Updated July 29, 2022

Whiteflash Review: Pros and Cons

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Do Whiteflash diamonds really sparkle more? Is Whiteflash worth the money? Read this in-depth review to learn the pros and cons of Whiteflash.

5-point scale (the higher, the better)

Pros and Cons

  • Large selection of super ideal cut diamonds
  • Actual photo, light performance imagery, and hearts & arrows imagery
  • In-house inventory limited to round and princess cuts

Bottom Line

Good online retailer for super ideal cut diamonds

Why Diamond Cut is Important

Want a diamond that really sparkles on the finger?

If that's what you're looking for, the first thing you need to know when shopping for an engagement ring is that the diamond cut is the most important.

Out of the 4Cs (cut, color, clarity, and carat), the cut has the biggest impact on the diamond's appearance. A well-cut diamond can hide flaws, tints of color, and even make the diamond appear larger.

Unfortunately, a good cut is also the hardest to obtain as it requires extreme skill and precision to make. For a jewelry retailer that offers the best in cut, we recommend you browse Whiteflash.

About Whiteflash

Whiteflash is known for their A CUT ABOVE® diamonds, which are considered world-class, super ideal cut diamonds. Each one has been skillfully cut to extremely high standards.

  • Selection: Whiteflash has one of the world's largest inventories of super ideal cut diamonds. Their in-house stock includes round and princess cut AGS-certified diamonds. In addition to their in-house diamonds, Whiteflash also offers a huge virtual selection from their global network. You can find diamonds of all shapes in the virtual selection.

  • Quality: Whiteflash has extremely strict quality requirements for cut. Their A CUT ABOVE® diamonds are considered among the best in the world. In addition to this, Whiteflash also offers two other in-house categories at great value.

    In fact, Whiteflash is so confident in the quality of their diamonds that you get detailed light performance images and reports for every single diamond. This information proves the superior quality of their inventory.

  • Exceptional quality control: Whiteflash is one of the few jewelers to be ISO 9000 certified, meaning it meets international industry standards for quality. Companies who are awarded this certification must follow strict quality control measures and show continual improvement, so receiving this certification means you can be confident in the quality of their service and products.

Tip: Buying an engagement ring is a serious commitment, not only an emotional one but a financial one as well. We want to make sure that you're getting your money's worth wherever you decide to buy. That's why we carefully review top online diamond stores to make sure you know your options.

5 Reasons Whiteflash is Good

At first glance, one all online engagement ring retailers may look the same, but look closer and you'll find that they each have their individual advantages that set them apart.

Here is what makes Whiteflash stand out from the competition.

  1. Super ideal cut diamonds. Whiteflash houses one of the largest inventories of super ideal cut diamonds. Whiteflash prides itself on being the exclusive developer and sole distributor of A CUT ABOVE® Super Ideal diamonds.

  2. Exceptional data provided. Whiteflash stocks many of their own diamonds (as opposed to other online retailers who have only a virtual inventory, such as Blue Nile). This means that every in-house diamond sold by Whiteflash is subject to light performance imaging, analysis, and visual inspection.

    Buyers are presented with a full lab report detailing the results. You can actually view the same images that Whiteflash's trained gemologists saw before you commit to a ring. This is extremely rare for any diamond seller (whether in store or online).

    Every single in-house diamond comes with an Idealscope image, ASET image, and hearts and arrows image. You can zoom in on all these images in to examine them in detail. They also show the light return of the diamond and its symmetry. You can also even see an HD video showing the fire and scintillation of the diamond (i.e. how sparkly it is).

    You will also receive the diamond certificate from America Gem Society Laboratories (AGSL) and a Sarin grading report (we'll explain below).

    You will know everything that trained gemologists know about the stone. The only difference is that you won't see the stone in person yourself. It is very rare to receive all this information, though, even when shopping at a brick-and-mortar store.

    Whiteflash does have a virtual inventory as well. If you choose a diamond from the virtual inventory, Whiteflash will bring it in for evaluation. You'll be presented with the full range of imaging data for your approval before it is shipped to you.

