James Allen vs. Brilliant Earth

When it comes to purchasing diamonds, the choice of retailer can significantly impact your buying experience.In this article, we’ll delve into a comprehensive comparison between James Allen and Brilliant Earth, covering various aspects such as pricing, video technology, inventory, and more. By the end of this article, you’ll have a clear understanding of which option suits your needs best.

Company Backgrounds

James Allen

Founded in 1998 by James Schultz and his wife, James Allen quickly became a pioneer in the online diamond retail industry. Based in New York City, James Allen revolutionized the way consumers shop for diamonds by offering a vast selection of high-quality diamonds with advanced imaging technology for detailed inspection. In 2017, James Allen became part of the Signet Jewelers family, which includes other well-known brands such as Kay Jewelers and Zales. This partnership further solidified James Allen’s position as a leading online retailer of diamonds and engagement rings.

Brilliant Earth

Established in 2005 by Beth Gerstein and Eric Grossberg, Brilliant Earth set out with a mission to provide ethically sourced and environmentally responsible jewelry. Headquartered in San Francisco, Brilliant Earth quickly gained recognition for its commitment to conflict-free diamonds and sustainable practices. The company offers a wide range of engagement rings, wedding rings, and fine jewelry crafted with ethically sourced materials. Brilliant Earth has also been a leader in promoting transparency and social responsibility within the jewelry industry, earning accolades for its efforts in ethical sourcing and environmental stewardship.

Short Summary

Image Source: Your Diamond Guru

Image Source: The Good Trade

Before diving into the details, here’s a quick overview:

Both James Allen and Brilliant Earth have stellar reputations and offer similar shipping and return policies.

James Allen excels in 360 video technology for diamond inspection, affordability in natural diamonds, and a wide selection of discounted lab-grown diamonds. Their innovative Ring Studio for custom ring design and access to complimentary jewelry maintenance through sister company Jared further enhance their offerings.

Brilliant Earth stands out in branding, particularly with their Beyond Conflict-Free message, trendy jewelry designs, and an extensive gallery of fancy-colored lab-grown diamonds. With 20 nationwide showrooms, customers can experience diamonds in person.

In terms of pricing, James Allen generally offers more affordable options in both natural and lab-grown diamonds.

James Allen boasts the most extensive online diamond inventory globally, while Brilliant Earth has a substantial inventory with 85% of diamonds listed with 360HD videos.

From Whiteflash to Adiamor and James Allen, our partners offer an extensive array of premium diamonds, backed by high-resolution images, videos, and diamond certificates. With transparent practices and a commitment to consumer education, shop confidently for your perfect gemstone with PriceScope's trusted retailers.

Differences Between James Allen and Brilliant Earth


Both companies are highly reputable and trusted in the industry. They share similar shipping and return policies.

James Allen

  • James Allen leads with top-notch 360 video technology, facilitating easy diamond inspection.
  • They offer competitive pricing, particularly in natural diamonds, and a section of lab-grown diamonds at a 10% discount.
  • The introduction of The Ring Studio enables seamless custom ring design.
  • Benefiting from sister company Jared, customers receive complimentary jewelry maintenance and repairs.

Brilliant Earth

  • Brilliant Earth excels in branding, appealing to those valuing the Beyond Conflict-Free message.
  • They offer industry-standard 360 videos on 85% of their diamonds and showcase trend-setting jewelry designs.
  • Their fancy-colored lab-grown diamond gallery provides unique options for customers.
  • With 20 showrooms across the country, customers have the option for in-person diamond viewing.

Shipping and Return Policy

Both companies offer free worldwide shipping and returns via FedEx.

Diamond Pricing Comparison

Comparing natural diamonds, James Allen generally offers more competitive pricing.

For lab-grown diamonds, James Allen tends to be more affordable overall, though Brilliant Earth may have better options for larger diamonds on a tight budget.

JA Lab-Grown Diamond Prices

Image Source: James Allen

BE Lab-Grown color diamond prices

Image Source: Brilliant Earth

Looking for alternatives? Discover the unmatched quality of Whiteflash's lab diamonds for those with a discerning eye. Or explore Blue Nile's vast selection for a variety of choices. Both offer distinct advantages, whether you prioritize excellence or variety.

Diamond Inventory and Selection

Brilliant Earth houses an extensive inventory, while James Allen boasts the most extensive online inventory globally.

Diamond Inspection Features

James Allen pioneered virtual loupe technology, providing comprehensive 360HD videos for detailed diamond inspection.

Brilliant Earth’s video consistency relies on vendor-provided videos, which may lead to variations in quality and presentation.

Design Your Own Engagement Ring

Both companies offer robust customization options for engagement rings, with James Allen’s Ring Studio offering a user-friendly platform for design.


While James Allen has three showrooms, Brilliant Earth’s 20 nationwide showrooms offer ample opportunities for in-person viewing.

Final Thoughts

Both James Allen and Brilliant Earth offer reputable and trusted options for diamond purchasing, each with its unique strengths and offerings. Consider your priorities, whether it’s affordability, ethical sourcing, or personalized design, to make the best choice for your diamond investment.

Ultimately, the choice between James Allen and Brilliant Earth depends on individual preferences and priorities. Those who prioritize visual inspection and customization options might prefer James Allen, while those concerned with ethical sourcing and environmental impact might lean towards Brilliant Earth. It’s essential for consumers to research and compare both options thoroughly to make an informed decision based on their specific needs and values.

Scroll to Top