Tiffany vs. Brilliant Earth

A thorough comparison of Tiffany and Brilliant Earth, to help you decide which is best for you

Brilliant Earth and Tiffany are two well-known names in the world of diamond retail. Tiffany Co. has always been a name synonymous with luxury and prestige, while Brilliant Earth presents a fresh take on ethical sourcing and modernized offerings.

In this guide on Brilliant Earth vs Tiffany, we’ll explore everything you need to know about these two online diamond retailers in order to help you make the best decision for your diamond purchase. .

Brilliant EarthTiffany
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Diamond Information
Number of settings38248
Number of natural diamonds75,952Difficult to tell
Number of lab-grown diamonds348,373N/A
Natural Diamond Price: Round 1 carat, Excellent Cut, VS1 round, G color$5,370$18,700
Lab Diamond Price: Round 2 carat, Excellent Cut, VS1 round, G color$3,730N/A
Diamond imageryHigh quality images on most diamonds and Interactive 360 videoNo images of individual diamonds
Diamond labs: naturalMostly GIA, some IGITiffany Diamond Certificate
Diamond labs: lab-grownIGIN/A
Diamond searchVisit NowVisit Now
Company Information
Year founded20051837
Number of physical locations37326
Owned byBeth Gerstein and Eric GrossbergLVMH
Service Policies (Click each to learn more)
Finance availableYesYes
ShippingFree to US, UK, Canada, and AustraliaComplimentary shipping and returns
ResizingComplimentary within the first 60 days of purchaseComplimentary resizing on most items
Returns period30-day returns30-days
WarrantyLifetime warrantyLifetime warranty
UpgradeCredit 100% of original price, if new diamond 2x priceCredit 100% of original purchase
EngravingComplimentary within the first 60 days of purchaseFree engraving
Customer service hours24/0724/7
Ringspo Ratings
Diamond selection
Value for money
Service policies
Overall rating
Ringspo overall opinionAn excellent choice for the conscious consumer.Tiffany diamonds are extremely high quality and purchasing from them is a wonderful experience, but it comes at a price -
Ringspo ReviewBrilliant Earth Review#
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Tiffany & Co. was founded in 1837 by Charles Lewis Tiffany and John B. Young in New York City. In 1886, the company introduced the “Tiffany Setting,” a six-prong setting that elevated the diamond to allow more light to pass through, and this remains its most popular style. In fact, it’s likely the one that you are considering!

Tiffany is positioned as a luxury jeweler, and in addition to their New York flagship store, they have a strong physical presence with over 340 stores worldwide, each of which will give you a lovely purchasing experience. But with this luxury experience comes a luxury price tag – is it worth it compared to Brilliant Earth?

Brilliant Earth was founded in 2005 by Eric Grossberg and Beth Gerstein. The company has positioned itself as a sustainability leader due to its commitment to ethical and sustainable diamond sourcing. This is a very different positioning to Tiffany, and deciding which positioning is more important to you is key to making your decision on which retailer is a better fit.

Compared to Tiffany & Co, Brilliant Earth aare primarily an online store, although they do have 37 locations in the US, with their headquarters in San Francisco, California.

Diamond Selection and Quality

Choosing the center stone for your engagement ring is one of the biggest decisions that you’ll have to make, so ensuring that a retailer has the combination of shape, carat weight and diamond quality that you are looking for is key.

In this section we’re going to compare Brilliant Earth and Tiffany in these key areas:

  • Diamond choice
  • Diamond quality
  • Pricing & value

Natural diamonds are diamonds that have been mined from the earth, while lab grown diamonds are real diamonds created in a laboratory environment. For many years, natural diamonds were the only offerings at jewelry stores, but the interest in lab grown diamonds has skyrocketed over the last ten years, prompting many diamond retailers to offer them as well.

Tiffany does not offer lab grown diamonds, but focuses instead on providing ethically sourced natural diamonds and fine jewelry. This reflects the company’s standing as a luxury jeweler with rare natural diamonds instead of mass produced lab grown diamonds. They do not specify how many diamonds they carry, but offer additional suggestions to help you find the right diamond.

