The 12 Best Online Jewelry Stores of 2025, Tested

As a former stylist at a jewelry subscription service and a copywriter for a jewelry brand, I’m accustomed to meticulously analyzing the quality of fine and fashion jewelry while curating boxes tailored to individual styles. With my personal taste—whether choosing springtime sterling silver or summer-ready solid gold—I’ve always remained true to my aesthetic: first-rate items with a timeless appeal. “Jewelry is deeply personal. Top online jewelry stores’ shopping experiences should feel just as intimate,” says jewelry expert, designer, and GIA diamond graduate Hollie Harris. “The best online jewelry stores make you feel like you’re buying from someone who genuinely cares about what they’re creating, not just dropping products into your cart.” 

Drawing on insights from experts in the field, I curated this list of the best online jewelry stores, featuring online jewelry boutiques, small business jewelry stores, and the most reputable online jewelers. I tested my favorites based on sustainability, craftsmanship, variety, shipping, returns, and customer service. From affordable to luxury, and everything in between, these are the best places to buy jewelry online.

Materials: 100% certified recycled sterling silver; 14k solid gold; 18k gold vermeil; 18k gold plated; silver plated | Shipping Policy: Free shipping on orders over $150 | Return Policy: Free 60-day returns | Warranty: 2-year warranty

Missoma is renowned for its handcrafted, demi-fine jewelry, which is designed to be worn for years to come. The London-based brand crafts each piece from recycled 18k gold vermeil, 18k gold plating, or sterling silver, with most items priced between $50 and $500. I love the use of mixed metals, smooth shapes, signature ridge detailing, and high-shine finishes. The Savi Slider Lariat Necklace has two droplet pendants and an adjustable feature for a choker or longer chain, depending on your style. It’s perfect for those open-front (or back) tops and dresses this season. You can also opt for a design from Missoma’s recycled 14k solid gold and diamonds fine jewelry collection for an even more elevated look.

Straight from the brand’s newest collection, these spiral earrings decrease in scale from the lobe to the end dangle.

Mix elements with this slinky spiral bracelet with an 18k recycled gold-plated brass adjustable chain.

Not sure if you prefer gold or silver? Enjoy the look of both? Try this mixed-metal, pebble-pendant necklace with a chain or cord.

This gold and silver molten ring is a mixed-metal work of art that leaves no room for minimalism.

Materials: 14k solid gold; 18k gold plated sterling silver; 925 sterling silver | Shipping Policy: Free standard U.S. shipping on orders $75 and above | Return Policy: Free 30-day returns | Warranty: 6 months on fashion jewelry

BaubleBar is a staple online jewelry store. It emerged as a fashion jewelry brand in 2010 and has since developed into a go-to destination for fine jewelry and accessories, from bag charms to hairbrushes. With beaded jewelry, bubble charm necklaces for those young at heart, 18k gold tennis bracelet stacks, and custom ring sets, you’re sure to find a piece to complement any age and aesthetic. The new demi-fine jewelry collection highlights the brand’s signature trendy style paired with refined touches. My favorite aspect of the 18k Gold Heart Cuff Bracelet is the pavé hearts that encircle the cuff, but you can also adorn an evil eye version decked out in cubic zirconia stones.

Classic pearls and striking stones combine to form this 18k gold-plated sterling silver Alice necklace with a foldover closure.

Commemorate your birthday and birthdays of the ones you love with this custom ring, offering three colorful birthstone slots.

Make a statement on your wrist with this fun bubble bracelet available in pavé, etched, and negative space varieties.

The beach is calling! Four freshwater pearls and gold shells dangle from the ear in this summer-worthy accessory.

Materials: 14k gold or rhodium plated; 14k solid white or yellow gold; implant-grade titanium | Shipping Policy: Free standard U.S. shipping on orders $75 and above | Return Policy: Free 21-day returns on fashion jewelry | Warranty: N/A

If earscapes are your go-to jewelry accessory, Studs should be your first choice for huggies, hoops, flatbacks, and more. The brand has options for various ear piercings, from the helix and daith to the tragus and rook. Even its high lobe piercings are on-trend, affordable, and available in either individual piercings or as a pair. This dangle flatback stud is from our new 14k collection, which is waterproof and tarnish-free. It’s the perfect little accessory, but keep in mind that it is pretty small, so be careful putting the flatback on first. If you want something with more heft, try out the brand’s hoops and huggies.

