Jewelry Guide

A complete review on James Allen

James Allen engagement ring review All you need to know

In Brief:

James Allen stands in a league of its own. With a large inventory, 360-degree HD video for every diamond listed and exceptional 24/7 customer service, James Allen is our top pick for online engagement ring shopping.


  1. Largest diamond inventory with over 270k white diamonds
  2. 360-degree video for every single diamond including SuperZoom options
  3. Wide range of settings
  4. 24/7 customer service and Chat with a Diamond Expert option
  5. Clear and easy-to-navigate website
  6. Good range of diamond information
  7. High quality classy packaging
  8. Free engraving services


  1. Shipping is not free for international returns
  2. Showroom available only in NYC and DC
  3. Idealscope images may be unavailable

James Allen is often cited as being hands down the best online diamond retailer. A reputation they’ve acquired in little over ten years. Founded in 2006, one of the main aims of James Allen was to combat the challenges that shoppers face when buying engagement rings online.  

This focus has resulted in an ever-continuing series of innovation and streamlining of the engagement ring buying process, making James Allen most people’s top choice when it comes to making this most important of purchases.

In this comprehensive review, let’s take a look at the pros and cons of shopping at James Allen and whether it’s the right place to shop for your special piece of jewelry.

Large Inventory

Let’s begin by talking about James Allen’s large inventory of diamonds – they have over a 270,000 diamonds listed on their site. This includes diamonds for every taste and price point, with each stone coming with a certificate from a reputable lab, such as IGS, IGI or GIA.

Unlike most brick-and-mortar stores, James Allen does not own the diamonds listed on their site. Instead, they source their diamonds from suppliers who are based around the New York area, where they are located. This is why James Allen is able to take HD videos of all the stones listed on their site, as they have staff members who visit the suppliers and take videos of each stone. Unlike many other online diamond vendors, James Allen ensures that each stone is evaluated and examined by their diamond experts prior to shipping to the customer.

In addition to this, James Allen has exclusive deals signed with many of these vendors, which means that the diamonds you see on their site cannot be found anywhere else. This also means that a diamond you see on the website will never be out of stock after you have ordered it, so you can be sure that the stone you pick out on the website will be the one you receive in the mail.

High Quality at Great Value

Buying your diamond online can easily save you a significant amount of money over buying in store. In some cases, savings can be up to 50%. One of James Allen’s founding principles was to provide the highest quality diamonds at the best possible price. Remember that a company like James Allen does not stock all their diamonds or have traditional brick-and-mortar stores and as a result, they have less overheads. Less overheads means better prices on their diamonds. Although James Allen does not have a price match guarantee, they offer among the best prices for diamonds and diamond jewelry online. A comparison between retailers online will show that James Allen often has the lower prices. 

Another important point is that thanks to James Allen’s exceptional imagery, you’ll be able to cherry pick the best diamond of the lot at the price you’re after. For example, you could opt for a diamond with a lower clarity grade, and thereby a lower price, while ensuring that it’s still an eye-clean stone. Some sites, which go by the grading report alone, don’t give you this benefit as grading reports don’t give you specifics about the diamond (such as where inclusions are located or whether the diamond has windowing or extinction).

To clarify this point, have a look at this image. 

James Allen Diamond image quality

All the diamonds listed here have similar specifications. They’re all SI2, Excellent cut, 1 carat diamonds. However, the diamond on the top right has fewer visible flaws than all the other diamonds. The grading reports for these stones would all be fairly similar, but because you can see them clearly you will be able to select the best stone from the lot at the best price.

Conflict Free Diamonds

The diamonds listed on James Allen are all conflict free stones, indicating that they’re ethically sourced and not blood diamonds. The company guarantees that their diamonds have been acquired legitimately and are in compliance with the Kimberley Process, the Patriot Act and a number of United Nations resolutions, and all other structures in place to ensure that the consumer is not unsuspectingly buying a diamond that has come from a conflict zone in an unethical manner. 

