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      April 26, 2018

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Jewelry Stores

  1. Helzberg Diamonds
  2. Super Jeweler
  3. Jared
  4. Reeds Jewelers
  5. Szul
  6. Jewelry
  7. Kay Jewelers
  8. Jewelry Television
  9. Diamond Delight
  10. Ice
  11. True Facet
  12. Netaya
  13. Diamonds International
  14. Palm Beach Jewelry
  15. Jeulia

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Best Jewelry Stores Better Business Bureau Reliability Seal

Best Jewelry Stores

What's the best Jewelry Store? Every year, almost 40 million people shop online for jewelry - and with good reason! Why stand in line for over an hour during a peak season like Valentine's Day or Mother's Day, hoping that there might be something she'd like, when you can shop any time of day (or night) and get the world's best selection while sitting in your living room?

Today's best online jewelry stores make it almost unthinkable to shop at a local store. The lack of overhead with online jewelry means that they can bring you prices as much as 50% lower than what you'd find elsewhere. When you add in free shipping, extended return periods, and the same certifications and guarantees you get from a local jeweler, and it's easy to see why it makes sense to buy jewelry from an online store.

Continue reading below reviews

Best Reviews


Jewelry Store Reviews

5 stars
Blue Nile

BLUE Best-In-Class Blue Ribbon Award

Blue Nile has been the internet's largest diamond retailer for years, mostly because of their unparalleled selection, laser-sharp focus on quality, and the best pricing in the industry. Whether you're shopping for an engagement ring, a Mother's Day gift, or just a unique piece to wear to your next black-tie event, you'll love the shopping experience at Blue Nile. They are our top rated jewelry store.
Read More... Visit

4.5 stars
Helzberg Diamonds


Helzberg Diamonds is an established jewelry store that sells diamonds and much more. With a generous 60-day return policy on most items and a wide variety of jewelry pieces in every price range, Helzberg might be just the place for your purchase of a watch, necklace, or engagement ring.
Read More... Visit

4.5 stars
Super Jeweler


Great product selection, an extended return policy, and free shipping worldwide are just some of the reasons Super Jeweler ranks high among jewelry stores. Although the website is busier than most, you won't want to miss the opportunity to get the jewelry you want at a price you can afford. Read More... Visit

4 stars


Jared is the place to shop if you like to have thousands of options to choose from, including the top brands in jewelry. With many retail locations throughout America and easy return options for online orders, Jared is a good choice for customers who like a solid brand reputation and the possibility of making returns in person. Read More... Visit

4 stars
Reeds Jewelers


Reeds Jewelers has more than 70 years of experience and carries an impressive array of jewelry, including watches, rings, and unique collections not found at most retailers' stores. Their customer service department works hard to meet and exceed expectations, and for most pieces of jewelry, Reeds prices are competitive. This is definitely a jewelry store to consider.
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3.5 stars


Szul shines when it comes to diamonds and ring settings, free shipping on all orders, and an easy-to-navigate website. Selection of men's jewelry items is much less robust, and Szul offers no watches in men's or women's styles. Customer reviews are slightly mixed, but this jewelry store has a good reputation as one of several stores in our review with no retail locations.
Read More... Visit

3.5 stars


Jewelry is unique among jewelry stores for several reasons. As part of the Berkshire Hathaway group, Jewelry can afford to take a muted approach to sales; you may have to dig around to find their unique, designer pieces that meet your needs. Jewelry has an established reputation and good customer perks like free shipping. The only shoppers who might not find what they need at Jewelry are couples looking for a wide selection of engagement and wedding rings. Read More... Visit

3.5 stars


Kay Jewelers has a long history as a jewelry retailer, both in stores and online. They carry today's top brands, a wide variety of pieces that include watches, gifts, and charms, and all diamond/gemstone purchases come with a lifetime guarantee. Most customers will find what they're looking for at this jewelry store. Read More... Visit

3.5 stars
Jewelry Television


Jewelry Television, or JTV, has a 24-year history of 24/7 jewelry sales via live TV programming. Their online storefront has a great selection of jewelry, from fashion items to precious stones. A customer-friendly return policy and numerous positive shopper reviews make Jewelry Television a store to consider. Read More... Visit

3.5 stars
Diamond Delight


Diamond Delight specializes in conflict-free diamonds, and their primary focus is on engagement and wedding rings; they also sell necklaces, bracelets, and earrings. While their selection isn't as broad as some jewelry stores, Diamond Delight does have a good return policy and many satisfied customers. Read More... Visit

3 stars


Ice has been around for nearly 20 years and recent changes in ownership have led to a beautiful website with a decent selection of "premium fashion jewelry". Their return policy and their customer service department could use a few upgrades, but the overall reputation of Ice is decent.
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2.5 stars
True Facet


True Facet is the only jewelry store in our review that offers both new and "pre-loved" items from individual sellers - and all on the upper end of the luxury scale. While you may be able to find a discounted price on a high-end item, some customers have received items that weren't authenticated properly by True Facet and wound up being fakes. For most shoppers, True Facet may be too complicated or too expensive.
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2 stars


