You’re ready to propose, but let’s be real—diamond rings aren’t exactly a budget-friendly impulse buy. So, do diamond rings go on sale? The short answer: yes, but it’s not as straightforward as a Black Friday TV deal. Unlike electronics or fast fashion, diamonds hold a certain prestige, and retailers are strategic about when and how they offer discounts.
Natural and lab-grown diamonds follow different pricing trends. Natural diamonds have a more stable market due to their rarity, but you’ll still see seasonal promotions and strategic markdowns. Lab-grown diamonds, on the other hand, are more likely to go on sale because their production is scalable, and the market is rapidly evolving. Retailers often discount them to stay competitive.
I’m Mehedi, a diamond expert and founder of Aurelia, and I’ve spent years helping people navigate the world of fine jewelry. Whether you’re eyeing a classic natural diamond or a sustainable lab-grown alternative, I’ll break down when and where to find the best deals—without falling for marketing gimmicks.
Let’s dive in.
- Why Do Diamonds Go on Sale?
- What Is the Best Time to Buy an Engagement Ring?
- Worst Time to Buy an Engagement Ring
- How To Find the Best Deals on Engagement Rings
- Why Are Used Diamond Rings So Cheap?
- Best Places to Buy Engagement Rings in 2025
- FAQs About Diamond Ring Sales
- Conclusion: Navigating the Diamond Ring Market
Why Do Diamonds Go on Sale?
If you’ve ever noticed diamond rings suddenly dropping in price, it’s not random—retailers strategically discount diamonds based on inventory cycles, competition, and seasonal promotions.
Unlike perishable goods, diamonds don’t expire, but jewelry stores still need to move inventory and attract buyers at key times of the year.
Retailers Discount Diamonds for Three Key Reasons
- Inventory Cycles – Jewelers plan their stock months in advance. After peak buying seasons—like the holidays and engagement season (November–February)—retailers need to clear out older inventory to make room for new styles. This is when big diamonds company such as Blue Nile and James Allen might offer discounts on select diamond rings that didn’t sell during the busiest months.
- Competition in the Market – With online retailers dominating the jewelry space, stores like Blue Nile, James Allen, and Ritani frequently adjust pricing to stay competitive. Flash sales, holiday promotions, and even exclusive online discounts are common strategies to attract buyers.
- Seasonal Promotions – Some of the best-known diamond sales happen during events like Black Friday, Cyber Monday, and Valentine’s Day. However, high demand during these times means inventory can sell out quickly, so waiting for these sales doesn’t always guarantee the best deal.
Lab-Grown Diamonds Are Discounted More Often
Lab-grown diamonds are not only priced lower than natural diamonds from the start, but they also tend to see more frequent and deeper discounts. This is because:
- Their production is scalable, meaning supply isn’t as limited as natural diamonds.
- Advancements in technology have lowered costs, leading retailers to adjust pricing regularly to reflect market trends.
- Competition among jewelers selling lab-grown diamonds—such as James Allen and Blue Nile—pushes prices even lower, especially during promotions.
Storewide Sales vs. Selective Markdowns
Not all diamond sales are equal. Some retailers offer storewide percentage-off discounts, while others only markdown specific styles, carat weights, or diamond qualities. For example, Blue Nile might offer upto 30% off sitewide, while James Allen give upto 40% discounts only select engagement rings.
By understanding how and why diamond rings go on sale, you can time your purchase wisely and maximize your savings—without falling for marketing gimmicks.
What Is the Best Time to Buy an Engagement Ring?
If you’re looking for the perfect engagement ring but don’t want to overpay, timing is everything. Diamond prices fluctuate throughout the year based on seasons, demand, and industry trends. While some months are packed with sales events, others are quieter—offering better deals for savvy shoppers.
Holidays vs. Off-Peak Months: When Do Prices Drop?
Many people assume the best time to buy a ring is during the holidays—after all, major retailers promote Valentine’s Day and Christmas sales heavily. While there are discounts during these high-demand periods, prices don’t always drop significantly because more people are buying, which keeps competition (and prices) high.
