10 Biggest Jewelry Stores in USA: Diamonds, Gems & Jewelry

Finding that just-right ring, necklace or earrings is only easier if you have an idea of where to look for it. Top online jewelry stores provide great designs, beautiful responsibly mined materials and exemplary customer support. Here are the 10 biggest jewelry stores in USA where you can learn how to start a jewelry business.

10 Best Jewelry Online Stores in USA

Zales – Best online jewelry store overall

Zales is one of the oldest and biggest jewelry stores in USA, starting their first store back in 1924. They sell natural diamonds which are either naturally produced from areas free from conflict or grown in a lab. Zales specialize in having an enormous amount of ready-to-wear jewelry, with over 700 stores in the US.

Jewelry Available: 

• Rings
• Earrings
• Necklaces
• Bracelets
• Watches

Price Range: $150-$55,000+

Highlights:

• Return Policy: 30-day return policy from the date of shipping for online purchases, but not for some kinds of jewelry like custom designs.
• Shipping Options: Zales offers various shipping options like UPS 2nd Day Air, UPS Next Day Air Saver, and UPS Saturday.
• Customer Service: Zales customer care is available by phone and email. They also maintain a FAQ page on their website for immediate answers on regular questions.
• Customization: Zales offers customization options for many of their pieces, especially rings. You can choose metal, gemstones, and in most cases, the setting style.
• Shopping Experience: Zales’ website is easy to use with a simple layout and straightforward search and filter options.

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James Allen – Best for customizable jewelry

James Allen has been the go-to shop for high-quality wedding and engagement rings for fifteen years. What sets this up as one of the biggest jewelry stores in USA is that you get to completely customize your ring to the exact specifications you want, from the setting to the gems and everything in between.

Jewelry Available:

• Engagement rings
• Loose diamonds
• Necklaces
• Bracelets
• Earrings

Price Range: $150-$3000+

Highlights:

• Return Policy: 30-day return policy for all purchases.
• Shipping Methods: Free global shipping, with the buyer required to pay for any taxes and duties their resident country may apply.
• Customer Service: James Allen offers 24/7 phone, email, and live chat customer service. They also include a “Real Time Diamond Consultation” from a diamond expert.
• Customization: James Allen offers extremely high levels of customization. The customer can choose a loose diamond and then a setting to create a customized engagement ring, among other customizable jewelry pieces.
• Shopping Experience: James Allen’s website is user-friendly with great photos and a proprietary diamond display technology that shows 360-degree HD images of the actual diamond.

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Ross Simons – Best for good value jewelry

Ross Simons is purely one of the biggest jewelry stores in USA. From anklets to bracelets, earrings, necklaces, and brooches, this website has everything. Prices are as varied. So, anyone who wants to possess a lovely and unique piece of jewelry will have plenty to select from regardless of whether they are low or high on budget.

Jewelry Available:

• Rings
• Bracelets
• Earrings
• Necklaces
• Watches

Price Range: $7.99-$100,000+

Highlights:

• Return Policy: 30-day return policy, providing full refunds for products returned within that period.
• Shipping Options: Ross Simons has a variety of shipping options from standard shipping to next day air, each having varying prices.
• Customer Service: Over phone, email, and live chat and even an FAQ page on the website.
• Customization: Ross Simons has less customization compared to other jewelers, but they do have an assortment of one-of-a-kind designs and styles to choose from.
• Shopping Experience: Ross Simons’ website is easy to navigate with good product photos and descriptions.

Brilliant Earth – Best for environmentally-conscious jewelry

What sets Brilliant Earth apart from other biggest jewelry stores in USA is that it places great importance on transparency and ethics. They offer a wide range of jewelry pieces, from engagement rings to earrings, created with love and sustainability. You can find various styles on the site, from classic to modern, and they have design facilities for most of their designs.

