The 12 Best Jewelry Stores
Where's the Best Place to Shop for Jewelry Online?
Jewelry has captivated humans for centuries, not just as shiny adornments but as meaningful symbols of love, status, and personal style. From ancient Egyptian pharaohs who wore gold and gemstones to symbolize their divine status, to the protective amulets of medieval Europe, jewelry has always been much more than mere decoration.
Today, people buy jewelry for various reasons: to celebrate milestones, express personal style, or even as investments. Whether it's a sparkling engagement ring or a simple bracelet that matches your favorite outfit, jewelry holds a special place in our lives.
Thursday, April 17th
2025 Jewelry Store Reviews
Reeds Jewelers
REEDS Jewelers, started in 1946, is a family-owned business with over 60 stores in 13 states, mainly in the Southeast and Midwest. This jewelry store offers a wide range of fine jewelry, including engagement rings, earrings, watches, and designer pieces. The extended protection plans are generous and affordable, well worth adding to any jewelry purchase here. REEDS is known for its excellent customer service, often reflected in the store's 12,000 5-star reviews and a big part of its "A+" BBB rating. REEDS has everything you could want in a jewelry store, earning our highest recommendation and top ranking.
James Allen
James Allen is an online jewelry store that started in 2006 and became part of the Signet Jewelers family several years ago. Although James Allen mostly operates online, they have a few showrooms in major cities like New York and Washington, D.C., and they're known for having an easy-to-shop online store, a wide selection of higher-end jewelry pieces. and excellent customer service. James Allen offers benefits like free shipping worldwide, a lifetime warranty on all jewelry, and 24/7 shopper support. This jeweler has an "A" rating from the Better Business Bureau and thousands of 5-star reviews, making it a top choice for your jewelry shopping.
Blue Nile
Blue Nile, founded in 1999, is an online jewelry store known for its wide selection of conflict-free diamonds and engagement rings, changing the jewelry game by offering detailed online images and information about each stone. You'll find mostly higher-end pieces in Blue Nile's inventory, even if you're not necessarily looking at diamond jewelry for your purchase. Perks offered by this jeweler include complimentary virtual consultations, free shipping, free returns within 30 days, and a lifetime manufacturer warranty. Even though recent complaints have increased and resulted in a drop out of our #1 spot, Blue Nile still holds an "A+" rating from the BBB and remains a great choice for jewelry shopping.
Super Jeweler
Don't let the slightly less-than-professional look of Super Jeweler's website get in the way of buying some amazing pieces of jewelry. This retailer has been around for over 25 years and can make your shopping experience a delight, with perks like free worldwide shipping, 60-day returns, complimentary gift packaging, and a limited lifetime guarantee. You'll find earrings, rings, necklaces, and bracelets for every style and budget, and most people say that the customer service offered by Super Jeweler is excellent. We're happy to see this jewelry store move up in our ratings.
Ross-Simons
In business for over seven decades, Ross-Simons sells a vast selection of jewelry, including vintage pieces, through its website and print catalogs. You can find a wide range of items from affordable earrings to luxury pieces costing over $30,000. Shopping is easy with clear images and filters, and you get free domestic shipping, a 30-day return policy, and a 1-year warranty on jewelry. Although the store's feedback is somewhat limited, the customer ratings are generally positive, including an "A+” rating from the BBB. With great customer service and a loyal customer base, Ross-Simons is definitely a reliable place to buy jewelry.
Silpada
Silpada is a jewelry store founded by women for women, known for its unique, handcrafted sterling silver designs. Since 1997, it has offered about 1,000 different items, including anklets, bracelets, charms, earrings, necklaces, and rings, priced from $10 to $450. Silpada also supports women's charities and features a loyalty program called Shine Rewards. They offer free shipping on orders over $50, a 60-day return policy, and a one-year warranty on their products. Though their BBB rating is now "Not Rated," they've had no complaints there in the past three years, and they've received thousands of 5-star reviews you can view on their site. While not ideal for high-end jewelry like engagement rings or heirloom pieces, Silpada is a great place to find stylish, high-quality silver jewelry.
Helzberg
Helzberg started with a love story in Kansas City, Kansas all the way back in 1915. This jeweler offers a wide range of items, including engagement rings, everyday wear, and special occasion pieces, with free consultations and a one-year guarantee on all jewelry. They provide free shipping on orders over $99 and have a 30-day return policy. Unique to Helzberg, over 100 couples have even chosen to get married in their stores. While this jewelry store has an "A+” rating from the Better Business Bureau, customer reviews are mixed, and some diamond experts find their prices high for the quality. Overall, Helzberg offers a decent selection and service, but there are better-rated jewelry stores to consider first.