Netaya customers would probably tell you that they either love this jewelry store or they hate it - there aren't too many in the middle. Happy shoppers say that the store has met and exceeded their expectations with several purchases over a number of years; disappointed customers will tell you about undelivered orders, absent or rude responses from Netaya representatives, and inferior quality. An A+ rating with the BBB is compelling, but we advise you to be cautious when choosing this jewelry store for your purchase.
Read More... Visit

2 stars
Diamonds International


If you've ever taken a cruise, you've probably encountered Diamonds International. With 125 retail locations worldwide - most of which are found in ports of call and heavily advertised onboard the ships - and an easy-to-use website, DI is a well-known jewelry store. On the downside, their online selection, pricing, and overall quality don't measure up with other jewelry stores, and a "D+" grade with the BBB is cause for concern.
Read More... Visit

1.5 stars
Palm Beach Jewelry


Palm Beach Jewelry is one of a handful of jewelry stores in our review that sells costume jewelry. Unfortunately, this "fashion jewelry" tends to be poorly made, and many customers complain about the customer service department's responses to return/refund requests. You will likely have a better shopping experience with a higher-ranked jewelry store.
Read More... Visit

1 star


Jeulia offers a wide range of jewelry, from watches to rings and more. You should be aware that the majority of what they sell is costume jewelry, even those stones that are labeled "diamonds". Jeulia is the only jewelry store in our review with an "F" rating with the Better Business Bureau; the high number of customer complaints regarding the quality of Jeulia's jewelry is a definite factor. We strongly suggest you consider a jewelry store with a higher ranking. Read More... Visit

Continued from above

Of course, not every jewelry store is the same. Some specialize in "fashion" or "costume" jewelry; if you're looking for an inexpensive piece just to add some sparkle to a fun evening, or maybe an imitation item that won't break your heart if it gets lost, this type of jewelry might be perfect. Those stores are less likely to sell luxury, high-priced jewelry with precious metals and gemstones, however - so you may need to select a store that specializes in heirloom-quality craftsmanship and materials.

As you begin your search for the ideal online jewelry store, what should you keep in mind? Here are several criteria that can help you make your decision:

  • Selection. What does the store carry? Is it a limited range of rings, necklaces and earrings, or do they have options for men and children too?
  • Prices. How does the jewelry store measure up to the competition? Do they offer free shipping, pop-up discount offers, or any other promotions?
  • Quality. What do customers say about the jewelry they've purchased? Does it last, or have stones fallen out after a few wears? Are items marked as "diamond" authentic, or are they synthetic stones?
  • Return Policy. If you don't like the necklace, ring, or watch after you've received it, can it be returned? Will you have to pay a restocking fee?
  • Reputation. Are customers generally happy with their experience, both with the jewelry they received and with the customer service department if help was needed? Is the company easy to reach if there's a problem? Does the store have a rating with the BBB? has reviewed and ranked the best jewelry stores available today. Whether you're shopping for an engagement ring, a necklace for your significant other, or just a new bit of sparkle to add to your collection, we hope these reviews will help you find the right piece of jewelry at the right price!

What You Should Look For When Buying a Diamond

A lot of people have this question. Buying a diamond is a commitment, so it's understandable that you'd want to educate yourself thoroughly before taking the plunge. Even so, this goes beyond picking the right jewelry store or knowing what kind of setting you'd like. What you should look for when buying a diamond directly relates to the four C's.

What Are the Four C's?

The four C's stands for carat, color, clarity, and cut. These are the main principles on which you should base your diamond purchasing decision. These attributes and their grading scales were developed by the Gemological Institute of America.

  • Carat
    The carat of a diamond is another term for weight. As an example, a 1-carat diamond weighs 200 milligrams. The weight of diamond you select depends on your budget and your preferences. A single large stone will cost more than several small ones. Still, the small ones could be of excellent quality.
  • Color
    The color of a diamond rates its color from white to yellow or brown. The whiter the diamond, the more valuable and the more beautiful. The grading system ranges from D (for white--very rare) to Z (brown). The closer to the letter "D" the color is graded, the more valuable the diamond will be.
  • Clarity
    The clarity of a diamond refers to how flawless it is. Flaws include pits, dips, cracks, scratches, and air bubbles. The grading system here ranges from F to I3. F stands for flawless, the rarest of diamonds. VVS stands for very, very slightly included. VS stands for very slightly included. S stands for slightly included. And finally, I stands for included. A diamond in the VVS-S range will be very attractive to the naked eye.
  • Cut
    The cut of a diamond refers to how it was cut by a jeweler. This is related to its shape, but does not refer directly to it. How a diamond is cut will effect how much light it reflects. The more precisely and symmetrically a diamond is cut, the more light it will reflect and the more shine and sparkle it will have. The highest cut grade is "Ideal".

Other Factors
When determining what you should look for when buying a diamond, of course you need to pay attention to the four C's. Still, you also need to think about the shape of diamond you would want. They come in several styles with Round Brilliant being the most common. Other shapes include Princess, Emerald, and Oval.

Also consider where you're buying the diamond from. Not just any jewelry store will do. They are all unique and it's very easy to get ripped off if you don't know what you're looking for. A jewelry store should be GIA certified and it should have a good reputation with the BBB. Remember to look into these things because diamonds are expensive. Do your due diligence, just as you would with any other major purchase.


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