31 best affordable fine jewelry brands to shop online in 2024

From braided rings and chunky hoops to gemstone necklaces and tennis bracelets, the best affordable jewelry brands on the market provide timeless, multi-generational pieces that we’re heart-eyed over.

But, the price in the fine jewelry area can be daunting at times, especially when ordering online. Let’s face it — after a while, stock images of rose gold, sterling silver and diamonds all look the same.

After consulting with a gemologist to roundup the best engagement rings to buy online, we realized while diamonds are great and all (in fact, they’re a girl’s best friend), there are so many other dainty, paperclip-inspired and colorful options waiting for you to add them to your e-shopping cart.

So, we did the research for you, tried out some pieces and corralled the best affordable fine jewelry brands to shop from online. From Mejuri’s minimalist gold to Gorjana’s unique finds, your next bracelet, necklace, ring or pair of earrings is waiting for you. And best of all, many are on sale just in time for Valentine’s Day.

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About the brand: Based in Laguna Beach, Calif., Gorjana “offers jewelry that you’ll live in, love always and layer every day.” And, the brand is driven to give back, including matching customers’ donations and donating jewelry for charity auctions.

If you’re all about the gold layering necklace or gold chain trend (but not too chunky), Gorjana has all of its pieces catered just to you. Not into the plain gold bracelet? This pearl style is calling your name.

Let’s call it straight — Gorjana is one of the most affordable options on this list. Even its fine jewelry edit has a shimmery white topaz ring just under $100.

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Gold choker and matching bracelet with butterfly and initial charm, stacked gold rings and gold huggies
Adina Jewels

About the brand: A NYC-based retailer, founded by Adina and named ‘Adina’s Jewels’ after her late grandmother, after she decided to go big or go home with her hobby of designing and curating jewelry. She’s been “determined to offer a unique line of trendsetting jewelry, at a reasonable cost, to fashionistas all around the world.”

I’ve heard of Adina’s Jewels all over social media and a standout is definitely their Pavé Butterfly Initial Choker. Get it with your partner’s initial and the piece instantly turns into something sentimental and special.

The brand’s 14K Fine Gold Jewelry collection, in particular, features pieces from $250 to $1,500, with the brand also offering beautiful huggie earrings, dressy cocktail rings and dainty bangles to choose from, among other styles.

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JamesAllen jewelry

About the brand: JamesAllen.com is a premier online fine jeweler that offers a customized diamond selection (earth or lab-created), free resizing if needed and a ring try-on feature that’s like no other.

Though we wrote about how JamesAllen.com is a standout for diamonds, specifically, we accredit the online jeweler as a wonderful gift for any occasion. With quality diamonds and an endless array of fine jewelry pieces, it’s wonderful if you’re seeking quality and personalization.

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About the brand: A jewelry company based on “love, beauty and high karat gold,” Auvere derives from the Italian word avere, which means “to have, to own, to hold, to wear and to receive.” It celebrates the art of wearing, passing it down and celebrating fine pieces.

You’ve never seen gold like this before. And, the brand really knows its gold.

With a personal favorite that nearly never comes off my finger —the Heartbeat Ring — I’ve been colored obsessed with the luxe feel of 22K gold. Plus, the brand delivers quality unisex necklaces and chains, bracelets and cuffs and the richest gold and silver rings with exceptional detail to each piece.

And, the high-quality gold jewelry comes in the most luxe-looking purple box.

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Best minimalist: Aurate

Left: A woman with a stack of bracelets on her wrist. Right: A hand with a ring on one finger.

About the brand: If you dream of bathing in diamonds, but haven’t manifested the funds to do so, the designs from Aurate have you covered. They use conflict free diamonds, sustainable gold and craft each piece to last for years to come. Price-wise, there are more than a few options for well under $1,000, so you can outfit yourself without breaking the bank.

We love the lovely Diamond Bezel Necklace ($245). It’s simple, elegant and can be worn every day. There’s also an incredible ring section, featuring gemstones, simple lines and modern detailing. Any one would look amazing on your finger.

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Gold hoop earrings surrounded by peppermints on a red back drop.
Ana Luisa

About the brand: Since 2018, the designers of Ana Luisa have been crafting fine jewelry that is not only gorgeous but earth-friendly. Known for its sustainably stylish options with a modern but timeless aesthetic, every item is waterproof, tarnish-proof and designed to last a lifetime. Best of all, looks start at $50, making it one of the best affordable fine jewelry brands around for those who care about the planet and their wallet.