  3. Diamonds for all budgets. WhiteFlash offers three tiers of diamonds:

    • A CUT ABOVE®, which is their signature line of super ideal cut diamonds. These diamonds have been cut to the most ideal angles and proportions. They have achieved the AGS Triple Zero rating, which means perfection in the three areas of light performance, polish, and symmetry. They also must surpass additional, even more strict parameters established by Whiteflash themselves. As a result, this is also the most expensive line, but you're pretty much guaranteed perfection. A CUT ABOVE® diamonds are available in round or princess cut.

    • Expert Selection are diamonds that almost made it into A CUT ABOVE®. Expert Selection diamonds still have the Triple Zero rating from AGS but fall short of Whiteflash's strict internal requirements for A CUT ABOVE®. But the average person won't be able to tell the difference. This category offers a good balance of price and quality.

    • Premium Selection houses Whiteflash's exclusive collection of GIA Triple Ex diamonds. GIA is the largest diamond grading lab in the world and this is their highest cut grade offered. Whiteflash favors AGS-certified diamonds as they claim AGS performs deeper cut quality analysis. So only AGS Platinum Certificate diamonds make it into their A CUT ABOVE® and Expert Selections. But GIA Triple Ex diamonds are still among the highest quality diamonds, and you can find them at great value in Whiteflash's Premium Selection.

    Here are Idealscope images showing the differences among the three tiers:

    Tip: Diamond cut is the most important factor of the 4C's, and we always say that clarity is the least important. All it matters is that you get a diamond that is eye-clean (no flaws visible to the naked eye). Whiteflash makes it easy for you by labeling their diamond as eye-clean if it has been inspected by their staff to be so. You can find this information in the "Diamond Performance" section at the bottom. The diamond will either be labeled as "eye-clean" or "inquire". If you have any questions, a Whiteflash staff would inspect it for you and give you a more definitive answer.

  4. Social responsibility. Not only does Whiteflash offer great quality and service, it also aims to make a positive impact on a globe scale. Whiteflash stands by its commitment to only sell ethically-sourced diamonds. Every stone is sourced in accordance with the Kimberley Process, a program developed to counteract the conflict diamond trade in South Africa.

    In addition, Whiteflash is a member of the United Nations Global Compact and Diamond Development Initiative. Both support human rights and fair labor efforts. Whiteflash also supports the Gravity Light Initiative, which aims to improve the lives of families in the diamond mining areas of Africa.

  5. Highly trained staff. If you're worried about buying a ring because you're clueless about diamonds, have no fear. Whiteflash's entire staff is GIA trained (Gemological Institute of America), so they really know their stuff. They also have two GIA Graduate Gemologists on staff who you can speak with upon request.

    Whiteflash also receives top marks for their excellent customer service. Their reps are available 24/7 over phone and live chat, so you can get help whenever you need. And another perk: you get complimentary beautiful, professional photos of your ring, so you can share them with friends and family.

    Check out their testimonials page for the latest photos and thousands of 5-star reviews. You can also find reviews on Yelp.

A CUT ABOVE® Diamonds: What Makes Them Super Ideal

When a diamond is called super ideal, it must have two things: 1) perfect proportions for maximum fire and brilliance and 2) precise optical symmetry. Achieving this requires specialized skills and extreme precision.

The grading standard for Whiteflash's A CUT ABOVE® diamonds is extremely strict. Only diamonds that meet all the requirements make it. Every diamond is analyzed at the American Gem Society Laboratories (AGS).

To be A CUT ABOVE®, it has to receive AGS Triple Ideal, which means a rating of AGS 0 (the best grade possible) in each of the three areas of light performance, polish, and symmetry.

