Updated July 29, 2022

Ritani Review: Good Place to Buy Engagement Ring?

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Ritani gives you more confidence by allowing you to preview your ring in person before buying it. Sounds promising, but is this online jeweler good? Read on.

5-point scale (the higher, the better)

Pros and Cons

  • Free in-store preview
  • Free expert consultation
  • Lifetime care
  • Limited HD photos and videos
  • Pricey settings

Bottom Line

Good online retailer if you're worried about purchasing an engagement ring blind

Is Ritani Good?

Ritani offers the best of both worlds by allowing you to design your own ring online and then preview it in person before buying.

Their diamond prices are competitive with other online retailers. Offering free expert consultation, high craftsmanship, and excellent service, Ritani is worth considering.

Buying an engagement ring online can be scary. Ritani's unique approach helps you make this important purchase with confidence.

Read on to see what makes Ritani unique.

In this review of Ritani, you'll learn:

Free In-Store Preview

Ritani uses what the company calls a "clicks-and-bricks" model. They partner with retailers throughout the United States and Canada. When you purchase a Ritani ring online you're able to preview it at one of the partnered retailers.

Here's how it works:

  1. Pick out your diamond or design a ring on Ritani's website.

  2. Choose "Free in-store preview."

  3. Ritani artisans will handcraft your ring in New York and ship it to a local jeweler near you for free.

  4. Your credit card secures your preview reservation.

  5. Go to your local jeweler to view your ring in person. If you love it, take it home with you that day. If you don't like it, just walk away and your credit card hold is released.

Ritani wants its customers to be completely confident in their purchases. That's why they offer this in-store preview for free. There is no obligation to buy.

Plenty of Choices

Ritani's website will make it easy to design the ring you want. Here's what you can find:

  • Over 169,000 loose diamonds in all 10 popular shapes (round, princess, cushion, oval, emerald, and others).

  • Loose diamonds are all either GIA or AGS certified.

  • A selection of lab-created diamonds. These diamonds are eco-friendly and cost a lot less.

  • Over 170 engagement ring settings. Styles include solitaire, halo, three-stone, pave, and vintage designs.

  • 5 metal options, including platinum, 18kt and 14kt white gold, 18k yellow gold, and 18k rose gold.

  • Complete bridal sets, wedding rings, and men's wedding bands.

  • Other fine jewelry, including earrings, necklaces, and bracelets. You can also build your own diamond pendant or earrings.

Ritani does NOT have:

  • Fancy colored diamonds
  • Super ideal cut diamonds
  • Gemstones

Did you know: Ritani, founded in 1999, is based in both New York City (where it creates its own jewelry) and Seattle.

Ritani Packaging and Unboxing

Ritani sent us a sample ring so we could show you the full unboxing experience.

The ring came via FedEx in an inconspicuous cardboard box. When opened, that box was all black on the inside with white text that said "Something special inside" on the inside of the top flap.

The first thing in the box was an all-black envelope holding the receipt, warranty documents and all of the diamond's certification documents.

The ring itself came in an all-black matte Ritani-branded box. It was packaged for transport in a slightly larger black box, which was held to the bottom of the cardboard box by soft straps.

It's worth noting that our larger box did come loose of the straps during transit. There was no damage to either that box or the ring box itself, however.

The ring box itself is unique in that the ring doesn't sit in a layer of foam in the box. It's held diagonally by a small holder on the hinge of the box.

The ring box is also branded on the inside.

Overall, the packaging is fairly standard for online-order engagement rings, though the all-black does lend it a nice sleek look.

Why We Like Ritani

  1. In-person inspection. As we already discussed, this free preview feature is very unique in the online diamond business. Other online retailers only allow you to buy the ring and return it if you don't like it. But with Ritani, you can have more confidence by seeing it in person first.

  2. Free expert consultation. You can select up to four diamonds from Ritani's website, and request a free consultation with an expert gemologist. The gemologist will inspect and review the diamonds with you, and provide HD videos and detailed reports. He will help you make the best choice.