The Ground-Breaking Diamond Display Technology

Perhaps the best feature James Allen offers, the Diamond Display Technology has taken a lot of the guesswork out of online diamond shopping.

Many diamond vendors often don’t tend to  put original pictures of their stones on their sites, and if they do, the images can be heavily edited or taken from an angle that hides the stone’s flaws.

James Allen understands that a diamond, unlike other commodities, needs to be viewed prior to purchase. They realize that one of the major drawbacks of online diamond shopping is the fact that shoppers are often compelled to buy blind.

James Allen have truly revolutionized the online diamond buying experience by introducing their trademarked ‘Diamond Display Technology’. This provides a 360-degree view of every diamond in their inventory. In fact, as James Allen puts it, this is even superior to viewing a diamond in person, because you can magnify the stone by up to 20x.

In the images below, you can see the diamond in its actual size (first image) and the same diamond magnified by 20x (second image). 

James Allen Magnification by X1

Actual size

James Allen Diamond Magnification by X20

20x image

James Allen Diamond Super zoom

SuperZoom image

The actual size appears eye-clean but once you zoom into the diamond, you can see that it has visible inclusions across the surface.

If you create an account and log in on the James Allen website, you will have access to 5 SuperZoom images that will further magnify the diamond. Image 3 shows you the SuperZoom version of the same diamond, which is equivalent to using a jeweler’s loupe.

By using James Allen’s 360-degree video and magnifying features, you will be able to carefully evaluate the diamonds on offer and cherry pick the best diamond for the best value. You can then visit their showroom in NYC or in DC to view the diamonds that you have selected (more on this later).

Another point to note – because the imagery is universal, with all the images taken in the exact same setting, it’s easy to compare across products. You can examine the color and clarity of diamonds with precision, as well as the design elements of jewelry.

Light Performance Images – Idealscope

When purchasing a diamond, it’s important to check out the light performance of the stone.

Idealscope images are an easy and effective way to evaluate where the diamond is leaking light from and the amount of light it reflects. These are critical aspects because it will determine the overall scintillation, fire and brilliance of the stone you eventually buy. Make sure you’re provided with Idealscope images of the diamond you have chosen, regardless of where you buy it from.

Most online vendors do not provide light performance images, but James Allen does. For their True Hearts diamonds, James Allen have up to two Idealscope images already provided on the site. In the image below, you can see the two red Idealscope images on the bottom right of the diamond.

James Allen Diamond Light performance images - Idealscope

For diamonds apart from True Hearts, Idealscope images will have to be requested. It can take up to 3-5 business days for you to receive these, as it depends on where the diamond is located. The diamond must be brought into the James Allen New York office to be photographed. This seems somewhat of a tedious process, but is well worth it if you want to ensure that your diamond is going to have optimum light performance.

You can use the Idealscope image to check out light leakage and symmetry of the stone which will show you whether the diamond is truly a ‘Hearts and Arrow’ diamond. The two images below are of the same diamond demonstrating the coveted ‘Hearts and Arrow’ pattern.

James Allen Light performance images - Idealscope -arrows      James Allen Light performance images - Idealscope -hearts

User Friendly Website

As one of their main aims is to provide the easiest way for shoppers to buy engagement rings, the James Allen website is always evolving and being revamped. The website is dynamic, easy to use and has many features. It works efficiently and doesn’t have any glitches or huge loading time problems. Most importantly, finding your loose diamond is easy due to the filters provided to narrow down the search results.

Because James Allen knows that most shoppers who visit their site are not highly knowledgeable about diamonds, they have provided a section where consumers can educate themselves as they search for their diamond. 

