36 of the Best Online Jewelry Stores for Your Bling Purchase

Need to buy some bling? Don't blindly buy jewelry. Learn your options which includes learning about all the different and best online jewelry stores. We list them out and explain each one so you can start your jewelry search here.

A variety of jewelry on display in a store.

The jewelry industry is a glittering market that attracts people from all walks of life, of all income levels. If it sparkles, if it shines, if it adds color, it’s captivating. Whether you’re shopping for an important piece of jewelry like an engagement ring or a fun little trinket for your wrist, online jewelry stores have it all. But there are a lot of sites out there. Which ones are reputable, easy to use and full of all the features shoppers really need?

Jewelry Shopping Online

Various pieces of amber jewelry.

Look for jewelry using the best online stores. No matter if you’re shopping for luxury jewelry at high-end prices or the most affordable and just-for-fun pieces you can find, you want to get plenty of bling and lots of style for your buck. You want a store that’s got all the bells and whistles but also all the service and support you may need, too. Browse for jewelry at the best online stores and you’ll end up getting exactly what you want and have a good shopping experience while you do it.


Since 1924, Zales has been one of America’s premier diamond jewelry stores. Conflict-free practices and responsible sourcing are used to harvest diamonds. The entire supply chain is conflict-free, something that the parent company of Zales has committed to.

Zales has a very easy-to-use storefront where you can shop for jewelry based on color, metal type and many other factors. You can also custom-design rings here, choosing every aspect of the construction. Zales has several featured collections, including jewelry from famous designers.


Jared uses responsible gem and mining sourcing to create jewelry. The company is a founding member of the Responsible Jewelry Council.

Everything from engagement rings to bracelets and necklaces can be found at Jared. Necklaces featuring cross, heart and animal pendants are also available. Personalized jewelry with names or birthstones can be created at the online storefront for anyone who wants something more unique. You can also shop for jewelry here among clearance items.

Helzberg Diamonds

Helzberg Diamonds has been in business for over 100 years, beginning in Kansas City in 1915. There’s a huge selection of jewelry here, including jewelry made with other stones or no stones at all. You can find everything from charms to accessories to boxed sets here and the online storefront makes it easy to search for any jewelry specifics you like.

Kay Jewelers

Kay Jewelers is a popular brand in the jewelry business. This company takes steps to source conflict-free diamonds and to responsibly source gold through the entire supply chain. Kay is the leading jewelry store in the U.S. and for good reason. The selection here is absolutely huge. Jewelry selections for men, women and children include watches, rings, necklaces and all the usual suspects. It’s very easy to shop by various categories on the storefront and there are always sales items to browse here.


Amazon is possibly the most well-known name in online shopping. There’s an absolutely enormous selection of jewelry here for men, women and children. Any type of jewelry you can imagine, from body chains to toe rings to tiaras, is available here. Amazon has a huge price range for items as well. You can drop as much as $60 thousand on a piece of high-end jewelry or spend as little as $5 on an item.

Gordon’s Jewelers

Gordon’s was founded back in 1905 but it wasn’t a jewelry store. Gordon’s began as a general store, with watches and jewelry featuring as only a small part of the inventory. However, the store began to develop a reputation for its local, trendy jewelry. Gordon’s soon expanded and now, it’s in the business of bling.

The online storefront is full of options and it’s searchable by many different categories. You can even use the site to design your own jewelry. With clearance items always available and a category for jewelry under $50, Gordon’s offers plenty of affordable options.

Tiffany & Co

Tiffany & Co is one of the most well-known names in all of jewelry and it has been this way for nearly 200 years. Tiffany is a high-end brand that’s famous for luxury jewelry and for its packaging, which is always in a shade known as robin’s egg blue. Tiffany & Co. opened its first store in New York in 1837. Soon, it established itself as one of the biggest names in luxury jewels. Tiffany has been made famous in both song and cinema and jewelry from this company has been worn by celebrities, royals and people who love bling all over the world.

Any type of high-end jewelry you may want is available at Tiffany, from a sparkling tennis bracelet to a stunning pendant to a great pair of stud earrings that really capture shine. Jewelry made with all sorts of different gems and metals is on display at the online storefront. Tiffany has been using sustainable business practices for 25 years, taking strides to reduce its own negative environmental impact. They offer free shipping and free returns on all items.