Safe for sensitive ears and durable for everyday wear, these 25-mm hoops feature a tie-knot design with a butterfly back closure.

A cubic zirconia floral design sits perfectly at the rook of your ear with a threadless push-pin closure.

Flatback studs are poke-free with two post lengths available, whether placed at your high lobe or helix.

With pre-bent pins for more comfort and stability, these 14k dangle flatback studs are showstoppers regardless of placement.

Materials: 10k-24k responsibly sourced solid gold; 18k gold vermeil; sterling silver | Shipping Policy: Standard shipping rates apply | Return Policy: Within 3-5 days of receipt; solid gold orders are exchange only | Warranty: Lifetime care warranty

Designed to celebrate Caribbean and African culture, Omi Woods sources ethically handmade African gold, lab-grown diamonds, recycled gems, and conflict-free fine metals to create heirloom pieces. Each collection is rooted in cultural importance, including the Cowrie and Adinkra collections of West Africa. This Cowrie Line Ring represents protection and prosperity, making me feel closer to my ancestors. The brand also offers jewelry for men, as well as stunning engagement rings and bridal styles.

A mixture of lab-grown diamonds and solid gold creates this bamboo-stalk-inspired eternity wrap ring representing prosperity.

Two cowrie shells sit on a chain that can be tied and styled in numerous ways. Get in sterling silver, gold vermeil, or 14k gold.

Have a special occasion? Wear these lattice-woven earrings, handcrafted using a traditional lost-wax casting technique.

Four-piece, six-piece, Queen of Sheba, or Pyramid, the choice is yours with this charm bracelet stack in gold vermeil or silver.

Materials: 925 sterling silver; 18k gold vermeil; 14k solid gold; lab-grown diamonds | Shipping Policy: Free shipping | Return Policy: Free 30-day returns | Warranty: 2-year warranty

Looking to update your jewelry collection with more personalized pieces? Oak and Luna offers engravings in the form of initials and custom name jewelry in various font styles. My Engraved Mixed Dots Bracelet features three inscriptions and six diamonds in a lux-looking gold vermeil. You can add sentimental or inspirational quotes and upgrade to sustainable lab-grown diamonds set atop 18k gold vermeil or sterling silver for many pieces on the site, showcasing your individual style or giving as a jewelry gift to a special someone.

If you’re into heart jewelry, you’ll love this charm lock bracelet’s sentimentality, available with or without diamonds.

Available in round, hexagon, and kite shapes, this lucky charm necklace is great for layering with other pieces that tell a story.

These bubbles pop in thick gold vermeil, offered in every letter of the alphabet, or a cutesy heart dangling on a link chain.

Want to add to your bangle stack? Look no further than this dotted harmony set, each with up to 10 inscription characters.

Materials: Saltwater pearls; diamonds; recyclable 18k solid gold; 925 sterling silver | Shipping Policy: Free shipping | Return Policy: Free 30-day returns | Warranty: Lifetime

HELAS creates heirloom-quality jewelry that balances the grace of saltwater pearls and the femininity of diamonds. With the recent resurgence of pearls, more and more people are opting for this timeless, radiant stone on their clothing and around their necks. The Mother-of-Pearl 18K Gold Diamond Whole Butterfly Necklace is one of my favorites from this Australian brand, featuring a handcrafted design of a butterfly suspended in flight on solid gold. The unique slider allows you to easily adjust the necklace’s length without fiddling with the clasp. Although it has a higher price point, that directly reflects the unmatched quality and lifetime warranty you get with each stunning piece.

This bestseller from the Melody collection offers four Akoya saltwater cultured pearls on an 18K solid gold balance beam.

Another tried-and-true option is these long stud earrings reminiscent of an Old Hollywood ensemble.

The asymmetrical design of this necklace includes six smaller pearls that you can slide to adjust the length and look.

Ranging between 7.5-8mm, these pearl stud earrings drop from an 18k gold parallel bar adorned with natural diamonds.

Materials: 14k-18k gold vermeil, sterling silver, 14k gold plated | Shipping Policy: Free U.S. shipping on orders over $150 | Return Policy: Free 10-day returns except on earrings | Warranty: N/A

If you like minimalist pieces but aren’t afraid of color, consider Shashi your next online jewelry destination. Easily pair delicate multicolored gemstones with curved beads and structured silhouettes from hoop earrings to ring stacks. This Delphine Ring Set of two thinner rings surrounding one thicker piece showcases that contrasting look with a refined, fluid design that can easily be worn separately or stacked.

