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Where to buy a diamond.

Five reputable online retailers. They all sell GIA/IGI-certified diamonds. They differ on price, design vocabulary, return policy, and how independent they actually are. Here's the honest map.

Brilliant Earth

Ethical sourcing focus, lab + natural, design-forward settings.

Visit Brilliant Earth →

Pros

· Beyond Conflict Free certified
· Wide lab-grown selection
· Strong design vocabulary

Cons

· Pricier than Blue Nile/JA on natural
· Returns 30 days only

Best for: Buyers who care about provenance and have a design vision.

James Allen

360° HD video on every diamond. Best inspection-before-buying tooling in the industry.

Visit James Allen →

Pros

· Industry-leading 360° video
· Lifetime upgrade policy
· Free engraving

Cons

· Owned by Signet (Kay/Zales) — feels less independent now
· 30 day returns

Best for: Detail-oriented buyers who want to inspect every facet.

Blue Nile

Largest natural diamond inventory online. Often best price on natural rounds.

Visit Blue Nile →

Pros

· Largest inventory in the segment
· Aggressive pricing on naturals
· Now has retail showrooms

Cons

· Owned by Signet too (since 2022)
· Lab selection narrower than Brilliant Earth

Best for: Buyers who already know what they want and want the best price.

Mikado Diamonds

High-end natural focus, customization, white-glove service.

Visit Mikado Diamonds →

Pros

· Family-owned independent
· Custom design oriented
· Personal jeweler relationship

Cons

· Less inventory than Blue Nile/JA
· Higher price floor

Best for: Buyers who want a relationship and a custom ring.

Friendly Diamonds

Lab-grown specialist. Aggressive prices, simple selection.

Visit Friendly Diamonds →

Pros

· Lab-grown specialist
· Aggressive pricing
· Lifetime trade-in

Cons

· Lab only — no naturals
· Smaller catalog than competitors

Best for: Lab-grown buyers who don't need 100 options.

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