Brilliant Earth offers natural diamonds and lab grown diamonds. Currently they have around 75,952 loose natural diamonds and 348,373 lab grown diamonds of various quality.

Certifications and Ethical Sourcing

I always stress the importance of buying a certified diamond center stone, no matter if you’re choosing natural or lab grown diamonds. Diamond certificates, also known as grading reports, provide an unbiased assessment of your diamond’s grades and quality to ensure that you’re getting exactly what you’re paying for.

The main laboratories I recommend for diamonds are GIA, AGS, and IGI grading reports. These labs are not affiliated with any one company which means there’s nom conflict of interest between the person who is grading a diamond and the organization that is selling it.

Tiffany diamonds are accompanied with the Tiffany Diamond Certificate. The Tiffany certificate is an in-house certificate. Unlike other grading labs, the Tiffany certificate also comes with the provenance of your diamond and guarantees the grade of your diamond.

Brilliant Earth has various grading labs for their diamonds including GIA, IGI and HRD. I recommend choosing GIA or IGI graded diamonds from their inventory.

Both retailers adhere to ethical sourcing beyond the Kimberley Process, which is the industry standard. Tiffany has had a long-time commitment to providing ethically sourced diamonds and reveals the country of origin for all over their diamonds. Diamonds under the Kimberley Process only reveal that they do not come from countries known for conflict diamonds.

Tiffany’s Diamond Craft Journey is a focused effort on providing traceability through every step of the production process. Their diamonds may come from mines in Australia, Botswana, Canada, Namibia and South Africa. The labor practices are monitored and damage to the environment is minimized. The polishing process is done via artisans in other disclosed countries, with an emphasis on providing living wages in other countries and supporting a large percentage of female workers. Find out more about Tiffany’s ethical practices here.

Brilliant Earth also offers ethically sourced natural diamonds in addition to their lab grown diamonds. Lab grown diamonds are known to be better for the environment and give 100% assurance they are not from conflict origins.

All of the natural diamonds at Brilliant Earth are covered under the Kimberley Process regulations, but some of their natural diamonds have additional sourcing practices. You can select your origin between Canadian diamonds or Botswana diamonds.

You have the option to purchase recycled diamonds, which are previously owned/used diamonds that have been recut and repurposed into new diamonds. By eliminating the mining for additional diamonds, they’ve been recycled to reduce environmental impact.

Blockchain diamonds are another neat offering from Brilliant Earth. They’re the only diamond company to team up with blockchain technology that provides each customer a secure digital ledger of their diamond’s journey from mine to case.

While lab grown diamonds are considered conflict-free, they still use energy and fossil fuels during production. They use much less than mining natural diamonds, but aren’t all sustainable. Within their lab diamond collection, Brilliant Earth allows customers to narrow their filters using the filters for sustainable diamonds.

Pricing and Value

‘Price is what you pay, value is what you get’ is an important phrase to remember when comparing these two retailers.

There’s no two ways about it, Tiffany’s engagement rings are priced. much, much higher than Brilliant Earth.

Whether you think they deliver more value depends completely on how much you value the Tiffany brand name.

When comparing rings across retailers, I try to find two rings that are as similar as possible.

Tiffany doesn’t seem to separate the diamond cost from the Tiffany setting, which means that we need to take th price for the ring as a whole.

A 1.02ct diamond engagement ring with an excellent cut with a VS1 clarity and an H color grade diamond and an 18K yellow gold solitaire signature 6-prong Tiffany setting is priced at $16,100.

To compare, I’ve chosen a blockchain diamond and 6 prong yellow gold setting from Brilliant Earth, with a similarly specced diamond (albeit 1.00ct, rather than 1.02ct).

At Brilliant Earth, a comparable ring is priced at $5,440.

Tiffany’s diamonds come with a premium attached to their brand name, their legacy, and their unmatched craftsmanship. They are known for prestige and luxury. They also hold their value surprisingly well if you ever did want to sell your ring/

It is up to you to decide if the Tiffany name and reputation is worth the extra cost. Brilliant Earth’s diamond ring is similar to the look of the Tiffany ring and the diamond has almost the same grades, but it does not carry the prestige.

