Finding that just-right ring, necklace or pair of earrings is inherently easier when you know where to look. The best online jewelry stores provide inspiration in the form of high-quality designs, exquisite responsibly-sourced materials and impeccable customer service. After thoroughly researching a wide array of options, our top pick is Mejuri due to its excellent attention to detail, ethical practices and stunning designs. For chic and affordable styles, look to Quince, where you can find everyday pieces with fair prices.
We rounded up the best online jewelry stores that offer pieces for everyday wear and special … [+] occasions.
Illustration: Forbes / Photo: Retailers
Jewelry is an investment, so you want to shop with confidence. To ensure all of our options are of the highest quality, we tapped regular Forbes Vetted fashion contributor Molly Calhoun to weigh in on retailers and specific designs. From engagement rings to jewelry gifts, these brands have tons of options to suit every taste and price point. Below, find the 22 best online jewelry stores to shop now, along with a helpful buying guide to make shopping even easier.
Price range: $35 to $4400 | Return policy: Free 30-day returns | Repairs: Two-year warranty for defects with materials or workmanship
Toronto-based Mejuri offers fine personal jewelry at reasonable prices with minimalist sophistication, which is why it’s at the top of this list (as well as our roundup of the best jewelry brands). Beginning with its in-house design team, Mejuri concepts new shapes and styles and then partners with independent designers to bring them to life in a range of materials—precious metals (which includes 80% recycled gold), enamel and ceramic. The brand’s Pavé Diamond Hoops are a bestseller, with a unique square shape and responsibly sourced diamonds set in solid 14k gold.
What our writers say: “Mejuri’s pieces are classic without being uptight, and they follow trends but do so tastefully,” says Calhoun. “This gorgeous pair is incredibly versatile—they’re chic for everyday wear with everything from a button up to a work dress, and they look pretty stacked with other studs if you have multiple piercings.”
Price range: $240 to $14,990 | Return policy: Free 30-day returns | Repairs: Free repairs or replacements for manufacturer defects
When it comes to engagement ring selection, Blue Nile is brimming with choices: The inventory includes about 650,000 diamonds at any time, which is roughly five times more than other digital competitors. To make the shopping experience less overwhelming, though, you can easily filter and shop by diamond cut, size and setting, and prices tend to run 25 to 50 percent lower than what you find at traditional retailers. Another perk: Blue Nile also offers a price-match guarantee if you find a similar quality and size stone for less.
What our writers say: “Blue Nile allows you to have a nearly bespoke experience, so even though you’re shopping online it feels special,” says Calhoun. “You can choose a natural or lab-grown diamond and select from traditional, modern, simple or ornate designs. This pavé style is timeless, and a round cut stone is the most popular cut—plus, it’s also the most brilliant.”
Price range: $30 to $750 | Return policy: Free within 365 days of the purchase date | Repairs: Evaluated on a case-by-case basis
Quince is a relatively new entrant into the jewelry space and has quickly become popular for its affordable prices and high-quality pieces. The San Francisco-based brand’s jewelry is made with sustainably sourced materials, such as 14k gold and sterling silver, and it is designed to be timeless and versatile. The brand also offers free shipping and returns as an added bonus.
What our writers say: “Quince’s styles trend more delicate and low key than in-your-face—think 14k gold studs and huggies, eternity bands and paperclip chain necklaces—giving them a chic, not-trying-too-hard vibe,” says Calhoun. “Layer this necklace alongside a larger stack with chains in different thicknesses and textures, or wear it solo, paired with crisp white button down or tee.”
Price range: $800 to $100,000 | Return policy: Free 30-day returns | Repairs: Free repairs for manufacturer defects with $50 refundable deposit; other defects repaired at cost minus $50 deposit
This San Francisco-based design studio prides itself on transparency and sustainability. The range of engagement, wedding and everyday fine jewelry contains diamonds selected for their ethical and environmentally responsible origin, so you can feel good about your purchase. In addition to offering lab-created and recycled diamonds, Brilliant Earth partners with suppliers who source natural diamonds from specific mine operations in countries committed to fair labor and trade standards.
What our writers say: “You can feel good about wearing Brilliant Earth’s designs, not only because they’re ethically sourced, but because they’re fresh, modern and unique,” notes Calhoun. “In addition to engagement and wedding styles, I especially love its bold cocktail rings, classic tennis bracelets with a twist and its extensive huggie collection. This bracelet style is something equally fitting for special occasions or everyday.”
