Brilliance Jewelry Review: 2 million diamonds, more than anyone, but how does the experience compare to the leaders?

This guide aims to provide comprehensive information to assist consumers in making informed purchase decisions. We carefully analyze every diamond jewelry and diamond engagement ring retailer to deliver the best advice on how to optimize value and where to get the most for your money. Our goal is to organize and present all the things that consumers should know before buying. We writes these articles personally (never with AI) and we update them regularly based upon our understanding only an insider would know. Our Editor has spent four decades as a global leader in the diamond jewelry industry having led six wholesale and retail jewelry companies, been a select client of DeBeers and a pioneer in the birth of lab grown diamonds. His family has been in the diamond business for over a century.

Purchasing a diamond or diamond engagement ring is a significant investment and can be intimidating and even frightening. Consumers often worry about making informed decisions and finding trustworthy retailers. When purchasing a product with which one is unfamiliar, it is important to invest the time to get educated on both the product, and the sellers of that product. A diamond engagement ring will symbolize a lifetime commitment and is a permanent display to friends, family and colleagues. The diamond, ring design, quality and the craftsmanship must meet or exceed all expectations. All data referenced in these reviews are as of the date of the review, we are not responsible for updating information as prices change constantly. Also, we are not compensated to write these reviews as they are independent of any given retailer or brand.

Summary of Findings

Brilliance the online jeweler, was founded in 1988 in Boynton Beach, Florida by Jacob Ohayon, a GIA graduate gemologist and back then a nascent diamond dealer. The company started as a diamond manufacturer and importer and has since grown into a leading online retailer of natural and lab grown diamonds, diamond engagement rings, wedding bands and diamond jewelry.

Brilliance may be the only large online jeweler with its own jewelry manufacturing facility. Brilliance is certainly the most aggressively priced online jeweler we have surveyed. There may be no better priced place to buy the lab grown diamond or diamond engagement ring of your dreams than Brilliance.com.

Pros

• Largest selection of natural diamonds: 831,386

• Largest selection of lab grown diamonds: 1,229,503

• Largest selection of diamond engagement ring settings:974

• Best lab grown diamond and diamond engagement ring prices

• Simple, clean and easy to use website

• Jewelry made in USA in their own factory

• Free 30-days returns

• 90 day free resizing guaranty

Cons

• The enormous number of diamonds and designs may be overwhelming

• Limited diamond fashion assortment

• Customer must pay return shipping for returns and resizing

Brilliance Company Overview

Brilliance.com Review 2025: The ‘other’ Online Marketplace for Diamonds; The in house manufacturer of Diamond Engagement Rings, Wedding Bands and Jewelry

This in-depth review of Brilliance.com, examines and evaluates its history and evolution into a quiet force in the world of online jewelers. Part jeweler, part diamond dealer and part marketplace it is unique among its competitive set. We will discuss why they have far more diamonds than much larger and better known online diamond jewelry brands and yet can offer the same guarantees and warranties but often at far better prices. We will explore the family owned, business savvy culture that differentiates Brilliance.com and makes it a top choice for lab grown diamonds and diamond engagement rings.

Introduction to the Brilliance Brand

While many websites claim to be cutting out the middleman and bringing transparency and wholesale prices to consumers, Brilliance really does. They are actually a real jewelry factory. Because their diamond inventory is a marketplace, modeled on websites like amazon they are truly agnostic as to who sells what diamond and are entirely focussed on the customer. They also don’t have to make the massive investment in branding and photographs or videos of sumptuous models in elegant jewelry like so many of the online brands with whom they compete. The website is clean, uncluttered and remarkably simple and easy for shoppers to use. The website and the company are designed to make shopping easier and diamond prices better for the customer looking for the perfect priced diamond, hand crafted diamond engagement ring or diamond jewelry gift for any occasion.

Brilliance Brand Heritage, Background and Evolution

Brilliance.com made several pivots before they evolved into the amazing online diamond, diamond engagement ring and diamond jeweler they are today.

Our research found the first appearance of the company online was in 1998, when it was a static website with an 800 number for placing diamond and jewelry orders “ at a low price because of in house manufacturing”. From the beginning the message and intent was to cut out the middleman and go straight to the consumer.