    Tip: You can save your favorite diamonds and settings for future visits to the Ritani site. Just create an account, and you can then store your favorite options in the My Wish List feature. Sign in again on a return visit, and your product selections will be stored for you to look at again.

  3. User friendly website. Overall, we think you'll like shopping on the Ritani site. The navigation and layout on this site are excellent, making it easy for you to find the exact stone you want. Searches are easy, checkout is easy, and customers love the shipping experience.

    The site also takes you through designing your own ring. You can start with a diamond first or a setting first, and the site will guide you through the design. The Ritani website makes the process easy and foolproof.

  4. High-quality settings. Ritani doesn't carry as many settings as some other online jewelry retailers. However, the company prides itself on its craftsmanship. Every ring is handcrafted and made to order in their New York studio. Ritani has made its mark through its ability to create a multitude of unique ring settings.

  5. Price Match. Ritani has a Diamond Price Match Program. If you see a comparable diamond priced lower at another retailer, Ritani will attempt to match the price. Certain criteria must all be identical, including the certification, 4C's, fluorescence, symmetry, etc.

  6. Transparent pricing. Ritani is transparent about how their diamonds are priced so you know what you're paying for. With every diamond, Ritani breaks down the cost (the value of the stone itself, the fulfillment cost, and their profit margin).

    Below is an example of this round 1.15-carat H VS2 diamond:

  7. Sharp-looking gift box. Part of the ring presentation should include a high-quality gift box. After all, a diamond is a luxury item, and it's important that the gift box showcase that item well. Ritani rings come in an elegant leather box with a gray satin interior. It has the classic snap-top shape that will allow you to open it dramatically as you ask that life-changing question.

  8. Tons of educational articles. If you want to learn more about diamonds and all the different terminology, you should start with the CreditDonkey series of articles. But if you still want more information after that, Ritani has a very strong educational area that will give you all the basics on shopping for diamonds. Additionally, it contains a section on the latest trends regarding diamond styles.


  • Limited HD photos and videos. When shopping online for something as important as a diamond, you will want to see HD images of the individual stone, allowing you to examine it from different angles. However, Ritani doesn't offer photos and videos for all its diamonds. And some only have a stock photo. And there's no way to filter your search parameters to only look for those diamonds with HD images.

    Tip: If being able to "see" the diamonds during the shopping process is especially important to you, head on over to James Allen (read our in-depth review). James Allen provides stunning HD videos of every diamond in its collection.

  • Pricey settings. Ritani's settings are generally more expensive than other retailers'. It only has a handful of settings under $1,000, whereas other jewelers like James Allen offers a ton of choices. However, each ring is expertly handcrafted, so some may feel the price is justified.

  • No super-ideal diamonds. If you're looking for the absolute best quality diamond, Ritani's selection may not impress you. It doesn't carry a collection of super-ideal diamonds.

    Tip: If you're after a top-notch diamond that really shines, check out Whiteflash instead. This online retailer is known for its world-class, super ideal diamonds.

Returns, Resize, Warranty, and Other Policies

  • Free shipping: Shipping is free for all orders shipped within the U.S. and Canada. A signature is required upon delivery. Your ring will come in a discrete box so no one knows what's inside.

  • Returns: Ritani offers 30-day hassle-free returns for a full refund. The return shipping is free and there is no restocking fee. Ritani even covers the return insurance. Or you can arrange a free FedEx pickup at your door or return to a partner store.

    Note: Eternity rings, engraved jewelry, and custom orders cannot be returned.

  • Resizing: Ritani offers one free resizing within 1 year of purchase. Note that some rings (such as eternity bands) cannot be resized. In some cases, you may even use a local Ritani authorized retailer if the ring needs to be resized only within ¼ size.

