This list breaks down 14 online jewelry retailers across every price point, from $5 stainless steel pieces that survive your daily shower to six-figure engagement rings with full diamond traceability. Each one fills a specific need, and they are organized by category so you can skip straight to what matters to you.
Quick Reference by Budget
The One Your TikTok Feed Already Knows
Evry Jewels
Evry Jewels has built a loyal following with Gen Z and millennial women who want trendy pieces that can take a beating and still look good. Launched in 2019 and rooted in 4 generations of jewelry design, the brand sells waterproof, hypoallergenic stainless steel jewelry priced between $5 and $50. You can shower in it, swim in it, work out in it, and it holds up. One Trustpilot reviewer mentioned wearing their Aura necklace daily for almost 2 years, including through showers and sleep, with no tarnishing. Their bestseller is the Empathy Ring, an adjustable piece designed by Marla Catherine, and the brand has been featured in Marie Claire and Fashionista. With over 1.5 million TikTok followers and nearly 600k on Instagram, Evry Jewels has made affordable jewelry feel considered rather than disposable.
Best for: On-trend, durable everyday pieces at ultra-affordable prices.
Everyday Fine and Demi-Fine Picks
Mejuri
Mejuri sells jewelry designed for women buying for themselves, not waiting for someone else to gift it. Their collection runs from sterling silver starting around $48 up to solid gold with diamonds in the hundreds. All pieces use 14k gold made from 94% recycled materials, and 94% of their natural diamonds are traceable and responsibly sourced. The brand also holds the Butterfly Mark from Positive Luxury for its ethical and sustainability practices. Their Dome collection has a cult following, and they operate piercing studios across North America, Australia, and the UK. A 2-year warranty comes with every purchase.
Best for: Building a layerable everyday jewelry wardrobe in fine and demi-fine metals.
Monica Vinader
Monica Vinader is widely credited with creating the demi-fine jewelry category, that middle ground between mass-market fashion accessories and high-end investment pieces. Since 2020, the brand has used 100% recycled silver and gold. A 5-year warranty backs every piece, which says a lot about how confident they are in durability and tarnish resistance. Complimentary engraving is available on many items, making them strong gift options. Catherine, the Duchess of Cambridge, has been spotted wearing Monica Vinader earrings on multiple occasions since 2016. Prices typically fall between $75 and $500.
Best for: Personalized, gift-worthy demi-fine jewelry with a British luxury sensibility.
Gorjana
Gorjana is a Laguna Beach company founded in 2004 that sells laid-back gold-plated pieces with a Southern California feel. They apply an anti-tarnish barrier to their 18K and 14K gold-plated items to extend shine and everyday wearability. The collection covers delicate layering necklaces, stackable rings, and huggie earrings. Bespoke signet rings and initial pieces come in under $100, and most of the line sits between $50 and $300.
Best for: Layering enthusiasts who want relaxed gold pieces at a mid-range price.
Ana Luisa
Ana Luisa is fully carbon-neutral across production, shipping, and operations, which is a rare commitment at this price point. Their jewelry uses 14k gold plating over sterling silver and brass, and every piece is hypoallergenic and tarnish-resistant. A 2-year warranty covers all products. Most pieces land between $39 and $150. Since launching in 2018, Ana Luisa has maintained a strong reputation for delivering quality that feels well above its price tag.
Best for: Eco-conscious shoppers who want stylish, tarnish-resistant pieces under $150.
Bridal and Engagement Ring Specialists
Brilliant Earth
Brilliant Earth has focused on ethical jewelry since 2005. Currently, 99% of their gold and 95% of their silver are repurposed, and they are working toward 100% repurposed or Fairmined materials. Their net-zero emissions targets were validated by the Science Based Targets initiative. In 2024, they launched the Jane Goodall Collection, with a portion of proceeds supporting the Jane Goodall Institute. Free 30-day returns, free two-way shipping, and a free lifetime warranty come standard. Prices start around $500 and go well into the thousands.
Best for: Ethically minded shoppers looking for full traceability on engagement rings and fine jewelry.