We did not discover the first transactional, ecommerce version of Brillliance.com until early 2007. But even before that, in February of 1998 do we find its origins:

Then in January 2006:

and finally into the ecommerce era in January 2007:

What is distinctive about their 2007 website and holds true today is their ability to offer customers the option to “Design Your Own Ring”. Only a full jewelry factory, with designers, model makers, sophisticated CAD (computer aided design) technology and master jewelers can offer such a service. Truly custom work of this kind is not easily found and few do it well or at a reasonable price. Brilliance does both, and has for nearly two decades.

Today Brilliance is a diamond, diamond engagement ring and diamond jewelry manufacturer with a state of the art, simple website and more diamonds and ring designs than most of its larger competitors. There is nothing glamorous about their online images. There is nothing slick about their technology. There’s no AI and no robots to torture customers on their chat. There is no recommender tool to push shoppers to buy the matching band to your ring. And there is no hype like ‘free’ earrings or ‘gifts’ to get customers to buy their diamond engagement ring from them. It is clear that these are wholesale jewelers who once sold to retailers but have now successfully found a way to sell direct to retail customers. But they are so clearly bench jewelers and diamond experts. They don’t try to sell.. They let their product, pricing, massive selection and rave reviews sell for them. We love the straight forward, no frills and no fancy marketing approach of Brilliance. Shoppers will too. Brilliance gets our highest recommendation as a place to buy your lab grown diamond, diamond engagement ring or jewelry.

Brilliance Product Range and Quality

Brilliance Diamonds

Brilliance must have the most vendors posting diamonds on their site because no jeweler in our survey had more. They have every diamond you could ever want, from a 1/5ct natural diamond for $150 to a 12ct lab grown diamond for $37,580 .

Brilliance only works with vendors who abide by the Patriot Act and the Kimberley Process, the global protocol created by the diamond trade to help abet the mining and the sale of conflict diamonds. The company has a zero tolerance policy on conflict diamonds which they discuss on this page. Brilliance are not newcomers to the diamond trade. Their founder graduated from the GIA nearly 50 years ago. He knows his way in and around the diamond world. Moreover, Brilliance is not a ‘drop ship’ model where the seller gives your name, address to a vendor who can then ship anything they want. Everything Brilliance does is done in-house, to protect diamond shoppers and get them the best price. They don’t just publish an online list of diamonds and walk away. They actually inspect the diamond before setting it in one of their rings, making certain the diamond matches the certificate and is what the seller claims.

What Brilliance knows how to do, from years in the diamond world, is to set all their vendors into a highly competitive bidding war for your business. They permit their vendors to lower prices anytime. This marketplace function ensures consumers will always be getting the best possible price. If a vendor lowers a price, the savings are passed on to the consumer. And the vendors compete with a vengeance like in The Hunger Games! This is why you might see this 2.01ct F VS1 diamond selling for $951 and this diamond with the exact same specs selling for $964.

They are probably from different vendors competing for the diamond buyer who comes to Brilliance. It’s like a reverse auction, where the diamond vendors bid lower and lower to get the customer to buy. Our Co-Founder knows of diamond manufacturers who monitor the inventory they post online 24/7 so they can always be the best price. This is one of the ways in which Brilliance serves diamond shoppers so well and brings them such amazing prices and values.

It is essential that a consumer come to understand the difference between price and value when buying a diamond. All four C’s (color, clarity, cut and carat size – see our section on certification below) impact the price of a diamond and must be considered before determining value. Quality of cutting and polishing are also critical. Integrity and trustworthiness of the jeweler, however, are of paramount concern when spending hundreds or thousands of dollars buying a diamond. As a buyer, you can be confident that any diamond you find on Brilliance is carefully and thoroughly vetted and is also conflict free. After all, they are the only online jeweler we know of that was founded by a GIA graduate who has also been a real life diamond dealer for many decades.