We can’t get enough of the pieces from the solid gold collection. From the dainty and cool Gold Threader earrings ($120) to the sophisticated Gold Signet Ring ($190), we want each item in our jewelry box. Every piece comes with a 2-year warranty, ships free, and is made from 100% recycled gold, so no worries about having an allergic reaction or skin staining. Regardless of which item you go with, you’ll love how it seamlessly adds a touch of elegance to your daily ensemble.

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Brilliant Earth
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About the brand: A retailer that values responsibly sourced diamonds and other gems and was founded by Beth Gerstein and Eric Grossberg with the mission to “raise the ethical standards of the diamond industry and create a new way to buy beautiful fine jewelry.”

As one of our top recommended brands for engagement rings, there’s no question Brilliant Earth does a *brilliant* job with its fine jewelry. Staying true to its name, the brand is a certified member of the Responsible Jewelry Council and even has its jewelry boxes crafted with wood sourced from the Forest Stewardship Council.

Now onto the pieces: it offers wonderful diamond stud earrings, the finest tennis bracelets and hundreds of gemstone rings to choose from, among other styles. If you’re looking for splurge-worthy quality, you got it.

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AMYO Jewelry
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About the brand: A retailer with a mission “to make minimalist and evergreen pieces meant to last at an affordable price point.” Plus, AMYO Jewelry curates its pieces sustainably, sourced from NYC and U.S.-owned businesses and ethically made.

If you love thin affordable gold jewelry with a hint of flair, AMYO Jewelry is the brand to have on your radar. From duo-laced necklaces to linked chain bracelets, the sought-after accessory line will complement your chicest blazer and most flattering bodysuit.

AMYO even has a Celestial Collection, which speaks volumes to the zodiac follower in your life. In uniquely crafted moon, star and sun shapes, the pieces add a touch of modern elegance to your look.

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A variety of jewelry items on a cream colored background.
Frank Darling

About the brand: There’s nothing like a diamond. Unfortunately, shopping for one can be confusing. That’s where Frank Darling comes in. The brand is meticulous about how it sources its gemstones. From conflict-free to lab grown, its curated selection is a sight to behold — and all reasonably priced.

We love them as a spot to find the perfect engagement ring. Let’s get real, who could say no to something like the Emerald Baguette Three Stone Breezy Bezel (from $1,480)? The bestseller is totally customizable and features a low profile and crisp, eye-catching lines. However, Frank Darling also has a myriad of other fine jewelry, including necklaces and earrings, which you’ll want to say ‘yes’ to, so even if you’re not looking to put a ring on it, you’ll have your pick of other giftable items.

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Made By Mary
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About the brand: Known for its beautiful hand-stamped jewelry, Made By Mary creates pieces that “embody what’s meaningful to you and connects you to your most precious memories, people and milestones.

As a quaint shop, Made By Mary is a lovely option for gifts and meaningful pieces. From dainty disc necklaces to charming beaded and chain bracelets, the brand is the ultimate accessories shop that’s the most affordable we found.

While other brands in this edit have pieces as low as $5, Made By Mary is one of the most budget-friendly that maintains great quality. Plus, all of its pieces exude a girly flair.

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About the brand: With more than 125 years under its belt crafting fine jewelry, Swarovski is a household name known for innovative, timeless pieces.

Seen in virtually every shopping mall and outlet center, there’s a reason why Swarovski is everywhere you go. Its quality is superb, its pieces are one-of-a-kind and its styles are perfect to gift.

I have a gold bracelet from the retailer and couldn’t be happier with how it looks. And, its unique cuff design is unlike anything I own. Plus, you’ll be able to find something you can afford with its specialized brackets that have quality written on every tier.

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About the brand: A retailer honing in on a “whimsical perspective” with its wide selection of baubles (aptly defined as “trinkets, decorations or accessories”). With unique embellishments, it’s one of the most well-priced brands that still delivers quality.

You’ve most definitely heard of Baublebar, the hub of statements that add some flavor to your outfit.

Well, the brand doesn’t just have think pink earrings that are perfect for this year’s NYE celebration (which I can’t wait to wear). The brand has a generous fine jewelry collection, clad with my all-time favorite tennis necklace and some of my favorite four-pack huggies earrings. And, the quality’s certainly there.

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Gold and diamond earrings, pendant gold necklace, diamond ring, and ruby and gold cuff bracelet
Kendra Scott Jewelry

About the brand: Founded by Kendra herself, designer Kendra Scott found a “white space in the jewelry market for quality styles and stones at an affordable price” — so, she set out to create pendants, bracelets and more for a community of jewelry lovers. The brand is also available on Amazon.

Popular in the South, Kendra Scott is a tried-and-true favorite that people instantly recognize with its classic pendant necklace and dangling earrings, specifically.

