The best places to buy VVS diamonds online include Whiteflash, James Allen, Blue Nile, Tiffany, and Brilliant Earth. These retailers offer certified diamonds, strong reputations, and tools that allow buyers to compare high-clarity stones with confidence.

Key Takeaways

• VVS diamonds contain extremely tiny inclusions that are very difficult to see even under magnification.
• Buying diamonds online often provides better selection and pricing than traditional jewelry stores.
• The most important factors when choosing a retailer include certification, diamond imaging, inventory size, and return policies.
• Whiteflash is known for exceptional cut quality, while James Allen and Blue Nile offer very large inventories.
• Luxury brands like Tiffany provide prestige, while Brilliant Earth focuses on modern designs and customization.

What Are VVS Diamonds?

VVS diamonds belong to the Very Very Slightly Included clarity category on the diamond clarity scale. These diamonds contain inclusions that are extremely small and difficult for a trained grader to detect under 10× magnification.

Because of their rarity and near-perfect appearance, VVS diamonds are highly sought after by buyers who want exceptional clarity.

VVS1 vs VVS2

The VVS category is divided into two grades:

VVS1

• Inclusions are extremely difficult for a grader to locate under magnification
• Typically positioned in less visible areas of the diamond
• Slightly rarer and more expensive

VVS2

• Inclusions are still extremely small
• Slightly easier to detect under magnification than VVS1
• Usually more affordable than VVS1 diamonds

In practical terms, both grades appear flawless to the naked eye.

Are VVS Diamonds Worth It?

VVS diamonds can be worth the investment for buyers who want:

• very high clarity
• a premium diamond grade
• a stone that appears extremely clean even under magnification

However, many buyers choose VS clarity diamonds instead, since they also appear eye-clean but cost significantly less.

What to Look for When Buying VVS Diamonds Online

Not all online diamond retailers offer the same level of transparency or quality. When shopping for VVS diamonds online, there are several important factors to consider.

Certified Diamonds

Always purchase diamonds that come with independent certification.

The most trusted laboratories include:

• GIA (Gemological Institute of America)
• AGS (American Gem Society)

Certification confirms the diamond’s clarity, color, cut, and carat weight.

360° Diamond Videos

High-resolution 360° videos allow buyers to inspect diamonds closely before purchasing.

These videos help you:

• evaluate clarity and inclusions
• compare different stones
• assess cut quality

Many top online retailers now provide this feature.

Transparent Pricing

Online retailers typically offer lower prices because they operate with fewer overhead costs than physical jewelry stores.

A good retailer should clearly display:

• diamond grading reports
• detailed specifications
• transparent pricing

Return Policy and Warranty

A generous return policy gives buyers peace of mind.

Look for retailers offering:

• at least 30-day returns
• lifetime warranties
• free resizing or adjustments

Upgrade Programs

Some retailers offer upgrade programs that allow customers to trade in their diamond later and receive credit toward a larger or higher-quality stone.

This feature can be valuable for buyers planning future upgrades.

Best Places to Buy VVS Diamonds Online

Below are five of the most reputable places to buy VVS diamonds online. Each retailer offers a different combination of inventory size, diamond quality, and shopping experience.

1. Whiteflash — Best for Super Ideal Diamonds

Whiteflash is widely respected among diamond enthusiasts for its focus on exceptional cut quality and light performance.

The company is known for its A CUT ABOVE® super ideal diamonds, which are carefully selected for superior brilliance and symmetry.

Why buyers choose Whiteflash:

• Strong emphasis on ideal cut diamonds
• Excellent diamond imaging and light performance data
• Highly curated selection of premium stones
• Strong upgrade program

Pros

• Exceptional cut quality
• Advanced diamond imaging
• Trusted reputation among diamond experts

Cons

• Smaller inventory compared to marketplace retailers

Whiteflash is an excellent choice for buyers who want top-tier diamond performance and craftsmanship.

2. James Allen — Best for Large VVS Inventory

James Allen is one of the largest online diamond retailers and offers an enormous selection of diamonds across all clarity grades.

The retailer pioneered 360° HD diamond videos, which allow customers to examine diamonds closely before purchasing.

