Brian Gavin

Brian Gavin is regarded as the most famous diamond cutter in the world and has this reputation not without good reason. The special feature of his business is that all diamonds are stored on-site, thus ensuring the authenticity and quality of Brian Gavin himself or his employees. Every diamond sold through the website is checked by Brian Gavin himself – a service that is unique in the online diamond world. Apart from this, Gavin offers on his website the possibility to examine every diamond in a 360-degree video and HD photos. Once a diamond is selected, it is examined by Gavin before it is shipped overnight and arrives at the customer’s home the next morning. An insurance policy is automatically taken out for all customers living in the USA. Since package insurance often causes extra costs, the online shop is especially suitable for customers within America. So it is really not only by its reputation that this online shop is a good choice, but also because of the quality and service. However, in my experience, Gavin’s customer service is less reliable than others, which is why he ranks third in my top 3.


Another very famous name in the online diamond world is the shop Whiteflash was founded in 2000 in the USA and is a good choice especially for high-priced, precious engagement rings, which are far from mediocre in price and design. The exclusivity has resulted in Whiteflash having customers all over the world, who are served by a team of GIA certified diamond experts. Since whiteflash entered the diamond market, the quality of the online sellers has improved rapidly, as whiteflash is always trying to set new standards and has been awarded with numerous prizes such as the Pinnacle Award or the A+ rating from the Better Business Bureau. For me, whiteflash stands out because they never did a lot of marketing but focused exclusively on the quality of the diamonds and customer service. This makes buying a diamond very pleasant and whiteflash reliable, but in the beginning it was hard to earn this reputation in the scene. Contributing to this has been the in-house seal called A CUT ABOVE, which stands for the fact that the diamonds are cut extremely precisely and only in Antwerp in Belgium under the highest quality standards. Because of these high standards, an A CUT ABOVE diamond is considered to be of the absolute top class, which is reflected in the look, but also in the price. Low-priced diamonds are almost impossible to find on, but the customer will never receive a diamond that disappoints in quality. In return for the high price you pay, you get more details and data on the diamonds from the seller than any other online seller, which are also GIA certified, for double insurance. All these details can be made available by having each diamond examined and described in detail by whiteflash experts before it is sold. The description is done according to definitions that have been previously established. For the client, in addition to the detailed reports, the diamond is also provided with high-quality photography, with both 3D videos and HD photos of each diamond available on the website. The diamond can be viewed from any angle and under perfect lighting conditions before purchase, making a bad purchase virtually impossible. However, if you make a mistake, whiteflash has a very tolerant return option that allows you to return the diamond and get your money back within four weeks of purchase. Great service!

James Allen

My favorite seller is the website jamesallen, which was founded in 2006 and since then has earned a reputation. Impressively, jamesallen has over 200,000 diamonds in stock, all of which can be viewed online. No other seller has so many diamonds and most of them in house! Each of these diamonds has a certificate, most of them from the GIA or AGS, which are the two highest quality certificates available for diamonds. The advantage of having so many diamonds is that unlike whitflash, for example, diamonds are available for every budget. Whether it is a cheap small diamond for a watch or a luxurious diamond for a engagement ring – jamesallen has them all. Whichever diamond you buy, you can then choose exactly which one you want to buy with what I believe to be the best technical implementation online. The photos and 360-degree videos that are provided are on a higher level than anything I have encountered in the diamond business. This is not astonishing, since jamesallen has numerous certified diamond experts as well as professional photographers as employees. Due to the size of the online shop, jamesallen can also allow itself to offer many special offers and discounts, which with a little luck and patience can be a real bargain. Even if this was never whitflash’s claim, it is definitely an argument for jamesallen if you don’t have unlimited financial means. The last point should be a plus point for jamesallen, especially for international customers. The runner offers 24/7 customer service and can, therefore, be reached from any region at any time. A good customer service creates trust and has often helped me with my diamond purchases. For more on James Allen it is important to do proper research.