Buying diamonds online can feel overwhelming, especially when you're comparing two of the biggest names in the game: Brilliant Earth and Blue Nile. Both brands have earned strong reputations and loyal customers, but they offer different experiences, values, and pricing.

In this simple guide, we’ll help you understand the main differences between Brilliant Earth and Blue Nile—so you can choose the one that’s right for your budget, style, and personal values.

1. Company Background

Blue Nile

Founded in 1999, Blue Nile was one of the first companies to sell diamonds online. It made luxury jewelry more accessible by offering competitive prices and a wide selection of certified diamonds. Blue Nile is known for variety, affordability, and reliable quality.

Brilliant Earth

Brilliant Earth launched in 2005 with a mission to provide ethically sourced and sustainable diamonds. They focus on transparency, traceability, and eco-conscious practices. While slightly more expensive, they appeal to buyers who care deeply about where their diamonds come from.

2. Diamond Selection

Blue Nile

Blue Nile offers a huge selection of natural and lab-grown diamonds—over 200,000 loose stones at any given time. This means you’ll likely find something that fits your exact preferences and budget.

Brilliant Earth

Brilliant Earth’s inventory is smaller but more curated. Their diamonds include natural, lab-grown, and even recycled diamonds, with many options tracked by blockchain to prove ethical sourcing. They also offer “Beyond Conflict Free™” diamonds.

Bottom line:

Want more options? Go with Blue Nile.

Want ethically sourced stones? Choose Brilliant Earth.

3. Price & Value

Blue Nile

Because of their high volume and direct supply chain, Blue Nile generally has lower prices, especially for natural diamonds. If you're shopping on a budget but still want quality, they’re a great pick.

Brilliant Earth

Prices are often higher than Blue Nile's for similar diamonds, but you’re also paying for extra transparency, ethical sourcing, and sustainable materials. For some buyers, the values behind the stone matter as much as the stone itself.

Bottom line:

Blue Nile is better for budget-conscious buyers.

Brilliant Earth is better if you're okay spending a bit more for sustainability.

4. Lab-Grown Diamonds

Both companies offer lab-grown diamonds, which are real diamonds made in a lab rather than mined from the earth. They are eco-friendly and often cost less than natural diamonds.

• Brilliant Earth has one of the largest selections of lab-grown diamonds and focuses on environmentally friendly production.
• Blue Nile recently added lab-grown options, but their selection is smaller.

Bottom line:

If you’re specifically looking for a lab-grown diamond, Brilliant Earth is the stronger choice.

5. Jewelry Styles & Customization

Blue Nile

Blue Nile has many classic and modern styles, from simple solitaires to vintage-inspired settings. You can “Build Your Ring” by picking a diamond and pairing it with your choice of setting.

Brilliant Earth

Brilliant Earth also lets you design your own jewelry, but their settings often use recycled metals, and they have unique nature-inspired designs. Great for those who want something meaningful and unique.

Bottom line:

Both brands offer great customization. If you love eco-conscious materials and earthy designs, Brilliant Earth is a win. For classic, affordable styles, Blue Nile is ideal.

6. Ethics & Sustainability

This is where the biggest difference lies.

Blue Nile

• Follows the Kimberley Process to avoid conflict diamonds

• Offers some lab-grown and sustainable options

• Does not offer full transparency on diamond origin

Brilliant Earth

• Offers Beyond Conflict Free™ diamonds

• Many diamonds are blockchain-tracked

• Uses recycled metals and eco-friendly packaging

• Actively supports mining communities and conservation efforts

Bottom line:

If ethical sourcing and sustainability are priorities for you, Brilliant Earth leads.

7. Customer Service & Return Policy

Blue Nile

• 24/7 customer service

• 30-day return policy with free shipping

• Lifetime warranty on manufacturing defects

• Free resizing for one year

Brilliant Earth

• Great customer service with virtual consultations

• 30-day return policy

• Free resizing for 60 days

• Lifetime warranty on defects

• 1-year service plan with free cleaning and inspections

Bottom line:

Both companies provide excellent customer service and return policies. It’s a tie here!

8. International Shipping

Both Blue Nile and Brilliant Earth ship internationally.

• Blue Nile offers international shipping to many countries with free returns in some regions.

• Brilliant Earth also ships globally, but return options can vary depending on your location.

Bottom line:

If you're an international buyer, double-check the return policies first. Otherwise, both are solid choices.

9. Showrooms & Virtual Shopping

• Blue Nile has physical showrooms in several U.S. cities and offers virtual appointments.

• Brilliant Earth has more showrooms globally and also offers excellent virtual consultations.

Bottom line:

Want to shop in person? Check which one has a showroom near you. For online help, both offer great support.

Simple Comparison Table

Feature	Blue Nile	Brilliant Earth
Founded	1999	2005
Diamond Types	Natural, Lab-Grown	Natural, Lab-Grown, Recycled
Price Range	Lower	Slightly higher
Ethical Sourcing	Kimberley Process	Beyond Conflict Free™, Blockchain
Sustainability	Moderate	Strong (recycled metals, eco-packaging)
Lab-Grown Selection	Medium	Extensive
Custom Jewelry	Yes	Yes
Return Policy	30 days	30 days
Resizing	1 year	60 days
Showrooms	Limited	Many locations
Best For	Budget shoppers	Eco-conscious buyers

 

Conclusion: Which Should You Choose?

It all depends on your priorities:

• Choose Blue Nile if you’re looking for variety, value, and classic designs at a great price.

• Choose Brilliant Earth if you care deeply about ethical sourcing, eco-friendly practices, and sustainability.

No matter which one you pick, you’re getting a quality diamond from a trusted brand. Just make sure it aligns with your values—and your budget.