Instead, the best time to buy a diamond ring is often during the slower months when demand dips, and retailers are looking to move inventory. If you’re open to buying outside of peak proposal season, you could save a substantial amount.
Why Buying at the Right Time Matters
Choosing the right time to purchase an engagement ring isn’t just about finding a good deal—it also affects:
- Availability – Shopping off-season means you’ll have a wider selection of engagement ring styles rather than settling for what’s left after the rush.
- Customization Options – If you’re considering a custom gemstone wedding band from James Allen or Blue Nile (source), retailers may have more flexibility with design modifications when they aren’t swamped with orders.
- Lower Stress – The last thing you want is to scramble for a ring last minute during peak season, when retailers are overwhelmed and delivery times are longer.
What Is The Cheapest Month To Buy an Engagement Ring?
If your goal is to get the best deal, the cheapest months to buy an engagement ring according to GIA are typically January and July.
- January – Retailers slash prices after the holiday engagement rush. Stores like Blue Nile and James Allen often run New Year’s promotions and clearance sales to offload unsold holiday inventory.
- July – Mid-year sales occur as jewelry stores prepare for the upcoming engagement season in the fall. Ritani and VRAI frequently offer summer discounts, especially on lab-grown diamond rings, which tend to go on sale more often than natural diamonds.
Retailers use these slower months to clear inventory before launching new designs, making it a prime time to buy. Whether you’re choosing a classic round-cut diamond or a custom-designed ring, knowing the best time to shop can save you hundreds—if not thousands—of dollars.
For more engagement ring shopping tips, you might also enjoy learning about Selena Gomez’s engagement ring and how celebrity trends influence diamond pricing.
Worst Time to Buy an Engagement Ring
Timing is everything when shopping for an engagement ring, and while there are great deals to be found, there are also months when you’re almost guaranteed to pay more. Knowing when not to buy a diamond can be just as important as knowing the best times to shop.
Peak Proposal Season (November–February) = Higher Prices
From Thanksgiving through Valentine’s Day, retailers see a massive spike in engagement ring purchases. Why? Because nearly 40% of all proposals happen during these months, making it peak proposal season.
With high demand for engagement rings, jewelers have little incentive to offer deep discounts. Instead, prices tend to stay firm or even rise due to increased competition among buyers. If you’re set on buying a ring during this time, expect fewer markdowns and limited availability on popular styles.
Black Friday Hype: Real Deals vs. Marketing Gimmicks
Black Friday might seem like the perfect time to score a diamond ring deal, but the reality isn’t so simple. While some retailers offer genuine discounts, many mark up prices before the sale, then “discount” them back to normal levels—making it seem like you’re getting a bargain.
However, some reputable retailers like Blue Nile and James Allen do offer legit Black Friday promotions, but the best deals are usually on lab-grown diamonds rather than high-demand natural diamonds.
Tax Season Impact on Jewelry Pricing
April may not seem like an obvious time to avoid buying a ring, but it’s another period where prices stay high. Many couples use their tax refunds for big purchases like engagement rings, giving jewelers another prime opportunity to keep prices elevated.
So, if you’re shopping between November and April, you’ll likely pay a premium. Waiting until the slower months—like July or early fall—could mean getting the same ring for hundreds (or thousands) less.
How To Find the Best Deals on Engagement Rings
Finding the best deals on engagement rings requires a little research and strategic shopping. With so many options out there, it’s easy to get overwhelmed, but with the right approach, you can score a fantastic ring at a price that fits your budget. Here’s how to find those diamond shopping tips that will make your purchase more affordable without sacrificing quality.
Sign Up for Email Alerts from Top Retailers
One of the easiest ways to stay informed about diamond ring discounts is to sign up for email alerts from leading retailers like Blue Nile, James Allen, Ritani, and VRAI. These brands often send out exclusive promotions, flash sales, or limited-time discounts directly to your inbox.
You can also keep an eye on sales events and seasonal promotions, which are often highlighted in these emails. Be sure to act fast when you spot a good deal, as popular styles can sell out quickly.