Brilliance Natural Diamonds

Brilliance offers more natural diamonds than any online diamond retailer we know of. On July 1, 2025 we observed 831,386 natural mined diamonds from which to choose. The breadth and depth of their selection is the largest among all online diamond retailers, featuring 514,991 round brilliant cut diamonds and 315,488 fancy cut diamonds. 712,355 or 85% of all the natural diamonds shown for sale on Brilliance are certified by the Gemological Institute of America, the GIA. This is critically important because the GIA is the strictest gemological grading laboratory, which assures consumers of the quality and value of their diamond purchase. Here is an example of a GIA certificate:

Purchasing a GIA certified diamond ensures that Brilliance’s customers receive gems evaluated by the industry’s most respected grading authority–known for its strict standards in assessing the 4C’s, cut, color, clarity and carat weight. They do not prevent natural diamonds certified by other gemological laboratories from being sold on their site because they are a marketplace and only restrict the sale of conflict diamonds.

Our Editor and our team of experts have produced a detailed analysis of the different natural diamond cuts and shapes offered by Brilliance on July 1, 2025:

This more than ample selection covers all shapes, sizes and qualities any buyer of natural diamonds could imagine.

But what makes shopping at Brilliance such a complete marketplace in which to shop for any natural diamond a consumer might consider, is that all qualities are well represented. The lowest quality offered is M color I1 clarity of which they have 193 for sale. And in the top quality, D color FL-IF clarity they have 5,280. No other jeweler we surveyed can match Brilliance in breadth and depth of natural diamonds from which to choose for any budget.

Summary of Brilliance Natural Diamonds

• Largest selection of natural diamonds anywhere

• Vast Majority are GIA-certified

• 100% are conflict-free

• Any and all colors and qualities available in vast quantities.

• Wide variety of shapes and cuts, including

  • Round Brilliant cut: 514,991 diamonds

  • Fancy cuts: 316,395

Brilliance Lab Grown Diamonds

Brilliance has more lab grown diamonds for sale than of the other jewelers in our survey (all data as of July 2025).

But they also have the most diamonds in the range buyers should want. Our Editor and team were early pioneers in the validation and acceptance of lab grown diamonds in 2017. As the technology for growing gem quality diamonds has improved, accelerated and migrated to India, the price of lab grown diamonds have come down enormously. They are now at a low enough cost that our Co-Founders strongly advise consumers to only consider buying the best, with 1 carat, F VS2, as the minimum. (more on this later). In this quality and better, Brilliance brings consumers the largest selection of diamonds. Diving in a little deeper, here is our survey for F VS2 1ct and larger:

By not cluttering their site with smaller sizes of lab grown diamonds, Brilliance serves diamond shoppers well and spares them the confusion that would cause. With a 1.10 carat, D VS1 lab grown diamond selling for $358 and a 3/4ct selling for $313, consumers should not consider anything less than a full 1 carat when buying a lab grown diamond. Brilliance saves customers a lot of time and spares them confusion because most of their lab grown diamonds are over 1 ct.

Because of the much lower price of lab grown diamonds, Brilliance offers most certificates from the International Gemological Institute, IGI.

Drawing on over four decades of experience, our Editor respects this decision because the cost for certification from the IGI is markedly less than the GIA. Using GIA could increase the cost of a lab grown diamond by a double digit percentage for diamond shoppers. We do not recommend lab grown diamonds certified by any other gemological laboratories.

Here is a sample IGI certificate from the Brilliance website:

Our experts decided to take our comparative analysis one step further, based upon our reading of recent data reports ( we read them all). Leading independent diamond analyst Edahn Golan, writing in the January 9th 2025 TENORIS industry insights report, asserted that in 2024 the average price for a lab grown diamond was $2,443 and the average diamond size was 2.03.

So our experts analyzed which of the online jewelers in our survey had the most diamonds and the most value in that range. Brilliance serves diamond shoppers better than the other online jewelers in our survey because they have so many more diamonds from which to choose:

Brilliance has more diamonds in this range from which to choose than all the others in our survey combined. This is most likely because their pricing is the lowest and they have so many diamond vendors who post diamonds on their website competing for your business. Brilliance creates a dynamic competitive sales environment and minimizes its technology and marketing expenses so they can deliver more of the best priced and most desirable lab grown diamonds. When shopping for a lab grown diamond at Brilliance, the consumer always wins.