Jewelry Available:

• Engagement rings
• Wedding rings
• Standard rings
• Necklaces
• Bracelets
• Earrings

Price Range: $75-$75,000+

Highlights:

• Return Policy: 30-day return policy on all jewelry.
• Shipping Options: Free shipping on all US orders and international orders above a certain value.
• Customer Service: Customer service is offered from Brilliant Earth by phone, email, virtual consultations, and a comprehensive FAQ on the website.
• Customization: Brilliant Earth offers customization options where customers can select their diamond and setting to create their own engagement ring, and other customizable jewelry.
• Shopping Experience: The Brilliant Earth website is uncluttered and simple to use, offering search and filtering capabilities as well as a virtual try-on function.

You may be interested in: Creative Jewelry Business Names for 2025

SuperJeweler – Best for deals on diamonds and gems

SuperJeweler is the perfect example of how you can market your jewelry business. This store has the vibe of a time capsule to the early 2000s. The firm sells the lowest available prices on gemstones, diamonds, and stylish jewelry. Since the team operates worldwide, they are able to get beautiful items directly from diversified and conflict-free sources.

Jewelry Available:

• Rings
• Earrings
• Bracelets
• Necklaces
• Watches

Price Range: $15-60,000+

Highlights:

• Return Policy: Liberally 60-day return facility available.
• Shipping Options: Regular shipping option within the US: 2-5 business days, international shipping: 1-2 weeks.
• Customer Service: Phone, email, live chat.
• Customization: SuperJeweler offers the feature of designing your ring yourself, which allows for high customization. You can choose your own diamond and setting.
• Shopping Experience: The website is simple to navigate, with good product images and descriptions, including filtering and searching.

Georg Jensen – Best for high-end Scandinavian design

Georg Jensen has been creating exquisite silver pieces since the early 20th century. The is one of the biggest jewelry stores in USA that creates designs that range from classic, early 20th century-style pieces to modern Scandinavian jewelry. You can purchase both silver and gold jewelry, and even indulge in some ethically-sourced diamond pieces.

Jewelry Available:

• Rings
• Bracelets
• Necklaces
• Earrings
• Watches

Price Range: $65-$15,000+

Highlights:

• Return Policy: 30-day return policy.
• Shipping Methods: Cost and delivery time vary based on the location. International shipping is also available.
• Customer Support: Phone and email support.
• Personalization: Georg Jensen does not usually do personalization since they are more into one-of-a-kind designer pieces.
• Shopper Experience: The website has a nice look and is easy to navigate with good pictures and descriptions.

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Melinda Maria Designs – Best for customer service

Melinda Maria offers cheap and flashy jewelry for day-to-day and costume use. Jewellery is stocked at low prices due to a wholesale model, and the shiny items can be retailed direct-to-consumer. This is also one of the biggest jewellery stores in USA offering custom & personalized jewellery engraving.

Jewelry Available:

• Necklaces
• Bracelets
• Earrings
• Rings

Price Range: From $30

Highlights:

• Return Policy: 14-day return policy upon receipt. Products should be in unworn, original condition.
• Shipping Options: Free shipping to the US Shipping outside of the US is calculated at a varied rate based on location and weight.
• Customer Service: Email support and a full FAQ page online.
• Customization: Melinda Maria Designs doesn’t offer custom orders.
• Shopping Experience: The site is easy to use and looks good, with good photos and descriptions of the products.

IceTrends – Best for affordable diamonds of all kinds

From breathtaking birthstones to diamond wedding bands, Ice Trends is a great store where you can purchase beautiful jewelry at cheap prices online. Among the biggest jewelry stores in USA, Ice Trends has a great return policy. For 7 days, you are entitled to return the purchased item for a refund, without any questions. And for thirty days, you are entitled to trading your purchase, as well.

Jewelry Available:

• Rings
• Necklaces
• Bracelets
• Earrings

Price Range: From $38-$35,000+

Highlights:

• Return Policy: 30-day return policy on the majority of products. Products need to be in new condition with all original packaging and documentation.
• Shipping Options: Free standard shipping on all US orders. Expedited shipping for additional fee.
• Customer Service: The customer service department can be reached via phone, email, and live chat.
• Customization: Ice Trends does not have any customization options.
• Shopping Experience: The website is easy and user-friendly with good search facility and navigation.

