Diamond Guides

Your Guide to Buying Certified Diamonds Online

By Ben,

Unlike most online purchases, each diamond is unique, making the selection process a tad more complex. While the allure of great prices offered by online retailers is hard to resist, it's critical to remember that a good deal isn't just about the price tag.

Online diamond dealers operate without the burden of overhead costs that traditional brick-and-mortar stores bear. This often translates into lower prices, making online shopping an attractive option. However, it's also important to remember that buying a diamond isn't a simple transaction. It's an investment, and like all investments, it warrants careful consideration and scrutiny.

So, should you buy diamonds online? Let's delve into the pros and cons to help you make an informed decision.

Benefits of Buying Diamonds Online

Purchasing diamonds online presents key advantages that traditional physical markets can't surpass. These advantages span from a broader selection to lower prices and unparalleled convenience.

Wide Selection

Imagine cracking open a limitless treasure chest - that's the online diamond market. Internet-based platforms, such as Whiteflash, James Allen and Blue Nile, have abundant supplies of diamonds in every imaginable shape, size, and quality. There's a significant freedom in choosing from an extensive array online compared to the limited stock in brick-and-mortar stores. For instance, buyers have the luxury of selecting traditional choices like the ever-popular round brilliant cut or more distinctive shapes such as the geometric sharp square known as the 'princess cut' diamond.

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

Competitive Pricing

Comparatively, online platforms offer diamond prices that traditional shops might struggle to match. Since online retailers have minimal overhead, they can afford to provide diamonds at competitive rates. Wholesale prices are even readily available for individual purchasers. Value-wise, these online prices are advantageous, particularly when considering diamonds as a noteworthy investment.


When it comes to comfort and ease, online diamond shopping clinches the trophy. Potential buyers can inspect diamonds with experts in real time, all from the comfort of their own homes. It eliminates travel costs and time spent visiting physical retailers. Additionally, with extended return policies like a 30-day no-questions-asked money-back guarantee from any respected vendor, the buying experience becomes risk-free. This convenience factor, coupled with wide selection and competitive pricing, enhances the overall allure of online diamond shopping.

ILooking for the perfect diamond online? Start with Whiteflash, renowned for its high-quality diamonds and established reputation. Next, explore James Allen for a diverse selection of fancy colors and shapes. Finally, check out Blue Nile, offering a good selection and plenty of finance options. Find your dream diamond today!

1.01 Carat Princess Diamond from James Allen

1.01 Carat Princess Diamond from James Allen

Understanding Diamond Basics

Discovering the intricacies of diamonds is a vital step in making an informed and confident purchase. This section deciphers fundamental diamond attributes and differences, guiding you through the much-acclaimed 4Cs, contrasting lab-grown and natural diamonds, and delving into the allure of varying diamond shapes.

The 4Cs: Cut, Color, Clarity, and Carat

The price and appeal of a diamond significantly relate to four specific attributes known as the 4Cs: cut, color, clarity, and carat. The cut directs the diamond's brilliance, playing a critical role in its sparkle. It isn't about the diamond's shape but refers to the symmetry, proportions, and polish, influencing the reflection and refraction of light.

Color, on the contrary, refers to the presence of any color within the diamond. Color grades vary from the highly sought-after 'D', which denotes a diamond devoid of color, to 'Z', indicating a lightly tinged yellow diamond.

Clarity looks at the diamond's purity, evaluated under 10X magnification. Clarity grades run the gamut from FL, indicating flawless with zero inclusions, to I3, representing diamonds with noticeable inclusions visible to an unaided eye.

Lastly, carat is the standard measurement of a diamond's weight. A higher carat weight often adds up to a bigger size and, in most cases, a higher price tag.

Tip: When selecting a diamond, choose a color grade of H or higher for optimal brilliance. Ensure the diamond is eye-clean, meaning any inclusions are not visible to the naked eye. Prioritize the best cut quality to maximize light return, enhancing the diamond's sparkle and overall beauty.

Lab-Grown vs. Natural Diamonds

In the diamond market, one can choose between lab-grown and natural diamonds. Lab-grown diamonds, also known as synthetic or man-made, undergo a controlled process mimicking natural diamond formation. In contrast, natural diamonds result from geological processes over billions of years deep within Earth.

Why not consider buying a lab grown diamond like this Precision Lab Grown Diamond from Whiteflash?

The physical and visual characteristics between the two are indistinguishable, but their origin and price points differ. While lab-grown diamonds are deemed more eco-friendly and cost-effective, natural diamonds carry incomparable cosmic history and luxury prestige.

A Lab-Grown 1.50 Carat Marquise Diamond from Blue Nile

A Lab-Grown 1.50 Carat Marquise Diamond from Blue Nile

Diamond Shapes and Their Appeal

Diamond cutters mold rough diamonds into various shapes—each possessing a unique charm and appeal. Round diamonds, featuring a timeless elegance, reign as the most popular shape. However, varying shapes like oval, princess, cushion, and marquise cater to diverse aesthetic preferences.

From avant-garde to vintage-inspired cuts, the choice of diamond shape contributes significantly to the overall look and character of a diamond. Understanding each shape's uniqueness enables a deeper appreciation of this precious gem and can significantly influence one's purchasing decision.

How to Choose the Right Diamond Online

To successfully select a diamond online, it's crucial to understand certification, decode diamond grading reports, and navigate through various online retail features.

Assessing Certification and Grading

One of the initial steps in choosing a diamond involves examining certification and grading data. Substantial entities, for instance, the Gemological Institute of America (GIA) provide strict and consistent grading standards, essentially establishing the benchmark for assessing diamond quality. These facets, termed as the diamond’s 4Cs (Carat, Cut, Color, Clarity), are included in a diamond certificate, providing an unbiased judgment of a diamond's basic attributes. Always ensure that the diamond's certificate originates from a renowned and trustworthy source.