Compare Lab-Grown vs. Natural Diamond Sales
When shopping for a diamond, consider whether a lab-grown diamond might be a better option for you. Not only are lab-grown diamonds more affordable, but they’re often marked down more frequently than their natural counterparts.
Retailers like James Allen offer a range of lab-grown diamonds that look just like natural diamonds but can be up to 40% less expensive.
Want to learn more about lab-grown diamonds? Check out our guide on GIA Certified Synthetic Diamonds for detailed information about quality and value.
Leverage Cashback and Credit Card Perks
If you’ve got a credit card that offers cashback or rewards, now’s the time to use it. Many retailers provide additional discounts or promotions when you use specific credit cards, and the cashback you earn can be used toward your next jewelry purchase.
Additionally, some cards offer special financing options, allowing you to pay off your engagement ring over time without incurring high-interest fees.
Consider Vintage or Pre-Owned Rings for Budget-Friendly Options
For a more budget-friendly engagement ring, consider vintage or pre-owned rings. These rings are often priced significantly lower than new ones, but you can still find beautiful, high-quality options.
Some retailers like Ritani even offer certified pre-owned diamonds, giving you peace of mind that the stone has been properly evaluated for quality.
If you’re not sure where to start, check out our article on How to Tell If a Diamond Is Real to help you assess the authenticity of any ring you’re considering.
You might also be interested in learning about diamond shapes—certain shapes like princess or oval diamonds tend to look larger for their carat weight, helping you save money without compromising on visual appeal. Explore our guide on What Shape Diamond Looks the Largest for more insight.
Finally, for those who are concerned about conflict diamonds, exploring lab-grown diamonds or ethically sourced vintage rings can be a great option. Learn more about the history and implications of conflict materials and how you can make a more ethical purchase.
With these strategies in hand, you’ll be well on your way to securing a beautiful, affordable engagement ring without the stress of overspending.
Why Are Used Diamond Rings So Cheap?
Diamonds are often seen as a symbol of luxury, but when it comes to buying a used diamond ring, the price tag is often much lower than the retail value of a new one. Understanding why secondhand diamond rings are so cheap, and whether they are worth the investment, is key to making a smart purchase.
Diamonds Have a High Retail Markup but Low Resale Value
The first thing to note is that diamonds come with a significant retail markup. Jewelers factor in not just the cost of the diamond itself, but also overhead costs, such as marketing, labor, and the operation of their stores. As a result, new diamond rings can be priced much higher than what they’re truly worth.
When a diamond ring is resold, the resale value of diamonds drops substantially. This happens for several reasons, including the fact that used jewelry isn’t associated with the same prestige or newness as a brand-new piece.
Essentially, once a diamond ring has been worn, it’s considered a secondhand item, and buyers often expect a substantial discount.
Additionally, lab-grown diamonds may hold even less resale value than natural diamonds due to their relative affordability and abundance.
Pre-Owned Rings: Hidden Gem or Red Flag?
Buying a pre-owned engagement ring can be an incredible way to save money, but it comes with its own set of considerations. Many buyers are drawn to pre-owned rings because they often feature vintage designs, unique cuts, or stones that aren’t widely available today.
However, it’s important to be cautious when purchasing a secondhand ring, as some may have been poorly maintained or may not be what they seem.
One of the main concerns when buying secondhand rings is ensuring the authenticity and quality of the diamond. While GIA certification can verify the diamond’s quality and authenticity, not all pre-owned rings come with this documentation.
Without a reliable source, it can be difficult to determine if you’re getting the quality you’re paying for.
How to Safely Buy a Secondhand Engagement Ring
If you’re interested in buying a secondhand diamond ring, here are a few tips to help you make an informed purchase:
- Request Documentation – Always ask for proof of GIA certification or other reputable certifications to ensure the diamond’s authenticity and quality. GIA is the most respected organization in the diamond industry, and their reports provide details on the diamond’s cut, clarity, carat weight, and color.
- Know the Seller – Buy from a trusted retailer or jeweler who specializes in pre-owned engagement rings. Stores with positive reviews and a solid return policy are your safest bets.
