Retailer Reviews

James Allen Review

This page contains references to diamonds or engagement rings from different companies. Sometimes I do receive a commission when you click on links and buy the products.

James Allen is a reputable online diamond retailer known for its large selection of diamonds, excellent customer service, and competitive pricing. This review explores the key aspects of their offerings and evaluates them based on website experience, diamond selection and quality, customer service, educational resources, and pricing.

The 4/5 rating reflects the company's overall performance in these categories.


History of James Allen

James Allen has been a leading name in the online diamond retail industry for over 20 years. Founded in 1998, the company has earned a reputation for providing exceptional customer service and a huge selection of diamonds at competitive prices. In January 2017, James Allen was acquired by Signet Jewelers Ltd., the world’s largest specialty jewelry retailer - they also own Blue Nile, Zales, Kay Jewelers, Jared, and others.

James Allen Homepage

Website & User Experience

The James Allen website offers an intuitive and user-friendly interface, making it easy for customers to find their desired diamonds.

Their high-quality 360-degree diamond images and videos provide customers with a comprehensive view of the diamonds, which is essential for making informed decisions:

1 carat diamond from James Allen

1.00 Carat Round Diamond from James Allen

Did you know they were of the first diamond retailers to offer the 360 videos?

Customers can use the website's comprehensive filters to narrow down their search based on factors like carat weight, cut, clarity, color, and price.

The ring customization and visualization tools make it easy for customers to design their ideal engagement rings. From color diamonds and gemstones to alternative metal options, you can customize any hand-crafted wedding and engagement ring for a look that reflects your unique personality. If desired, they can create an entirely custom ring from scratch; utilizing the latest technology to bring your dream design into reality.

Diamond Selection & Quality

James Allen offers a wide range of certified diamonds from GIA, and IGI, ensuring customers receive high-quality, accurately graded diamonds. The company is transparent about pricing and diamond information, allowing customers to make informed decisions and compare options.

James allen diamond search filters

That said where they are lacking is diamond light performance images on many of their diamonds. It's always helpful that vendors provide additional technical information to help you feel comfortable with your purchase. Always look out for Ideal Scopes, Hearts & Arrows images, Sarine Reports, and ASET Maps. James Allen may provide some of these on request, but vendors like Whiteflash provide them will all their diamonds. This is where they fall slightly.

James Allen adheres to the Kimberley Process (which is the mere minimum I'd expect), ensuring they offer conflict-free diamonds. They also provide lab-grown diamonds as a budget-friendly alternative.

Deduction of points for lower-tier certification options, and generally lower-quality cut diamonds compared to some vendors.

Customer Service, Support & Packing

James Allen provides 24/7 customer support through phone, live chat, and email, as well as complimentary services including resizing, engraving, and cleaning. One area where they do lack is their trade-up policy.

James Allen's trade-up policy, while helpful, has a few drawbacks compared to other vendors. If you purchase a loose earth-created diamond from James Allen, the exchange needs to be double the value of any new replacement earth-created diamond. This is the same for lab-grown diamonds as well. The original diamond must remain intact and include its laboratory grading document to be eligible for upgrade!

Their diamond experts are fairly knowledgeable and helpful, offering guidance throughout the purchasing process, however, at times I felt they were a little overzealous and often trying to push through a sale when I was still considering several options.

They offer international shipping and a 30-day hassle-free return policy, however, this is standard across vendors.

The packaging is one thing they do well. When you order an exquisite piece of jewelry from James Allen, it will come presented in their iconic white and silver box, imprinted with the signature heart-shaped butterfly for a truly unique presentation. Tucked inside the outer box is a chic little ring case, crafted to fit snugly in your pocket for that special moment you've been awaiting.

Red James allen packaging boxes

Deduction of points for occasional delays in response times during peak seasons, overly pushy sales team, and their trade-up policy.

Educational Resources

James Allen's diamond education center provides comprehensive information about the 4Cs, diamond shapes, and other essential topics.

James Allen Education Center

Interactive tools, such as the duties tax calculator, help customers understand all the import fees prior to purchase. 

The James Allen blog features articles on jewelry trends, proposal stories, and gift ideas - but these are very fluffy compared to what savvy diamond shoppers are looking for.

Deduction of points for the occasional lack of depth in most educational articles, which may leave customers wanting more information on specific topics.

Pricing & Financing

James Allen's competitive pricing is due to its lower overhead costs as an online retailer, allowing them to pass the savings onto customers. In addition to this, the vast majority of their diamonds are "virtual" rather than "in-stock" which helps them lower costs. This does mean that many of their diamonds are available with other vendors. This also means that there can be shipping delays, as well as diamonds already being sold with another vendor - this can be very disappointing.

They offer a price match guarantee for comparable diamonds, ensuring that customers get the best possible value, but many vendors offer higher cut grades that aren't comparable. For example, Whiteflash A CUT ABOVE and Blue Nile Astor.

Financing options are available to suit different budgets, including short-term and long-term plans - however, make sure not to overspend. I tend to encourage customers toward vendors with superior trade-up programs. Whiteflash has the best trade-up program available.

James Allen always offers discounts and promotions, providing additional savings for customers - however, the constant sales make me feel as though they should just reduce their pricing.


In summary, James Allen is an excellent choice for those seeking a large selection of diamonds and a seamless online shopping experience. Their website, diamond selection, customer service, educational resources, and pricing all contribute to their 4/5 rating. While there is room for improvement in certain areas, such as the quality of their diamonds, performance images, and depth in educational articles, overall, James Allen stands out as a top choice in the online diamond retail space.

Where else do I recommend though? I'd suggest having a read of my Whiteflash and Blue Nile reviews as other options to consider.

James Allen Review:
4 out of 5 ★★★★