Ruby, sapphire, and emerald gemstones form clusters around this handcrafted piece’s polished 14k vermeil on sterling silver beads.

Ever so simple, this solitaire set in a bezel over 14k gold vermeil sits beautifully at the collarbone as an everyday piece.

The Una necklace is a work of art with 14k gold-plated beads covering a leather cord that’s adjustable and lighter than it looks.

Derived from the brand’s top-selling earrings but with a wavey redesign, these hoop earrings offer a curved look with vast appeal.

Materials: Gold plated; gold filled | Shipping Policy: Standard shipping rates apply | Return Policy: 10-day exchanges or store credit | Warranty: 30-day repair warranty

Founded by Morgan Thomas, a trained sculptor, Yam creates handmade, playful jewelry using upcycled materials, including metal elements topped with nature and pearl accents. The Sun Bracelet is one of the brand’s staple pieces, and it perfectly aligns with my aesthetic, making it a versatile choice for everyday wear. It’s offered in 14k gold-plated and silver-plated brass for the ultimate bangle stack. The brand’s bracelets are sized at around 7 inches, so be mindful of that if you have larger wrists. You can also opt for one of the chokers or consider some other made-to-order designs.

If you want the Sun Bracelet in necklace form, opt for this choker adorned with all the same trimmings at 17 inches.

A gold-filled ring is accompanied by a matching ear post on these dainty ear baubles that are too cute to pass up.

Upcycled drop pearls, hypoallergenic sterling silver posts, and a celebration of values. That’s what these studs represent.

Dried flowers inspire these hand-carved flower pot studs that dangle at a generous 4 inches in length.

Materials: 14k gold vermeil; 18k gold plated; 925 sterling silver | Shipping Policy: Standard shipping rates apply | Return Policy: Free 14-day returns except on earrings | Warranty: N/A

When it comes to bold designs with texture and dimension, look no further than Jooel. This brand has a selection of refined accessories adorned in 18k gold-plated finishes and cubic zirconia. My Simone Gold Byzantine Necklace has a vintage flair, and even though you can feel its durability, it’s still lightweight. As with all pieces from the brand, each has an added layer of specialized electroplating to increase longevity and reduce tarnishing.

Minimalist yet bold, these teardrop earrings elevate any casual outfit with their high-shine finish and modern look.

A tennis bracelet for your neck, this floral-patterned necklace comes in three lengths of cubic zirconia baguettes.

Slender and sleek, the Noa bracelet is crafted in 18k gold-plated brass and hypoallergenic for a radiant glow.

Its hammered appearance is embellished in gold with a dual-wrapped design that intricately cuffs the wrist.

Materials: 24k gold plated; sterling silver | Shipping Policy: Free nationwide shipping on orders over $40 | Return Policy: 30-day returns | Warranty: 1-year warranty

Family-owned and operated, Karine Sultan makes affordable jewelry with a sophisticated touch. Many of the pieces feature bold, hand-hammered designs in 24k gold-plated pewter. One of my favorite aspects is that Karine Sultan is one of the best jewelry stores offering a vast selection of clip-on earrings, such as these dainty Bow ones, just as stunning as their pierced counterparts. They sit pretty flat and don’t hurt your ears.

You’re sure to have a bold night out with this bestselling necklace. Complement the pewter-plated gold with its matching bracelet.

We can’t get enough of this chainmail cuff that bends when it hits the light just right. Style it in gold or demure silver.

Add a bit of nautical charm to your décolletage with this twisted, cable-style choker. The lobster clasp is the perfect touch.

Named after festive confetti, these clip-on earrings feature beads—available in seven colors—that hang from a starburst design.

Materials: 18k gold plated; white gold plated | Shipping Policy: Standard shipping rates apply | Return Policy: 10-day returns for store credit | Warranty: Lifetime

Founded in 2018 by a fashion stylist, Oma the Label is a WOC-owned brand that blends African and Scandinavian cultures in its gold-plated designs. Items range from rings with a vintage appeal to gold bar-inspired earrings and customizable body chains. Assured by the brand’s lifetime guarantee and commitment to exceptional craftsmanship, add a bit of diversity to your accessory game with these pieces that work for casual and formal occasions—like my Roseline Ring, which exemplifies everyday sophistication. This all-in-one ring stack features contrasting designs that gradually decrease in size, so consider sizing up.

