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Add The New York Post on Google Engagement season is quickly approaching, and if you’re thinking of popping the big question, you’ll need something sparkly (and hopefully big) to do it with.
While some visit jewelers in person to purchase an engagement ring, there are benefits to shopping online. Along with gaining access to more styles and customizations, options at brick-and-mortar stores, thanks to premium markups, cost significantly more (according to reports, we’re talking between 20% and 50%).
With more online retailers offering concierge services, many shoppers are realizing they can have the ring of their dreams designed without leaving the comfort of their home.
Ring shape and setting trends may change over time, but in terms of stones, diamonds (lab-grown or natural) remain a popular choice.
“The classics never go out of style, but I think that today’s brides and grooms want something timeless and personal,” Nellie Barnett, a former diamond grader for the Gemological Institute of America, told The Post. “Considering the turbulent year and a half the world has experienced, there is a strong desire to have engagement rings with a personal touch — using symbolism, creating custom settings or requesting unique diamond cuts.”
Purchasing an engagement ring is a personal decision and, with so many customization tools offered online nowadays, the process couldn’t be simpler. Whether you’re unable to access a jeweler or simply prefer to see prices and specifications up front, it’s the preferred process for some.
“Whether shopping online or in a store, the quality of a diamond affects its price [along with if it’s a lab-grown diamond], which is why we highly recommend anyone considering a diamond to look for one with a GIA report,” Barnett said. “GIA Diamond Grading Reports are based on rigorous examination by trained and experienced professionals who use scientific and impartial assessment of the diamond’s four C’s —color, clarity, cut and carat — to provide the exact details of what is in the diamond, as well as any treatments.”
And, be sure to check out our FAQ with a gemologist for expert-backed insights to buying engagement rings online. Oh, and you’ll want to check out this research on the average price of engagement rings by state.
Since launching in 2016, Rare Carat has transformed the way consumers shop for diamonds online. With the largest online inventory in the U.S., the company makes it easier for consumers to find the best bargains on quality diamonds. Their model is built on trust and exceptional customer service, with a long-standing commitment to quality and ethical sourcing.
As a direct fine jewelry retailer, Rare Carat inspects every diamond in-house to verify the laser inscription and grading certificate under 60x to 110x magnification before any stone is set or delivered. Rare Carat also crafts and sets its own jewelry, from engagement rings and wedding bands to earrings and bracelets, allowing the company to maintain consistent quality throughout the production process.
When it comes to shopping for an engagement ring, shoppers expect an experience that is personal and stress-free. This is why Rare Carat offers a 30-day return policy and no-questions-asked money-back guarantee. Customers can also count on free resizing and a lifetime upgrade program.
Unlike referral or marketplace sites that direct customers to third-party retailers, Rare Carat manages the entire purchasing experience directly. The company handles checkout, billing, and shipping, while its in-house customer service team remains available to support customers throughout the entire process.
Blue Nile has set the standard for natural diamonds and fine jewelry since 1999, earning a reputation as the original online jeweler trusted by generations of engagement ring shoppers. Their collection reflects a commitment to timeless design and expert craftsmanship, offering both classic elegance and modern sophistication.
From sleek solitaires to halo-adorned masterpieces and customizable designs, Blue Nile’s engagement rings invite couples to express their personal story in every detail. Their Creative Studio allows shoppers to craft a ring from scratch, choosing every element, including the setting, metal type, and center diamond, so each piece is as unique as the love it represents.
Every diamond in Blue Nile’s assortment is independently graded and responsibly sourced, ensuring exceptional quality and transparency. Their gemologist-level search tools help customers navigate options with confidence, filtering by carat weight, cut, color, clarity, and budget to find a stone that perfectly balances beauty and value.
Signature styles, like their elegant solitaire settings or the sparkling three-stone designs, exemplify the brand’s dedication to enduring appeal and meticulous attention to detail. Whether you’re drawn to the timeless simplicity of a classic round diamond or the distinctive allure of a customized setting, Blue Nile makes the process of selecting an engagement ring approachable, informed, and deeply personal.
Blue Nile’s legacy of trust, innovation, and customer-focused service continues to shape the engagement ring experience. Each ring is designed to be both exquisitely crafted and meaningful for a lifetime.
