James Allen vs Brilliant Earth: A Comprehensive Comparison

Engagement Rings

Engagement rings are a significant investment and symbolize a lifelong commitment to love and partnership. With the increasing popularity of online retailers, finding the perfect engagement ring has become more accessible than ever before.

James Allen and Brilliant Earth are two leading online retailers that offer a vast selection of high-quality diamond engagement rings. However, choosing between the two can be overwhelming.

This article aims to compare James Allen and Brilliant Earth based on key factors, such as selection, quality, pricing, and customer service, to help you make an informed decision on where to buy your engagement ring.

James Allen vs. Brilliant Earth: Which is the Best Place to Buy an Engagement Ring?


Regarding selection, James Allen and Brilliant Earth are neck and neck. James Allen offers a vast selection of over 200,000 certified diamonds and a variety of engagement ring styles, including solitaire, halo, and vintage-inspired designs.

Meanwhile, Brilliant Earth has a smaller selection of about 20,000 diamonds but prides itself on ethically sourced and environmentally sustainable diamonds. They also have a unique collection of antique and vintage engagement rings.

When choosing between the two companies, it’s important to determine your ring style and match it to each company’s selection. James Allen offers a diverse selection of contemporary and modern designs, while Brilliant Earth is better suited for those seeking more unique and vintage-inspired designs.

Design Your Own

Additionally, consider the diamond shape and size you want, as James Allen offers more options for fancy-shaped diamonds, such as ovals and pear-shaped diamonds. At the same time, Brilliant Earth’s selection is limited to traditional round diamonds.


James Allen and Brilliant Earth are known for their high-quality diamonds, but James Allen edges out Brilliant Earth in this category. James Allen has an extensive inventory of GIA- and AGS-certified diamonds, which undergo rigorous grading for cut, color, clarity, and carat weight. James Allen also has 360-degree video technology that lets you view the diamond in detail before making a purchase.

Brilliant Earth, on the other hand, offers ethically sourced and environmentally sustainable diamonds, which appeal to socially conscious consumers. They also provide a variety of lab-grown diamonds, which are environmentally friendly and cost less than natural diamonds.

However, their selection of certified diamonds could be improved, making it difficult to compare diamond quality across the two companies. When evaluating diamond quality, it’s important to understand the 4Cs. Cut refers to how well the diamond reflects light, while color refers to the absence of color in the diamond.

Clarity refers to the presence of blemishes and inclusions, and carat weight refers to the size of the diamond. Consider each of these factors when comparing the diamond quality of James Allen and Brilliant Earth.


Regarding pricing, both James Allen and Brilliant Earth offer competitive prices for their diamonds and engagement rings. James Allen offers a wide range of prices, from affordable to luxury, with diamonds ranging from as low as $400 to as high as $1 million.

Lab Created Diamonds

Brilliant Earth offers more mid-range to luxury-priced diamonds, with a smaller selection of more affordable options. However, they offer a 0% interest financing option for up to 24 months.

When setting a budget for your engagement ring, consider the 4Cs of diamond quality, as they greatly impact the price of the diamond. Additionally, take advantage of promotions and discounts offered by both companies. James Allen provides periodic promotions, including discounts on specific diamond shapes and engagement ring settings, while Brilliant Earth provides a 5% discount for bank wire payments.

Customer Service

Customer service is essential when buying an engagement ring online, and both James Allen and Brilliant Earth offer exceptional customer service. James Allen has a dedicated customer service team available 24/7 via phone, email, and chat. They also provide a lifetime warranty on their jewelry and a 30-day return policy.

Brilliant Earth offers a 30-day return policy and a one-year warranty on their jewelry. Their customer service team is available via phone, email, and chat during business hours.

When considering customer service, it’s essential to factor in the ease of the return process and the after-sales service each company offers. James Allen’s lifetime warranty is a significant advantage, as it offers customers peace of mind knowing they can get their ring repaired or replaced if anything goes wrong. Brilliant Earth’s focus on ethical and sustainable diamonds also resonates with socially conscious consumers.


Choosing between James Allen and Brilliant Earth depends on your preferences for selection, quality, pricing, and customer service. James Allen offers a diverse selection of modern and contemporary engagement rings, while Brilliant Earth offers ethically sourced and environmentally sustainable diamonds and vintage-inspired designs.

Regarding quality, James Allen provides a wider selection of certified diamonds with a 360-degree view technology, while Brilliant Earth offers unique lab-grown diamonds. Both companies offer competitive pricing, with James Allen offering a more extensive range of price points. In terms of customer service, both companies provide excellent support and after-sales service, with James Allen’s lifetime warranty as a significant advantage.

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