Most people who read Ringspo looking for diamond engagement rings are focused on quality and competitive pricing, not brand name.

While Tiffany jewelry is high quality, if you are judging it on a pragmatic basis, it’s hard to justify that it is worth that much of an extra cost.

However, if you value luxury items and brand names (and there is absolutey nothing wrong with that, especially for such a landmark purchase), the Tiffany experience may be suitable for you.

Customization and Design Options

Many factors affect diamond prices, but they are significantly impacted by the 4Cs (Cut, Color, Clarity, and Carat weight).

Other factors such as diamond certification, origin, and brand name can also contribute to higher prices. 

The place you buy diamonds from can have a huge effect on the diamond price. Some retailers charge up to twice-as-much for the same diamond.

Tiffany’s design process is a bit different than most online diamond retailers. To build a ring, you’ll need to go under the Love and Engagement tab. You have the option to look at the different ring choices or select your diamond shape.

If you choose the diamond shape, it won’t show you loose diamonds. Instead, it shows you all the engagement ring settings they have for that particular shape. You have to choose a setting first, then they will show you diamonds.

You have diamond filters that help you choose your grades, but you can’t see a catalog of different diamonds under those grades. Instead, they give you three options with the setting included in the price.

You aren’t given any real-time viewing or HD images of the diamond itself and you can’t check out online either. Orders have to be placed through customer service. This can be a problem for those who are wanting to easily buy a ring online without having to talk to anyone.

A diamond with the same specs would cost $4,757 on Ritani:

However, this approach takes out the guesswork and allows you to easily select a ring within those filters and compare price side by side. In the image above, you can see the difference in cost as the carat weight raises.

The main reason why Tiffany has a limited online customization is because their engagement rings are meant to be an in-person service, offering luxury and a curated experience in-stores rather than online. With hundreds of stores worldwide, the in-person consultation can provide a more hands-on approach to crafting your unique piece.

But if you have your heart set on buying a Tiffany ring online, they also offer virtual appointments for those wanting to book them.

Brilliant Earth has designed a comprehensive ring building platform online that allows you to select from a number of center stones including natural diamonds, lab diamonds, natural fancy colored diamond, lab fancy colored diamonds, and an assortment of gemstones.

Unlike Tiffany, you’re able to browse an entire library of loose diamonds based on the grades you’ve selected. I’m not a huge fan of the way they do their filters on different tabs. It could be confusing for someone looking for everything they need on one page.

Brilliant Earth gives you a lot of options to choose from, but some may be overwhelmed. Make sure to read all the different filters. Brilliant Earth is great at cramming a lot of information into one space, but you’ll want to spend a little more time reading all the filters.

They have a lot of useful little tools when choosing both your diamond and ring setting. They offer 360˚ videos that allow you to see your diamond from every angle. This can be helpful when choosing diamonds with lower clarity grades to save money. It can help you identify any clarity characteristics.

They also have a tone changer that lets you see what the ring may look like against different skin tones. You can also see your setting in a 360˚ video. These details and features can really help customers feel comfortable and confident when buying engagement rings online.

Brilliant Earth’s comprehensive online platform and online presence of 37 stores within the US allows them to reach different customer audiences, no matter what your buying experience preferences are.

Service: Both Before & After Purchase

Buying an engagement ring is a special purchase.

You want to have confidence that the retailer will not only treat you well while buying your ring, but also that they will stand behind their product after the purchase too.

This attitude can be boiled down to one term: customer experience – essentially how hard a business is trying to make sure that your interactions with them are smooth, friction-free and, ideally, delightful.

Price is a significant factor in the diamond buying process, but customer service can make or break a purchase. Let’s see what Brilliant Earth and Tiffany offer in terms of customer support and service policies.