I was gifted two neutral shades of the pendant by my mother and sister and they are a lovely addition to a floral outfit. Plus, the black earrings are one of my favorites to wear with a LBD. Plus, how can you pass up beautiful-festive ring set?

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Best for rings: Mejuri

Gold chunky ring, gold hoop earrings, lapis luzi beaded bracelet, pendent gold necklace

About the brand: Mejuri is all about empowering women to “buy the damn diamond” yourself, to work toward a 100% sustainable supply chain and to deliver quality jewelry at fair prices.

We wrote a Mejuri review highlighting our first impressions of the brand’s rings and earrings and, after much research and deep-dives into its site, the brand is best known for its minimalist, gold rings that are impeccable for stacking.

Some personal favorites include the Bold Chain Ring (such a beautiful piece!), the Stacker Ring (great to order a few sizes up for your pointer finger) and the Honey Signet Ring for a sweet accent. Not to mention, all of its pieces are of exceptional quality and can withstand showers, baking and more.

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About the brand: VERLAS is a brand committed to using the finest metals and designer-grade quality at the fraction of the cost. It’s transparent about its manufacturing process, has a collection of timeless fine jewelry pieces (everything you can think of) and is ideal for the dainty jewelry lover.

We’re so glad VERLAS came onto our radar. The direct-to-consumer jewelry shop has a suite of fine jewelry that we’re all heart-eyes for, including its La Fleur Diamond Silhouette Necklace and Alternating Cascading Diamond 3-Link Earrings ($700).

More, its timeless anniversary collections are great to gift at any time of year. The Crossover Statement Band ($769) is one of our favorites and sure to be treasured for years of well-worn wear.

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Gold cuff bracelet, turquoise drop earrings, gray jeweled ring, gold and silver disk chain necklace
Anna Beck

About the brand: A retailer that works with heritage artisans in Bali who practice generations-passed handmade techniques. With each piece, founder Becky Hosmer hopes to bring meaning, community and goodness to its wearers.

Anna Beck Jewelry has some of the most decadently designed black and gold hybrid pieces we’ve ever seen. From its beautiful Lapis Lazuli Ring to its matching Classic Station Earrings, it would be perfectly styled with a work dress for heading back to the office.

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Grown Brilliance
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About the brand: Grown Brilliance is a show-stopping brand that aims to “strip away friction and ambiguity in the online diamond buying process” by offering high-quality jewels — and its jewels are nothing short of the best quality.

Whether shopping for necklaces or earrings, you’ll have a lovely time looking at all the timeless pieces on its site.

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Blue Nile
Blue Nile

About the brand: If you prioritize shopping for conflict-free diamonds and from a jewelry brand with sustainable manufacturing, look no further than Blue Nile. Its array of premium-grade offerings not only looks luxe but has an eco-friendly feel so you’ll feel good about your splurge.

Meet one of our favorite brands for fine jewelry: Blue Nile. Everywhere you look, you’ll find quality and precious gemstones and diamonds you’ll want to add to your wishlist.

Take the Oval Sapphire and Diamond Pendant, for example. It looks like something Kate Middleton would wear (and will never go out of style). Also, its Pear-Shaped Ruby Stud Earrings with Diamond Halo are another regal-looking option you’ll want to wear on every formal occasion, much like its Premier Diamond Tennis Bracelet.

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Best for gemstones: Allurez

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About the brand: One of the fastest-growing jewelry brands in the U.S. Founder Ralphi realized far too many brands made poor-quality pieces overseas at a high rate, so Allurez broke down barriers by bringing “the jewelry customer directly to the source.”

With gorgeous pendants, pearls and jewels to choose from, Allurez is your go-to shop for unique yet timeless pieces. While the brand has stunning diamond options, like the Diamond Pave 14K White Gold Bracelet, its investment-worthy selection of aquamarine, sapphire and ruby stones is hard to beat.

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Best for bracelets: IceLink

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About the brand: An “approachable but unique luxury jewelry brand,” with expert-crafted pieces spearheaded by a father-daughter duo.

IceLink is popularly known for its watches so there’s no shock factor that its bracelets are another wrist candy worth investing in. I adore layering the brand’s Tennis Bracelet with its Sideways Cross Bracelet — a combination I always receive compliments on.

Aside from wrist accessories, IceLink offers beautiful Cuban chokers, dainty gold and diamond rings and jaw-dropping diamond studs. And, as far as quality, the less than $150 bracelets look ten times more expensive.

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About the brand: Nordstrom, for years, has been respected as a premier department store and, as of late, online retailer with everything from sweaters to toys. Its fine jewelry collection is just as good, especially for watches.

