Is Ritani Really the Best Place to Buy a Ring?

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Ritani is a jewelry store in a saturated market.

Many other companies sell fine jewelry online, but Ritani claims to be different from all of them.

Ritani sets itself apart as a transparent online diamond store by offering price transparency, market analysis, and recommendations.

But are they as transparent as they seem? In this Ritani review, we’ll answer that question.

Let’s dive in!

About the company

Ritani has been a wholesale jewelry company since 1999, but in 2012 they launched their consumer-facing eCommerce store.

Most jewelry retailers focus their efforts on their online store or keep pushing for sales in their brick-and-mortar locations.

Ritani has a unique “clicks and bricks” model that leverages the strengths of both online and in-person shopping, where you can order online but preview your purchase in person.

What kind of jewelry does Ritani sell?

A Ritani diamond ring sitting on green grass

Ritani focuses on fine jewelry bridal pieces. That means you’ll find wedding bands and engagement rings made of platinum or 14k or 18k yellow, rose, or white gold.

One of their biggest product selections is their diamonds. Ritani prides itself on diamond transparency, providing market analysis and pricing breakdown of all of their gems.

You can also find other jewelry on the Ritani website, including necklaces, bracelets, and earrings.

All of their jewelry is hand-crafted by Ritani artisans in their New York factory.

Source: Ritani on Instagram

Are Ritani diamonds and rings good quality?

Two Ritani diamond rings on polished wood

Yes, Ritani’s products are of good quality.

The reason is simple—the diamonds they stock are the same diamonds you can find at any qualified online retailer like James Allen, Blue Nile, or Whiteflash.

Ritani’s diamonds are stocked in the same way as these other retailers. The diamond itself is at a wholesaler, and Ritani simply lists it on their website.

Ritani either ships you the loose diamond or fits it in a custom setting when you buy it.

Plus, all their diamonds are certified by GIA or AGS—the two premier gemological laboratories. Some competitors use inferior labs, which sets Ritani apart in the right way.

My only concern is that Ritani’s gold rings aren’t nickel-free by default. A nickel-free piece will cost an extra $100.

To their credit, they offer this option—most fine jewelers don’t. But it still strikes me as odd that they wouldn’t make nickel-free gold the default as we do here at Blush and Bar.

Source: Ritani on Instagram

Is Ritani your best option for a diamond ring?

A woman wearing two Ritani diamond rings

So if Ritani offers the same diamonds as other retailers, what makes them unique? And should you buy your ring from them?

I think of Ritani’s features kind of like Google. When you search the internet on its platform, Google doesn’t create new content. It just sorts content that exists in a way that’s easy to understand.

Ritani does the same thing. It takes the essential details you’d find at Blue Nile or James Allen and explains and illustrates the facts in a way that anyone can understand.

For example, Ritani will tell me that a diamond is at a lower price than most similar gems, that its cut makes it look bigger than it is, and what codes like “H Color” or “SI1 Clarity” mean.

Source: Ritani on Instagram

I also love how they show the price breakdown. For example, on a $1,080 diamond, Ritani makes $133.20, spends $59.40 on transportation and fulfillment, and spends the rest on the diamond’s cost.

They also have two unique parts to their “clicks and bricks” model.

First, with their in-store preview program, you can choose a gem or ring on their website, then have it shipped to one of their partner locations to see it in person. There is no cost and no obligation.

They also have a try at home service. You can get a sterling silver and cubic zirconia version of the ring to try before making the final purchase.

What the reviews say

Ring settings in yellow gold and platinum and loose diamonds

Consumer reviews are overwhelmingly positive.

Ritani has an A+ score from the Better Business Bureau and 4.4 stars based on several factors on Knoji.

On Trustpilot, they have 4.5 stars from 513 reviews and a perfect five stars from 104 reviews on Trust Mamma.

Jewelry experts typically don’t have anything negative to say about Ritani, but they recommend James Allen instead. This is true for Michael Fried, Richard Jenkins, and Shane Herringbone.

This is odd, considering Ritani and James Allen sell the same wholesale diamonds.

I’m guessing the main reason for this is since James Allen has a lucrative referral program, and Ritani doesn’t.

Source: Ritani on Instagram

The final word on Ritani

If you’re looking for a well-priced engagement ring or loose diamond and want to try it out before you buy, Ritani is far and away your best option.

Their methods of explaining what diamond ratings mean, their in-person and try-before-you-buy programs, and their clear pricing transparency are elegant features.

While Ritani certainly isn’t the only quality online jeweler, they’re one of the best and a name you can trust.

THE BLUSH AND BAR PROMISE

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