Tiffany has limited customer service hours, but stays open later than other jewelry retailers. You are able to contact them through many different options including email, text, Whatsapp etc. Customer support is available Monday-Friday 8am to 10pm EST. Saturday, the lines are open 9am to 10pm and Sunday 10am to 10pm EST. Holiday hours will differ.

Brilliant Earth’s customer service hours are 24/7 via live support and chat. You can schedule a consultation with their experts or visit them at one of their 30+ locations within the US. Having open customer service makes it convenient for anyone at any time, even if a Brilliant Earth store is not open. Store hours vary by location.

Additional Services

Up next, we’ll go over additional service policies that customers often look for and request when purchasing engagement rings. Let’s see where Brilliant Earth and Tiffany fall under some of these popular policies and features.


  • Engraving: Tiffany offers your choice of engraving, hand engraving, or monogramming for free. For more info, check out their engraving page here
  • Financing: Tiffany offers financing through the Tiffany and Co. credit card.
  • Shipping: Tiffany has different shipping options to choose from, depending on the purchase amount and speed of shipping chosen. They do not ship internationally.
  • Resizing: Resizing is complimentary for all Tiffany rings and can be initiated using a prepaid label included with your purchase.
  • Returns: Most items can be returned to Tiffany within 30 days with exceptions.
  • Warranty: Tiffany offers the lifetime manufacturer’s warranty within the Tiffany Certificate. Repairs are done for a cost through the company.
  • Upgrade: You can upgrade your Tiffany engagement ring for 100% greater than the original retail purchase.
  • Physical Stores: Tiffany has a strong physical presence with over 300 stores across the world, making it easy for an in-person luxury experience.

Brilliant Earth:

  • Engraving: Brilliant Earth offers engraving for a $40 fee.
  • Financing: Financing at Brilliant Earth is available through Wells Fargo and Affirm.
  • Shipping: Brilliant Earth has free shipping to the US, UK, Canada, and Australia.  
  • Resizing: Brilliant Earth offers a free resizing within 60 days.
  • Returns: Items can be returned to Brilliant Earth within 30 days.
  • Warranty: Brilliant Earth covers all defects within a free lifetime manufacturer’s warranty. You can select a repair plan from Extend for a fee.
  • Upgrade: Brilliant Earth allows natural diamonds to be upgraded for 1.5x higher cost and lab-grown diamonds for 2x greater in value.
  • Physical Stores: Brilliant Earth has 37 physical stores within the US, with most of them being in California.

In the next section, I’ll dive into the details of some of these popular service policies to see how they compare.

Payment and Financing Options

Tiffany & Co. accepts a variety of payment methods, including major credit cards, bank wire transfers, and Tiffany & Co. gift cards.

Financing Plans: Tiffany & Co. offers financing through their Tiffany & Co. card. This card provides exclusive benefits, including special financing offers and access to private sales. However, it’s essential to read the terms and conditions and understand the interest rates before opting for this financing option.

More on Tiffany & Co.’s payment and financing options

Brilliant Earth accepts various payment methods, including credit cards, bank wire transfers, personal checks, and PayPal. They also offer a layaway plan, allowing you to make a 20% down payment and then pay the remaining amount in installments over a specified period.

Financing Plans: Financing at Brilliant Earth is offered through Affirm or Wells Fargo. Affirm allows you to split the cost of your jewelry through easy payments split up to 36 months with varied APR rates. The Wells Fargo plan gives you 12 months no-interest if paid in full.

More on Brilliant Earth’s payment and financing options

Warranty and Repairs

A Lifetime manufacturer’s warranty is included in the Tiffany Diamond Certificate, ensuring your TIffany ring will be taken care of should any defects happen. You may also get your Tiffany ring cleaned for free at any Tiffany and Co. store. Polishing and other repairs are assessed individually by a Tiffany expert and are done for a cost.

To file a repair claim, you’ll need to either visit a store or initiate a repair online using the Repair Form. You will need to select insured shipping from either FedEx, UPS, or US mail at your own cost. Once the piece is received, Tiffany will analyze it for repairs and provide a repair estimate. They only take repairs from US customers. International customers in need of repairs will have to contact customer service.