Fred Meyer Jewelers

Fred Meyer Jewelers offers a wide range of jewelry made by many famous designers and brand names in the jewelry industry. You can also buy loose diamonds and other unique items here. Fred Meyer sources only conflict-free diamonds, making it a popular choice for those seeking engagement ring and wedding band sets.

Long known for its high-quality department stores, the Fred Meyer and Kroger brand has expanded to include selling some of the finest jewelry on the market. Engagement, promise and solitaire rings from the online store come in different price ranges to suit everyone’s budget. Hoop, stud and pearl earring styles can be worn with a variety of outfits. All this and more can be found at Fred Meyer Jewelers.

Reeds Jewelers

Reeds Jewelers started out as a family business in North Carolina. Soon, the company spread all over. Generations of the Reeds family worked at the stores and today, members of the family are still running and working in the business.

There’s a huge selection of jewelry here, including stackable ring choices, personalized necklaces, men’s jewelry, engagement rings and more. They carry a wide array of diamond and pearl jewelry, as well as gemstones in other colors.

Jewelry galore for all occasions can be found at Reeds Jewelers. Many of the featured items come from acclaimed designers such as Swarovski, Roberto Coin and Pandora. Personalized bracelets, drop earrings and stackable rings can help complete any jewelry collection. Luxurious Rolex watches are also for sale here.


Affordable women’s jewelry is available from Romwe. Founded in 2010, Romwe has quickly risen to become a leading online jewelry store that also sells women’s and men’s clothing, along with other fashion accessories. Select jewelry pieces include pendant necklaces, layered beaded necklaces and gold-plated embellished ring sets.

The Jewelry Exchange

The Jewelry Exchange makes it easy to create personalized jewelry pieces with all the right touches. Many of the infinity rings, necklaces and pendants for sale feature beautiful diamonds. Loose and colored diamonds that are cut to perfection can also be ordered in shapes like oval, marquise and heart.

There are thousands of pieces available here in a price range to suit all budgets. They use conflict-free diamonds obtained from legitimate sources, so you can shop for that diamond ring with no guilt whatsoever.

Blue Nile

Blue Nile carries an enormous selection of rings, but you can also find a nice collection of earrings, bracelets and necklaces here. The “build your own” option allows you to design your own jewelry, which is a pretty fun feature. Blue Nile also carries designer brands, including names like Zac Posen and Bella Vaughan. They also have sale items and a collection of jewelry that’s priced under $100.

Blue Nile got into the internet jewelry game early, appearing online in 1999 with the idea to provide high-quality jewelry at affordable prices.

Brilliant Earth

Brilliant Earth doesn’t just use conflict-free diamonds. This company has developed its own Beyond Conflict-Free approach, sourcing only diamonds obtains from ethical and environmentally responsible sources. The company also uses 100 percent recycled precious metals as part of its responsible approach to the business of jewelry. For those shopping for a completely ethical wedding ring or another piece of jewelry, this is where you want to be.

You’ll find a big selection of fine jewelry here in both trendy and timeless designs.


Since 2011, BlueStone has been offering exquisite jewelry pieces from India. More than 8,000 unique designs make up the store’s selection. Chandbali and stud earrings, as well as solitaire rings, diamond necklaces and plain gold bangle bracelets are great for accessorizing looks to the fullest. Alphabet, religious and heart-shaped pendants are also available. Everything, including diamond and gemstone nose rings, along with men’s and kids’ jewelry, is available here.

This company offers complete transparency on all sourcing information for the materials used to make this jewelry.

Avianne Jewelers

Founded in 1999, this store is known for being the largest single jewelry store in New York City’s Diamond District and has expanded its operations to include online sales. Online shoppers can order pieces like white solid gold men’s and women’s bracelet designs and solid gold Cuban chains.

Avianne Jewelers also carries an extensive selection of unique jewelry that’s all about the bling. Animal-shaped pendants, words, symbols and all sorts of designs are available here. There’s a big variety of custom jewelry, too. Frequent new arrivals give shoppers more choices.

Jewelry Point

Located right in the heart of the New York City Diamond District, Jewelry Point has a team of jewelry designers who create jewelry of all different types. They also have an extensive collection of jewelry made with colored diamonds and lots of gemstone jewelry styles.

