I'm happy to give Whiteflash my highest recommendation!

I had a great experience buying an engagement ring diamond online from Whiteflash. It seemed absurd that such an important purchase could be made online sight unseen. But their team was super helpful and accommodating, sending me pictures and giving me their honest opinions about the characteristics of the various stones I considered. Certainly you can find cheaper diamonds elsewhere -- and I live in NYC, home of the enormous Diamond District. But if you want a "super ideal" stone, there are a limited number of vendors that can reliably provide them, and I found Whiteflash to be pretty reasonable compared to other similar vendors. Their return and trade-up policies gave me the confidence I needed to pull the trigger, but when I saw it in person, the quality truly spoke for itself.