased with HD video and light performance images. This attention to detail ensures that each lab-grown diamond matches the brilliance and fire of their natural counterparts.


In addition to their exceptional products, Whiteflash is also recognized for their best-in-class customer service. Their unbroken streak of BBB awards since 2004 is a testament to their commitment to customer satisfaction and trust. This dedication to service makes the diamond buying experience with Whiteflash not just a transaction, but a highly personalized and trustworthy process.

Furthermore, Whiteflash offers an exquisite collection of designer rings to complement their diamonds. Featuring renowned names like  TacoriVerragioSimon GRitaniDanhovVatche, and Benchmark, their range provides customers with a plethora of styles to choose from. Whether it's for an engagement ring or a special occasion, Whiteflash's designer rings are the perfect setting for their high-quality diamonds, making them a one-stop shop for luxury and elegance.

1.022 ct G VS1 A CUT ABOVE® Hearts and Arrows Diamond from Whiteflash

1.022 ct G VS1 A CUT ABOVE® Hearts and Arrows Diamond from Whiteflash

2. Blue Nile – Best for a Wide Selection

Blue Nile has established itself as a powerhouse in the online diamond industry, offering an incredibly wide selection of loose diamonds. Catering to a diverse range of budgets and preferences, Blue Nile ensures that there is something for every customer. Their extensive inventory includes a variety of shapes, sizes, and grades, making it easy for buyers to find the perfect diamond.

Blue Nile Homepage

One of the standout features of Blue Nile is their commitment to educating customers. Their comprehensive diamond education resources help buyers understand the nuances of diamond selection. The website is designed to be user-friendly, offering a seamless browsing and purchasing experience. Blue Nile also excels in customization options, allowing customers to create their own unique jewelry pieces.

The combination of a vast selection, educational resources, and excellent payment options makes Blue Nile a top choice for those seeking variety and quality in their diamond shopping experience.

1.00 Carat I-VVS2 Princess Cut Diamond

1.00 Carat I-VVS2 Princess Cut Diamond from Blue Nile

3. James Allen – Great 360° Diamond Viewing Technology

James Allen is at the forefront of online diamond retail innovation, particularly known for their advanced 360° Diamond Display Technology. This feature allows customers to view each diamond in stunning detail from every angle, ensuring a transparent and confident purchase.

Their "Design Your Own Ring" feature stands out, offering customers the opportunity to create a truly personalized piece of jewelry. This interactive experience is complemented by high-resolution imagery and the ability to view the diamond under various lighting conditions, mimicking the in-store experience.

James Allen also prides itself on customer service, offering a hassle-free return policy and quality assurance. Their diamonds come with trusted certifications, providing additional peace of mind to buyers. This blend of technological innovation, customization, and customer-focused policies makes James Allen a leading choice for those seeking a modern and immersive diamond buying experience online.

1.01 Carat G VVS1 Oval Cut Diamond from James Allen

1.01 Carat G VVS1 Oval Cut Diamond from James Allen

4. Brilliant Earth – Best for Ethically Sourced Diamonds

Brilliant Earth has carved a niche for itself as the go-to online retailer for ethically sourced diamonds. Their commitment to environmental responsibility and ethical practices is evident in their extensive collection of lab-grown and conflict-free natural diamonds. This focus on sustainability appeals to the eco-conscious consumer who seeks both beauty and ethical assurance in their diamond purchases.

Brilliant Earth's range includes a variety of styles and cuts, all sourced following strict ethical standards. They are particularly known for their transparent supply chain and dedication to reducing environmental impact. The website offers an engaging and informative shopping experience, with interactive features that help customers understand the origin and journey of their diamonds.

In addition to their ethical sourcing, Brilliant Earth provides a user-friendly online platform with detailed educational resources. Their commitment to combining luxury with responsibility makes them a top choice for consumers who prioritize sustainability without compromising on quality.

1.21 Carat D VVS2 Emerald Diamond from Brilliant Earth

1.21 Carat D VVS2 Emerald Diamond from Brilliant Earth

5. Leibish & Co – Best for Fancy Colored Diamonds

Leibish & Co specializes in fancy colored diamonds, making them the premier online destination for those seeking something truly unique. Their collection boasts a wide range of rare and vibrant colored diamonds, each with its own unique charm and character. Leibish & Co's expertise in this niche market is unparalleled, offering customers an opportunity to own a piece of nature's rarest treasures.

Leibish Homepage

The company's focus on colored diamonds extends to custom jewelry, allowing customers to create bespoke pieces that showcase these extraordinary gems. Their website provides an educational journey into the world of colored diamonds, with detailed information about different hues, intensities, and origins.

Leibish & Co's dedication to quality, rarity, and expertise in fancy colored diamonds sets them apart. Their exceptional customer service and deep knowledge make them the ideal choice for those looking to purchase a colored diamond that is not just a jewel but a statement piece.


In the dynamic world of online diamond shopping, each of these five retailers offers a unique value proposition. Whiteflash excels with their high-quality certified diamonds and exceptional lab-grown options, Blue Nile impresses with its vast selection, James Allen leads with innovative technology for viewing diamonds, Brilliant Earth stands out for its commitment to ethical sourcing, and Leibish & Co specializes in the rare beauty of fancy colored diamonds. Your choice will depend on personal preferences, specific needs, and values, whether it's the cut's precision, the stone's ethical sourcing, or the uniqueness of its color.

Additional Considerations:

When purchasing diamonds online, there are several other factors to consider:

  1. Trade-Up Guarantee: Many reputable diamond retailers offer a trade-up guarantee, allowing you to upgrade your diamond in the future. This policy is particularly beneficial if you anticipate wanting to increase the size or quality of your diamond over time.
  2. Shipping and Insurance Policies: Understanding a retailer's shipping and insurance policies is crucial. Ensure that your investment is protected from the moment it leaves the retailer until it reaches your hands.
  3. Return and Warranty Policies: Familiarize yourself with the return policy and warranty offerings. A good return policy provides peace of mind, while a solid warranty can protect against potential defects.
  4. Customer Service: Exceptional customer service is vital. Look for retailers that offer comprehensive support, including personal consultations, to guide you through the buying process.
  5. Customization Options: If you're looking for something unique, explore the customization options available. Many retailers offer bespoke services to create a piece that perfectly matches your vision.
  6. Certification and Appraisal: Ensure that the diamonds come with certification from reputable labs and consider getting an independent appraisal for additional assurance.
  7. Educational Resources: Especially for first-time buyers, educational resources are invaluable. Look for retailers that provide comprehensive guides on diamond selection.
  8. User Experience: A user-friendly website with clear, high-quality images, and detailed product information can significantly enhance the shopping experience.

Buying a loose diamond online in 2024 offers a wealth of options, each with its own unique strengths. By considering these factors and choosing a retailer that aligns with your specific needs, you can make a confident and informed decision, ensuring that your diamond purchase is as brilliant as the stone itself. If you need more personalized advice or help navigating through your options, feel free to contact me, Jasmine. I'm here to assist you in making the best choice for your special purchase.