Here as an example is the 2.03ct F VS2 ideal cut round diamond for $895 whose certificate is shown above:

Summary of Brilliance Lab Grown Diamonds

• Largest selection anywhere

• Overall best priced lab grown diamonds among survey group

• 85% are 1ct or larger

• Most diamonds 2ct+ under $2500 in our survey group

• 96% are IGI certified

• 100% are conflict-free

Brilliance has a lab grown diamond for everyone, no matter their budget. In fact they have thousands and even tens of thousands of diamonds to service nearly any budget. This may seem confusing or overwhelming at first, but it provides a critical dynamic that distinguishes Brilliance and allows them to offer their customers incredible prices. They know that consumers do not need this many diamond options from which to choose. But Brilliance needs this quantity to create the hyper-competitive marketplace so they can deliver customers the very best prices for the very best diamonds.

Brilliance Diamond Pricing and Value

Whether a shopper wants a natural diamond or a lab grown diamond, the prices at Brilliance are simply amazing. They are the largest and the best online diamond and diamond jewelry branded marketplace. Because they have no stores, own no inventory, own their own factory and minimize what they spend on their website they can offer diamonds for a fraction of what a diamond or diamond engagement ring shopper would pay elsewhere. Moreover, when our experts surveyed several other major online or digital first jewelers in a side by side comparison, we found a great many qualities and sizes where the prices at Brilliance were the very lowest. And even though they are a marketplace and not a brand, their return policy, resizing, customer support, diamond expertise and warranties are mostly the same as those of our survey group (see detailed analysis below). Most of all, they are led by a diamond expert, an insider, who once supplied traditional retailers before he cut out the middleman and came direct to shoppers. Brilliance is run by diamond and jewelry veterans and is among the oldest online jewelers. Their lean, no frills approach to online retail makes them a price leader and their four decades of trusted service should assure customers that they will be here to support a purchase for many years to come.

Brilliance Natural Diamond Price Comparison

In our survey of the largest three online retailers of diamonds, we compared the prices of a 2ct H Si1 excellent cut natural diamond with no fluorescence certified by the GIA. Brilliance offered the very best price.

Brilliance was not the price leader in some other categories. Our market intelligence suggests they are primarily focused on the lab grown diamond business, where they have strong support from growers.

Brilliance Lab Grown Diamond Price Comparison

In one survey of several of the most significant online retailers of diamonds, we compared the prices of 1, 1½ and 2 ct D VS2 excellent cut lab grown diamonds certified by the IGI. The results make a compelling case for why consumers would be wise to visit Brilliance for their lab grown diamond needs and why their marketplace model serves diamond shoppers like no other.

When it comes to pricing, Brilliance delivers to consumers the lowest price of those we surveyed, and by a large amount. In the table above, the Brilliance 2ct diamond is less expensive than the 1.5ct diamond of all the others in our survey! For the consumer that wants the most diamond for the least amount of money Brilliance is a top destination to shop for diamonds, diamond engagement rings and jewelry. When you add to this that all their rings are made in their wholly owned factory right here in America, it is difficult to think of a better place for a diamond or diamond engagement ring shopper to buy.

Brilliance Diamond Buying Experience

Brilliance Website Usability and User Experience

Brilliance does not dazzle with its website. It does everything a consumer needs it to do simply and efficiently but with very little elegance. It’s not slick nor particularly pretty and it can be a little bit clunky, especially the mobile version. But it is remarkably easy to navigate more than 2,000,000 diamonds for sale and select the ones a shopper wants to further explore on the desktop version. Little things are annoying, like the absence of a back button when you view a diamond and want to view another. Our experts ended up with a dozen open tabs on our desktop for each diamond they looked at and had to manually return to the home page to select another. Each diamond description page, however, was thorough, giving full details of the specifications of each diamond and easy summaries. And the still and video images of each diamond were spectacular.

Whether in a store or online, a careful consumer will want to closely examine and compare many different diamonds. Brilliance has 360 degree unique videos for most of their diamonds. Our Editor feels strongly that consumers are best served beginning their search for the perfect diamond online because they can view and compare many diamonds. This system is vastly superior to what is available in traditional jewelry stores. In a traditional store consumers would be lucky to have a few diamonds to compare and not the diamonds they select but the diamonds the store wants them to buy. As importantly, a customer can wear, examine and show others her diamond engagement ring, wedding band or jewelry in their own home and under their natural light. Jewelry stores spend a fortune on the best, whitest ceiling lights. And most in-cabinet lighting is just 18 inches from the jewelry. This kind of light is entirely different from most people’s homes or normal outdoor daylight. Jewelry store lights are engineered to make all their diamonds explode with light. Better to select your diamond, diamond engagement ring or diamond jewelry in the lighting of your own home. In some stores a shopper might be given a 10x magnifying glass or loupe with which to view the diamond. Examining a diamond through a 10x loupe is a specialized skill. It can take weeks of training to begin to understand how to even hold and position the small, handheld magnifying glass. Moreover, understanding how and what to look for takes training and time and evolves over a lifetime. It isn’t right when a store salesperson puts a loupe in the customer’s left hand and a specialized, nearly 7 inch tweezer in the other hand and tells the customer to look at the diamond.

