The 17 Best Websites for Buying Jewelry Online

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Jewelry is a uniquely intimate experience. Each piece tells a part of your story. Whether it’s an engagement ring or a birthday gift, every piece of jewelry has a story behind it.

If you look into the jewelry boxes of your friends, you’ll see that no two people have the same pieces. Jewelry is a way of showing the world what’s important to you, giving them an insight into your personality.

While our outfits change day to day, most of us have jewelry pieces that are our signature. It might be a ring, bracelet, or heirloom watch.

Máxima, the queen of the Netherlands, shows off her jewelryMáxima, the queen of the Netherlands, shows off her jewelry during a visit to the Astrid Lindgren Children’s Hospital in Solna, Stockholm, Sweden, on August 10, 2021 (Credit: MEGA / WENN)

When you find a jewelry store that you love, it’s easy to fall head over heels. Just like fashion houses, most jewelry brands have a unique heritage and story behind them.

There are hundreds (if not thousands!) of websites that sell jewelry online. We’re taking a look at some of the most popular choices, whether you want an investment piece or something to wear for a special occasion.

1. Tiffany & Co.

When we think of timeless jewelry, Tiffany & Co is the first brand to jump to mind. Their little blue box is universally recognizable, with their Tiffany Setting creating the modern engagement ring. Tiffany & Co is a brand that has something to offer everyone.

The Return to Tiffany’s collection is popular with college students, while almost every woman dreams of receiving an engagement ring from Tiffany’s.

Return to Tiffany Heart Tag necklace, $675; Return to Tiffany Heart Tag Stud earrings, $200; Tiffany True engagement ring; Tiffany Soleste Pear-shaped Halo engagement ring, $32,400Return to Tiffany Heart Tag necklace, $675; Return to Tiffany Heart Tag Stud earrings, $200; Tiffany True engagement ring; Tiffany Soleste Pear-shaped Halo engagement ring, $32,400

With the brand’s new #NotYourMother’sTiffanys campaign, this American jeweler is marketing itself to a new demographic. Tiffany’s plays host to a number of talented in-house designers, including Elsa Peretti and Paloma Picasso.

2. Monica Vinader

Meet the attainable luxury brand that is beloved by fashion editors, influencers, and celebrities. Monica Vinader describes itself as a brand that “celebrates real women by making them feel individual and confident every day.”

This contemporary jewelry brand is on a mission to become sustainable, using 100% recycled silver and taking steps to become carbon-neutral.

Monica Vinader Fiji Tiny Button, Beaded Chain, Fine Chain and Ziggy Mini Petal Necklace Set, $525; Monica Vinader Signature Thin Gemstone Bangle, $425; Monica Vinader Signature Thin Bangle, $395; Signature Skinny Bangle, $295Monica Vinader Fiji Tiny Button, Beaded Chain, Fine Chain and Ziggy Mini Petal Necklace Set, $525; Monica Vinader Signature Thin Gemstone Bangle, $425; Monica Vinader Signature Thin Bangle, $395; Signature Skinny Bangle, $295

One of the most popular pieces is their layered necklaces and statement gold stacking bracelets. Monica Vinader is popular for its use of color, incorporating gemstones and modern pearls into its best-selling designs.

The brand has stores across Europe, with a flagship boutique in New York and boutiques in Nordstrom.

3. Cartier

When it comes to fine jewelry, Cartier is in a league of its own. When it comes to everyday jewelry, the brand is famous for its ‘love’ collection, including its bracelets and matching rings. You’ll see everyone from influencers to celebrities wearing stacks of love bracelets.

Cartier Love bracelet in white gold, $4,800; Cartier Love earrings in yellow gold, $1,950; Cartier Love wedding band in rose gold, $1,170; Cartier Love necklace in yellow gold, $2,370Cartier Love bracelet in white gold, $4,800; Cartier Love earrings in yellow gold, $1,950; Love wedding band in rose gold, $1,170; Cartier Love necklace in yellow gold, $2,370

The red and gold boxes from Cartier are just as recognizable as the blue boxes from Tiffany’s. If you’re looking for an investment piece, Cartier is the ultimate choice.