We love direct-to-consumer brands for fine jewelry, though we shouldn’t skip on the classics. Nordstrom has a suite of timeless pieces on its website, and we deem them the best for watches and related accessories.

You can’t ignore the glistening MICHELE Releve Diamond Chronograph Watch — one of our favorites and certainly on our wishlist. More, the David Yurman Cable Classics Bracelet is another nice offering, along with the Alta Capture Charm Bracelet from sustainable brand Monica Vinader.

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Best for diamonds: VRAI

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About the brand: As a jewelry brand that believes in “creating diamond jewelry that inspires beauty, optimism and possibility,” VRAI is a luxe brand specializing in sustainable, refined pieces.

VRAI has some of the best engagement rings online, but its selection isn’t limited to matrimony. Its pieces, specifically of gold and diamond, are impressive by a landslide.

From jaw-dropping bezel necklaces to dainty bezel bracelets, VRAI offers timeless pieces that are great for days at work, evening parties and special occasions alike.

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Gold rings, necklace, hoops, and bracelet
Ten Wilde

About the brand: As an LA-based brand, Ten Wilde aims for “trendy yet timeless pieces” and offers sought-after looks for a fraction of the price.

Meet the hidden gem on the Internet (pun totally intended): Ten Wilde Jewelry. The brand has us swooning over the eclectic gold chains, gorgeous heart-shaped pieces and stunning earrings, among a variety of other styles.

Aside from neckwear, TW also has huggies, textured bracelets and the tiniest, most precious rings. Still, we’re shocked at how expensive they look.

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Ruby ring, amethyst heart necklace, silver heart and infinity bracelet, and heart rose gold earrings
Kay Jewelers

About the brand: Its “history of love” began more than 100 years ago with its first Pennsylvania storefront and continues to be committed to taking part in “countless love stories from coast to coast.”

You’ve likely heard “every kiss begins with Kay” on commercials before, so it’s an unbeatable retailer for sentimental offerings, including couple’s jewelry, promise rings and more.

What’s great about Kay Jewelers is its generous price range. And, it’s known for far more than its engagement rings. From on-trend and classic lockets to stud earrings and ankle bracelets, the selection is virtually unlimited.

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Best for sterling silver: Jared

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About the brand: A household name specializing in “gifts for all occasions,” including diamond and fine jewelry. Jared works with designers like Vera Wang, Pnina Tornai and Le Vian to deliver customized, one-of-a-kind pieces, too.

Known for its big brick-and-mortar appeal in malls across the nation, Jared has hundreds, if not thousands, of fine jewelry options to choose from. Offering everything from religious jewelry to pearls, you’re sure to find your next great pick that’s your style and in your budget.

Specifically, Jared has impressive selects in the sterling silver department, where the accents and embellishments are a sure step above costume jewelry.

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Best for earrings: Zales

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About the brand: In business for more than 90 years, Zales offers “everything from simple gold bands to extravagant diamond ensembles. It’s perfectly catered to anyone and for any budget.

I swear by my pearl earrings from Zales. Even though they ain’t diamonds, they’re still premier quality.

Zales has just about everything you can think of at every price point. Notably, its rose gold rings add the perfect touch of glam, along with its monogram and initial necklaces and beautiful bolo bracelets.

But, its earrings are a fan favorite. From dreamy pearls to stunning teardrops, the options are limitless.

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Sterling Forever
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About the brand: As a one-stop-shop for sterling silver, cubic zirconia and dainty, fine jewelry, Sterling Forever offers a wide variety of styles for a relatively affordable price.

Sterling Forever is an online vendor for fine jewelry that curates lovely personalized gifts, stunning sterling pendants and a slew of other offerings that’ll have your fine jewelry game on point.

What’s more, the brand’s cubic zirconia rings are one of its bestsellers (which also make great pieces to substitute your engagement ring or wedding band if traveling abroad).

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Best modern: Awe

Two picks of hands with rings and bracelets.

About the brand: Awe is the brainchild of Jill Johnson. After the jewelry designer beat cancer for a third time, she felt inspired to make a universally wearable piece that could empower everyone. This is how the goddess necklaces were born.

To find your own inner goddess (and the jewelry to adorn her with), peruse the site. They have necklaces, rings and bracelets, each inspired by a mythical or real life heroine. You’re sure to find one (or several) that you identify with.

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On left: woman with a lucite drop earring. On right: A gold stack ring.
Alexis Bittar

About the brand: Designer Alexis Bittar is often credited with bringing back costume jewelry back in style. He’s collaborated with Jason Wu, and his creations have been worn by former First Lady Michelle Obama. His collections feature gorgeous statement pieces with gemstones, intricate detail and lots of sparkle that anyone would love.

