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Whiteflash has been serving smart diamond and jewelry shoppers all over the world since the year 2000, providing the finest in ideal diamonds and designer engagement rings. Hailed as "Lord of the Online Rings" by the prestigious Kiplinger's magazine, Whiteflash is one of the most trusted and best reviewed sites on the web today. Find out more About Us including our comprehensive package of benefits and guarantees.

Please use the images above to browse our in-house inventory of ideal diamonds including the extraordinary A CUT ABOVE^®, and a superb collection of brand name designer settings. We also provide extensive education to help you make a brilliant choice, and we have a team of GIA trained gemologists and jewelry professionals always available to answer questions or provide assistance by phone, chat, or email.

We specialize in taking the stress out of diamond and fine jewelry shopping by providing a wealth of information on our products and services, and providing you with a pressure free experience that you will want to tell your friends about!

Below you will find reviews written by Whiteflash customers from Wisconsin to give you a sense of their experiences and the variety and quality of jewelry we produce.

Choosing just five Wisconsin jewelers to represent the state was a challenge. With so many family-owned Wisconsin jewelry shops operating in the state, many of them since the early 20th century, it becomes nearly impossible to find the five that truly represent the Wisconsin ethos and the best jewelry shopping experience in the state. That being said, here are five Wisconsin jewelers that receive consistent accolades for superb customer experience, impressive inventory, and quality craftsmanship.

5. Stein’s Jewelers, in Milwaukee, Wisconsin, has been family owned and operated since 1933. In that time, it has become a veritable diamond emporium, with everything from antique jewelry to watches to classic engagement rings to custom jewelry design. A Better Business Bureau accredited establishment and a neighborhood favorite, Stein’s is known for its thoughtful, helpful customer service and unpressured shopping atmosphere.

4. Since 1974, Scott Chalmers has been the Wisconsin jeweler par excellence. His eponymous jewelry shop, located in Middleton, Wisconsin, receives rave reviews for its comfortable, unintimidating atmosphere, extensive jewelry collection, children’s play area and private, exclusive viewing room. In fact, Chalmers has appeared on the Best of Madison list repeatedly since 2003—an accolade that only adds to its reputation as one of the best places to buy Wisconsin jewelry. Today, Chalmers employs a staff of 20—including several GIA-certified graduate gemologists and five full-time goldsmiths for repairs and custom jewelry work. Every one of those staff members is well-versed in diamond education and perfectly equipped to help even a first-time buyer find the ideal engagement ring or diamond necklace.

3. With two locations, one in Janesville and one in Madison, The Diamond Center is one of the Wisconsin jewelry shops that make jewelry shopping a breeze. Conveniently located inside the Janesville Mall, The Diamond Center aims to take the anxiety and guesswork out of jewelry shopping by providing classic, timeless engagement ring styles at every price point. The 7,000 square foot showroom is nothing less than a diamond superstore—with nearly every brand and style of engagement ring and other fine jewelry represented. Top brands like Hearts on Fire™ and Movado can be found among the elegant settings of The Diamond Center’s own in-house jewelry collection.

2. What’s the advantage of buying your engagement ring from a shop that has been in business since 1933? Well, for one, Goodman Jewelers has 80 years of experience knowing exactly what locals are looking for in a Wisconsin engagement ring—and that kind of expertise has won them the silver medal in Best of Madison for two years in a row. Goodman’s is Madison’s oldest full-service jewelry store, and is still one of the best. The family-owned shop carries a full line of bridal jewelry from some of the hottest designers in the industry, as well as Hearts on Fire™ diamonds. Plus, they carry a wide selection of luxury watches, pearl jewelry, and gemstone jewelry.

The number one Wisconsin jeweler is TQ Diamonds, in Madison, Wisconsin. Gold medal winner of the Best of Madison award in its category for two years running, TQ is the kind of place Wisconsinites have been relying for their jewelry needs for generations. For over 25 years, TQ Diamonds has been the exclusive Wisconsin jewelry supplier of high end designer names like Verragio, Tacori, and Christian Bauer. Plus, TQ carries one of Wisconsin’s largest selection of AGS-certified triple-0 Ideal Cut diamonds—widely recognized to be the most beautiful and best performing diamonds available.