The Pros & Cons of Buying Your Engagement Ring Online


Written by James


The Quick And Dirty - There are pros and cons to buying an engagement ring online or in-person at a store. Generally, buying online will afford you far more choices, lower prices, and more customization. There are reputable places to buy engagement rings online that will make the process much easier.

It can be intimidating to shop for beautiful jewelry, particularly an engagement ring. Why is this the case? Because buying an engagement ring is a highly specialized, expensive, infrequent, and time-consuming process. The good thing is you have more options today than ever before. You have access to all of the information that will allow you to make an informed choice. As a result, buying a ring online is a great option for most.

If you are looking for an engagement ring, you have probably already realized how there are numerous online and in-store jewelry retail options available. Purchasing an engagement ring is truly a “once in a lifetime experience.” As a result, picking where and when to buy the ring is critical, not just for the engagement ring itself but also for the entire buying experience.

I this article, we will look at the pros and cons of buying a ring online vs. buying a ring in-store.

Pros of Buying A Ring Online

Cheaper options

One of the main reasons why buying your engagement ring online is a fantastic choice is because internet retailers provide their rings at a lower price than in store jewelry retailers. The majority of the time, online retailers sell engagement rings for 20-40% less than physical stores.

The key reason for this is that physical stores incur overhead costs that online retailers do not incur. Physical stores need to hire sales people and pay for increased insurance to protect the items they have on display.


While some people are wary of purchasing expensive engagement rings online, the reality is that it is generally safer to spend your money online. You should look at the retailer’s return policies, customer reviews, and whether or not they offer certifications for their rings to establish whether or not you should trust them.

The American Gem Society (AGS) and the Gemological Institute of America (GIA) both certify the finest engagement jewelry, particularly diamond rings. These two provide the most reliable and rigorous grading standards.

Limitless choices

Another reason to purchase your engagement ring online is that, unlike physical jewelry retailers, the internet provides you with a limitless number of possibilities.

You have endless possibilities on the internet, and there are different collections from which you can choose. In general, online retailers have a larger assortment of finely set diamond and gemstone engagement rings.

There are considerably more conflict-free diamonds available online, all at extremely reasonable costs. Purchasing engagement rings on the internet is also a viable choice that provides a transparent and straightforward experience. You can choose from countless diamond engagement ring options and set filters based on the 4Cs, price, and shipping options.


Because you can buy a ring from the comforts of your own home, it’s a pretty straightforward decision. Many online retailers have sophisticated product images that are in 360° HD to give you a clear view of the image even when you zoom in and out.

This saves you time and let’s you see the rings up close in a way that is harder in a store with fewer options and lighting that might make it harder to really tell what the diamond looks like.

Extensive Knowledge

The internet provides access to a wide range of educational resources, all of which are available to anyone who is searching for them and the content is free.

For example, suppose you want to buy a beautiful diamond engagement ring but aren’t sure what makes the ideal diamond ring. In that case, the internet will provide you with all the knowledge you need on the diamond settings, styles, prices,  designs, and the metals that the rings are made of.

Essentially, you can receive all of the knowledge you require online without fear of being deceived.

Cons of Buying A Ring Online

The internet is a vast, largely unregulated marketplace where you will encounter both good and dishonest retailers. If you don’t buy from a legit brand, there is a chance you get a fake or counterfeit stone, which may result in a financial loss to you. We don’t partner with any of these brands on our site but the internet does have shady actors.

Then there’s the fact that if you do not know what you want, you’ll need to do work to get the ideal ring, which comes with the possibility of being taken advantage of.

If you do not really know how to price engagement rings properly, you can easily be overcharged, and because diamond market prices are volatile and expensive, you can end up spending more than you should have. This is true for buying rings online as well but the internet opens the door to different types of manipulation.

Another disadvantage with making an online purchase is that you cannot see your ring in the flesh prior to purchasing it. You simply have to trust that the ring that will be delivered to you will match the images you saw on the company’s website.  

Pros of Buying A Ring In-Store

Verifying the Ring

One of the most significant advantages of purchasing an engagement ring in-store and in person is the ability to inspect the jewelry’s exact condition and specs.

All of the ring’s critical aspects, including color, clarity, polish, and cut, will be right in front of your eyes, allowing you to confirm all of the ring’s details in person instead of having to trust the information supplied on the website.

You can also try on the ring to determine if it is a comfortable fit. This will matter less if buying the ring for your girlfriend but you can always bring along one of her sisters or friends.

Sales guidance

Another benefit of purchasing your engagement ring at a physical store is that the professionals will indeed guide you in the correct direction, providing their experienced advice to make sure that the ring you choose is the ideal fit for your taste. Salespeople have an understanding of what rings you might want and can guide you based on your questions.

After-sales Services

A benefit of brick-and-mortar stores is that you can simply return your ring to the jeweler to have it repaired. When you purchase your engagement ring offline, you also get the best after-sale services, which include re-sizing, re-plating, polishing, and cleaning the ring.

Many online jewelry companies will repair or service engagement rings too, but it could cost you more money, and it will also take longer to get your ring back. Some online retailers do not offer these services. 

Cons of Buying A Ring In-Store

The most difficult aspect of buying diamonds from a physical store is that if you overlook a minor detail about the ring, you will wind up with an unflattering ring. Purchases made in-store are likewise more costly compared to those that are available online. This is because of the insurance and storage costs that physical stores incur, which are then reflected in the ring prices. 

Some companies with unwanted diamonds will go out of their way to make sure you leave with that piece, something the reputable online stores would not do. When it comes to buying in store, another disadvantage is that you can only view the rings that they have in stock at the moment. This limits your comparison options and ring choices. 

The Best Online Engagement Ring Sites

It is important to buy from a reputable retailer that has been in the business for a while. Some of the credible companies that you can purchase from include James Allen, Clean Origin, Brilliant Earth, Whiteflash, Zales, Jared, and Kay Jewelers.

These companies have websites with a large number of available rings. If you live near one of their physical outlets, you can purchase online and pick up your ring without the need to ship it. 

Explore our reviews of the best places to buy an engagement ring online to learn more (our favorite online realtor is James Allen. )

While the final decision of buying a ring online or offline is ultimately yours, we hope that this information has answered some of your queries. The trend is shifting toward online buying, which is becoming increasingly mainstream because people want to reduce costs and speed up the buying process. Some people, though, may still prefer to shop at a physical store. If you are on a limited budget, however, you should consider shopping online because you’ll get a lot more value for money.

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