We adore the showstopper Dream Rain Post Drop Earring ($375). Made of lucite and 14 karate gold, they’re hand-carved and polished, and would look perfect with a simple LBD. We also fancy the sculptural Solanales Gold Crystal Interlocked Cuff Bracelet ($200). No need for a necklace, earrings or even a fancy bag with it on your arm. It’s a stand-along piece, daring, artistic, and unforgettable as they come.

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Best customizable: Baby Gold

A woman with name plate necklaces, and different pieces of jewelry.
Baby Gold

About the brand: If you love delicate pieces with a personal touch, you’ll dig the looks from Baby Gold. Worn by The Kardashians, Ashley Graham, Shay Mitchell and other celebrities, it’s the place to shop if you’re looking for a favorite to adorn yourself with every day.

There are gorgeous 14-karat gold nameplates for a personalized touch, charms, and even lovely anklets to choose from. Frankly, we want everything but see below for some of our favorites.

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Left: A silver ring with a gold center, Right: A woman with a ring on her hand.
David Yurman

About the brand: If upscale, refined looking pieces are your forte, the jewelry from David Yurman are for you. It has a myriad of collections to shop, as well as an impressive catalog of men’s jewelry.

We love the idea of gifting someone the Chevron Tag ($375), which is available in several different materials, include gold, as well as black titanium. We’re also fans of the Starburst collection, which starts under $400, and features diamonds galore.

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Astrid & Miyu
Astrid & Miyu

About the brand: Astrid & Miyu is a contemporary jewelry brand renowned for its chic and minimalist designs that effortlessly blend classic elegance with modern aesthetics. The brand is celebrated for its diverse range of styles, offering pieces that cater to various tastes and preferences.

From delicate and dainty pieces ideal for everyday wear, like the Essential Crystal Charm Bracelet ($80), to bold and statement-making jewelry perfect for special occasions, Astrid & Miyu has something for everyone. Their attention to detail and commitment to quality craftsmanship make them a go-to destination for those seeking timeless, minimalist accessories.

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Roxanne Assouline
Roxanne Assouline

About the brand: Roxanne Assoulin is a renowned jewelry designer celebrated for her distinctive and vibrant creations. With a unique approach to design, Assoulin has become synonymous with playful and colorful accessories that effortlessly elevate any outfit.

Her signature use of enamel and bold, stackable designs has garnered widespread acclaim, making her pieces a favorite among fashion enthusiasts. Roxanne Assoulin’s collections showcase a harmonious blend of sophistication and whimsy, clearly seen in the mismatched Marvelous Drop Earrings ($165), ensuring that each piece exudes a sense of joy and inspires individuality in everyone who wears them.

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Best New York-based: Catbird


About the brand: Catbird is a Brooklyn-based jewelry brand recognized for its ethereal and artisanal creations. Specializing in delicate, handcrafted pieces, Catbird has become a beloved name in the world of fine jewelry.

The brand is particularly acclaimed for its dainty stacking rings ($48), unique engagement rings ($745), and whimsical designs that capture a sense of romance and mystique. Catbird’s commitment to sustainable and ethical practices adds an extra layer of appeal, making it a go-to choice for those who appreciate both craftsmanship and conscious collecting in their jewelry.

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Best bridal: Shashi


About the brand: Shashi is a contemporary jewelry brand that has gained popularity for its modern and accessible designs. Known for blending global influences with a touch of glam flair, Shashi creates pieces that resonate with statement-making and minimalist brides alike.

The brand offers a wide array of jewelry, often featuring delicate details like beads, charms, and semi-precious stones ($148). Shashi’s commitment to providing stylish yet affordable accessories has made it a favorite among fashion-conscious individuals seeking versatile pieces to complement their wedding look as much as their everyday style.

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BonbonWhims Jewlery

About the brand: When it comes to playful, Gen Z energy jewelry, BONBONWHIMS by Clare Ngai has it dialed. With its Y2K-inspired pieces and use of mixed materials such as enamel, resin, and freshwater pearls, this AAPI-owned brand makes wearing true statement pieces worth doing every day.

The label offers a full range of jewelry, from customizable rings ($55) to necklaces, earrings, and trending collections, like the current Ballet Core range. Seen on celebrities such as Ariana Grande, Doja Cat, Bella Hadid, and Kylie Jenner, BonbonWhims is the ideal jewelry brand for those with a youthful spirit and a finger on the pulse of trends.

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