Sample GIA Certificate

Reading Diamond Reports

A diamond's certificate, more commonly known as the diamond grading report, offers insight that buyers, like myself, can use to understand the diamond's true value. While Clarity grades range from FL (Flawless) to I3 (Inclusions visible to the naked eye), Color is graded from D (absence of color) to Z (light yellow). Also, the scale for measuring Carat weight, and descriptions of the diamond's symmetry, proportions, and polish are also recorded. Light performance, detailing how well the diamond reflects light, should also be scrutinized as it visually affects its sparkle.

Navigating Online Retail Features

Multiple online retailers offer a plethora of comprehensive tools and graphics, curated to assist buyers in their quest for an impeccable diamond. High-quality images, 360-degree views, light performance images and videos aid in perceiving the diamond’s physical attributes like its cut, color, and clarity. In addition, comparison tools, customer reviews, and filters help to specify your selection. Furthermore, ensure the vendor provides a reasonable inspection period, favorable buyback options, and trade-up guarantees, essentially ensuring a clear, equitable deal.

Ensuring Authenticity and Quality

Moving ahead, let's dive deeper into the necessary precautions to ensure the authenticity and quality when buying diamonds online. This includes understanding return and warranty policies, prioritizing secure transactions, and recognizing fake diamonds.

Understanding Return and Warranty Policies

Buying a diamond online requires a comprehensive understanding of the retailer's return and warranty policies. These policies, while often overlooked, provide a safety net for consumers. For instance, a generous return policy gives purchasers the chance to seek advice from an independent gemologist post-purchase. This post-purchase validation can assure the buyer about the quality and authenticity of the diamond. Further, understanding the ins and outs of the warranty policy is essential in safeguarding the diamond's value in case of any unforeseen damage or a potential resizing requirement.

Importance of Secure Transactions

Just as I would for any online purchase, when buying a diamond online, prioritizing secure transactions is a significant concern. This step ensures that my personal and financial information stays safe. Secure transaction measures to monitor include secure sockets layer (SSL) encryption on the retailer's website, secure payment methods such as verified credit card transactions or PayPal, and well-established security seals or certifications.

Spotting Fake Diamonds

One of the biggest challenges for online diamond buyers is the potential risk of encountering fake diamonds. Acquiring knowledge on how to spot fake diamonds becomes crucial. Features to scrutinize include the diamond's brilliance (real diamonds refract light in shades of gray, whereas fake diamonds reflect rainbow colors), its weight (fake diamonds like cubic zirconia are heavier than real diamonds), the 'read through' effect (real diamonds show solid facets and do not allow clear reading of the text underneath), and its response to heat (real diamonds disperse heat quickly). It's also worth noting that reputable online retailers offer certified diamonds inspected by recognized bodies like the Gemological Institute of America (GIA), offering a much-needed layer of trust in the online diamond buying process.

Customizing Your Diamond Jewelry

After mastering the ins and outs of selecting the ideal diamond for your jewelry, the next stage in your diamond purchasing journey involves the customization process. This phase involves choosing suitable settings and metals and designing a unique piece tailored to personal preferences or that of the intended recipient.

Choosing Settings and Metals

Delving into the aspect of choosing settings and metals, I'd like to emphasize the wide array of choices available. The setting is essentially the stage that displays the diamond, hinging on personal style and individual taste. It's essential to consider the lifestyle, comfort, and aesthetics of the wearer. Among the options, some popular ones include the prong, bezel, halo, and pave settings.

As for the metal, it is another significant aspect of the jewelry piece that offers yet another opportunity for customization. Metals typically range from stunning gold variants—such as yellow, white, or rose—to the sleek sheen of platinum. It's crucial to select a metal that not only complements the diamond and setting but also enhances the overall design.

Designing a Unique Piece

Moving on, designing a unique piece seals the personal touch in your diamond jewelry. Customization goes beyond merely selecting a diamond; it extends to incorporating unique features that reflect personal tastes and style. The process might involve opting for intricate designs, whether by including side stones, selecting an unusual setting or adding specific engravings. Ultimately, remember that the end goal is to create a piece that resonates on a personal level—truly a symbol of one's self or a thoughtful testament of one's feelings for the recipient. Embrace the process and ensure the final piece beautifully combines creativity, personal meaning and, of course, the enchanting brilliance of a well-chosen diamond.


So, there you have it. Buying diamonds online isn't as daunting as it may seem. With the right knowledge, it's easy to navigate through the vast selection and competitive pricing. Remember, understanding the 4Cs is crucial, and don't forget to consider the shape that enhances a diamond's overall appeal. Lab-grown or natural, the choice is yours. Just ensure your diamond comes with a certification for peace of mind.

Be vigilant about authenticity and quality. Always opt for secure transactions and be aware of return and warranty policies. Don't shy away from seeking an independent gemologist's validation after your purchase. Spotting fake diamonds is a skill that'll come in handy.

Finally, let's not forget about the fun part - customizing your diamond jewelry. Whether it's choosing the perfect setting or the right metal, the goal is to create a piece that resonates with you or your loved one's preferences. After all, a diamond is forever, and it should be nothing less than perfect.

Ready to buy a diamond online? Begin with Whiteflash for their unmatched quality and trusted reputation. Then, discover James Allen for an extensive variety of fancy colors and unique shapes. Finally, visit Blue Nile, known for its broad selection and flexible financing options. Your perfect diamond is just a click away!