Vrai
Vrai The Knife-Edge Round Brilliant Engagement Ring
Price range: $691 to $41,170 | Return policy: 30-day returns subject to $200 recycling fee for engagement rings; 14-day returns for loose diamonds | Repairs: $50 refundable deposit and free repairs for manufacturer defects; other defects repaired at cost minus $50 deposit
Sustainably grown in America, Vrai’s diamonds are produced from greenhouse gas crystallized in its Pacific Northwest foundry, which runs with 100 percent hydropower. The result is beautiful lab-grown diamonds with zero carbon footprint. The designs are stunning, too: The Knife-Edge Round Brilliant Engagement Ring strikes a balance between traditional and modern with either a simple plain or pavé band made from recycled gold.
What our writers say: “Vrai’s lab grown diamonds are sparkly, impressive and priced well,” Calhoun states. “Its lab-grown diamond engagement rings are jaw-droppingly gorgeous—they feature old guard craftsmanship, quality and precision with a modern sensibility. Don’t forget the brand’s other jewelry pieces, too. The Inner Light Medallion and the Dome Band are both on my wish list.”
Price range: $60 to $27,500 | Return policy: 30-day returns minus $15 return fee | Repairs: Lifetime repairs
Taking inspiration from the vintage jewelry—especially lockets—over which she pored in antique and flea markets, Monica Rich Kosann creates jewelry with an element of storytelling. At Kosann’s online Locket Bar, you can customize lockets with a photo, and all pieces (including rings, bracelets and more) are made with 18k gold, sterling silver and ethically sourced diamonds, creating necklaces and other jewelry that tell their own beautifully detailed story.
What our writers say: “Jewelry that has meaning is priceless, and Monica Rich Kosann is skilled at marrying style and sentimentality,” says Calhoun. “This slim-profile 18k yellow gold locket can be personalized with images directly from your smartphone, printed at home. Wear it with other pendants, or on its own.”
Price range: $40 to $18,000 | Return policy: Free 30-day returns | Repairs: Lifetime repair services to Vermeil, 14k and 18k fine jewelry
Aurate New York is a fine jewelry brand known for its ethical practices. It uses recycled gold and sustainably sourced gemstones in its jewelry, and works with fair trade suppliers. Aurate also offers a transparent pricing model, so you know exactly the true cost of your selections. The jewelry itself is high-quality and stylish, with a wide range of gold pieces (as well as those made from other metals) from classic to modern, so there is something for everyone.
What our writers say: “Aurate’s designs feature simple, clean lines that make them ideal for everyday,” Calhoun says. “This style represents individuality and harmony—and it’s sophisticated without pretense. Think of this as the kind of piece you can throw on in the morning and it will go with anything, or you can opt to not ever take it off at all.”
Price range: $12 to $995 | Return policy: 100-day returns, with $12.50 return fee | Repairs: Free 100-day repairs
Stone and Strand’s mantra is “expensive taste without the markup.” Produced in the same places as traditional Fifth Avenue jewelers, the brand’s modern, chic collection features 10k and 14k gold with ethically sourced stones and conflict-free diamonds– suited for those in search of single earrings, classic pairings and modern stacking options. Stone and Strand also offers an easy-to-follow illustrated ear styling guide so you can shop according to your desired earring placement.
What our writers say: “If you are a layerer or you like wearing multiples, Stone and Strand is for you,” Calhoun says, adding, “Its dainty designs are made to be worn together—stack slim rings, mini stud earrings and bracelets and necklaces with delicate chains and ornamentation. It even has amazing chains and initial jewelry if you’re interested in adding something personalized to your collection.”
Price range: $10 to $130 | Return policy: Free 30-day returns, exceptions may apply to personalized items | Repairs: Free repair service
Gorjana channels its cool, laid-back California roots throughout every piece in its vast and easily layerable jewelry assortment. Many Gorjana styles—from statement necklaces to stacking rings to bold earrings to delicate bracelets—are available in fine 14k or 18k gold. For an affordable option, the brand also finishes pieces in gold-plated brass (with an anti-tarnish barrier, so everything stays pristine).
What our writers say: “Gorjana jewelry is incredibly wearable and its pieces make unique and thoughtful gifts for friends, teenagers and family members,” says Calhoun. “High-impact necklace layering sets and stackable ring sets are great value. For everyday, the diamond butterfly studs are some of my favorites.”
