Our reviewers evaluate products and services based on unbiased research. Top Consumer Reviews may earn money when you click on a link. Learn more about our process.

Kay Review

Wednesday, June 7th

2023 Diamond Store Reviews

Kay Review 2.5 Star Rating


2.5 Star Rating
  • Diamond Selection: 10,366
  • Price Range: $470 to $1,080,870

Kay Jewelers is one of two diamond stores in our review owned by Signet Jewelers. When compared with sister retailer Jared, Kay is usually seen as the lower end of the two. The online diamond shopping experience gives the same impression, with far fewer stones available and a "not secure" URL for the loose diamond search page.

However, many customers prefer to buy a big-ticket item from a well-known brand, and who doesn't know that "every kiss begins with K(ay)"? Is it worth it to shop for diamonds at this retailer? Let's take a look.


  • 10,000+ diamonds to choose from
  • Almost all diamonds certified by AGS, GIA, or IGI
  • 360° view of every stone
  • Free initial resize
  • Free UPS shipping or ship-to-store

When using the online diamond search tool, you'll have an experience almost identical to Jared's. You can use all of the customary filters to sort the options by cut, color, clarity, and so on, and all stones can be viewed with the 360° drag tool. Two big differences we noticed: Kay Jewelers doesn't have any lab-created stones in their inventory, but on a positive note they have many diamonds that are certified by AGS and GIA (which are considered to be more objective and reliable than IGI, the primary certifier of Jared diamonds).

Best Diamond Stores

Choosing a stone that interests you will lead you to all of the relevant details: description, specification, certification, and so forth. From there, you can either buy the diamond by itself or "select and continue" to choose a setting. For the pear-shaped stone we selected, there were only 20 matching settings, almost all of which were white gold and only one or two more unique designs.

Buying your diamond from Kay gives you a few benefits you won't get with most online-only stores. While free shipping is fairly common no matter where you shop, Kay lets you opt to have your diamond delivered to one of their retail locations - a fantastic choice if you're worried about your expensive jewelry being stolen from your porch or mailbox. You can also get your ring resized for free (once), and returns and exchanges can be done in-store as well.

But, there are some concerns with Kay Jewelers that are significant. Although parent company Signet Jewelers has an "A+" rating from the Better Business Bureau, that reputation doesn't necessarily apply to each brand in their holdings. Not too long ago, there were several expose pieces in the media accusing Kay of swapping out diamonds in their jewelry, especially rings and other items brought in for repair and returned with lower-value stones. Such accusations were denied, but they still leave a bad taste in our mouth when thinking about such a big-ticket purchase as a diamond.

Customer feedback about Kay isn't overly positive either. Prices tend to be higher than their online rivals, and completed rings and ring sets wind up not having the quality the shoppers expected.

If you want a mall-quality ring at a shopping center price, Kay Jeweler fits the description. The only reason to consider buying your diamond here is if you have a brick-and-mortar location near you and want the reassurance of having an in-person representative if a problem arises. Otherwise, you'll find a better selection of diamonds at more competitive prices with the online diamond stores we evaluated.

Where Can You Find the Best Selection of Loose Diamonds?

If you've ever gone to your local jeweler in search of one of these precious gemstones but left disappointed, you're not alone! Most brick-and-mortar jewelry stores can't afford to keep thousands of diamonds in inventory - both financially and logistically, it's just too risky.

With that in mind, it's easy to understand why so many shoppers are turning to online diamond stores. Why limit the possibilities to just a handful of stones in limited sizes and cuts when you can browse literally hundreds of thousands of diamonds across the spectrum of carat size, shape, clarity, and, of course, cost? The best online retailers make it easy to see a 360° view of each stone, plus any available certifications and ratings from industry-recognized appraisers.