- Check for Wear and Tear – Secondhand rings may have scratches, chips, or other damage. Always inspect the ring closely, or have it evaluated by a professional jeweler, to ensure it’s still in good condition.
- Get an Appraisal – If you don’t have the ring’s original appraisal, have it professionally appraised to determine its true value. This will also ensure you’re not overpaying for the stone.
While buying a pre-owned diamond ring can be a great way to save money, it’s crucial to do your research and understand what you’re buying.
With proper precautions, a secondhand diamond ring can be a wonderful and affordable choice for your engagement ring.
Best Places to Buy Engagement Rings in 2025
When it comes to buying an engagement ring, there are a few retailers that consistently stand out for their quality, transparency, and customer service. With so many options out there, it’s important to choose the right place that suits your needs, whether you’re interested in natural diamonds or lab-grown diamonds.
Let’s dive into the best online stores where you can find your perfect engagement ring in 2025.
1. Blue Nile
Blue Nile has been a trusted name in online diamond retail for years, offering an extensive selection of high-quality diamonds at competitive prices.
- Pros:
- Vast Selection: Blue Nile offers a wide variety of diamonds and settings, ensuring you’ll find something that matches your vision.
- Customizable Rings: You can build your own engagement ring, choosing everything from the diamond shape to the band style.
- Transparent Pricing: They provide clear pricing, and you can easily compare different options.
- Blue Nile Reviews: If you’re curious about customer experiences, check out the latest Blue Nile Reviews 2025 for an in-depth analysis.
- Cons:
- No Physical Stores: Blue Nile is entirely online, which might be a downside for those who prefer to see the rings in person before purchasing.
- Limited Consultation: Unlike traditional jewelers, Blue Nile doesn’t offer in-person consultations.
Want to shop now? Explore Blue Nile’s offerings through my affiliate link here: Blue Nile.
2. James Allen
James Allen is known for its cutting-edge technology and customer-centric approach, offering a 360° HD diamond viewing experience that allows you to see every detail of a diamond before making your purchase.
- Pros:
- 360° HD Viewing: View diamonds from every angle in high-definition, so you can inspect the stone up close before buying.
- Lab-Grown and Natural Options: James Allen offers a wide range of both lab-grown and natural diamonds.
- Educational Resources: The site provides valuable tools, including the James Allen Review, to help you understand the buying process better.
- Cons:
- Price Range: Some diamonds can be on the pricier side, especially those with higher clarity or unique cuts.
- Online Only: Like Blue Nile, James Allen operates primarily online, so you miss the tactile experience of seeing rings in person.
Check out James Allen’s impressive inventory through my affiliate link here: James Allen.
3. Ritani
Ritani offers a hybrid experience with the ability to shop online and pick up your ring in-store, which sets them apart from other online-only retailers.
- Pros:
- Hybrid Shopping Experience: Ritani allows you to buy your ring online and pick it up in-store, offering a more personalized experience.
- Transparent Pricing: They’re known for transparent pricing, with no hidden fees, so you know exactly what you’re paying for.
- Customer Service: Ritani has a reputation for strong customer support and has been praised for its helpful, friendly team.
- Is Ritani Legit? If you’re wondering about their credibility, learn more in my review on Is Ritani Legit?.
- Cons:
- Limited Store Locations: While you can visit a store for in-person pickup, Ritani’s physical presence is limited to select locations.
- Pricing Can Be Higher: Some shoppers find that their diamond prices are a bit on the higher end.
Start shopping with Ritani now through my affiliate link here: Ritani.
4. Vrai
Vrai is a leader in sustainable diamonds, specializing in lab-grown diamonds that are both ethically sourced and environmentally friendly.
- Pros:
- Sustainable Diamonds: Vrai specializes in eco-friendly, lab-grown diamonds, making it a great choice for environmentally-conscious buyers.
- Modern Designs: They offer contemporary and sleek designs perfect for modern couples.
- High-Quality Lab-Grown Diamonds: Vrai’s diamonds are carefully crafted, and they focus on delivering high-quality stones with transparent origin details.
- Vrai Reviews: You can check out the latest feedback in my detailed Vrai Review for a closer look at their offerings.
