Brilliant Earth

Brilliant Earth sells certified loose diamonds, including its Beyond Conflict Free line, and you can shop by shape, cut, clarity, carat and origin. Both natural and lab-grown stones are offered, and the Design Your Own path lets you start with a setting, a natural diamond or a lab-grown diamond. The buying guides cover each of the four Cs separately, along with a shape guide, so you can read up on what you’re comparing.

Sourcing is the brand’s main theme: alongside the Beyond Conflict Free standard it offers repurposed gold and blockchain-verified diamonds. Consultations can be done by virtual appointment or live chat, and the company ships internationally, which lets a Zurich buyer pick the diamond first and the setting after.