Pros

1. Vast Selection and Variety: When it comes to diamond engagement rings, online stores offer an unparalleled selection. Unlike brick-and-mortar stores, which are constrained by space, security, and operational costs, online retailers can provide virtually limitless choices. This wide variety allows you to explore many more options to find the perfect ring.

2. Lower Costs: Physical jewelry stores often have high overhead costs due to factors like rent, special lighting, and in-store staffing. In contrast, online stores only need to maintain their website and logistics operations, which significantly reduces their expenses. As a result, online retailers can pass on the savings to you, offering better diamonds at lower prices. Meanwhile, brick-and-mortar stores typically pass on these higher costs to the buyer.

3. Convenient Return Policies: Online jewelry stores often have flexible return policies, giving you the freedom to reconsider your purchase. Many allow you to return the ring within a set period for a full refund, not just an exchange. It’s important to read and understand the return policy to avoid surprise fees like "restocking charges" or lengthy return windows.

Cons

1. Unregulated Market: One of the biggest risks of buying diamonds online is the potential for encountering dishonest or fraudulent sellers. The internet is not as tightly regulated as physical stores, which can lead to unscrupulous merchants taking advantage of unsuspecting buyers. It's important to buy from trusted, well-reviewed sources.

2. Inability to Physically Inspect the Diamond: A major downside of purchasing a diamond online is that you cannot physically examine the stone before committing to the purchase. While photographs and descriptions can provide useful details, they can't replace the tactile experience of seeing and handling a diamond in person. However, for many buyers, the information provided online is sufficient to make an informed decision, even if they can't inspect the diamond up close.

Relatedly, explore our diamond prices chart and guide on lab-grown diamonds for reference.

Pros

In-Person Inspection: One of the biggest advantages of shopping at a physical store is the ability to see and inspect the diamond in person. For someone who knows what they’re looking for, being able to closely examine the stone—its clarity, cut, and sparkle—can provide a level of assurance that a photograph simply can't offer. Physical stores also offer valuable long-term policies, such as buy-back, upgrade, or maintenance options, which can be an added benefit. Some may even offer financing plans, allowing you to spread the cost of your purchase over time.

Cons

Sales Pressure and Misleading Advice: The most significant downside to buying from a brick-and-mortar store is often the salespeople. While they may present themselves as diamond experts, their main objective is to sell you a product. In many cases, their advice may be more focused on closing the sale rather than ensuring you're making the best decision. You may find that they provide you with misleading information or pressure you into making a purchase that isn’t right for you.

High Overhead Costs: Brick-and-mortar stores have substantial overhead expenses, including rent, salaries, and store fixtures. These costs are ultimately passed on to you, the consumer, which means you'll likely pay a premium for diamonds purchased in-store compared to what you would pay online.

For further details, check out our guide on the best places to buy diamonds or engagement rings and ideal cut diamond proportions.