What You Can Find at James Allen

James Allen has a wide range of products on their e-commerce site. These Include:

1- Diamonds

Round shape true heart diamond

Check Out Their Diamonds Here

These are the main product, and as mentioned before, there are over a 100,000 diamonds at any given time in their inventory. There are 10 diamond shapes to choose from (round, princess, cushion, emerald, radiant, marquise, pear, heart, aascher and oval). Their True Hearts diamond collection contains stones that have an ideal cut, with exceptional symmetry, shape, color and clarity. These diamonds are among the best in the world and, of course, they come with a premium.

2- Lab-created Diamonds 

Round cut diamond color D

See More Lab Diamonds Here

Lab-created diamonds are increasing in popularity as many couples opt for this sustainable and ethical diamond option. James Allen is one of the few top retailers to offer lab grown diamonds for their customers, indicating that they’re ahead of the game.

3- Settings

Oval vs round shape diamond comparison

See more settings here

For engagement and wedding rings, James Allen has an impressive range of settings types and metals to choose from. There are 9 main settings, and within each of these categories are more options. Take into account the fact that there are 6 types of metals (14k and 18k white gold, 14k and 18k yellow gold, rose gold and platinum) and you have hundreds of settings and metals to mix and match. James Allen even offers unique settings such as tension, which many other vendors like Blue Nile or Brian Gavin Diamonds do not offer. 

4- Gemstones

Blue sapphire oval cut

See more Gemstones here

The site also offers gemstone jewelry and loose stones, including sapphires (pink, blue and yellow), rubies and emeralds. James Allen’s range of gemstones offered may not be very wide but there is still a decent number on offer.

5- Colored diamonds

Blue diamond close up

See more diamonds here

The site offers a wide range of colored diamonds, with 10 colors to choose from. This section includes an additional search filter – that of intensity, which lets you filter the diamonds based on their color. As yellow diamonds are the most common, you’ll find many of these listed here but very few of the rarer types of diamonds. It’s still a good source to begin your search for a colored diamond.

6- Designer jewelry

James Allen has the collections of five renowned designers showcased on their website. These are Verragio, Martin Flyer, Jeff Cooper, Unique and Danhov. These designers offer gorgeous jewelry and more settings and styles to choose from. 

7- Diamond and Gemstone Jewelry

Diamond stud for wedding dress

While most people prefer to design their own ring, there is a large array of ready-made fine jewelry also on offer. There are two main categories in this collection: diamonds and gemstones. Within these two categories, you can purchase beautifully crafted earrings, bracelets, pendants and rings that are ready to ship, saving you the time and the effort of designing your own jewelry.

Exceptional Customer Service

One of the factors that makes James Allen stand apart from other online diamond vendors is the exceptional customer service that they provide. I found the representatives to be helpful and informative without being pushy, assisting the customer with every aspect of the purchase.

According to James Allen, their representatives are given 6 weeks of extensive training on jewelry and diamonds prior to interacting with consumers, and then continue with ongoing training. This allows them to provide professional and accurate information and advice to shoppers to facilitate the complicated process of shopping for a diamond ring.

James Allen’s website comes with a 24/7 chat option. There is also the option to chat with a diamond expert, but this is only available at certain hours. With this consult feature, you can easily talk to their qualified diamond experts and get a general idea about diamond shopping and latest trends and designs as you create your ring. James Allen has even taken this a step further where the expert will share their screen with you and walk you through the various aspects of the diamond. This takes further guesswork out of the way and makes the experience even easier for you.

The ‘Design Your Own Engagement Ring’ Tool

James Allen, like many online diamond vendors, gives you the option of custom designing your engagement ring. With the range of diamonds, gemstones, settings and metals available, you will be able to design your perfect ring exactly as you want it.

James Allen Design your own ring option

You can set the parameters to suit your preferences and budget, playing around with the combination of 4Cs. You can begin by first choosing either your setting or your diamond. Based on your selection, you will be provided with all available compatible diamonds/settings. They also offer free engravings on most of their engagement rings and wedding bands. Ring engravings can be of any alphanumeric combination of up to 20 characters. Once you have chosen your ring size, your ring is complete. What remains is to review your purchase and check out. While the shipping is free, there may be taxes to be paid based on your location.