Price range: Pricing depends on the diamond and setting chosen, as customers design their ring by selecting a loose natural diamond and pairing it with a setting that fits their style.
Financing: Flexible payment options are available, including buy now, pay later services that allow customers to split purchases into installments at checkout.
Every couple has a different vision for their engagement ring, and Brilliant Earth offers designs to match every style. The collection includes everything from classic solitaires to vintage-inspired settings. Each ring can be customized with a responsibly sourced natural diamond or a lab-grown stone, making it easy to create a piece that feels personal.
Signature settings showcase the brand’s thoughtful craftsmanship. The Kensington Half Coverage Diamond Ring puts a fresh spin on a classic silhouette with alternating emerald-cut and round accent diamonds. Its sculptural cathedral setting adds height and an elegant Art Deco feel. Pear-shaped side diamonds add dimension and draw the eye to the center stone in the Luxe Opera Three Stone Diamond Ring. A slim band and elegant proportions create a refined look that never feels overdone.
Brilliant Earth also stands out for its commitment to transparency and responsible sourcing. Couples can personalize the metal, diamond shape, and setting details to create a ring that reflects their preferences. Recycled precious metals, responsibly sourced gemstones, and lab-grown diamonds offer even more options. That combination of customization, craftsmanship, and ethical practices makes Brilliant Earth a top choice for custom engagement rings.
What’s great about Grown Brilliance is its affinity for lab-grown diamonds, specifically. We had the opportunity to visit its Soho flagship store in NYC to scout all of the beautiful diamonds and the sparkle and styles are simply stunning — there’s no other way to put it.
Grown Brilliance works closely with IGI (the reputable diamond graders we interviewed below) and loves how the brand is holistically knowledgeable about the industry and the 4 Cs. Not only can you shop by diamond cut but you can also match it with your preferred metal, including yellow gold, white gold, rose gold and platinum.
There’s also a portion on its website called “Diamond Education,” where you can learn more about the 4 Cs, diamond shapes and lab-grown diamonds. The brand’s overall quality and mission to help couples find their perfect diamond is beyond compare.
Financing: Up to 36 months with rates as low as 0% APR
We’ve all heard it before: every kiss begins with KAY. With that slogan, we can practically see the commercial right before our very eyes.
As a legacy jeweler making diamonds both accessible and well-varied, KAY Jewelers reigns supreme as the best online destination for the money. Prices have an extremely vast price range and that’s largely in part to the myriad options you’ll find online, along with some prized collections that are a bit more luxe.
The brand has one of the most narrowed-down shopping experiences we’ve noticed. Choose from wedding ring sets, classic solitaire options, halo, gemstone, three-stone, vintage and more. Designer collections are also available, like Neil Lane (yes, “The Bachelor” jeweler!), Monique Lhuillier, LEO and Now & Forever.
Whatever your price point is, check out KAY Jewelers. The brand has been around for a minute but its recent elevations are impressive.
Financing: Offers six-month financing with a minimum purchase of $300 (zero interest if paid in full within six months)
Clarity is an online jeweler we need to place on your radar — a seamless fit for anyone looking for a traditional engagement ring. Whether you prefer natural or lab-grown diamonds, you’ll be sure to find not only a good value but a stunning diamond and band coupling at the end of the day.
The brand is one of the most transparent at letting you know how much the ring will cost per carat size and metal option. For this reason, it’s beyond easy to price-compare while shopping. Additionally, it hosts some of the most beautiful, classic options, with a subtle variety of more intricate bands (if you’d like to explore some wedding bands for later wear at the same time).
It has the perfect amount of options online to provide variety but not too much to overwhelm you. As a whole, the brand is one to be considered.
Financing:Use Affirm to make up to four interest-free payments, or pay in installments for up to 36 months. Your rate will be 0-36% APR based on credit, and is subject to an eligibility check.
VRAI has been on our minds for years now and it was a no-brainer in our book to name it the best for unique engagement rings — and, it’s not only because the brand has a complete landing page dedicated to “Unique Engagement Rings.”
Namely, you’ll find the Ariana Grande-inspired engagement ring (with two asymmetrical stones), unique double-band options (like The Double Band Round Brilliant in Platinum) and V-shaped bands and marquise stones. Overall, VRAI has us adding some to our wishlists — and recommending it to brides-to-be who can’t stop Googling the ring of their dreams, along with items for their wedding registry.
