Is James Allen The Best Place to Buy Engagement Rings Online?

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You’ve decided you like it, and you agree with Ms. Knowles that, yes, indeed you betta put a ring on it. 

Buying an engagement ring online has a lot of advantages, including a much larger selection than your local jewelry store, and the ability to filter based on your price range.

(Not to mention avoid the pushy salespeople who work at brick and mortar jewelry stores.)

woman showing engagement ring
[Image: Alekon pictures / Unsplash]

But it also has one major risk: the trust factor. 

Buying an engagement ring is one of the most expensive purchases you’ll ever make. 

We know firsthand how terrifying it can be to fork over that much money for something you haven’t seen, and then have to sweat it out as you wait for the delivery to arrive. 

The good news is that buying engagement rings and other jewelry online has gotten a lot easier (and more legitimate) over the years, and you don’t have to look far to find some really reputable stores that sell legit, high-quality jewelry at a wide range of price points. 

In this post we’ll take a closer look at the advantages of ring shopping at one of the all-around best places to buy engagement rings online, James Allen

About James Allen

James Allen logo

Founded by Oded Edelman, Michele Sigler, James Schultz and Dean Lederman, a group of jewelry experts, online retail experts and diamond-industry veterans, James Allen is an online fine jewelry store whose mission is pretty simple: 

To offer online shoppers the largest selection of the highest quality diamonds at the best price possible.

While today there are a bunch of sites selling diamonds online, James Allen is kind of the OG of the online diamond world, having started back in 2006, and today is the world’s largest privately held online diamond and bridal jewelry retailer.

Blueprint sketch of a ring design
With James Allen, you can fully customize every facet of your ring

They offer a huge inventory and the ability to fully customize your ring so you get exactly what you want (about which more below).

But the real kicker might just be the price: 

Shopping online at JA can be up to 50% cheaper than shopping at traditional stores. 

Innovation Makes Ring Shopping Easy

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In addition to being the largest and most experienced online diamond store in the world, what’s really distinguished James Allen is its commitment to innovation. 

From the beginning, their focus has been on delivering an exceptional online shopping experience, and the brand has leveraged some pretty cool tech that allows you to design your own ring from scratch. 

Diamond Display Technology

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Buying a diamond ring online can be nerve-wracking because with diamonds, the devil is in the details, which can be notoriously hard to see when shopping online. 

JA solves that problem by offering 360-degree HD display technology on all of the 200,000-plus, certified conflict-free  diamonds it sells.

With 15x magnification, you canmake out every detail of the diamond you’re considering buying, which provides a lot more peace of mind about what you’re investing in. 

Lab-Created Diamonds

In addition to traditional diamonds, JA also offers a huge selection of lab-created diamonds, which can allow you to save up to 30% when compared to earth-created diamonds. 

What’s especially nice about lab-created diamonds is that the savings don’t come at the expense of quality: 

Lab-created diamonds are both chemically and optically the same as earth-created diamonds, which means you get the same high quality for a lower price tag.   

Virtual Ring Sizer 

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One of the reasons James Allen is such a great place to buy an engagement ring is that they make it super easy to choose the right size ring, which is something that a lot of guys struggle with. 

Their Virtual Ring Sizer features offer four different methods for finding the right size. 

There’s a guide to measuring finger size and even the option to have an actual ring sizer mailed to you, but of which work great when you’re buying your own ring, but not so well when you’re shopping for your future fiance. 

Fortunately, there’s another option for figuring out her ring size virtually, without her knowing what you’re up to. 

If you can grab one of her other rings, which you know fits her, you can use their virtual ring sizer to measure it, and upload her exact ring measurements to the site. 

That way, the ring you order for her will be custom sized and based on a ring that you already know fits her perfectly.  

And if you’re ordering from outside the United States, where ring sizes can vary, they offer conversion charts that make it easy to know which size you should order. 

Virtual Ring Try On 

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One of the coolest features James Allen offers is their Virtual Ring Try On feature, which eliminates a lot of the fears that people have about buying rings online. 

Once you’ve found or designed a ring that you love, you can easily see what it would look like on your hand by using your smartphone. 

All you have to do is click the “Try On” link next to your ring, then use your phone to take a photo of your hand. 

Their website then super-imposes the ring onto your hand, to give you a sense of how it will look when it’s actually on. 

Seeing the ring on an actual hand helps you decide if you’ve chosen both the right ring setting and the right diamond. 

What’s great about this feature is that it allows you to combine all the advantages of shopping for a ring online – namely the larger selection and better prices – with one of the main advantages of shopping in person – the ability to try the ring on. 

And fellas, we know what you’re thinking: 

If you’re shopping for an engagement ring for your girlfriend, what matters is how it looks on her hand, not yours. 

But don’t worry. You can use your own hand for the virtual engagement ring try on feature to get a sense of how it will look on a hand, then use another cool James Allen feature to find the right size for her. 

Lots of Flexibility

In addition to cool tech, JA also offers a number of services that help you further customize your ring, and put your mind at ease when buying a diamond online.

They offer free engraving on most rings that lets you add your initials and truly make your rings your own, and provide free resizing for up to 60 days after your order, so you don’t have to worry about settling for something that’s not quite right. 

Is James Allen Reputable?

Screenshot from the BBB

Advanced technology and added flexibility is all well and good, but as we noted above, when you’re shopping for an engagement ring the thing that matters most is trust. 

Fortunately, this is where James Allen really shines. 

Customer Service

James Allen prides itself on offering shoppers a lot of features and services that provide peace of mind. 

Their customer service reps are available 24/7 to answer questions, and they don’t work on commission, so there’s no fear that they’ll be pushy or too “salesy.”

Real-Time Diamond Inspection

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They offer the industry’s first real-time diamond inspection service. 

This allows you to hop on a video call with their experts, who will use a super magnified lens to zoom in close on your diamond so you can explore every facet of it in real time before you order. 

Lifetime Warranty

In addition to the diamond inspection, they offer a lifetime warranty on all their diamonds, which can help put your mind at ease. 

Plus they provide a 100% money-back guarantee within the first 30 days if you’re not happy with the final product, and if you’re in the US they’ll even cover the shipping costs when you send your ring back.

James Allen Reviews 

Screenshot from Google Reviews
After more than 300 reviews, James Allen has 4.7 stars out of 5 on Google

Another nice thing about James Allen is that they’ve been around for decades, so they have a long track record that you can look into to decide for yourself. 

The folks over at Credit Donkey gave them a 4.6/5 rating after conducting a really comprehensive review. 

Laurie Mega of Gem Society was equally impressed, writing ““If you’re coming at this with no experience buying diamonds, you’re going to become pretty knowledgeable pretty quickly. And you’ll gain the confidence to make a solid purchase.” 

And perhaps most assuringly, James Allen has a sterling 4.5/5 rating at the Better Business Bureau, which is arguably the most trusted organization in the world when it comes to measuring a company’s business practices. 


Is James Allen Legit?

The short answer? Absolutely.

When you combine the wide selection and low prices with James Allen’s trustworthiness and dedication to understanding the customer’s needs and improving the online shopping experience, it easily becomes the top choice for buying engagement rings (and pretty much any other jewelry) online.

Shop James Allen

James Allen Ring

James Allen combines a huge inventory of high-quality diamonds with low prices and innovative technology to offer what’s easily the best online shopping experience for engagement rings.

Shop James Allen ➤

Banner Image: Andre Jackson / Unsplash