If a shopper should somehow manage a brief glimpse of a diamond this way–which is doubtful– they are only able to view one diamond at a time. This prevents customers from comparing diamonds side by side. On rare occasions a store might have a stereo microscope like this:

Under special LED white lighting meant to enhance the apparent color and sparkle, a buyer is shown one diamond at a time, and seldom at full magnification. Moreover, the prospective buyer is only able to view the top of the diamond and not the sides and bottom.

The video diamond images on Brilliance magnify a diamond 10x-30x and allow shoppers to view every possible angle of their diamond. Through this technology a buyer can inspect all the diamond’s facets, top and bottom. This allows a diamond shopper to see much more of a diamond than possible with the 10x top only magnification they might get in a traditional store. On Brilliance a buyer can carefully inspect every detail of the diamond–every facet, on the top and the bottom and even a side profile. And this reduces the risk of misrepresentation, a common concern in online purchases.

We like that on Brilliance diamond consumers can display any one of almost 2,000,000 actual diamonds because it gives the buyer complete and absolute control of how they prefer to shop.

Brilliance has built their website so that comparing different diamonds is easy on your laptop. In our test we were able to compare as many diamonds as we wanted to. We selected these six diamonds to compare:

We then selected the ‘details’ tabs on the right hand side and were able to compare the specifications of each diamond

Unfortunately not every GIA or IGI report was available on the site and we had to give our email and request it. Clunky. But there is very little pushing a consumer to buy. There is no recommender tool, no chatbot constantly popping up to ask if the shopper needs help and no real computerized help either. That is because Brilliance does this the old fashioned way: with a human. 24/7 their chat is manned by trained gemologists there to answer questions.

Brilliance Customer Service and Support

Brilliance Diamond Expert Services

We prefer the back and forth with a trained expert to slick website technology and many shoppers do as well. Rather than spend a fortune on ever changing technology – and having the high prices to pay for it – Brilliance brings the jewelry store experience to the online consumer. The diamond, diamond engagement ring or diamond jewelry shopper will go as far as they can on the website and then it is expected a custom, high touch and highly personal engagement with an expert can begin. We were connected with ‘Scott” who was a highly trained GIA graduate gemologist. He was not only knowledgeable about lab grown, mined and the right gemological laboratory to use, but he offered up his email and direct phone number at the end of our chat:

We consider this a huge advantage over other online jewelers. Shopping for a diamond, diamond engagement ring or diamond jewelry is a weeks or months long process for many buyers. Being able to work with one expert through the whole process gives continuity and allows the expert to learn about each buyer’s tastes and preferences. Consumers will appreciate not having to start over with a new agent reading a copy of their chat. Brilliance brings the best part of the traditional diamond jewelry store experience to their website and uses a minimum of technology. It shows in the service and the amazing prices they offer.

Many first time buyers may not understand how to evaluate a diamond. The gemologists at Brilliance we spoke with were not trained by a mall store manager who may not have had any formal diamond education themselves. This gives consumers real confidence that they can trust what they are being told–and that they are being told and not pushed to buy by a poorly trained associate. The customer care personnel at Brilliance are trained professionals.

The seasoned expert team of graduate gemologists at Brilliance is an important advantage for consumers. A Brilliance diamond customer can take all the time he or she needs to get educated on diamonds by having a free, expert teacher. In addition to cut, color, clarity and carat weight these experts can go deeply into the technical details of diamond cutting like table and depth percentage. The Brilliance gemologists will help a diamond shopper understand the GIA or IGI specifications on every diamond and explain how they impact brilliance and value. The gemologists at Brilliance know everything about your diamond and will patiently explain the significance or insignificance of each specification. Though most diamond and diamond engagement ring buyers cannot see many of these differences after a diamond is mounted and set, there are buyers who wish to explore this level of technical detail. The experts at Brilliance are equipped and ready to do so.