Whether you’re looking for a sentimental or statement ring, Angara is a good starting point. Angara’s diamonds are conflict-free and ethically sourced, and the brand offers a variety of gemstones for its rings. A standout feature is the ability to customize your designs: You can choose the type of metal, gemstone, setting and engraving to create a unique-to-you ring that no one else has.
What our writers say: “Not only can you get natural and lab grown diamonds at Angara, but it has an extensive selection of natural gemstone and pearl jewelry pieces,” Calhoun notes. “Choose from different colored man made and natural stones in extensive settings. And if you need help with late-night jewelry shopping, the brand offers 24-hour customer support.”
Price range: $12 to $178 | Return policy: 30-day returns, except for personalized and final sale jewelry | Repairs: Evaluated on a case-by-case basis
Founded in 2011 as a “destination for accessories with a wink,” BaubleBar’s jewelry assortment is vast and stylish. Many items—necklaces, earrings, bracelets—can be personalized, which makes for great gifts and everyday jewelry. To keep the costs low, you won’t find a lot of solid gold here but the options are still stunning: The Custom Cord Bracelet, for example, features water-resistant, gold-plated letters set on a comfortable pull-tie cord.
What our writers say: “BaubleBar’s designs are fun, colorful, trendy without being pricey, and people will ask you about them often,” says Calhoun. “I like its fashion earrings, anklets and custom friendship bracelets for an inexpensive way to upgrade your jewelry options.”
Need A Gift? More Top Picks To Consider
Jewelry is a popular gift for many special occasions—it’s a thoughtful gesture for the holidays, anniversaries, birthdays and more. If you’re looking for inspiration beyond the selections above, we rounded up additional ideas from other top jewelers we frequently recommend to friends and family.
Price range: $50 to $2,500 | Return policy: Free 30-day returns | Repairs: Repairs available on fine jewelry only
Kendra Scott believes that even the most special jewelry can be worn every day. Designed in her Austin, Texas studio, the brand caters to those looking for personalized stacking rings, delicate diamond bands and sophisticated pieces with a modern twist. You can filter by ring size, band style and metal, and Scott offers a 25% discount during your birthday month on fine jewelry.
Price range: $120 to $1,450 | Return policy: Free 10-day returns; solid gold and engraved jewelry are final sale | Repairs: Not offered
New-York-based Agmes creates its lightweight sculptural designs in-house, in small batches, using metals which are nearly all recycled and worthy of heirloom pedigree. The brand maintains a minimal carbon footprint by even sourcing its packaging in New York. With an assortment of traditional jewelry offerings, such as bracelets, necklaces, earrings, and rings, as well as brooches and organically-shaped metal and glass objects, Agmes is a standout for affordable, sustainable and fairly-made pieces.
Price range: $75 to $190,000 | Return policy: Free 28-day returns on unworn fine jewelry in original packaging | Repairs: Two year warranty
Curators of designer fashion as well as fine jewelry, London-based Net-A-Porter is a certified member of the Responsible Jewellery Council, which ensures the utmost authenticity for the pieces you see online. The retailer has a dedicated in-house team of fine-jewelry buyers who can assist with personal shopping as well, and the assortment is a veritable who’s-who of beloved brands: Cartier, Hermes, David Morris, as well as our pick, Garrard. These dazzling 18k white gold and diamond fan-shaped studs in particular have a modern vintage feel.
Price range: $100 to $18,000 | Return policy: 21 days for unworn items in original packaging for a full refund ($8 for shipping), 45 days for exchange or store credit | Repairs: Evaluated on a case-by-case basis
Founded in 2020, Los Angeles-based Dorsey is known for chic, timeless pieces. Lab-grown gemstones feature prominently in its designs, which include statement cocktail rings, white sapphire tennis bracelets, sparkly riviere necklaces and pave hoops. Beloved by celebrities—Taylor Swift and Bella Hadid are fans—Dorsey’s showstopping styles span a wide price range, with many pieces between $200 and $1000. This collar style necklace is made from 18k gold-coated brass with lab-grown white sapphires, and it’s as versatile as it is special—it can be worn over a refined sweater, peeking out from underneath a crisp white button down or over bare collarbones for special occasions.
Price range: $50 to $400 | Return policy: 15 days for a full refund | Repairs: Complimentary repairs
Jewelry buying can be complicated, but it’s possible to find affordable, personalized items that feel special. Female-founded Sequin creates beautiful designs that are both unique and wearable for everyday. Think zodiac medallions and charms, initial necklaces detailed with miniature pearls and semi-precious stones, evil eye motifs and chunky link bracelets. This initial necklace is a great way to give a thoughtful gift, without having to wait for—and pay more for—something custom. It’s made from 22k gold-plated brass with colorful inlaid crystals, and the chain has a three-inch extender.