Colored diamond jewelry is available for anyone who wants to add some color to their jewelry collection in Jewelry Point. Black, blue and brown diamonds can up any outfit’s pizzazz factor. White and color diamond wedding bands can make ceremonies more memorable. Gemstone or diamond earrings are perfect for making a good impression. Aquamarine, morganite and tanzanite gemstone rings are among the different designs you can find here.


Ross-Simons has been featuring great prices on fabulous jewelry since 1952. Popular pieces include gold and silver necklaces, earrings and bracelets. Watches, fashion ring styles and just about any other type of jewelry you might want is available here.


Brighton is the go-to source for beautiful women’s fashion jewelry. The Meridian, Halo and Contempo collections feature options like lever back earrings, petite band rings and convertible necklaces. Heart and love links anklets work well with different types of footwear. Charms, beads and amulet sets are great for showing off your personal fashion sense.

James Allen

Shop by metal type, gemstone type, occasion or jewelry type itself at James Allen. The website is full of options and there are lots of different ways to look for exactly what you want. Every diamond here is certified conflict-free.

There’s a great selection here of fine jewelry, including wedding and engagement rings. Design your own jewelry here based on diamond color, cut and type. James Allen also offers jewelry designs from some of the biggest names in jewelry.

The website also has some cool extra features, such as a virtual ring sizer and 360-degree display technology. You can custom design your own rings here, too. James Allen offers 24/7 customer service, lifetime warranty options, jewelry insurance and free engraving.

Charu Jewels

Direct from India, Charu Jewels features stunning jewelry options for both women and men. There have many collections to browse here, including an entire designer line. Shop for jewelry among a wide variety of bangles and bracelets, pendants, rings, earrings and men’s styles here. Charu Jewels offers fine jewelry at fine jewelry prices.


ItsHot has been selling jewelry for 20 years and the online store has more than 20,000 items for sale. Shop here for custom jewelry, chains, watches, bridal jewelry and lots of styles made for men and women. There are many pieces from luxury designers available here as well, including jewelry from such names as Cartier, Rolex and Gucci.

Littman Jewelers

Top-of-the-line jewelry at bargain prices is what has made Littman Jewelers one of the best in the business. There’s also a big selection of fine jewelry here, loose diamonds and children’s jewelry, along with all the most popular types of jewelry.

Littman Jewelers sources conflict-free diamonds and maintains supply chain transparency so you know exactly where your jewelry is coming from. They also offer a lifetime jewelry care plan to help you keep your pieces stunning.


In addition to being one of the country’s largest retailers for fashions, Macy’s offers eye-catching jewelry that can help complete all wardrobe styles. Macy’s jewelry often comes in multiple metal types and gemstones types, so you can pick a style you like and enjoy the design in many different ways. New jewelry is added to the online store all the time because Macy’s offers the latest in trendy designs.


Rosegal specializes in selling one-of-a-kind jewelry that’s designed to get noticed. Jewelry sets include pendant necklaces and earrings. Faux pearl and rhinestone double-layered body long chains can enhance personal fashion choices. Handcrafted bracelets and vintage stainless steel necklaces are perfect for men. Seasonal pieces for Christmas, Halloween and other major holidays are additionally for sale here. In other words, if it’s jewelry then it’s here.

This store particularly specializes in vintage and vintage-style jewelry that has a timeless look.

Olive + Piper

Anyone who is looking for classic or on-trend jewelry can find what she needs at Olive + Piper. Pieces are designed to look expensive while being surprisingly affordable in reality.
Jewelry here is designed at a studio in Vancouver. Most of the jewelry here is plated gold or silver meal with glass crystals, hypoallergenic materials and nickel-free metals. There’s a good range of different jewelry styles here, including pieces made with pearls.


While browsing through JCPenney‘s site for clothes and fashion accessories, shoppers can also check out all the great jewelry that’s for sale. Fine and fashionable earrings and necklaces coincide well with different outfit styles. Celtic dragon and tungsten wedding bands for men along with 10K gold wedding bands for women are also for sale here.