Blue Nile
Blue Nile has been selling diamonds online since 1999 and remains one of the largest online retailers of certified diamonds and fine jewelry. They carry both natural and lab-grown diamonds in 14K and 18K yellow, white, and rose gold, plus platinum. All metals are responsibly sourced. They offer a diamond price-match guarantee, secure deliveries, and 30-day returns. Stud earrings start under $500, while engagement rings range into tens of thousands.
Best for: Diamond-focused shoppers who want extensive selection and competitive pricing.
James Allen
James Allen is known for its 360-degree diamond display technology that lets you examine every stone in high definition before buying. All diamonds are GIA and IGI-certified, and you can customize settings across a wide range of metals and styles. This is the retailer for someone who wants to see every facet of a stone before committing. Prices start at $500 and go up from there.
Best for: Detail-oriented ring shoppers who want to inspect their stone virtually.
VRAI
VRAI produces lab-grown diamonds in a zero-emission foundry powered by hydroelectric energy from the Columbia River in the Pacific Northwest. Their diamonds are cut and polished in-house by 4th-generation diamond cutters in workshops across Belgium, India, and China, then set in recycled solid gold. A Toi et Moi engagement ring with a 1-carat Oval and 1-carat Round Brilliant runs approximately $4,000, while a Solitaire Necklace sits closer to $400. Customization is central to the brand, with options for meaningful engravings and made-to-order designs.
Best for: Environmentally conscious couples who want luxury lab-grown diamonds at a lower price than mined equivalents.
Tiffany and Co.
Tiffany and Co. is the iconic luxury house known for its blue box and the Tiffany Setting, introduced in 1886. Now part of the LVMH luxury group, the brand offers collections including Tiffany T, Tiffany HardWear, and Return to Tiffany. Sterling silver pieces start around $200, while fine jewelry and engagement rings extend into five and six figures. This is the purchase you make when the occasion calls for something with heritage and lasting value.
Best for: Milestone purchases and luxury gifts where brand prestige matters.
Trendy, Statement, and Budget-Friendly Finds
BaubleBar
BaubleBar sells colorful, bold pieces that follow current trends closely. Think oversized earrings, beaded bracelets, and personalized name and initial pieces. Their licensed collaborations, including Disney and sports collections, make them a strong option for playful, personalized gifts. Most pieces are priced under $100 and many fall under $50.
Best for: Trend-driven shoppers looking for statement pieces and seasonal styles at accessible prices.
Catbird
Catbird is a Brooklyn-based jeweler known for delicate, handcrafted pieces with an indie sensibility. Threadbare gold stacking rings, tiny diamond studs, and their signature wedding band collection have built them a devoted following. Many pieces are handmade in their Brooklyn studio using recycled gold, and they offer in-store permanent jewelry welding. Prices range from approximately $40 to $5,000+.
Best for: Minimalist brides and everyday collectors who value artisanal, locally made fine jewelry.
Local Eclectic
Local Eclectic functions as a curated marketplace for independent, often women-led jewelry designers. They carry everything from dainty gold pieces to bold gemstone rings, and the whole point is to help you find styles you would never come across at major retailers. Prices range from approximately $30 to $500+.
Best for: Shoppers who love discovering emerging designers and want boutique-style jewelry.
Etsy
Etsy remains the largest online marketplace for handmade and vintage jewelry, with millions of independent sellers offering everything from custom nameplate necklaces to vintage engagement rings from every era. Personalization options are almost limitless, with many sellers offering bespoke engraving, custom stone settings, and made-to-order work. The one caveat: check seller reviews, listed materials, and shop policies carefully before buying. Prices range from under $20 to several thousand dollars depending on the seller and materials.
Best for: Truly unique handmade pieces, custom designs, or vintage jewelry from independent artisans.
Finding the Right Fit
Your best option on this list depends on 3 things: your budget, your style, and how you plan to wear the piece day to day. Someone building a collection of waterproof everyday jewelry for under $50 has a very different need than someone shopping for a traceable diamond engagement ring.
Both needs are well served here, and so is everything in between. Start with what you know about your budget, then narrow it down by style and the kind of wear you need the piece to handle.
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