Price range: $50 to $5500 | Return policy: Full refund or credit within 10 days, $6 shipping fee | Repairs: Repairs and resizing costs determined on a case-by-case basis
Catbird’s gold jewelry is marked by simplicity—it’s exceeding cool without looking like you tried too hard, and it’s great for layering. The Brooklyn-based jeweler uses ethically sourced materials and conflict-free stones to create everything from gold medallion necklaces to engagement rings in unique settings. This 2.5mm band can be personalized, and it’s available in yellow gold, sterling silver and recycled solid 14k rose gold. For another great gift, we also love Catbird’s personalized charm necklaces.
Price range: $700 to $60,000 | Return policy: 30 day returns; 30 day exchanges for made-to-order items | Repairs: Start at $180, price quoted after assessment
If you’re looking for an exquisite piece to mark a special occasion, jeweler Jean Dousset—who is Louis Cartier’s great-great-grandson—allows you to create a nearly custom jewelry piece directly through the brand’s website. Jean Dousset specializes in lab-grown diamond engagement rings, wedding bands and eternity bands in a variety of silhouettes, from classic to contemporary. For this round brilliant eternity band, choose from an 18k white gold, 18k yellow gold, 18k rose gold or platinum setting, four different carat weights and select complimentary engraving. To note: If you’re buying a gift for your significant other and not sure of your partner’s ring size, Jean Dousset will send you a ring sizer at no cost, or the brand offers a downloadable option as well.
Price range: $75 to $1400 | Return policy: 30 day returns, handling fees apply | Repairs: 1-year standard warranty, lifetime warranty on 14k gold and fine jewelry
Miami-based Miansai is a master of creating understated, modern men’s styles in assorted precious metals, leather and rope. Look for things like onyx signet rings, Italian leather bracelets with sturdy-yet-refined hardware, and chain necklaces in gold vermeil and sterling silver. We love the use of stones like lapis and agate and the website’s build your own necklace feature, which allows you to choose the chain you’d like along with four pendants for a personalized look.
Price range: $300 to $50,000 | Return policy: 30 days | Repairs: Pricing upon evaluation
The popularity of American jewelry brand David Yurman—founded by husband and wife team David and Sybil Yurman—has endured since 1980, with the brand’s signature cable design continuing to grace the brand’s cuffs, necklaces and rings. Pieces often feature pave diamonds and incorporate gemstones such as topaz, citrine and amethyst. This timeless 4mm helix bracelet style will look stylish alone or as part of a larger stack.
Price range: $250 to $3000 | Return policy: 15 days | Repairs: Complimentary one-time repair due to manufacturer’s issue in first six months; other repairs provided at customer’s expense
Jane Win—a favorite of celebrities including Gwyneth Paltrow and Jennifer Hudson— creates coin pendants with themes such as love, protection, peace and strength in a way that makes jewelry feel even more personal. You can choose from pendant designs with letters, zodiac symbols, birthstones and destinations, and some can even be engraved. This 1.2-inch disc is made from 14k gold and pink tourmaline is engraved with “love” on the back. Note that a chain is sold separately.
Why Trust Forbes Vetted
To find the best online jewelry stores, the Forbes Vetted team spent hours researching the top jewelry retailers, considering factors such as overall quality, range of styles, customer service, shipping and return policies and white-glove services that guarantee an excellent shopping experience.
Forbes Vetted fashion contributor Molly Calhoun evaluated each retailer and piece in this story and weighed in on how to style them.
This story was edited and overseen by Forbes Vetted deputy Kari Molvar, who has over two decades of experience covering women’s fashion and accessories. She holds certificates in jewelry essentials from the Gemological Institute of America and the fundamentals of lab-grown diamonds from the International Gem Society.
We consistently refresh this story to ensure all information and pricing is current. It was most recently updated in October 2024 by fashion writer Claire Epting.
How To Choose The Best Online Jewelry Stores
There are hundreds, if not thousands, of online jewelry retailers. To narrow down the options, we tapped the expertise of Forbes Vetted’s deputy editor Kari Molvar, who shares her shopping advice here.