Harry Winston

Harry Winston is a jeweler to the stars, creating extremely expensive jewelry for celebrities, royals and wealthy people. When you visit the site, you don’t just dump jewelry in a cart and buy. Instead, you schedule an appointment. This is truly high-end jewelry for when you want a more luxurious online browsing experience.


A known name in the retail world, Loft is most famous for providing trendy fashion. However, you can also get the latest jewelry looks here, too. Loft sells jewelry designs in different metal types so you can customize your style. The store specializes in affordable jewelry because a little extra sparkle and shine should be enjoyed by everybody!


If you want modern, interesting jewelry looks, you want to shop at Reiss. The earrings, bracelets and necklaces here are designed to be simple, elegant and stunningly modern. Reiss provides affordable jewelry that’s meant to make a strong impression.

The company began in 1971 as a small shop that sold men’s tailoring services. In-house designers were hired in the 1990s and Reiss has been on the fashion scene ever since. Reiss is also taking strides to reduce the company’s carbon footprint, reduce waste and reach new sustainability goals in the coming years.


Annoushka jewelry is designed by Annoushka, a designer committed to simple, comfortable and beautiful designs that tell a story about the wearer. After all, doesn’t all jewelry make its own statement? Annoushka specializes in helping you use jewelry to tell your own story.

Every piece of jewelry here is handcrafted and made with 18k gold, set with precious gems and diamonds. Each piece can become part of your story. Annoushka sources only conflict-free diamonds and all jewelry here carries a lifetime guarantee.

Olivia & Pearl

Olivia & Pearl specializes in pearl jewelry of all types. Their business model is built on sustainability. Olivia & Pearl looks for ways to give back to marine conservation efforts. Meanwhile, every piece of jewelry here celebrates the beauty of water in its own way. Shop here for bracelets, earrings, rings, necklaces and jewelry sets.


Express carries fashion of all kinds in trendy designs for both men and women. That includes jewelry for men and women, too. Express has a ton of different jewelry designs available on their online store. The items here are affordably priced to suit any budget.

White Company

White Company was created with the idea to provide high-quality items at affordable prices and provide a simple, straightforward shopping experience. The jewelry here is simple and elegant. These pieces are designed for sophisticated good looks. Twist bracelets and necklaces, earrings and many different types and styles of jewelry are available here.


Maurices specializes in affordable jewelry that still looks trendy and fashionable. The bracelets, earrings and necklaces here are priced to be affordable and designed to match all the latest jewelry styles.


Armani is one of the best known names in all of fashion. This is a high-end designer brand that’s associated with clothing of all types. However, the Armani suit is considered to be a style classic. But Armani also makes men’s jewelry in highly stylish designs. Their storefront includes cufflinks, rings, necklaces and other jewelry for men. Armani also makes high fashion jewelry for women in eye-catching, statement designs.


Asia’s leading online marketplace, Pinkoi, has nearly two million items for sale on its website at any given time. That means the jewelry selection here is utterly huge. You can find every type and style of jewelry here, from classic looks to the most modern and trendy pieces. Jewelry here is priced to fit many budgets, too. There’s so much jewelry to see here, it would be pretty hard not to find something you want.


Still full of questions about online jewelry stores and shopping for jewelry online? With so many options, so many stores and so much to know about jewelry, who could blame you? Get the answers to the most common questions about jewelry stores and get the information you need to know to make much better browsing and buying decisions.

Are online jewelry stores reliable?

Giving a lot of money to an online store is a little scary. Heck, giving any money to an online store is scary. There are scammers out there. Sometimes, you don’t get the product you paid for. You may pay for a diamond and get a crystal or you get nothing and no order arrives. Unfortunately, not all online jewelry stores are reliable. However, there are many stores that are.

To increase your chances of going business with a reputable online company, look them up through independent sources. Disreputable companies will be exposed soon enough. Also, trusted names you recognize, such as Tiffany, are safe to do business with. The stores on this list are all reliable and reputable.

Is buying jewelry online safe?

Buying online jewelry is safe. Reputable online companies have return policies and other safeguards in place to ensure that your purchases are secure.

Do jewelry stores online have payment plans?

Jewelry can be pretty pricey. Some online stores offer layaway, payment plans and other options for those who can’t pay for all the jewelry they want all at once. However, not every online jewelry store offers this service. If you’re looking for a payment plan of any type, look for this information on the website before you start shopping. Many stores allow you to pre-qualify so you can get an idea of your price range before you begin to browse.