Brilliant Earth also has a lifetime manufacturing warranty that guarantees all jewelry free of defects. This does not cover routine maintenance or repairs.

If you think your jewelry has a defect, you’ll need to contact Brilliant Earth’s customer care. A free return label is provided for customers in the US, CAN, AUS, and UK. Outside of these countries, a $50 fee will be charged to send in. It is refunded if your jewelry is found under warranty.

Repairs not covered under the warranty can be done for a cost. Brilliant Earth will contact you with the nature and price of the repair and you can decide if you want it done. Brilliant Earth will replace any damaged fine jewelry within 60 days of purchase. Outside of those 60 days, they will replace fine jewelry pieces under $1,000 in value.

Brilliant Earth has partnered with Extend to provide a repair plan for your jewelry. Extend repair plans vary upon price and you can select yours during checkout. The plan covers rhodium plating, additional resizing outside of the 60 day period, polishing, prong repair, and even loss. Plans range from 2 years to lifetime, allowing you to tailor the repair plan to your needs. Claims are done through the Extend site here.

Shipping and Returns

Both Tiffany & Co. and Brilliant Earth have established policies relating to shipping, delivery, and returns. Let’s break them down.

Tiffany has a lot of different shipping options. Free standard shipping (3-5 business days) is available for all items under $1,000. Free express delivery (1-2 days) for items over $1,000 is available. For orders over $3,000, next day delivery is complementary. For items below $3,000, next day delivery is $20. They do not ship internationally.

Return and Exchange Policies: Tiffany & Co. has a 30-day return policy for most of their items. Items under $75,000 are refundable and exchangeable within 30 days, but items over $75,000 are non-refundable, but still able to be exchanged.

You are able to return items back to the company using their online refund form or return your purchase to any Tiffany locations. Return shipping is free via a prepaid shipping label downloaded from the Tiffany website.

More on Tiffany & Co.’s shipping and return policies

Brilliant Earth offers free shipping both ways to the US, UK, Canada, and Australia. Outside these countries, the shipping fee is $50 for international customers. You’ll need to contact the company for ship dates.

Return and Exchange Policies: Brilliant Earth offers free returns within 30 days too. For items under $1000, returns can be done using the online returns portal. For items over that limit, you’ll need to contact them by phone.

Return exceptions at Brilliant Earth include rings that have been resized, previously exchanged items, personalized fine jewelry, and custom orders. If your ring has an engraving on it, it still can be returned, but a $40 fee will be charged to remove the engraving.

More on Brilliant Earth’s shipping and return policies

So which is the better fit for you – Tiffany & Co. or Brilliant Earth?

Choosing between Tiffany & Co. and Brilliant Earth boils down to personal preferences and priorities. If you prioritize brand legacy, unmatched craftsmanship, and the prestige of owning a piece from a world-renowned jeweler, Tiffany & Co. is the way to go. However, if you value ethical practices, transparency, modern designs, and a more data-driven approach to jewelry shopping, Brilliant Earth is a fantastic choice.

Whichever you choose, you’re investing in a piece that holds not just monetary value but also sentimental significance. Choose wisely and enjoy the journey of finding that perfect piece.


What is the primary difference between Tiffany & Co. and Brilliant Earth?

Tiffany & Co. is a legacy brand known for its luxury and timeless designs, while Brilliant Earth is recognized for its ethical sourcing and commitment to sustainability.

Which retailer offers a wider selection of lab-grown diamonds?

Brilliant Earth offers over 300,000 loose lab grown diamonds to choose from while Tiffany does not sell lab diamonds at all.

Are the diamonds from both retailers certified?

Yes, Tiffany & Co. diamonds come with a Tiffany Diamond Certificate, while Brilliant Earth diamonds are mostly certified by GIA, IGI, or HRD.

Which brand is more affordable?

Brilliant Earth is not a luxury diamond retailer coveted for their brand name like Tiffany and Co. This allows them to sell diamonds of similar quality for a less expensive price than Tiffany engagement rings.