It’s considered the most prestigious jeweler in the world, with a long history of serving everyone from royalty to A-list celebrities.

4. David Yurman

For American jewelry, David Yurman is one of the most recognizable. The David Yurman cable is the brand’s signature piece, combining the founder’s talents for jewelry and sculptor.

What makes David Yurman unique is its combination of innovation and consummate craftsmanship.

David Yurman Cable Classics Collection bracelet with 18k rose gold, $395; David Yurman Cable Collectibles Double Heart necklace with 18k yellow gold, $350; DY Eden Single Row wedding band with diamonds in 18k gold, $11,000; DY Crossover Capri engagement ring in platinumDavid Yurman Cable Classics Collection bracelet with 18k rose gold, $395; David Yurman Cable Collectibles Double Heart necklace with 18k yellow gold, $350; DY Eden Single Row wedding band with diamonds in 18k gold, $11,000; DY Crossover Capri engagement ring in platinum

The brand offers jewelry for both men and women, along with engagement and wedding bands. Their best-selling pieces draw inspiration from everyday life – including natural textures and antiquities.

5. Pandora

Everyone has owned a charm bracelet at one time in their life. Pandora is a Dutch jeweler that is famous for its charm bracelets, collaborating with franchises like Harry Potter and Disney.

Their charm bracelets have a cult-following, with Europe and the United States accounting for almost 90% of their sales.

Pandora Star Wars Grogu & Crib charm, $55; Pandora Harry Potter Glasses, Nimbus 2000 & Lightning Bolt Dangle charm, $65; Pandora Sparkling Pavé Lines & Logo Clip charm, $75; Disney Pandora Moments Mickey Mouse Heart Clasp Snake Chain bracelet, $115; Pandora Moments Two-tone Barrel Clasp Snake Chain bracelet, $375Pandora Star Wars Grogu & Crib charm, $55; Pandora Harry Potter Glasses, Nimbus 2000 & Lightning Bolt Dangle charm, $65; Pandora Sparkling Pavé Lines & Logo Clip charm, $75; Disney Pandora Moments Mickey Mouse Heart Clasp Snake Chain bracelet, $115; Pandora Moments Two-tone Barrel Clasp Snake Chain bracelet, $375

You can shop Pandora in-store or through their online website, browsing hundreds of charms and the brand’s designer rings and necklaces. Pandora is the third-largest jewelry company by sales, coming after Cartier and Tiffany & Co.

6. Missoma

Missoma is a British brand that is loved by everyone, from Gigi Hadid to the Duchess of Cambridge. Their gold jewelry is subtle and understated, perfect for everyday wear.

Missoma offers demi-fine jewelry for everyday wear, with every piece designed to be worn alone or layered. Their pieces are made for mixing and matching together for ultimate versatility.

Missoma Mini Baya and Single Stone Huggies earring set, $175; Missoma Lucy Williams Roman Coin Malachite necklace set, $511; Missoma Birthstone Pendant necklace, $123; Missoma Mini Pyramid Charm hoop earrings, $110Missoma Mini Baya and Single Stone Huggies earring set, $175; Missoma Lucy Williams Roman Coin Malachite necklace set, $511; Missoma Birthstone Pendant necklace, $123; Missoma Mini Pyramid Charm hoop earrings, $110

This brand allows you to show your personality through individual pieces. Every piece has a meaning behind it – whether it’s celebrating love or confidence. ‘Meaningful gemstones’ are a signature piece of the brand’s designs, giving each piece a unique meaning.

7. Maria Tash

Are you a fan of intricate earrings? Since Black Widow hit our cinema screens, we’ve all been thinking about the earring stack of Florence Pugh’s character.

What makes Maria Tash unique is that it offers pieces that represent your personal style and work with the anatomy of your ear with a bespoke combination of studs and rings. For body jewelry, Maria Tash is the leading American designer.