Available in black agate or mother of pearl, these earrings feature a bold center stone in a gold bar charm design.

Dress it up or dress it down, this bangle is a statement of elegance and craftsmanship in a textured ribbed design.

Nothing screams summer-ready like this adjustable body chain with a choker, dainty chain, and beads in 18k gold-plated brass.

This stainless steel, gold-plated, open wrap ring features a triple ball design for a statement-making modern touch.

Materials: Stainless steel; zinc; stone; glass | Shipping Policy: Free shipping on orders over $50 | Return Policy: 14-day returns | Warranty: No

Petit Moments is a woman-owned brand that celebrates individuality, which is evident in its highly curated yet totally affordable jewelry. The brand’s collections feature an array of statement-making dome accents, trendy chain links, and bold spirals. My Mila Carabiner Necklace offers an unmatched edginess that’s still fashion-forward, with a carabiner pendant dangling from an 18-inch chain.

Get lost in the charm of this swirl necklace that’s waterproof and made of stainless steel.

Intricate metalwork wraps these large, stud earrings available in a brown, white, or turquoise stone.

Have a western-inspired, cowgirl summer with this bolo style necklace with charms from the brand’s Sunlit Siren collection.

This hand chain provides a seaside escape at your fingertips and comes in jade, rose, silver, and turquoise variations.

What to Look for When Buying Jewelry Online

• Material: The most durable metals are 14k gold and platinum, and diamonds are the most durable gemstones. Softer stones require extra care, and less durable metals are less resistant to the elements. In terms of fashion jewelry, gold vermeil is less likely to tarnish and more resilient than gold plated, but both metals can last for years with proper care from the best jewelry stores.

  “I can’t stress enough how important it is to pay attention to the metals you wear, especially if the wearer has sensitive skin,” says Harris. “That’s why choosing hypoallergenic metals like 14k or 18k gold, platinum, titanium, sterling silver, or surgical stainless steel isn’t just nice to have but essential for long-term comfort and wearability. Jewelry should never cause irritation or discomfort, but instead always elevate how you feel.” 

• Aesthetic: Designs that fit your taste should be top of mind when selecting online jewelry. If you prefer understated jewelry, opt for minimalist styles. Personalized or custom pieces offer more sentimental value, while more intricate, bold styles are ideal if you want to make a statement. Consider brands that specialize in high-quality, heritage pieces if you want an heirloom that can be passed down through generations. “The true value lies in the piece itself,” says Jennifer Koche, former senior buyer of fine and fashion jewelry for luxury retailers. “I love adding a personal touch to the packaging to make it memorable and meaningful, but ultimately, it’s the jewelry and the emotion it carries that matter most.”
• Budget: Price point might also come into play when looking at the best places to buy jewelry. You might shell out more money when looking for an everyday item you’ll wear for years. On the other hand, if you’re looking for a trendy piece, you might choose more budget-friendly jewelry that you can switch out and replace over time.
• Customer Service: Since you’re not shopping at a brick-and-mortar establishment, customer service is even more vital when shopping jewelry brands online. “A great online jeweler should feel accessible, not intimidating, offering plenty of variety, education, and real support when you have questions,” says Harris. Look for websites with detailed FAQs, shipping timeframes, return information, size guides, care instructions, and quick response times. Brands with blogs, online chats, and warranties are a bonus. “Seeing how a piece can be worn or paired with others helps bring it to life, while detailed information on materials, sizing, and craftsmanship builds trust and confidence,” adds Koche. 

How I Tested Online Jewelry Stores

Meet Our Experts

I interviewed the following experts to get further insights on the best jewelry stores online:

• Jennifer Koche spent 15 years as a senior buyer of fine and fashion jewelry for luxury retailers and is now the founder of Storrow Fine Jewelry, an online destination for unique heirloom jewelry.
• Hollie Harris is a fine jewelry expert, designer, founder, and creative director of Forever Fine Jewelry, a bespoke jewelry concierge brand.

Why Trust Byrdie

Cher Checchio is a copy editor at Byrdie—editing across fashion and beauty—and a former jewelry curator, product copywriter, and personal style influencer. She relied on her extensive knowledge and experience with jewelry brands and online shopping to write this article. She thoroughly researched each brand, focusing on the classics and trends, from budget-friendly brands to mid-range and demi-fine retailers. She tested each piece to provide trusted product recommendations and consulted with two experts to compile this list.