Engagement Ring Shopping Online: A How-To

engagement ring shopping

So you’re looking to buy some new jewelry, eh? Maybe a diamond engagement ring, a necklace, or something else with some serious sparkle? The first place you might turn is that store inside the mall—you know the one. It’s a big name, it’s been around forever, and you can actually see (and hold!) the diamonds before you buy them. Must be the right choice, right?

Hold on there a minute, buddy. Just because all of those things are true doesn’t necessarily mean those chain jewelry stores are your best bet. What if I told you that buying your new bling online might be the better way?

Now now, we know you might be skeptical, but hear us out. Online engagement ring shopping can save you money—up to 40%, as a matter of fact. When you buy your jewelry from a brick-and-mortar store, you’re paying a marked-up price to help cover expenses like rent, staff salaries, store décor, insurance, stocking and shipping fees, and other overhead costs.

Even if you’re not worried about saving money, there are still other reasons to buy your diamonds online. Just think about the convenience! Ordering an engagement ring online, from the comfort of your own home, is just easier. With the click of a button, you can find the perfect item. Point, click, order: boom. You get the engagement ring of their dreams delivered right to your door. No fighting mall traffic; no hovering salespeople. Just you, your laptop… and maybe some pizza.

Even with the money-saving and convenience factors, we know that you have questions and hesitations about buying something as valuable as an engagement ring online. To ease your mind, let’s address some of the most common worries and questions people have about engagement ring shopping online.

How Do I Know a Reputable Jewelry Retailer When I See One?

Every online jewelry retailer will have its own set of policies, but there are a few things that should be absolutely non-negotiable when engagement ring shopping online. A reputable diamond retailer will:

  • Insure your shipment
  • Have a “no questions asked” return/exchange policy
  • Be in good standing with 3rd party sources and previous engagement ring buyers
  • Offer real diamonds with gemologist certificates (like ones from GIA or IGI)
  • Be available for questions about the ring through direct contact
  • Allow you to customize your engagement ring by style, setting, and all of the four C’s (cut, color, clarity, and carat)

If you run across a site that feels shady, spoiler alert: it’s probably shady. We don’t recommend purchasing from sites like eBay or other second-hand vendors. You’re taking a big risk ordering through websites like that because there is no real way to verify your purchases. Danger, Will Robinson!

How Do I Find the Best Priced Engagement Ring Online?

engagement ring shopping

Diamonds are typically priced based on the 4 C’s—these contribute to a diamond’s overall value. With this in mind, how can you get a good price comparison on engagement rings with similar characteristics?

Do A Comparison Using the 4 C’s

We recommend finding a diamond or setting that you love and comparing at least 5–10 items.

Our friends at Clean Origin are an amazing resource for online engagement ring shopping. Their search engine allows you to compare diamonds using unbiased AI-driven ratings… and without the added pressure that can come with jewelry salespeople. Think of Rare Carat as the Kayak of engagement ring shopping. Their site lets you input your ideal price range and desired shape, carat, cut, and clarity. Their search engine then displays diamonds from several websites so you can get an overview of the pieces that fit your specifications in one place—no need to open up fifty different web browser tabs! You can even see a photorealistic image of your chosen ring on a hand. How cool is that?! We’re livin’ in the future, man!

Don’t Use The Engagement Ring Designer Name In Your Comparison

When comparison shopping for your diamonds, another thing to keep in mind is brand names: don’t get caught up in them! Designer names do not automatically mean you’re getting a better, more beautiful ring. Brand name rings typically carry a HEFTY price tag, simply because a well-known name is attached to the diamond. If you find a designer ring you adore, take note of its characteristics and look for something similar. We’re willing to bet that what you find will be just as beautiful and will come with a MUCH more appealing price tag.

How Can I Buy An Engagement Ring If I Can’t See It In Person?

We’re willing to bet that this is almost everyone’s biggest hesitation. How in the world do you shop for such a big-ticket item without being able to see it? They say a picture’s worth a thousand words, but can you really trust photos of a diamond engagement ring that you see on a computer screen?

The short answer to that question is… No, not really. But before you get nervous, keep in mind: photographs are nice to have, but they aren’t the most important thing to consider when engagement ring shopping online. A picture can’t ever truly translate a diamond’s cut or clarity. Photos should really only ever be used as a simple, basic way to confirm the gem’s important characteristics.

Look For Certification From a Jewelry Association

The most important thing you want to look for when shopping online for your diamond jewelry is certification through trusted sources like GIA or AGS.

These are the industry standards in diamond certification. Reputable online retailers will back all of their diamonds with these certifications so you know that the item has been inspected and verified by a licensed gemologist.

Research The 4 C’s: Cut, Clarity, Color and Carat Weight

Even after extensive research and item comparison, you’re likely to still have worries… So what’s a consumer to do?

Their homework, of course! (Bet you thought you’d left all that behind, huh?) Thoroughly researching the 4C’s (remember those from earlier?) helps guarantee that you know exactly what type of diamond wedding ring you’re looking for. This ensures you won’t be shopping without any real direction and won’t need a photograph to ease your mind—you’ll know you’re getting something truly spectacular.

Buying A Diamond Engagement Ring Is A Big Deal

It’s a big investment and a huge step in your life—but the process doesn’t have to be stressful. Do your research and take your time; there’s no need to make a quick decision! Don’t impulse-buy your jewelry—that’s one sure fire way to overpay and end up with something “meh.”

Our trusted partner, YADAV Jewelry, has a breathtaking collection of diamond engagement rings, earrings, necklaces, and more. All of their diamonds are GIA and IGI-certified, ethically sourced and conflict-free, and come with a 30-day return guarantee plus lifetime upgrades… and don’t forget your Zillion insurance policy when you check out!


Zillion partners with jewelers to offer their customers lower rates on jewelry insurance. If you don’t see your jeweler on our list, we’re sorry, we won’t be able to offer you a quote for insurance. If you purchased from a Preferred Jewelers International retailer please email us at partners@myzillion.com and let us know the name of the retailer. Thank you.