- Cons:
- Limited Selection: While they focus on lab-grown diamonds, the selection of natural diamonds is more limited.
- Higher Price Point: Lab-grown diamonds are generally more affordable, but some designs can still carry a premium price tag.
Discover Vrai’s stunning lab-grown diamonds through my affiliate link here: Vrai.
Choosing the right place to buy your engagement ring can be overwhelming, but each of these retailers offers something unique. Whether you’re looking for lab-grown diamonds or natural diamonds, these trusted retailers—Blue Nile, James Allen, Ritani, and Vrai—give you a variety of options to find the perfect ring.
For even more insights into diamond pricing and buying tips, check out my guide on James Allen vs. Blue Nile, which breaks down the differences in their offerings.
FAQs About Diamond Ring Sales
When you’re shopping for a diamond ring, there’s no shortage of questions you might have. Understanding the ins and outs of diamond pricing, sales, and the buying process can help you make a more informed decision.
Below are five of the most frequently asked questions about diamond ring sales—each with detailed insights and answers to guide your purchase.
Conclusion: Navigating the Diamond Ring Market
Understanding the nuances of diamond sales, from negotiation opportunities to seasonal pricing fluctuations, can help you make smarter choices when purchasing your engagement ring. Whether you’re shopping for a natural diamond or a lab-grown diamond, the key is doing your research and timing your purchase to maximize savings.
For further guidance on where to buy the best engagement rings, explore my recommendations and check out the detailed comparisons between James Allen vs. Blue Nile for more clarity on your options. Happy shopping!
James Allen is a top leader in online diamond sales, offering cutting-edge imaging technology that lets you inspect diamonds as if you were using a jeweler's loupe. With the largest exclusive selection of loose diamonds available online and excellent pricing, they also boast one of the finest collections of lab-created diamonds on the market. They currently run a 25% discount on selected lab-grown diamonds!
WHAT WE LOVE ABOUT THEM:
- 30-day no-questions-asked return policy, with a prepaid shipping label provided by James Allen.
- Lifetime warranty on all purchases.
- Free international shipping.
- Complimentary prong tightening, repolishing, rhodium plating, and cleaning every six months.
- Insurance appraisals included with purchases.
- One free resizing within 60 days of purchase.
- Free ring inscriptions available.
- Best-in-class high-quality imagery for every diamond in stock.
- 24/7 customer support.
- Premium, best-in-class packaging.
Blue Nile is one of the biggest and most recognized online jewelry retailers, offering an extensive and exclusive inventory. Their high-resolution images are improving and getting closer to the quality offered by James Allen, while their prices remain highly competitive. Right now, Blue Nile offers up to 30% savings on jewelry during a limited-time sale.
WHAT WE LOVE ABOUT THEM:
- 30-day no-questions-asked return policy, with a prepaid shipping label provided by Blue Nile.
- Lifetime warranty on all purchases.
- Free shipping on every order.
- Complimentary services every six months, including prong tightening, repolishing, rhodium plating, and cleaning.
- Insurance appraisal included with your purchase.
- One free resizing within the first year.
- High-quality images available for roughly half of their diamond selection.
- 24/7 customer service support.
- Full credit toward future upgrades, as long as the new item is at least double the value.
- Best-in-class order fulfillment process.
Ritani is a trusted name in the online jewelry industry, known for its stunning collection of ethically sourced diamonds and gemstones. With a focus on transparency, Ritani offers customers in-depth diamond education and innovative features like in-store preview options, ensuring a seamless and informed shopping experience.
WHAT WE LOVE ABOUT THEM:
- Free in-store preview of loose diamonds before purchase.
- 30-day free returns, including resizing services for all rings.
- Lifetime warranty that covers prong tightening, polishing, rhodium plating, and more.
- Free insured shipping on all orders.
- Access to a wide selection of GIA-certified diamonds and lab-grown options.
- High-resolution 360° videos of diamonds for accurate evaluation.
- Ethical sourcing and conflict-free diamonds.
- Buy Now, Pay Later financing options available.
- 24/7 customer service with personalized consultations.