When you are building your ring online, it helps to see what the finished product will look like. The Inspiration Gallery features recently purchased rings, all shot in normal light to give the user an idea of their finished product. The gallery can also be a helpful guide for couples who want to know about market trend and what sort of designs people are usually going for.

Free Shipping and Other Benefits

James Allen provides free shipping to all parts of the world. Even rings that need to be resized will be re-shipped for free. Not only that, you also get lifetime warranty on all the jewelry items that you purchase from them. This includes free re-polishing, rhodium plating, prong tightening and cleaning services. If you encounter any other problem with your jewelry or need a service that is not listed above, you can still send your jewelry item for inspection. The team will evaluate the item’s condition and the service you desire and will inform you about the cost.

60-Day Free Resizing Option

All wedding bands and engagement rings will be resized for free within the first two months, except for eternity bands and tension rings (these need to be completely remanufactured if they do not fit). You can have your rings resized once for free within the first sixty days of your purchase.

Buying from James Allen – Financing Options

If paying outright in cash is not an option, James Allen has two financing options for you to choose from.

  1. No Interest for 6 Months Plan – this option allows you to make your purchase with 0% interest up to the first 6 months. The order must be of minimum $1000. However, the annual percentage rate is a steep 28.99% after this period so it’s best to complete the payment within the given timeframe.
  2. 90% Interest for 24 Months – this option is for purchases of at least $2000. This will give you 2 years to pay off the balance at a much lower APR rate.

While these are good options, it may be a good idea to do some research to see if there are low interest credit cards on the market that may have better offers than James Allen’s interest rates. If you do pay in cash, paying via wire transfer will entitle you to a 1.5% discount.

Another factor to consider is sales tax. Whether this concerns you depends on where you are located. James Allen does not collect sales tax except from Maryland and New York, where its offices are located.

Return Policies

The company offers a 30-day money-back guarantee policy for all their items with a straightforward and hassle-free returns as long as the product is in its original condition. Note that the 30 days begins from the day the item was shipped to you.

They do not take responsibility for return shipping for customers based outside of the US, so for international returns, you will have to bear the fee of secure shipping. For US customers, the entire process takes about 2 weeks to complete.

Upgrading Your Diamond

You can always upgrade your diamond to a bigger rock at any time, thanks to the lifetime upgrade policy James Allen offers. The conditions are that the new rock must be at least 2 times the value of the original diamond. When exchanging the diamond, you will receive credit that is 100% of what the original stone is worth.

Physical Showrooms 

For most customers, seeing the ring or diamond before buying is the most important aspect of shopping for the product. For these customers, the two showrooms in New York City and DC provide a way to physically view up to 3 pre-selected diamonds in person.

For this, you will have to make an appointment, which can take up to a week to schedule, and then view the stones you have chosen from their website. This isn’t the best option if you’re short on time but considering that this is one of the most important purchases of your life, it’s worth the trouble.

Beautiful Packaging

One of the company’s motto’s is that love (not the devil) is in the details. In keeping with this view, all their packages are beautifully designed and ready for gifting. The engagement rings arrive in white and silver boxes that have James Allen’s signature heart shaped butterfly embossed on them.

James Allen engagement ring packaging

The larger box houses the smaller engagement ring box, safely ensconced within it. It also includes a sleek drawer that contains important documents like an appraisal, respective jewelry item’s certificate, invoice and other important documentation. Overall, the presentation is classy and elegant.

Let’s Wrap This Up…

If you’re wondering if you should purchase from James Allen, we recommend going for it. The company is trustworthy, with a proven track record and a wide range of high-quality products. If choice and quality are at the top of your list, you’ll find it here. But don’t just take our word for it. Have a look at the thousands of reviews online that all speak to the same effect.

Jewelry Guide