Financing: No interest or fees when you split your purchase into four equal interest-free installments with Klarna (available on purchases from $200 to $1,000)
Before reading some commonly asked questions about engagement rings, meet our expert:
“Aside from style and preference, the top considerations when diamond shopping is the 4Cs of Diamond Quality,” Barnett explained. “GIA actually developed the 4Cs – Color, Clarity, Cut and Carat Weight – and the GIA International Diamond Grading System more than 70 years ago. These two standards create a common and consistent way for people around the world to evaluate and describe diamonds and their quality.”
“Color actually describes the absence of color,” she said. “GIA’s diamond color-grading system starts with D – for absolutely colorless – and goes to Z, which means that the diamond has a visibly light yellow or brown color.”
“Clarity describes any characteristic that is seen within a diamond at 10x magnification,” she said. “These characteristics are referred to as inclusions or blemishes – they can occur within the diamond or on the surface.”
For example, a small crystal inside the diamond is considered an inclusion, while a scratch on the surface is considered a blemish. “A diamond that has absolutely no inclusions or blemishes is Flawless on the clarity grading scale and also has a higher value,” she added.
“Cut describes how well a diamond’s facets interact with light by measuring the stone’s proportions and how they influence the diamond’s face-up appearance,” she said. “Only round brilliant cut diamonds receive a cut grade.”
Carat Weight is the measurement of how much a diamond weighs.
“Cutting style refers to how the diamond’s facets are arranged,” she explained. “For example, the most common facet arrangement for round diamonds is the standard brilliant cut that has a specific arrangement of 57 or 58 facets. Other cutting styles include the emerald cut, which is a square or rectangular shape that has four longer facets along the sides – these are called step cuts – and beveled corners.”
Barnett notes that the cut differs from the diamond’s shape. “Shape, which is different from cut or cutting style, describes a diamond’s outline when viewed face-up,” she added. “By far the most popular diamond shape is round. But, there are other shapes which are called fancy shapes and those include marquise, pear, oval, rectangle, square and heart.”
“Make sure that the diamond you are considering has a grading report – preferably from GIA! The 4Cs determine whether or not a diamond is of exceptional quality,” she said. “The best quality diamond is described as Flawless, D Color and Excellent Cut, but ultimately, what is considered perfect will be determined by the person who wears the diamond.”
“There used to be an old adage that you had to spend at least three months’ salary on an engagement ring, but that’s now archaic,” she said. “Here’s a far better tip: learn the 4Cs of Diamond Quality, do some comparison shopping and find an engagement ring that makes your heart beat the way that your love does. In the end, it’s not how much you spend, but how much love the ring represents.”
“Diamond settings highlight the beauty of the stone and protect it from damage,” she said. “There are three common settings: bezel, with a thin metal strip to hold the gem; prong, which holds the diamond in place using narrow metal supports; and halo, consisting of small diamonds around the center stone.”
Another thing Barnett recommends considering is the metal used. “Selecting the right metal for your engagement ring setting is just as important as selecting the right diamond because the metal plays a big role in your diamond’s color appearance,” she added. “Since diamonds are highly reflective, the many facets of a standard round brilliant diamond and other diamond shapes act like tiny mirrors reflecting their surroundings, including the color of the band and the prongs holding the gem.”
Keeping this in mind, you can use the color of the metal in your engagement ring to enhance your diamond’s color, too.
“Typically, items that are of high value are often insured,” she said. “Similar to having insurance for a car or a home, it is highly recommended to purchase insurance for a diamond.”
For over 200 years, the New York Post has been America’s go-to source for bold news, engaging stories, in-depth reporting, and now, insightful shopping guidance. We’re not just thorough reporters – we sift through mountains of information, test and compare products, and consult experts on any topics we aren’t already schooled specialists in to deliver useful, realistic product recommendations based on our extensive and hands-on analysis. Here at The Post, we’re known for being brutally honest – we clearly label partnership content, and whether we receive anything from affiliate links, so you always know where we stand. We routinely update content to reflect current research and expert advice, provide context (and wit) and ensure our links work. Please note that deals can expire, and all prices are subject to change.
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