Features of A CUT ABOVE® diamond include:[1]

  • AGSL Triple Ideal rating with a Platinum Certificate
  • Precise hearts and arrows alignment for round diamonds
  • No light leakage through the bottom
  • No inclusions that pose a light performance or structural issue
  • No cutting defects (such as an extra facet)
  • Negligible fluorescence
  • Laser inscription of AGS certificate number
  • 100% Lifetime Trade Up Guarantee
  • Evaluation under ISO9000 certification standards

"Hearts and arrows" means that the diamond has a perfectly lined up pattern of hearts and arrows (H&A) when viewed through an H&A viewer (you'll see arrows when viewing down from the top and hearts when looking from the bottom).

When you see a diamond with well-defined and completely symmetrical hearts and arrows, it means that each facet is perfectly aligned and the diamond has perfect optical symmetry. If a diamond has perfect hearts, it'll have perfect arrows too.

Did you know: Only about 1% of diamonds in the world can be called true "hearts and arrows" diamonds.

Note: Many other diamond dealers may claim their diamond is an H&A diamond, but you can never be sure unless you see the images. If a diamond seller refuses to show their imagery, beware. Since Whiteflash provides detailed information for every in-house diamond, you can be completely confident in what you're getting. They also provide this information for virtual diamonds after bringing them in for evaluation.

But perfect symmetry doesn't mean it's an ideal cut. When a diamond has perfect H&As combined with perfect light performance, this is called super ideal. All of Whiteflash's A CUT ABOVE® diamonds are super ideal.

To evaluate light performance, you'll need to look at Idealscope and ASET images (below). In that same diamond from above, you can see that it has perfect light performance as well.

These Idealscope and ASET images show no light leakage through the bottom of the diamond. In both images, you see all red in the center with no white or dark spots (which indicate light leakage).

Tip: When the cut is ideal, you can afford to go down in color and clarity because the brilliance of the diamond will hide flaws. This is why we always suggest putting your money towards the best cut possible and saving on the other areas. To learn more about diamond cuts, see our detailed article.

Because of the precise work involved and the fact that raw material is lost during the process than for the other diamonds, A CUT ABOVE® diamonds are more costly. But you can be sure that you're getting the best of the best, and there is absolutely no guesswork as to what you will receive.

Returns, Buy Backs, and Other Things to Know

  • Service guarantee: Diamonds are meant to last forever, but wear and tear can affect the metals that hold them in place. Luckily, Whiteflash includes a one-year service plan for every ring it sells, which covers refinishing and repairs for the metals and accent diamonds.[2]

  • 100% Lifetime trade-ups: If at some point your significant other decides they'd like a different diamond, you can simply swap out their existing stone for a new one that's worth the same amount or more. If you purchased one of Whiteflash's in-house diamonds or a designer engagement ring and have the original diamond laboratory certificate, you can trade up at any time. Lifetime trade-up on all Whiteflash in-house diamonds is 100% of the purchase price. For designer engagement rings, it's 50%.[3]

  • Designer engagement rings: Whiteflash is an authorized distributor for Tacori, Simon G, Verragio, Ritani, Danhov, and Benchmark.

  • Money back guarantee: In the event you need to return the diamond, you have the first 30 days to return the diamond for a full refund.[4]

  • One-year buyback option: What happens after the 30 days are up? If you end up calling off your nuptials or need to return your engagement ring for any reason, Whiteflash will buy it back for 70% of what you paid within one year of the original purchase date. That benefit applies to in-house diamonds and it has to be in its original condition.[5]

  • Extra rewards: If you're happy with your Whiteflash purchase, be sure to tell as many friends as you can about it. Every time you refer a friend and they make a purchase, you'll get a check for $100. You'll also get a $100 loyalty discount for being a repeat customer every time you spend $2,000 or more on new jewelry purchases.[6]

3 Reasons to Shop Elsewhere

Whiteflash certainly has its benefits, but like other diamond retailers we've reviewed, it's not perfect. Here are some reasons Whiteflash may not be the best fit for you.

  1. Their in-house inventory only has round or princess cuts
    Whiteflash has one of the largest inventories of ideal cut diamonds of any retailer, but you'll only find round or princess cuts here. This is because only round and princess shapes are given a cut grade. If this is what you're looking for, then you can't find a better place to get a diamond with such detailed background information.

