Variety
The expert team of gemologists, designers, and jewelry artisans at Brilliant.com strive to ensure that every diamond they set and every ring they cast adheres to the highest standards of quality they’ve been committed to.
At first glance, Brilliance’s selection of loose diamond shapes and setting styles looks to rival those in most local jewelry stores.
Unlike Blue Nile, Whiteflash, and James Allen, it seems that Brilliance does not have the same exclusivity contracts and direct feeds for the diamonds. In other words, the 350,000+ diamonds they list on their site are not necessarily available.
What does it entail? It appears that they have diamonds listed via generic industry feeds. While this allows them to work on cheaper margins, it means they are unable to guarantee ship dates or even confirm if the diamond is in stock.
They stated in their sales video from 2020 that lab-grown diamonds were not available from Brilliance, alluding that they were inferior quality to their standard. However, upon browsing the site, it appears that has lapsed.
Both natural and lab-grown diamonds have a legitimate place in the market. In contrast to natural diamonds, which historically appreciate in value over time, prices of lab-grown diamonds continue to drop, and the principle of accelerating change suggests they will lose value over time. You can read more regarding our advice on purchasing lab-grown diamonds here.
Ease of Use
With a simple, easy-to-navigate website, Brilliance.com provides users with a great experience. Customers can browse the brand’s collection according to the type of jewelry they prefer, by the style or stone of the jewelry, or by using educational guides to choose the right ring or diamond.
You can start your journey by selecting your perfect setting first and then diamond second, or vice versa. Either way, the site is intuitive and makes it simple to design a ring to your specifications and prioritize what’s important to you.
The sliders make it simple to narrow down your search. Only want GIA-certified diamonds? You got it. Just want to search for the oh-so-popular 0.90ct diamond? Sure, you can specify that. Checking out round and princess cuts? That will be no problem for you. Eyeing up the colorless range but also want to see what near-colorless has to offer? No problem.

You can also choose which diamonds you wish to compare at a glance, with a breakdown of carat, color, clarity, cut, report and price available in a handy table.
As mentioned, a comprehensive education section is available on the site, which offers easy-to-digest materials covering topics such as Diamond Shape, Cut, Color, Clarity, and Carat, as well as guides on setting types and metals.