Also, the Brilliance gemologist will seek to understand a customer’s budget and preferences and can pull from any one of more than 2,000,000 different diamonds. The gemologist can offer a customer several options of every kind and at every price point and explain the pros and cons of each.

The Brilliance diamond experts are there to educate a customer and help him or her find the diamond that best fits their budget and desires in a non-pressured environment.

If all Brilliance did was post 2,000,000 diamonds it would be overwhelming. But having a graduate gemologist to assist at every turn makes it simple and easy. You could not find this many millions of diamonds or the unbiased and graduate gemologists to patiently teach you in a store. And we have not seen this combination of great prices, education and selection at any other online jeweler.

Brilliance Diamond Certificates and the 4 C's

The diamond can be the most expensive part of any diamond engagement ring purchase so it is important to take the time to research and learn about the 4C’s. Our Editor explains in detail how to understand the GIA 2.51 ct Emerald Cut certificate below:

Date

The date the diamond was examined and certified by the gemologists at GIA. This is important for consumers because if a diamond is old inventory, there is probably something undesirable or substandard about it.

Report Number

This is the individual GIA certificate number unique to this diamond. It has also been microscopically laser inscribed on the side of the diamond. It does not impact the refraction or shine and will not be visible without at least 10x magnification. This is important because it can protect buyers from diamond fraud or substitution, which, though rare, is a risk when repairing a ring at an unethical jeweler. The number is also logged on the global database of GIA certificates, providing a permanent record of your diamond. This can prove very important should a consumer need to make an insurance claim and cannot locate the printed certificate received when the purchase was made.

Shape

The outline of the diamond when viewed from the top down, while the cut is defined by the pattern of the facet arrangement. Most buyers prefer a round also known as a brilliant cut diamond. Other shapes are collectively referred to as fancies. The most popular of these today are oval, pear and emerald. Historically marquise and princess cuts were also popular,

Measurements

The diamond’s dimensions are in millimeters. For a round diamond it is the minimum and maximum diameter and the depth. Non round diamonds will use the length, width and depth. This is important information a buyer should learn and understand as these impact the brightness, fire or light of the diamond.

Carat Weight

The weight as measured in carats to the nearest 1/100th of a carat. A carat is equal to 0.2grams.

Color

Describes the degree to which a yellow hue is present. Color is graded on a scale from D-Z though most gem quality diamonds are within the D-J colors. D is the whitest and by K even an untrained eye can detect the yellow hue. This will be an important consideration for buyers as prices of a D color will be higher than a J, particularly for a natural diamond. The tradeoff a consumer will often have to make is between color and carat weight.

Clarity

Describes the degree to which natural inclusions or blemishes are visible under 10x magnification.

Cut

Determines the light reflecting properties, also known as the fire, scintillation or brilliance of the diamond’s appearance. In the opinion of our founder, cut is the most important of the 4C’s because even the finest diamond if poorly cut will not refract light optimally and thus will emit inferior fire and brilliance.

Polish

Polish describes the smoothness of a diamond's facets. A high-quality polish will leave little to no scratches and slightly optimizes for maximum brilliance.

Symmetry

Symmetry describes the degree to which a diamond's facets are mathematically aligned to emit maximum light. A symmetrical diamond emits high levels of fire and brilliance.

Fluorescence

Fluorescence causes diamonds to emit a soft, bluish glow when exposed to UV light. The Fluorescence grade describes the color, and strength of color when a diamond is graded under UV light. The founder prefers diamonds with no fluorescence.

Conclusion on Brilliance Diamonds

Brilliance has more diamonds for sale than any other jeweler we encountered in our survey. Their lab grown diamonds are the very best priced in most grades and carat sizes we analyzed. And they have more bigger and better lab grown diamonds under $2,500 than all the other jewelers in our survey. They provide the old school, human to human expert service from their staff of graduate gemologists. It might be a confusing and frustrating experience sorting through the millions of diamonds they offer for sale but their experts make it easy. Brilliance are true diamond industry insiders. Their diamond marketplace may be the single best value when shopping for diamonds, diamond engagement rings and diamond jewelry.