Maria Tash Diamond Princess Triangle Ring, $1,105; Maria Tash Invisible Set Five Diamond Open Curve Threaded Stud, $2,275; Maria Tash Diamond Halo Eye Necklace, $2,800; Maria Tash Diamond and Chain Orbit Joining 2 Piercings, $295Maria Tash Diamond Princess Triangle Ring, $1,105; Invisible Set Five Diamond Open Curve Threaded Stud, $2,275; Maria Tash Diamond Halo Eye Necklace, $2,800; Maria Tash Diamond and Chain Orbit Joining 2 Piercings, $295

The Maria Tash Curated Ear styling allows you to create a custom look, whether you want subtle diamond studs or gemstone earrings. The brand has a celebrity cult following, including Rihanna, Scarlett Johansson, and Blake Lively.

If you’re looking for body jewelry that can become your signature piece, look no further than Maria Tash.

8. Swarovski

Do you want a diamond without breaking the bank? Swarovski is the gold standard for crystal jewelry, creating pieces that sparkle as bright as a diamond. The company mastered the craft of crystal cutting, refining the idea of crystals in everyday jewelry.

Swarovski Iconic Swan Pierced Earring Jackets, Swarovski Swan necklace, Swarovski Attract ring, Swarovski Dazzling Swan braceletSwarovski Iconic Swan Pierced Earring Jackets, Swarovski Swan necklace, Swarovski Attract ring, Swarovski Dazzling Swan bracelet

The original vision of Swarovski was to create a “diamond for everyone,” appearing everywhere from Parisian couture houses to American jazz halls. The brand offers everything from everyday wear and special occasion jewelry, along with watches, accessories, and decorations.

9. Bauble Bar

Since its launch in 2011, BaubleBar has been offering on-trend jewelry that has gained it a loyal following amongst celebrities and fashion editors.

They offer new styles every week, which are available through their website and retailers like Nordstrom and Bloomingdale’s.

BaubleBar Quintet 18K Gold ring set, $62; BaubleBar Mickey Mouse Disney Custom Pisa bracelet, $40; Dallas Maverick earring set, $68; BaubleBar Femi Tennis necklace, $68BaubleBar Quintet 18K Gold ring set, $62; BaubleBar Mickey Mouse Disney Custom Pisa bracelet, $40; Dallas Maverick earring set, $68; BaubleBar Femi Tennis necklace, $68

BaubleBar offers everyday jewelry, fine jewelry, and custom pieces. The brand has something for everyone, from custom name bracelets to crystal tennis necklaces and stackable rings.

The contemporary jewelry brand has collaborated with both Disney and NBA to create must-have pieces that have gone viral on social media.

10. Chupi

Chupi is an Irish jewelry brand reimagining the idea of heirlooms. Each piece is made with love in Ireland, with whimsical designs that will take your breath away.

The brand is popular for its engagement rings, which double as heirloom pieces for those who want to buy themselves a diamond.

Chupi 14K Gold Initial Letter Midi Disc necklace, $418; 14K Gold Twig Band Crown of Love Diamond ring, $2,020; Chupi 14K Polished Gold Half Eternity Diamond ring, $1,302; Chupi 14K Gold Teardrop Pearl earrings, $442Chupi 14K Gold Initial Letter Midi Disc necklace, $418; 14K Gold Twig Band Crown of Love Diamond ring, $2,020; Chupi 14K Polished Gold Half Eternity Diamond ring, $1,302; Chupi 14K Gold Teardrop Pearl earrings, $442

The brand offers solid gold, diamond, and precious gemstones. It gives you the opportunity to tell your story and mark precious moments with a unique diamond or gemstone.

You can build your future heirloom collection with Chupi, which offers international shipping and complimentary virtual appointments.

11. Astrid & Miyu

For budget-friendly jewelry, Astrid & Miyu offers contemporary pieces to stack and style. Every piece gives you an innovative design with a story behind it, creating an experience that was engaging and personal.

Astrid & Miyu is an internationally recognized brand and takes its inspiration from the beauty of London.

