James Allen Vs. Blue Nile Diamonds

diamond comparison

Okay, gem lovers, we just did a piece on Whiteflash diamonds, so let’s compare the James Allen Diamonds and Blue Nile Diamonds, shall we?

Most experts will tell you that there’s no such thing as a girls best friend when it comes to diamond retailers and that it doesn’t matter where you buy the stone but how you select it. But still, for most consumers, customer service, shopping experience, and sales policy mean everything. Consequently, no two diamond retailers are equal, and that sentiment is one that is also echoed on this page:  James Allen vs. Blue Nile.

James Allen

James Allen is the foremost online jewelry store. The website has over 300,000 GIA and AGS certified gems on display. Just type the words “engagement ring” on your browser, and they’ll likely pop up among the search results.

They have an extensive collection of loose gems and fancy colored diamonds. They provide an HD 360 view on all their merchandise so buyers can customize perfect rings easily. Here is how they fare when it comes to the shopping experience, customer service, warranty, and prices.

Shopping experience

James Allen offers most of its jewelry and gems online, with only a few showrooms and store exhibitions. Expect an unmatched shopping experience on the James Allen website. They also have an extensive collection of fancy colored diamonds and loose stones. You will find engagement rings in various styles and settings-all with HD pictures, and360 views with zoom-in features.

James Allen also provides a lifetime upgrade policy. Any loose diamonds bought from the retailer can be swapped at 100 percent credit towards a replacement diamond twice the value. Purchases carry a 30-day money back guarantee with free return shipping. They do not have a buyback plan or price matching plan, though, and buyers cannot return special orders!

Customer service

You can chat via email or speak to James Allen’s customer care desk anytime, anyway. They reply instantly to provide clarification on any issue.

They’ve got good reviews on Trustpilot and other consumer affairs websites.


James Allen provides a lifetime warranty on all their jewelry. The Warranty covers manufacturer’s defects and guarantees free routine maintenance and repairs such as tightening, prong re-tipping, and polishing. But you will have to pay the shipping charges. They also do free cleaning and polishing. However, resizing is covered once, and only for the first year of purchase.

Here’s what someone on YouTube shared about these two brands.


James Allen offers the best price on most of their diamonds. It is impossible to find high-quality diamonds at comparably lower prices. For example, their unique collection, the True Hearts, boasts of the same diamond grades as the Astor collection from the Blue Nile but is priced considerably lower. The price of the Astor collection is $4934, while the True Hearts is $3580.

Blue Nile Diamonds

While James Allen is the leading online jewelry retailer, Blue Nile is also popular to an equal degree. They have huge experience in the gemstone field and are always looking for ways to improve customer service and support. Their merchandise is backed by comprehensive grade reports and a list of characteristics, making it easy to filter and find suitable designs.

Shopping experience

Blue Nile provides a great shopping experience. They have approximately 200,000 stones in varying color grades, carat weights, and clarity. They provide 360 views of their merchandise, but not all of it, plus the picture quality is not superb, and that’s a bummer! However, there is a comprehensive list detailing the characteristics of each ring. For those who prefer reading details rather than relying on visuals, this is a win.

Blue Nile has a 30-day returns policy on their merchandise. However, the policy doesn’t apply to special orders. They also have a buyback plan and a price match guarantee. Upgrades on AGS and GIA certified diamonds are possible.

Customer Service

You can talk to Blue Diamonds help desk anytime any day. They accept online chats and phone calls. However, they don’t respond as fast as James Allen people.

There have also been complaints on the Better Business Bureau websites about the retailer’s credit card program, saying they triple charges on customer accounts without any notification.


Blue Nile offers a lifetime warranty on their diamonds. This warranty covers the manufacturer’s defect. However, routine maintenances, such as tightening and re-polishing, are not covered. You also don’t get free cleaning and inspection services.

In case of routine maintenance, and repair requirements, you will have to ship the diamond yourself. Once Blue Nile receives and assesses it, they’ll notify you of charges.


Blue Nile charges more for its unique diamond collection. Even though GIA and AGS have given it the same grading as James Allen True Hearts, it costs approximately $1200 more.

Okay, now you have an idea of what shopping on each website feels like. Here is a breakdown of the pros and cons of each retailer.

Blue Nile Pros and Cons


  • Experience
  • Buyback program
  • Price match guarantee
  • 360 degree view
  • Massive selection
  • Huge list of diamond characteristics
  • Resizing service for first year



  • The image quality is not superb
  • Bad credit program complaints
  • Return on special orders not acceptable
  • They don’t provide pictures of all their diamonds
  • It’s hard to customize your ring on their website
  • Their warranty is not comprehensive. It doesn’t cover repairs and routine maintenance

James Allen Pros and Cons


  • Great customer care services
  • Excellent shopping experience
  • Low price on their True Hearts collection
  • It’s easy to customize rings on their website
  • Have a wider selection of fancy colored diamonds?
  • HD 360 view on all their merchandise plus zoom-in features
  • Comprehensive warranty covers repairs and regular maintenance too.


  • Returns on special orders are not acceptable.
  • Their collection of popular gem styles is limited.

In Conclusion

Two diamond retailers are never the same. In as much as your ability to select stones is essential, shopping experience and sales policy matter too, and when it comes to these factors, the James Allen retailer rules. They have 100,000 more diamonds than the Blue Nile and provide HD 360 view on all their merchandise with zoom in and filter features so you can find a fitting design, and their warranty is comprehensive to boot. Have fun browsing photos of their precious collections!






Gloria is a wedding planner who dreams of helping everyone have the perfect wedding! Find more of her work on Pinterest.