Consider Your Jewelry Style
When it comes to choosing the best online jewelry store, one of the first considerations should be your personal jewelry style. Are you into classic, timeless pieces, or do you prefer trendy and contemporary designs? Understanding your style preferences will help you narrow down your options and find retailers that cater to your taste. Some online stores specialize in classic diamond jewelry, like Brilliant Earth, while others focus on modern personalized pieces, such as Baublebar. Browse around to see which aligns with your style.
Know Your Budget
Jewelry is often a luxury purchase, so it’s good to shop within your price range or have a clear budget in mind to avoid overspending. Consider how much you’re willing to invest in a piece of jewelry, whether it’s an everyday accessory you’ll get a lot of mileage out of or a special occasion gift that you’ll keep for years. Keep in mind that online retailers offer a variety of price points, so there are options available for different budgets. Once you’ve established your budget, you can often narrow your search by filtering jewelry sites by price, too.
Size Up The Materials
The materials used in jewelry play a significant role in its quality, durability and overall appearance, not to mention price. Common metals for jewelry include gold, silver, platinum and alternative metals like titanium and stainless steel. Each material has its own characteristics and care requirements. Here’s a quick break-down of the most popular options:
Gold: This metal ishighly malleable, making it ideal for intricate jewelry designs and settings. Gold is available in various karats, with 14k and 18k being popular choices, offering a balance between durability and purity. While gold doesn’t tarnish or corrode, high karat gold (such as 24k) is softer and more susceptible to scratches.
Silver: Silver is more affordable than gold and is known for its brightness, shine and luster, which makes it versatile for both casual and dressier jewelry. The downside is that silver is prone to tarnishing over time, requiring regular cleaning and maintenance. It is also softer than some other metals, so it’s susceptible to dents and scratches.
Platinum: Platinum is exceptionally durable and resistant to wear and tear, which makes it one of the most expensive metals. It has a naturally white color that doesn’t fade or tarnish and is hypoallergenic, so it’s an excellent choice for those with sensitive skin. Platinum can develop a patina over time, which some people appreciate for its vintage look but may not appeal to those who like a high-gloss finish.
Titanium: Titanium is extremely lightweight, making it comfortable and affordable for everyday wear. It’s highly durable, hypoallergenic and resistant to corrosion. On the flip side, titanium is not as malleable as other metals, limiting its jewelry design possibilities.
Stainless Steel: This metal is durable, corrosion-resistant and affordable. It has a modern and sleek appearance, and doesn’t tarnish or fade. Overall, it has a starker, industrial look compared to traditional precious metals like gold or platinum.
Read The Fine Print
Jewelry is highly personal, so you want the flexibility to return anything that doesn’t suit you. Check the store’s policies on shipping, returns as well as resizing fees. Additionally, look for information on warranties and guarantees for the materials and craftsmanship. Reputable online jewelry retailers should provide clear and transparent policies for a stress-free shopping experience.
Frequently Asked Questions (FAQs)
Is It Okay To Buy Jewelry Online?
Yes, buying jewelry online is completely acceptable and safe as long as you shop from reputable retailers. The pieces you can order online are of the same quality as the ones you’d find in the store, delivered safely to your doorstep. You’ll have a wider selection available to you online than in person, and you can even save money by taking advantage of retailers’ special deals and promos.
What Is The Best Online Jewelry Site?
We found that the best online jewelry store to shop from is Mejuri. It offers a wide range of minimalist, sophisticated pieces that are priced reasonably; plus, the site allows for free 30-day returns. Of course, the right online jewelry store for you will mainly depend on what you’re looking for. For example, if you want to focus particularly on engagement rings, we recommend Blue Nile for its huge inventory and easy-to-navigate website.
How Long Does It Take To Receive Personalized Jewelry?
It depends on the retailer, but in general, expect it to take an additional couple of weeks to receive jewelry that you’re having personalized. Gorjana says to add five to seven days to the lead time for bespoke pieces. Baublebar provides shipping on most personalized items within two weeks, although specific items have a timeline clearly listed on their product page. Our advice: If you need something for a specific date, like an anniversary or Mother’s Day, read the fine print to be sure you’ll receive it on time.
If I Buy Jewelry Online, Is It Returnable?
Jewelry is incredibly personal, so if you’re buying a gift, it’s helpful if it can be returned or exchanged. In most cases, yes, stores will allow returns on unworn jewelry items in original packaging within a certain time window—typically between 15 and 45 days. However, custom pieces and special orders are typically non-returnable, or rarely they can be returned for store credit. Blue Nile offers returns, exchanges or resizing of any ring where personal engraving was added when possible, with the exception of special orders.
