The Best Place to Buy Loose Diamonds Online

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The Best Place to Buy Loose Diamonds Online

The confidence of online shoppers has risen dramatically over the past decade and this has brought about a new generation of diamond buyer, reaping the benefits of shopping for loose diamonds online.

The freedom to shop at your own pace, refine your searches, choose from a huge inventory and enjoy significantly lower prices makes for an altogether more relaxing and cost-effective shopping experience. However, just as every diamond is unique, so too do diamond vendors have their own individual perks.

I have refined my choices to the vendors who I believe go beyond ticking the essential boxes, and instead give a positive experience in all aspects of diamond buying.


Whiteflash are based in Houston, Texas and while they say everything is bigger there, Whiteflash certainly prove that things are brighter! With a sharp focus on customer education, cut quality and super-ideal cut diamonds Whiteflash are a standout choice for both diamond novices and diamond connoisseurs those looking for the best of the best.

Largest Selection of Super Ideal Cut Diamonds
High-res imaging and light performance reports for all diamonds
Diamonds and Settings are in stock and available for immediate shipping – no wait times
Huge Selection of Designer Engagement Rings
AGS and GIA certified diamonds

Smaller selection of Diamonds and Settings
Limited selection of Fancy Diamonds Shapes as they specialize in Round and Princess Cuts
No Fancy Colored Diamonds

Whiteflash’s A CUT ABOVE® diamonds are an in-house collection of super-ideal cut diamonds. Achieving exceptional light performance (with all the diamond imaging to back it up) these diamonds are widely accepted as some of the most beautiful diamonds on the market. Whiteflash provide in-depth explanations of exactly what makes their diamonds so special, with light performance reports and cut parameters that testify the A CUT ABOVE® collection is the best of the best.

Their user-friendly website is loaded with in-depth guides covering the basics right up to the most complex areas of diamond knowledge. They have an impressive inventory of in-stock diamonds with high-res imaging and videos to give buyers a complete view of their diamond before purchasing.  They also hold an incredible selection of designer settings to suit any style.

People turn to Whiteflash for their A CUT ABOVE® diamonds, but they stay for the customer service – all staff are AGS and GIA trained and are consultants rather than sales staff, so the purchasing experience is relaxing. Their lifetime trade-up scheme is particularly impressive, offering customers the chance to trade-up their diamond without purchasing a diamond for double the price; with no catches and no fine print, their trade-up scheme was created with the customer in mind, and this trend continues through all of their customer loyalty programmes.

James Allen


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James Allen paved the way for diamond shoppers with cutting edge diamond display technology. While other vendors have since caught up, James Allen have continued to build the virtual shopping experience with ‘actual size’ on the hand images and real-time virtual diamond inspections.

Cutting edge technology for an enhanced online shopping experience
Large inventory of diamonds, including many fancy shapes
Diverse portfolio of engagement ring settings

IGI certified diamonds
Diamonds are not in stock and wait times can be long
Lack of diamond light performance images

James Allen appeal to a range of budgets and their large inventory of diamonds spans from lower quality right up to their TrueHearts™ collection of Hearts and Arrows diamonds. They sell AGS and GIA diamonds but also IGI, a lab I do not recommend due to inflated grades and inconsistency.

Their trade-up scheme is what I would consider a more ‘typical’ policy, offering customers the chance to trade-up providing the new diamond is double the cost of the original stone (with various other caveats). Though not uncommon in the diamond world, this truly highlights the value of Whiteflash’s customer-focused option.

A lovely collection of settings and a large inventory of diamonds (including a great selection of fancy shapes) make James Allen a wonderful choice for buying fancy shaped loose diamonds.

Blue Nile

Blue Nile were the pioneers of online diamond buying. The first to sell loose diamonds to an online market, they still boast the largest inventory of any online vendor. Blue Nile have had contracts with some fantastic designers, offering exquisite settings at prices that bricks and mortar stores simply cannot compete with.

Multinational company with offices around the globe
The largest inventory of loose diamonds
Collaborations with esteemed designers

Diamonds are not in stock – and wait times can be long
Lack of diamond light performance images
Cut quality is not as good as their competitors

Blue Nile’s in-house collection is the Astor™ collection; they are GIA graded diamonds with an additional brilliance certification by GemEx® – I have a full review of the Astor™ collection of diamonds for those wanting to know more.

Blue Nile bring full potential of online diamond buying to a UK and European market. While Whiteflash and James Allen have made it easier than ever for customers outside the US, I appreciate the convenience and confidence that Blue Nile offer customers in the UK and Europe.

Deciding Where to Buy Loose Diamonds

These are my tips for choosing a vendor for loose diamonds:

  • Diamond Images and HD Video: my guide to diamond imaging explains what a huge difference this will make to your buying experience.
  • GIA and AGS certified diamonds are a must.
  • Look for trade-up, returns and buy-back policies that place customer need front and centre
  • Read reviews! I have turned my decades of experience into thorough retailer reviews for consumers who want the ins and outs of diamond buying. Also check Google, iVouch and Yelp.
  • Contact me for free independent help.
Overall I would advise heading to James Allen or Blue Nile if you’re looking for fancy shapes, however if you’re looking for the highest quality round or princess cut diamonds then head to Whiteflash and take a look at their A CUT ABOVE® diamonds.


Richard Jenkins
Richard Jenkins
Richard Jenkins, known as Your Diamond Guru, is a diamond enthusiast who became an expert after searching for an engagement ring for his fiancée. Frustrated by the lack of guidance, he studied diamonds and became the go-to person for advice on buying the best diamonds. Richard launched Your Diamond Guru to provide unbiased reviews and resources to help others make informed purchasing decisions. He emphasizes the importance of considering factors beyond size, such as cut, color, clarity, carat, certification, and light performance.

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