Brilliance Diamond Engagement Rings

Brilliance is unique among all the other jewelers in our survey because they have their own factory. All the others send out to contractors but don’t actually own their own jewelry factory. This is important to consumers because there is not a double markup by the retailer. Also, there will not be different factories with different levels of quality located all over Asia pouring through their website to unknowing consumers. Sometimes, though not always, it is a little more expensive to make it in America, but you know it will be made right. In fact tariffs may result in the Brilliance rings and jewelry being less expensive than any made abroad. And, should there be any problem with your diamond engagement ring or diamond jewelry, the same factory that made it will be the one repairing it.

The majority of diamond engagement ring shoppers are very traditional. More than half will want some variation of a solitaire or a halo ring. Our Editor and team can attest to this fact from their own work and experience. Their experience has confirmed that @20% of all sales for online jewelers will be only the diamond. The fact that the next 50% are focused narrowly in two design categories, solitaires and halos is amply reflected in the styles and designs on Brilliance. We counted 253 different solitaire styles in our survey. But Brilliance doesn’t just offer simple solitaires in different widths. They offer many unique and elegant cutting edge solitaires like this prongless dazzler Bypass Ring:

This is a complicated ring to make correctly. Each ring must be handcrafted to the exact millimeter of each unique diamond so there is no visible gap between the diamond and the gold. Not only can Brilliance make it for a round diamond, but their master jewelers can create this masterpiece with 10 different (and difficult) shaped centers and diamond sizes ranging anywhere from a quarter ct to 2.10 ct with every stop in between.

This is a very challenging diamond engagement ring to execute correctly for a round diamond. Some of the other shapes can be even more difficult. Because Brilliance has their own factory and the skilled model makers and CAD operators they can make custom, individualized diamond engagement rings with precision and top notch quality:

The breadth and range of designs and price points offered by Brilliance includes everything the vast majority of diamond engagement ring shoppers might want.

But consumers should not be concerned that the focus of Brilliance is only cutting edge, on trend designs. The most popular designs–timeless classics, are well represented and their pricing is the very best in our survey. For an entry level shopper, perhaps a young couple looking to get engaged and pull together enough money for a down payment on a home, , their classic solitaire setting is not only beautiful but can be customized to five types of gold colors or platinum. The pricing of this 14kt gold solitaire (on July 9, 2025), at $395, is among the very best priced solitaires we found:

Taken together with a diamond like this F VS2 1.00ct that costs $394

A Brilliance diamond engagement ring customer needs to spend only $789 (before sales tax) to get a scintillating, perfectly cut colorless certified diamond set in a beautifully manufactured custom made 14kt gold ring.

Actually, when we went to check out, the price got even better:

This is a stunning engagement ring whose color, clarity and scintillating brilliance will make any bride the envy of her wedding party. And for $670.80 (before tax) there should be plenty of money left for the down payment. Our Editor feels very strongly that no couple should enter their new life together ‘ring poor’ and it’s part of why they began in the lab grown space so many years ago. We consider this to be one of the best entry level diamond engagement ring values available anywhere. It checks all the boxes an informed and discerning consumer should want.

Brilliance brings to diamond engagement ring shoppers the kind of careful, custom, handmade jewelry only a company that owns its own factory and makes everything in house can. They have no brand, slick website or stores to drive up their costs and their prices. They are truly a wholesaler who caters to consumers rather than retailers who would mark up their jewelry and sell it to consumers for much more. The huge range of designs they offer is enough to satisfy any diamond engagement shopper. The quality control is notoriously strict because it all happens in real time on the factory floor. Brilliance is a spectacular place for consumers to shop for the diamond engagement ring of their dreams at a price never dreamed possible.

Brilliance Fine Jewelry

Brilliance has a modest collection of diamond fashion jewelry, focused on the timeless classics suitable for any occasion or special moment. Non-wedding diamond jewelry is highly concentrated in three categories: stud earring, hoop earrings and tennis bracelets. No woman’s wardrobe is complete without these and really little more is needed beyond these for most people. As a husband of the year for many decades, our Editor can assure any gift shopper that the stud and hoop earring will always fit out of the box and will always be a hit. Whether it is an anniversary, birthday, new baby or just because you love her so much, these timeless symbols of love and devotion never go out of style. For the self-purchasing woman, these styles will compose the core of her jewelry wardrobe. It is for this reason that Brilliance has curated their diamond jewelry assortment to these three categories. The company is well represented in the most popular styles. The quality of the craftsmanship is outstanding, and is held to the same quality control standards of their diamond engagement rings.

