With its inaccessible prices, technical terminology, and nebulous production practices, the world of fine jewelry is intimidating to step into. For a generation that cares simultaneously about value, style, sustainability, and ethics, it can be challenging to find the best online jewelry stores that meet our criteria.
But with direct-to-consumer jewelry companies taking center stage, no middlemen or mark-ups mean that you can pay a palatable price that’s closer to the true cost of making that beautiful gold necklace. We did a full review of Ana Luisa and love how well the pieces hold up, even if you shower and swim with them. Other than Ana Luisa, we’ve found that Quince’s jewelry selection is a great hidden gem for fine pieces that deliver on quality.
These trustworthy online jewelry brands, hand-selected and tested by our style editors, will make the decision easy without overcharging you in the process.
Best for earrings: Heaven Mayhem
If you’re up on trends, then you know that chunky 80s- and 90s-style earrings are everywhere right now. But chunky doesn’t have to mean heavy. My earlobes are sensitive to everything — nickel, weightiness, uncomfortable posts. But Heaven Mayhem manages to strike the balance between bold style, lightweight feeling, and high-quality materials.
The brand’s selection is also super trendy and counts Hailey Bieber among their devotees. I wear the earrings with workwear to spice up a blazer look or on the weekends to add a statement piece to a simple outfit. These are the pairs that I keep reaching for over and over — and I’m looking forward to collecting even more of these standout pieces.
Best for personalization: Oak and Luna
If you’re looking for a great gift that shows you put a ton of thought into it, Oak and Luna is the perfect place to shop. Almost every piece on their site is completely customizable, with tons of nameplate necklaces, initial pendants, and more. There’s even some jewelry that’s meant to be a tribute to you and your partner, like this Initial Lock Necklace.
I absolutely love all my Oak and Luna pieces, especially the pearl choker with my middle name on it, pictured above. They ship quickly despite the time it takes to customize and the pieces mange to make personalization cool rather than corny.
Best for quirky pieces: Annele
Annele is the perfect unique jewelry brand for summer. Their fruit-inspired earrings look like bushels of juicy berries and are made from shimmering glass that beautifully catches the light. I have their iconic Candy Currant Jelly Earrings and they are the absolute perfect piece to wear in the summer with a breezy white dress and a rattan purse. You can get the same piece in a necklace to wear front and center and I guarantee you’ll be drowning in compliments.
Best for gem-centric jewelry: Gemma Azzurro
Gemma Azzurro is a great place to shop if you’re tired of the tiny gold hoops and minimalistic pieces that are the staples of many other brands. Instead, you’ll find jewelry with colorful gemstones, pave chains, and bold motifs. The jewelry looks like it was inherited from a wealthy aunt (with a modern twist), but most pieces cost under $300. They’re famous for their eye jewelry, but I’m a particularly big fan of their butterfly necklaces.
Best for summer: Zynnia Collective
We love Zynnia Collective for well-priced, on-trend jewelry. Their sterling silver collection is at a great price point, and I can say with confidence that the quality is absolutely there. My incredibly sensitive skin didn’t react once, and the pieces have held up through showers and handwashing. I’m completely obsessed with the Spring Dangles (pictured above), which make the perfect accessory for summer dresses.
Best affordable fine jewelry: Quince
For minimalist styles at a minimal cost, Quince has a collection of solid gold jewelry that starts as low as $50. Similar to Italic, Quince is able to offer solid gold and diamond jewelry at affordable prices by cutting out the middleman.
If you’re looking for exceptionally dainty pieces, this is where you can pick up a pair of 14-karat gold hoops for less than $50 and a simple 14-karat gold stacker ring for less than $70. The minimalist designs and low prices make Quince an easy destination for rounding out the foundation of your jewelry collection.
Best under $100: Gorjana
If you love the “I-just-threw-this-on” jewelry look, you’re going to want to check out Gorjana. If you haven’t heard of it already, this Laguna Beach-based brand is well-loved for its range of affordable, gold-plated pieces that range from simple and dainty to funky and trendy, which pretty much all cost under $100. If you want something a little more luxe and have extra room in your budget, Gorjana recently introduced a line of fine jewelry that’s made up of solid 14-karat gold and diamonds. Read our full review of Gorjana.