The Best Diamond Stores Compare Diamond Stores Compare Diamond Store Reviews What are the best Diamond Stores Best Diamond Store Reviews

Diamond Store FAQ

One of the most sought-after gemstones in the world, diamonds are one of the hardest substances known to man. Diamonds form from carbon under high pressure and temperature.
Fun backstory: diamonds weren't commonly used in engagement rings until 1947, when the British mining company De Beers featured them in an advertising campaign! The rest, as they say, is history. Diamonds now represent financial success, long-term commitment, and status.
Cut, carat, color, clarity. Cut is the only human "influence" on a gemstone: round, princess, cushion, marquise and oval are some of the more common shapes given to diamonds. Carat represents the weight of the diamond, with 1 carat equal to 200 milligrams. Color evaluates the stone using letters of the alphabet; the closer to "A" , the whiter the stone, though most people find stones in the G-H rating to still be icy-white in appearance. Clarity is a little more difficult for the average consumer to see, especially without magnification: the categories measure inclusions, or irregularities that happen during the formation of the diamonds but are hard to see without magnification, as well as blemishes like scratches or chips.
The names say it all: natural diamonds come from the earth, while lab-created or synthetic diamonds come from scientists! But, other than their origins, these two types of diamonds are exactly the same chemically and optically: even expert gemologists have a hard time telling them apart without using a jeweler's loupe! And, as you might imagine, synthetic diamonds are usually much more affordable.
These acronyms all refer to gemological societies and institutes with diamond grading scales used throughout the industry: Gemological Institute of America, American Gemological Society, European Gemological Laboratory, and International Gemological Institute. Generally speaking, GIA and AGS are seen as the most accurate and scientific, so if you're buying a higher-priced stone you may want to ensure that it's been graded by one (or both!) of those two systems.
If you're looking for a one-of-a-kind piece, you're not going to find it by buying the first pretty ring or solitaires you see at your local jewelry store. Many customers want something with a story that can be handed down as an heirloom: the shape of the stone chosen to match her eyes, the setting selected to complement his personality, and so on. Buying loose diamonds is the first step in a truly unique piece of jewelry.
While you'll find no shortage of companies wanting to sell you diamonds as an investment, most experts say that the average consumer isn't likely to profit from them. Unless you're buying extremely large diamonds (e.g. 20 carats or more) or ones with a noteworthy history (like being owned by a celebrity), you may have a hard time selling the diamonds you buy for more than you paid. If you're planning on spending a significant amount of money for a diamond, do it because you appreciate the beauty or want to own (or give) something precious - but save your investments for more reliable means of generating profits!
Absolutely. Of course, you shouldn't buy a diamond from an online retailer without doing your research: choose a business with a well-established history, preferably with a high rating from the BBB, and be sure that the diamond you buy has been rated and certified by one of the independent institutes or laboratories mentioned above. You can rest assured that the diamond retailer will take every measure to get your stone delivered safely, including tracking and insurance.
Compare the Best Reviews

Continued from above...

Buying loose diamonds is a wonderful way to create a one-of-a-kind piece of jewelry: once you've chosen the stone, the sky's the limit with what you create next. The online diamond store you select will probably have an impressive array of settings: for engagement rings alone, the possibilities are nearly endless and range from traditional solitaires to the optical illusion of a tension set.

However, as you'd imagine, it's important to choose your retailer carefully. Your diamond purchase could represent an heirloom to cherish and pass down through the years, and you want to ensure that you get exactly what you pay for. We recommend keeping these criteria in mind, to help you choose the best diamond retailer:

  • Selection. How many loose diamonds does the store keep in inventory? Are there many choices in the cut and size you prefer? Will you be able to have your diamond placed in a setting you love?
  • Price. How do the prices compare with rival diamond sellers? Are there any promotions or perks like free shipping to make your purchase more affordable?
  • Certification. Does the retailer have documentation from GIA, AGS, IGI or EGL that certifies the qualities of your stone? Especially if you're buying a more expensive diamond, you want proof that the carat size, clarity and color are as-described.
  • Reputation. What do other customers say about their experience buying diamonds from the retailer? Has the Better Business Bureau rated the store or received any complaints? Buying a diamond is no casual purchase for most people, and so it's worth taking some time to make sure that the store has a history of honest, professional interactions with their customers.

TopConsumerReviews.com has reviewed and ranked the best online retailers of diamonds today. We hope this information helps you find the perfect stone for your engagement ring, heirloom-quality pendant, or even for a timeless investment!

See the Best Diamond Store
The Best Reviews of Diamond Stores