For the shopper looking to buy the timeless essentials of any diamond jewelry wardrobe, Brilliance is able to deliver superb quality in lab grown or mined diamonds. Our Editor recommends only lab grown diamonds for fashion self purchases and gifting. At the writing of this review gold had reached an historical high of $3,366 per ounce and climbing. That creates an even more compelling argument to choose the less expensive but equally beautiful lab grown diamond alternative for all your fashion jewelry purchases.

We appreciate the quality-first ethic that defines the Brilliance approach to fine jewelry. And the curated assortment is easy to navigate. We don’t enjoy websites that overwhelm customers with thousands of very different fashion items. The more time a customer spends on them, the more everything can start to look the same. Many customers often leave more confused than when they arrived. Brilliance simplifies the gifting process by narrowing their assortment to what customers want most. Still, they offer depth and choice within those categories for every one of life’s special moments of celebration. Their tennis bracelets, for example, range from 1ct to 10 cts. The quality of these classic, timeless designs is fabulous. The superbly crafted and timeless diamond jewelry designs offered by Brilliance simplify the experience for consumers and make finding that perfect gift fun and easy.

Brilliance Aftercare

Shipping

Brilliance offers free FedEx or UPS insured shipping in discreet packaging on all orders regardless of the price of the order. A buyer has 30 days to return their purchase. This is zero risk buying,

Returns

Brilliance stands behind everything they sell with an industry standard 30 day return policy offering a 100% refund,. This is really important for buyers because you are buying your diamond ring or jewelry sight unseen. We are disappointed, however, that Brilliance makes the buyer pay for the return shipping and insurance. This compares unfavorably with their competitors, but may explain their amazing lab grown diamond and diamond engagement ring prices.

Warranty

Brilliance offers an industry standard lifetime warranty for any manufacturer's defects.

Ring Resizing

Brilliance offers an industry best free ring resizing anytime within the first 90 days of your purchase. This is a really important feature for diamond engagement ring shoppers. First of all, most grooms will get delivery of the ring at least 30 days before they pop the question. And living with your ring at work, the gym or while showering can be very different than sitting on your couch. Also, it is not unusual for a woman’s finger size to fluctuate. Unfortunately, Brilliance makes the buyer pay shipping both ways for the resizing. This compares unfavorably with their competitors, but may explain their amazing diamond and diamond engagement ring prices.

Customer Service

Brilliance does an excellent job of customer service and they are available 24/7. Just having a person and not a robot on the other end of a phone call or a chat to discuss a diamond, jewelry style or the status of a purchase, repair or return distinguishes Brilliance from many other online jewelers. Having highly trained graduate gemologists helping every customer makes shopping at Brilliance safe and stress-free.

Brilliance Review Conclusion

In conclusion, Brilliance has the most diamonds of any jeweler in our survey group, more than 2 million. Brilliance has the very best prices on lab grown diamonds. They are also the only online jeweler in our survey with their own jewelry factory and master jewelers right here in the USA. Their 24/7 customer experience is among the very best because they hire GIA graduate gemologists. The website is basic and does what it needs to do and nothing more. This uncluttered and uncomplicated online experience is actually easy and simple to use though can be a little clunky at times. The return and resizing policies are very good, but we are disappointed they do not cover the shipping costs–but we understand why. In the experience of our cofounders, returns and resizings are utilized by a minority of customers. Brilliance wants each customer to pay only for what they use or need. So rather than build in the cost of returns, they make everything ‘a al carte’. Brilliance was originally a manufacturing diamond and diamond jewelry wholesaler who supplied retailers and this very typical of a wholesale mentality. And that is also why their prices are so great and their quality and expert knowledge are so exceptional. For the diamond or diamond engagement ring shopper looking for exceptional prices, quality and the largest assortment from which to choose, Brilliance is hard to beat. Simply put, they are a brilliant place to buy.