Why buyers choose James Allen:

• extremely large inventory
• detailed diamond imaging
• competitive pricing

Pros

• thousands of VVS diamonds available
• powerful comparison tools
• easy-to-use website

Cons

• quality varies depending on the diamond selected

James Allen is ideal for buyers who want maximum selection and the ability to compare many stones.

3. Blue Nile — Best for Established Reputation

Blue Nile is one of the oldest and most recognized online diamond retailers. It has built a strong reputation for reliability and large inventory.

The retailer offers a vast selection of diamonds in many sizes, colors, and clarity grades.

Why buyers choose Blue Nile:

• long-standing brand reputation
• massive diamond inventory
• straightforward buying experience

Pros

• wide selection of VVS diamonds
• competitive pricing
• trusted brand

Cons

• fewer imaging tools compared with some competitors

Blue Nile works well for buyers who want a well-known retailer with a large diamond database.

4. Tiffany — Best for Luxury Branding

Tiffany is one of the most famous jewelry brands in the world and has a long history of luxury craftsmanship.

While Tiffany offers high-quality diamonds, buyers are often paying a significant premium for the brand name and shopping experience.

Why buyers choose Tiffany:

• iconic brand reputation
• luxury presentation
• beautifully crafted settings

Pros

• prestigious brand
• excellent craftsmanship
• luxury buying experience

Cons

• much higher prices than online diamond marketplaces
• fewer customization options

Tiffany is best suited for buyers who value brand prestige and luxury presentation.

5. Brilliant Earth — Best for Design Variety

Brilliant Earth is known for its wide range of modern engagement ring designs and customization options.

The retailer offers both natural and lab-grown diamonds, giving buyers flexibility in price and style.

Why buyers choose Brilliant Earth:

• large collection of unique ring designs
• modern shopping experience
• customization options

Pros

• wide selection of settings
• modern styles
• natural and lab diamond options

Cons

• diamond cut quality can vary
• pricing sometimes higher than other online retailers

Brilliant Earth works well for buyers who prioritize unique ring designs and customization.

Online vs In-Store: Where Should You Buy VVS Diamonds?

Many buyers wonder whether it’s better to purchase diamonds online or in traditional jewelry stores.

In most cases, online retailers offer several advantages.

Advantages of buying online

• significantly larger inventory
• better prices
• easier comparison between diamonds
• detailed imaging tools

Advantages of buying in store

• seeing diamonds in person
• luxury shopping experience
• immediate purchase

Because online retailers source diamonds globally and operate with lower overhead costs, they often provide better value and selection.

How Much Do VVS Diamonds Cost?

The price of a VVS diamond depends on several factors.

Carat Weight

Carat weight has the second biggest impact on price generally.

Larger diamonds are significantly rarer and therefore more expensive.

Cut Quality

Cut has the biggest impact on price and quality strongly influences brilliance and overall appearance.

Even a VVS diamond will look less impressive if the cut quality is poor.

Color Grade

Higher color grades increase the price of a diamond.

For example:

• D–F color diamonds are considered colorless
• G–J diamonds offer better value

Certification

Diamonds graded by trusted laboratories like GIA or AGS typically command higher prices because buyers trust their grading accuracy. Look out for the new AGS Ideal Reports that come with GIA graded diamonds – those are the best of the best and can be purchased at Whiteflash.

Tips for Buying VVS Diamonds Online

If you’re considering purchasing a VVS diamond online, keep these tips in mind.

• Choose diamonds with GIA or AGS certification
• Prioritize cut quality over clarity
• Use 360° diamond videos to inspect stones
• Compare multiple diamonds before deciding
• Avoid overpaying for clarity that may not be visible

Following these steps helps ensure you get the best possible diamond for your budget.

Final Verdict: Where Should You Buy VVS Diamonds?

The best place to buy VVS diamonds online depends on your priorities as a buyer.

Here is a quick summary:

• Best overall quality: Whiteflash
• Best inventory size: James Allen
• Best established retailer: Blue Nile
• Best luxury brand: Tiffany
• Best for unique designs: Brilliant Earth

All of these retailers provide reliable ways to purchase certified VVS diamonds online.

The key is to compare options carefully and choose a diamond that balances cut, color, clarity, and carat weight according to your budget and preferences.