  • Warranty: Ritani offers lifetime warranty against all manufacturing defects (not damaged caused by wear and tear). It does cover prong tightening, re-polishing, or rhodium plating.

  • Lifetime care: Ritani's lifetime care package offers complimentary cleaning for life. Instead of sending the ring in, you can go to your local Ritani-partnered jeweler for cleanings.

  • Upgrades: Should you ever want to trade in an old diamond for a new one, Ritani has a lifetime trade-in policy. You can trade in your diamond for 100% credit towards the new diamond, provided that it's at least 2.5X the value.

Ritani Financing

If you're not able to pay upfront for the entire ring, Ritani does offer 2 financing plans:[1]

  1. No interest for 12 months
  2. 9.99% APR for 36 or 60 months

To apply for financing, you'll have to apply for a Synchrony credit card (can apply from Ritani's site). You'll get an instant decision and you can choose which option you want.

If you are able to fully pay off the purchase within 12 months, then the first no-interest option could be a good deal. But we wouldn't recommend the 36- or 60-month financing option, as the interest will add up a lot.

It's best if you can buy a ring within your budget - or at least a ring that you can pay off within one year. Read our discussion on how much to REALLY spend on an engagement ring.

Ritani Customer Complaints

Even though Ritani has overall great customer service reviews, it's not perfect. Here are some common complaints:

  • The real thing wasn't like the picture.
    While it's true that shopping online runs the risk of receiving something not quite what you expected, Ritani tries to minimize that. If you're really uncomfortable with buying a ring blind, just choose the in-store preview option. This way, you can see the finished product before purchasing.

  • Delivery delays.
    Ritani says the ring will be shipped 3-7 days after purchase. But some customers reported delays receiving their rings, which affected their proposal. To reduce this risk, try to purchase your ring a little bit in advance - perhaps 2 or 3 weeks out.

  • Diamond not available.
    Some customers were told that their chosen diamond was not available until after the payment has already gone through. This is because Ritani works with multiple vendors and a vendor may have sold a diamond without updating the feed. When this happens, Ritani will help you find a similar alternative.

Is Ritani a scam?
No. Ritani has 20 years in business and is BBB accredited with an A+ rating. All their diamonds are genuine diamonds certified by GIA or AGS, the two most reputable labs. Ritani also has in-house expert gemologists and excellent customer service ratings.

How it Compares

If you want a large selection:
Blue Nile offers one of the largest diamond selection on the internet. Because of the large selection, you may have more options in your budget for the specs you want.

Blue Nile has also immensely improved with their HD photos and videos. Most of their diamonds now have a 360-degree video. You can set filters to only search for diamonds with video. This makes searching for that perfect diamond easier than Ritani's site.

However, if you prefer to see your ring in person first, then nothing will beat Ritani's free in-store preview feature.

If you want a super ideal cut diamond:
Whiteflash is renowned for their super ideal hearts & arrows diamonds. These are diamonds that have been precisely cut to deliver the best sparkle and light performance.

If you're looking for the highest quality, Whiteflash diamonds will beat out Ritani's selection.

Even though Whiteflash doesn't have an in-store preview option, they do offer exceptional data. Each diamond comes with light performance imagery, which will give you confidence that your diamond will be beautiful and sparkly.

Bottom Line

We applaud Ritani's customer-oriented practices. Ritani really sets itself apart with the in-person preview option. This gives shoppers a lot more confidence when making such a huge purchase online.

However, Ritani does fall short in their lack of HD videos and photographs. This may make your choice harder. But it does try to make up for it by offering free expert consultation and in-person preview.


  1. ^ Ritani. Flexible Financing, Retrieved 7/29/2022

Write to Kyle Schurman at feedback@creditdonkey.com. Follow us on Twitter and Facebook for our latest posts.

Note: This website is made possible through financial relationships with some of the products and services mentioned on this site. We may receive compensation if you shop through links in our content. You do not have to use our links, but you help support CreditDonkey if you do.


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