How do jewelers test the purity of gold?

Jewelers and gold dealers use assay kits to test for gold purity. These kits typically contain small amounts of acidic solutions and a small stone. Yes, a stone. The stone is a naturally acid-resistant rock, such as slate.

To perform the test, the jeweler rubs the gold gently against the stone, leaving a mark upon it. The acidic solutions in the kit is then applied to this small streak of gold across the rock. The acid’s ability to dissolve the gold indicates how pure the gold is. The higher the gold content, the more gold will remain on the rock even as acid is applied to it. [Source: Bellatory]

It is possible to purchase assay kits online for home use in order to test your own gold. However, working with acids is extremely dangerous and these kits are truly not intended for casual use.

It is best to have jewelry tested professionally in a safe, controlled environment outside of your home.

Jewelers also use X-ray spectrometers, which are extremely complex and expensive machines. Jewelers spend thousands of dollars to have these machines. [Source: LiveScience]

Which metal is the best for fine jewelry?

Jewelry is made from all kinds of different metals. Gold, silver and platinum are familiar, as they’ve been used to make jewelry for a long, long time. However, there are many other choices that are starting to become more popular among jewelry-wearers, such as titanium, steel and tungsten. There are many distinct qualities and features that set these types of metals apart from each other. Defining which of these choices is the “best,” however, is very much a personal decision.

If you’re looking for something colorful, gold probably has the most options. Gold is available in a variety of different shades. Yellow gold, rose gold and white gold are common.
Platinum, by contrast, is nearly white in appearance. This is a very bright metal, so this is a good choice if you’re looking for beautiful jewelry with high shine. Platinum doesn’t tarnish and it’s hypoallergenic. It’s highly durable as well, so any jewelry piece made with platinum holds up quite well to wear and tear.

Sterling silver is a classic and it has its own quite distinct look. The natural shine and sheen of silver make jewelry made from this metal stand out. Silver can be shiny or matte. This is one of the most affordable metal options you can choose. The only problem with silver is that it’s soft compared to other metals. It scratches easily.

Stainless steel is a popular choice in modern jewelry designs because of its durability and its distinct look. Stainless steel won’t tarnish, either. Stainless steel is extremely shiny and silvery in color.

Titanium has the same strength as steel but it’s much lighter in weight, which makes it a comfortable jewelry choice. This metal resists corrosion and it’s hypoallergenic.

Tungsten, by contrast, is a very heavy metal. It’s incredibly strong, which means that it is hard-wearing and maintains its shine very well. Tungsten has a gray-white color.

One of the hardest of all metals used to make jewelry is cobalt. It’s harder than stainless steel, in fact, along with titanium and platinum. Cobalt is also hypoallergenic. It has a nice, shiny look to it and displays a silvery hue. [Source: Zales]

What are the jewelers of America?

The Jewelers of America is a trade group that was first established by several U.S.-based jewelers in 1906. They formed this group in order to maintain and promote ethics in the jewelry industry. The group has members across the entire U.S. All member jewelers sign a Code of Professional Practices, a vow to uphold certain ethical standards. [Source: Jewelers of America]

What necklace length is right for you?

It can be confusing to pick out a necklace online. They come in all different lengths and each of these creates a very different look. A necklace of about 16 inches is usually one of the shorter lengths you’ll see. This length tends to fall about two inches below the collarbone. A 20-inch necklace falls to just about the very top of the cleavage on a female body. The 18-inch length is between these two, resting right on the flat part of the chest between the cleavage and the collarbone. This is a very standard size and probably the most common one in the jewelry box.

Longer necklace styles, however, are sometimes worn. A 24-inch length will hang fairly low on the chest, brushing against the top of the bustline and dipping into the cleavage. The 30-inch necklace goes even lower, falling to the end of the breastbone. The 36-inch necklace goes almost to the naval. [Source: Tiffany & Co.]

On men, the smallest size necklace is typically 18 inches. This falls to the base of the neck on smaller and average-size men. Larger men with large necks may not be able to wear this length at all. Many men choose the 20-inch length, which sits at the collarbone. A 22-inch necklace usually falls to just below the collar bone. This is a very common length for medallion necklaces and chains. A 24-inch necklace sits just above the breastbone. [Source: Jared]

What qualities affect a diamond’s value?