Szul
Szul is one of many jewelry stores headquartered in Manhattan's Diamond District, but with all of their operations strictly online since 1999, you can often get lower pricing on rings, earrings, necklaces, and bracelets compared with jewelers that have a brick-and-mortar presence. The selection at Szul is broad, and all orders come with both free shipping and complimentary gift packaging. However, a less-than-generous 60-day warranty period gives us pause, and there aren't enough reviews for Szul's jewelry to know if that's going to be a problem. Szul's updated "A+” grade from the BBB is enough to boost this jewelry store up a notch from our previous evaluation, but there are still many other retailers we'd shop first.
Zales
Zales, in business since 1924 and now part of Signet Jewelers, has over 400 stores nationwide to support your online purchase. Inventory is no problem here, with thousands of options in bracelets, rings, earrings, and more. You can take advantage of Zales' free consultations, design-your-own jewelry service, and free expedited shipping on orders over $199. They offer a 30-day return policy and a lifetime diamond replacement guarantee. Despite an "A+" BBB rating, many customers have had issues with the jewelry's quality and particularly with Zales' service post-purchase, described in sometimes-lengthy negative reviews. Overall, while Zales might tempt you with their familiar name and extensive selection, you should probably shop elsewhere to avoid disappointment.
Kay
Given that Kay is a jeweler with more than a century of business under its belt, you might think it's one of the best places to shop for earrings, necklaces, bracelets, and rings. It's true that the selection is vast, and you'll be able to take advantage of some nice benefits like free in-store pickup for online orders if there's a Kay location near you, or a free consultation (online or in person) with a jewelry expert if you need some guidance. However, it's hard to find a customer that's even remotely happy with their Kay experience: frequent complaints have been made about stones falling out, rings breaking, and other woes, all with a lackluster (pun intended) response from Kay's customer support team. All perks and conveniences aside, Kay isn't a great place to buy jewelry online.
Jared
If "he went to Jared”, are you going to love your jewelry? Maybe not. Despite having a huge retail presence and a strong relationship with an "A+” rated parent company, this jewelry store doesn't have a good reputation. There are some nice perks, like complimentary consultations online or in-store, and free in-person pickup, but those don't outweigh the negatives. Customers angrily describe jewelry that falls apart after just a few times being worn and getting very little help from Jared to make up for it. We expect a lot more from a big name in jewelry, and Jared barely scrapes by.
Jeulia
At first glance, Jeulia looks like an amazing place to get handcrafted, personalized jewelry ranging from hoop earrings to moissanite engagement rings, with most pieces priced well under $1,000. And, it's true that some customers really love what they get and return to shop from Jeulia again and again. However, this Hong Kong-based retailer can make it really difficult to return items, it charges steep restocking fees, and there have been plenty of complaints about the quality (or lack thereof) of the jewelry sold here. We wouldn't recommend shopping at Jeulia for any pieces that really matter to you
Continued from above...
One big change in the world of jewelry is the ability to shop online. Have you ever gone to a brick-and-mortar jewelry store and felt pressured by a hovering salesperson? We have! It's not an enjoyable experience, but fortunately it's one that's easily avoided now. You can get access to the widest range of bracelets, earrings, watches, rings, necklaces, and any other kind of jewelry imaginable through online stores. Even the big-name jewelers' best selection is typically online.
Does the idea of buying your jewelry over the internet make you a little nervous? That's understandable, but the good news is that there are plenty of customer-centric policies and processes offered by online jewelers that should set your mind at ease. Some stores let you do a real-time inspection via video call, so you can see what you're buying from every angle.
Others let you ship your jewelry to a local store or an in-person partner location so you can see it up close and personal before you decide to commit to the purchase. And, the best online jewelry stores have generous return and exchange policies, often with free return shipping (or in-store returns if they have retail locations near you).
When diving into the world of online jewelry shopping, it's important to navigate with a bit of savvy to ensure you're getting something truly special. Here are a few criteria that can help you out as you decide where to shop:
- Overall selection. A wide range of products means you're more likely to find something that fits your style and budget. Seek jewelry stores with a variety of designs, from classic to contemporary.
- Reputation. Before you even add that stunning necklace to your cart, do a little detective work. Read customer reviews on multiple platforms: a store with lots of happy customers and glowing reviews is usually a good bet. Watch out for any recurring issues, like delayed shipping or poor customer service, which can be red flags.
- Return policy and warranty coverage. A solid return policy is your safety net. Look for stores that offer a generous return window and clear conditions for returns. Also, a good warranty can be a lifesaver. Check if the store offers warranties on their products and what they cover.
- Customer service. Friendly and responsive customer service can make a big difference, like being easy to contact and willing to answer your questions or address any concerns. Also, see if the jewelry store provides after-sales services like resizing, repairs, or cleaning. These services can help keep your jewelry looking its best for years to come.
To help you find the perfect piece of jewelry that not only looks fantastic but also stands the test of time, the experts at Top Consumer Reviews have researched and ranked some of today's most popular online jewelry stores. Take this information and let it guide your shopping the next time you need an amazing gift (maybe even for yourself!).
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