    However, if you're looking for another shape, Whiteflash's virtual inventory comes from third-party suppliers. While their in-house diamonds have images posted upfront, the detailed images for virtual diamonds are provided only after Whiteflash brings it in for evaluation.

  2. Shorter return window for virtual inventory
    Another potential snag is with the return policy for diamonds purchased from the virtual inventory. While you have up to 30 days to return an in-house diamond for a full refund, you only have 10 days to send back one from the virtual inventory. If you're buying the engagement ring well in advance of popping the question, this could be a complication if the proposal doesn't result in a "yes" or if your future spouse doesn't love the ring.

  3. No lifetime warranty
    Whiteflash's one-year service plan is pretty generous, but it really limits you if something happens to the ring after that. Other online diamond stores offer a lifetime warranty that covers things like refinishing, cleaning and prong tightening to help keep your ring in top-notch condition. But keep in mind that many of the "lifetime warranties" may not actually prove to be that useful as there are many strict restrictions and requirements to follow in order to qualify.

How It Compares Against Other Online Retailers

We've compared Whiteflash to two other virtual engagement ring heavy hitters. James Allen (see review) and Blue Nile (see review) both have their strong points, so read on for the details.

Whiteflash vs James Allen:

James Allen is one of our favorite online retailers. They offer 360-degree HD views of every diamond listing. However, it doesn't provide the Idealscope, ASET, or H&A imagery, so you're only looking at the diamond's appearance to the naked eye. But you can request up to 3 free Idealscope images.

Like Whiteflash, James Allen has a line of super ideal cut round diamonds called True Hearts. These diamonds do come with Idealscope and H&A images, so you can feel confident in their quality.

If you're after a more unique shape, you may like that James Allen has a wide inventory of all diamond shapes. You can browse through them and view the videos without having to wait for an evaluation.

Another area where James Allen shines is with their financing options. A ring can easily run several thousand dollars, but if you don't have the cash, you can finance it interest-free for six months. They also have a two-year payment plan with a low interest rate.[7]

Whiteflash has two financing options. You can finance through Affirm which allows you to split your payments into 3,6, or 12 months installments. However, you'll pay interest at rates as low as 10% APR. They also have Flex Plan for orders over $1500, which gives you 90 days to complete your payment with no interest.[8]

Whiteflash vs Blue Nile:

Blue Nile offers the largest collection of diamonds online, but they don't include actual images of many stones on its website. However, if you have a very specific budget, you will have more options shopping the vast selection Blue Nile offers.

If you're looking for a super ideal cut diamond, Blue Nile does have a Signature Line, which is their finest cut diamonds. Some of these do have an actual photo, but you won't get the Idealscope, ASET, or H&A imagery.

Another thing that sets Blue Nile apart is the fact that they sell colored diamonds. If you want to get your sweetheart a yellow or pink diamond, you won't be able to find that at Whiteflash.

Finally, there's the buyback program. Blue Nile partners with CIRCA to allow you to sell your ring based on the current market value.[9][10] If your Blue Nile ring depreciates in value, it could shortchange the amount you'd get. Whiteflash, on the other hand, guarantees to give you at least 70% of the purchase price.

How It Compares Against High End Retailers

Because of the superior quality of Whiteflash diamonds, they're in the high-end diamond category, minus the high-end prices.

Famed brand jewelers (such as Hearts on Fire and Tiffany) charge a premium because of their prestigious name.

In our opinion, Whiteflash offers diamonds at a fraction of the price of high-end jewelers. But buying a diamond is a very personal choice and we understand that you may want the branding that comes with a big name. As long as you can afford the premium, there's nothing wrong with that.

Frequently Asked Questions

  • Why do Whiteflash diamonds sparkle so much?
    Cut makes the largest impact on how sparkly a diamond appears. Whiteflash specializes in super ideal cut diamonds, which means that the diamond has been cut to the best proportions to give off the most brilliance and fire.