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Jane Win – Best for gifts

Jane Winchester Paradis, designer of Jane Win, switched over to jewelry making after decades of working in marketing for major fashion corporations. Inspiration for their top-selling collections comes from 1900s coin pendants. Each pendant has a story to tell: You can choose pendants based on inspirational words, occasion, zodiacs, and more. You can even purchase similarly personalized bridal jewelry, necklaces, earrings, rings and cuffs.

Jewelry Available:

• Necklaces
• Earrings
• Bracelets

Price Range: $55-$2,500+

Highlights: 

• Return Policy: Jane Win provides returns on non-custom items within 14 days of receipt.
• Shipping Options: Delivery times and prices can vary based on location in the US.
• Customer Service: Offered via email, as posted on their website.
• Customization: Jane Win does not offer customization and focuses on unique designs and symbolism.
• Shopping Experience: The website is simple and easy to navigate, with clear product descriptions and images.

Blue Nile – Best for wide selection of jewelry

Blue Nile is definitely one of the biggest jewelry stores in USA to buy jewelry if you’re an options enthusiast. That is due to the fact that Blue Nile has one of the broadest collections of fashion jewelry, brand names, and some of the best costume jewelry that you’ll ever find. And although you can quite easily spend over tens of thousands of dollars on some of the more expensive jewelry items on the website, Blue Nile also has a great selection of cute necklaces, cheap bracelets, and other affordable jewelry items.

Jewelry Available:

• Diamond engagement rings
• Necklaces
• Earrings
• Bracelets
• Watches

Price Range: $30-$165,000+

Highlights:

• Return Policy: 30-day return policy.
• Shipping Options: Free insured shipping worldwide.
• Customer Service: 24/7 customer service available by phone, email, or live chat.
• Customization: Blue Nile offers a lot of customization, especially with their engagement rings.
• Shopping Experience: The website is very user-friendly with high-resolution images, 360-degree images, and full filter options.

Still need more inspiration? Check out our extended list of best Shopify jewelry stores to learn from

How to Pick the Best Jewelry Stores in the USA

Consider Your Jewelry Style

One of the first things that should be considered when opting for the best online jewelry store, is your own individual jewelry style. Do you like classics and timeless pieces or trendy and contemporary? Having a sense of what you like will help you narrow down your options and figure out the retailers that suit your personal taste. Some, like Brilliant Earth, specialize in classic diamond jewelry; others, like Abbot Lyon, focus on modern personalized pieces. Browse around and see what matches your style.

Know Your Budget

Jewelry tends to be a luxury purchase, so it’s best to shop within your price range, or at least have an idea of how much you plan to spend to avoid overspending. Think about how much you plan to spend on a piece of jewelry, whether this is an everyday item you’ll get a lot of mileage out of or a special occasion gift that you will retain for years to come. Remember that online retailers cater to a range of price points, so there’s bound to be something that works for you. Once you set your budget, you can typically narrow your search with a price filter on jewelry sites, as well.

Size Up The Materials

The materials also greatly affect the quality, durability and overall appearance – not to mention price – of the jewelry. The most typical metals used for jewelry include gold, silver, platinum and alternative metals such as titanium and stainless steel. Different materials require different care.

Read The Fine Print

Jewelry is deeply personal, and you’ll want the ability to return anything that doesn’t fit you. Review the store’s shipping and return policies, including fees for resizing. Check for details about warranties and guarantees on the materials and the workmanship. Also consider a return and exchange policy. The best jewelry stores in USA should be those that provide a stress-free shopping experience and offer clear, transparent policies.

Conclusion

Whether you are looking for a destination where you can buy custom bracelets at an affordable price or want to explore some good jewelry brands, we hope that this list of the biggest jewelry stores in USA will offer exactly what you’re looking for. If you find this blog useful, don’t forget to explore more eCommerce blogs on BSS Commerce Shopify.

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