James Allen or Blue Nile?

There are many great options in the online diamond retail space. Two of the most popular options are James Allen and Blue Nile, both darlings of communities like Reddit (by the way, r/diamonds is a tremendous resource). Both companies offer a wide range of diamonds at competitive prices, but there are some key differences between the two that are worth considering before making a purchase.

Diamond-selection interface

One of the main differences between James Allen and Blue Nile is the way they present their diamonds. James Allen offers a wide variety of diamonds on their website, but what sets them apart is their innovative “360-degree view” feature, which allows you to view diamonds from all angles. This can be particularly useful when trying to evaluate a diamond’s cut, which can have a big impact on its overall appearance. Blue Nile, on the other hand, offers an autoplay 360-degree video for some diamonds, but it is limited to a select few.

The ring and setting

A benefit of Blue Nile is that they offer a wider range of engagement ring setting styles, and a larger variety of other jewelry — apart from diamonds — than James Allen. You may find the perfect four-prong ring with a high setting on Blue Nile that you couldn’t find on James Allen; or you may wind up finding the perfect ring in James Allen’s selection.

James Allen vs. Blue Nile comparison

James AllenBlue Nile
Diamond QualityAll stones graded by GIA, AGS, or IGI.All stones graded by GIA.
Return Policy30 days; full refund or exchange - no questions asked. Free return shipping.
Free ring resizing within first year.
30 days; full refund or exchange - no questions asked. Free return shipping.
Free ring resizing within first year.
Choosing the Right DiamondExcellent, filterable database with 360-degree videos/images of most stones. Detailed descriptions and measurements.Great database, filterable by size, clarity, cut, and more. Some 360-degree videos, but not as many as James Allen.
Customer ServiceTop-tier. Live agents standing by on phone, chat, and email at all hours.Excellent customer service, with options for phone, email and live chat.
WarrantyLifetime, including free prong tightening, re-polishing, rhodium plating and cleaning services.Lifetime, including complimentary cleaning and inspection services.
Discount30% off your first orderNone

There’s a reason James Allen and Blue Nile are two of the internet’s favorite online diamond retailers. You can’t go wrong with either, and ultimately the choice will come down to personal preference.