Astrid & Miyu Zodiac Capricorn Pendant Necklace in Rose Gold, $124; Astrid & Miyu Wreath T-Bar Chunky Bracelet in Silver, $77; Astrid & Miyu Gleam Ring in Silver, $77; Astrid & Miyu Twilight Chain Huggies in Gold, $77Astrid & Miyu Zodiac Capricorn Pendant Necklace in Rose Gold, $124; Astrid & Miyu Wreath T-Bar Chunky Bracelet in Silver, $77; Astrid & Miyu Gleam Ring in Silver, $77; Astrid & Miyu Twilight Chain Huggies in Gold, $77

The brand has revolutionized the experience of owning jewelry with cutting-edge design methods, including 3D printing to give every piece a modern flair. Its mission is to inspire you to build your wardrobe around your signature jewelry pieces.

12. Kendra Scott

One of the most recognizable contemporary American brands is Kendra Scott, known for its use of natural gemstones to create stylish and affordable pieces for everyday wear.

Every Kendra Scott piece is designed in the brand’s Austin studio, blending innovation with contemporary design. The brand’s principles are founded on color, shape, material, and value.

Kendra Scott Layton Gold Statement Earrings in Red Oyster, $128; Kendra Scott Emilie Gold Chain Bracelet in Rose Mother of Pearl, $68; Kendra Scott Elyse Double Band Ring in Matte Iridescent Lilac Glass, $60; Kendra Scott Elisa Silver Pendant Necklace in Iridescent Drusy, $68Kendra Scott Layton Gold Statement Earrings in Red Oyster, $128; Kendra Scott Emilie Gold Chain Bracelet in Rose Mother of Pearl, $68; Kendra Scott Elyse Double Band Ring in Matte Iridescent Lilac Glass, $60; Kendra Scott Elisa Silver Pendant Necklace in Iridescent Drusy, $68

This jewelry brand is synonymous with the New England preppy aesthetic, popular with women who like a timeless piece with a contemporary twist.

What we love about Kendra Scott is its philanthropy work. A portion of the brand’s annual proceeds goes towards supporting women’s and children’s causes.

13. Kenneth Jay Lane

Kenneth Jay Lane is one of the world’s most famous jewels, famous for his “Fabulous Fakes.” The brand’s jewelry is famous for appearing like the ‘real thing.’

It has a rich history of working with some of the most famous women in the world, from Jacqueline Lee “Jackie” Kennedy Onassis to Elizabeth Taylor and Audrey Hepburn. This celebrity tradition continues, with everyone from Lady Gaga and Katy Perry wearing their jewels.

Kenneth Jay Lane Black Diamond Headlight ring, $95; Kenneth Jay Lane Pearl Cluster bib necklace, $235; Kenneth Jay Lane Gold Hinged Coral Shaped Bracelet with Pearl Dots, $165; Gold and Rhinestone Flower with Black Enamel Petals Clip earring, $165Kenneth Jay Lane Black Diamond Headlight ring, $95; Kenneth Jay Lane Pearl Cluster bib necklace, $235; Kenneth Jay Lane Gold Hinged Coral Shaped Bracelet with Pearl Dots, $165; Gold and Rhinestone Flower with Black Enamel Petals Clip earring, $165

This New York brand creates its designs with the needs of the modern everyday woman in mind. You’ll find crystals, colored gems, and pearls amongst the brand’s collections.

If you want an Elizabeth Taylor-worthy piece without paying a Cartier price tag, this brand is for you.

14. Etsy

One website to keep in mind when shopping for jewelry is Etsy. You’ll find everything from vintage pieces to forgotten gems and custom-made engagement rings.

Whatever your budget is, you’re guaranteed to find a piece that works for you and your lifestyle. There are thousands of jewels and jewelry brands on the website, offering a range of vintage and contemporary pieces for you to choose from.

Jewelrycoxoxo Vintage Locket necklace, $120; HandmadebyMadsShop Wire Wrap Healing Crystal Gemstone Rings, $4.55; SheydaCrafts personalized initial bracelet, $18.48; TheSilverWren Tiny Druzy Raw Crystal Necklace, $36Wire Wrap Healing Crystal Gemstone Rings, $4.55; Tiny Druzy Raw Crystal Necklace, $36

The beauty of Etsy is that you can explore every style of jewelry on one website. You can find local brands or look further afield to discover brands that are on the other side of the world.