Traditionally, the four Cs of diamonds are carat, cut, clarity and color. A fifth C is often also included in diamond grading these days. This fifth C stands for conflict-free. Carat refers to the size of the diamond, cut the way the diamond is cut and shaped to display facts, clarity to how “pure” the diamond is. The clarity refers to how many flaws are in the diamond. Ideally, the diamond should be flawlessly clear all the way through.

Color refers to the color of the diamond. White diamonds are the popular traditional stone, but there are also “fancy” diamonds that can be pink, black or other colors. Colorless, clear white diamonds are the most expensive. Brown diamonds, rated Z on the diamond color scale, are the most affordable. [Source: Investopedia]

Do lab grown diamonds pass a diamond test?

Lab grown diamonds look identical to natural diamonds in every single way. They are just as sparkly and they have the exact same crystal structure as diamonds. Many jewelers have started offering lab-grown diamonds and natural ones on their online storefronts. Lab-grown diamonds may also be called lab-created, synthetic, cultured, created or lab-made. And to the naked eye, there is absolutely no way to tell the difference between a natural real diamond and a lab grown diamond, according to the International Gem Society.

But if you really want to know whether a diamond is real or lab-grown, get a magnifying glass. With this, you can search for a tiny inscription placed on the widest part of the diamond with a laser. This is a small identifier that is put on lab-grown diamonds by the lab.

Lab-made diamonds are so similar to the real thing that in fact, they will pass a diamond test. Most jewelers will not even be able to tell the difference. The only way to be absolutely certain is to have the diamond professionally examined by a gemological laboratory.

Diamonds made from a lab are made with the exact same material found in natural diamonds: pure crystallized carbon. The only difference is that the carbon was compressed in a laboratory environment to create the diamond, whereas natural diamonds were formed extremely slowly over millions of years of time. [Source: Helzberg Diamonds]

Can online jewelry stores resize rings?

Some online jewelry stores, such as James Allen, provide free ring sizing services on items purchase through their storefront. You need to ship the ring to them with the size you need and they will ship it back. Most online stores do not offer ring sizing through their storefront. However, many jewelry stores provide ring sizing to walk-in traffic for a fee. [Source: James Allen]

Can online jewelry stores shorten chains?

Jewelry stores can perform all sorts of repairs on jewelry, including shortening necklaces and chains.

Do online jewelry stores buy used jewelry?

Selling jewelry online is fraught with peril. In an experiment done by the Washington Post, sale offers were very. The BBB reports that many consumers complain about online stores not returning items, not sending money after payment terms have been agreed upon or otherwise practicing unethical business. Yes, many online jewelry stores do purchase jewelry. But it is much better to sell your items in person. [Source: The Washington Post]

How do online jewelry stores get their inventory?

Online jewelry stores, just like brick and mortar stores, get their jewelry from any number of places. Some stores strike up deals with jewelry designers and/or suppliers and receive regular shipments. Other stores employ their own in-house designers and manufacturers to make and sell their own jewelry.

Some online jewelry stores buy overstock items from other retailers and online retailers, while some serve as a marketplace to allow jewelry makers to sell directly to customers using an existing online storefront.

Do online jewelry stores offer lifetime warranties?

Some online jewelry stores offer various guarantees, even lifetime warranties. Stores that provide this will offer this when you’re browsing for jewelry.

What is the difference between a necklace and a chain?

The two words are used interchangeably, but a chain and a necklace are not always the same thing when it comes to jewelry. A chain is made up of interconnected rings or links that are usually, but not always, made of metal. A necklace, by contrast, is any article of jewelry that is worn around the neck. [Source: WikiDiff]

What is gold vermeil?

Gold, gold plating, gold vermeil. No wonder shopping for jewelry is so difficult. So what’s it all mean? Gold vermeil is made when sterling silver is covered in a layer of gold that is at least 10k in quality and 1.5 microns thick, which is a very exacting definition.

How, then, does gold vermeil differ from gold plating? Standard gold plating on jewelry is often much thinner than gold vermeil, which means there is much less gold in that jewelry piece. [Source: LeafTV]

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