Etsy is the perfect place to shop when you want a piece that is unique and that you can’t find anywhere else.

15. Alex and Ani

Alex and Ani is a jewelry brand that believes the universe speaks to us in signs and symbols. Each piece is designed to connect to you and your soul. Their mission is to encourage you to use jewelry as a form of self-expression to show the world what makes you unique.

Alex and Ani Barbie Duo Charm bangle, $43; Hello Kitty + Heart Stud earring set, $49; Alex and Ani Aventurine Beaded bangle, $54; Alex and Ani Harry Potter Alohomora necklace, $69; Alex and Ani Pisces Zodiac Charm bangle, $39Alex and Ani Barbie Duo Charm bangle, $43; Hello Kitty + Heart Stud earring set, $49; Alex and Ani Aventurine Beaded bangle, $54; Alex and Ani Harry Potter Alohomora necklace, $69; Alex and Ani Pisces Zodiac Charm bangle, $39

Their synonymous bracelets are made using recycled materials that are nickel-free and pass the highest level of testing. Their tagline is to “wear what you believe in. Believe in what you wear.” They see jewelry as more than just an accessory – but rather a lifestyle.

Alex and Ani has collaborated with some of the most famous franchises in the world. You’ll find collaborations with everyone from Harry Potter to Barbie and Hello Kitty.

In their mainstream collection, you’ll find bracelets that feature gemstones, crystals, and spiritual signs. Whatever your personality is like, you’re guaranteed to find a bracelet that represents you.

16. Luis Morais

Luis Morais began in 1998 in Florida before becoming an incorporated jewelry brand in 2002. The brand began when Luis Morais saw a bracelet in a magazine and couldn’t locate it, leading him to create one himself.

After compliments from friends and family, the bracelets were reproduced, and the brand was born.

Luis Morais Yellow Gold Skeleton ring, $1,680; Luis Morais Earth/Air Symbol with Labradorite Cabochon on beaded necklace, $690; Gold Ocatagon with White Diamonds on Gemstone Beaded bracelet, $1,910; Small Yellow Gold P4 Stud with White Diamonds earrings, $1,582Luis Morais Yellow Gold Skeleton ring, $1,680; Luis Morais Earth/Air Symbol with Labradorite Cabochon on a beaded necklace, $690; Gold Octagon with White Diamonds on Gemstone Beaded bracelet, $1,910; Small Yellow Gold P4 Stud with White Diamonds earrings, $1,582

The Luis Morais aesthetic is chic, playful, and quirky. You’ll find pieces in everything from white gold to yellow gold, diamonds, gems, and even crocodile skin.

The brand’s mission is to create jewelry with a unique duality. Their designs juxtapose a playful spirit with a darker side. Every piece is elegant while being amusing – they’re chic and thoughtful, combining history and contemporary trends.

17. Kimai

Kimai is a brand on a mission to change the world of fine jewelry, moving beyond mines and murky supply chains. The brand channels diamond heritage into modern jewelry with true traceability.

Their pieces incorporate lab diamonds and recycled gold, elevating your everyday style.

Kimai Musa Lab Diamond bangle bracelet, $1,895; Comet Clip Hood stud earrings, $395; Kimai The Billie Pave ring, $2,810; Kimai Unity Recycled Gold Chain necklace, $1,795Kimai Musa Lab Diamond bangle bracelet, $1,895; Comet Clip Hood stud earrings, $395; Kimai The Billie Pave ring, $2,810; Kimai Unity Recycled Gold Chain necklace, $1,795

The solid 18k gold pieces are designed for everyday wear. You’ll find everything from stud earrings to engagement rings created with a timeless design that incorporates Kimai’s unique aesthetic.

Every piece of jewelry is made to order, with the brand keeping in touch with you from the moment you order your piece. It’s a unique jewelry experience that is intimate and deeply personal.

Kimai’s jewelry is made in Antwerp – considered the diamond capital of the world – fully traceable from the diamond lab until the piece is in your hands.

What is your go-to website for purchasing jewelry online?

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