  • What is fire and scintillation?
    Fire is the rainbow sparkles you see as light is reflected on the diamond (while brilliance refers to the colorless sparkles). Scintillation is simply how sparkly the diamond is as it moves. As it moves, each facet will show flashes of light, which is the sparkle you see. The cut greatly affects the fire and scintillation of a diamond.

  • What do the Idealscope and ASET images show?
    Both show the light performance of a diamond. They show where there is light leakage and how light is reflected back. You want a diamond that reflects a lot of light back. Idealscope uses a red reflector. You want there to be as few areas of white or faded red as possible. ASET is similar, but it shows the angles where light is entering the diamond. All you really need to know is that you want to see as little white as possible.

  • What's so special about A CUT ABOVE® diamonds?
    A true ideal cut diamond is extremely hard to make because of the strict requirements and extreme precision of work involved. To be branded as a Whiteflash A CUT ABOVE® diamond, the diamond first has to achieve a Triple Ideal rating by AGS Laboratory and also pass a series of further evaluations by Whiteflash's own experts. This makes them among the most elite diamonds in the world.

  • AGS vs GIA: What's the difference?
    AGS and GIA are the two most important gem labs in the world. GIA is more well-known, but AGS performs more comprehensive and deeper analysis for cut grading. This is why all of Whiteflash's A CUT ABOVE® super ideal cut diamonds are certified by AGS.

  • I want a sparkly diamond, but my budget isn't that big. Is Triple Excellent good?
    Triple Excellent is the highest cut grade given by GIA laboratories. Remember, GIA's criteria for cut is not as stringent as that of AGS, so GIA Triple Ex diamonds are not considered for A CUT ABOVE®. But they are included in Whiteflash's Premium Selection. Whiteflash personally reviews each diamond certified as GIA Triple Ex and filters out the ones they find unsatisfactory. This is a good place to buy a high-quality diamond at a good price.

  • Is the Hearts and Arrows patterning worth the extra money?
    H&A round diamonds are those with perfect (or almost perfect) three-dimensional symmetry. This affects the diamond's brilliance, especially in softer light conditions such as a cloudy day or by candlelight. A Hearts and Arrow diamond will also have improved face-up color.

  • What clarity grading will provide the most value?
    Since cut is the most important of the 4Cs, you can get away with a lower clarity if you have an ideal cut diamond. We find that VS2 is a clarity sweet spot to save a bit of money. These diamonds have minor inclusions that are difficult to see with the naked eye.

  • What's the big deal about being ISO 9000 certified?
    This is a noteworthy achievement. ISO 9000 is an international standard for quality management. Companies with this honor have shown best business practices, continual improvement, and go through an audit each year. Whiteflash is the first retail jewelry company in the world to achieve this prestigious certification.

  • Does Whiteflash use blood diamonds?
    No. All Whiteflash diamonds have been procured from legitimate sources. They only work with partner vendors that subscribe to the Kimberley Process (an international method that ensures the procurement of diamonds is conflict-free).

  • Are virtual inventory diamonds inspected?
    Yes. Whiteflash doesn't operate on the "drop-ship" model. If you decide to purchase a diamond from their virtual inventory, it will be brought in for evaluation by Whiteflash in-house experts. You will receive the full range of photos, gemological data, and light performance imagery. Diamonds from Whiteflash's Virtual Selection category come with a complete satisfaction 10-day inspection and return policy.

  • What is fluorescence?
    Fluorescence is a glow the diamond has when exposed to ultraviolet light. This is a natural phenomenon that occurs is about 30% of all diamonds. While diamonds may glow in different colors, the vast majority glow in blue. Normally, fluorescence has no visible effect (unless you walk around with a black light all day). However, there is a market value difference. Diamonds in the D-F range (colorless) are discounted if they have strong fluorescence. All Whiteflash A CUT ABOVE® diamonds have negligible fluorescence.

  • Does Whiteflash do custom designs?
    Yes, Whiteflash can custom design your perfect ring through your sketches or verbal descriptions. But please note that Whiteflash will not copy a designer setting from somewhere else. And a custom design can only be created with a Whiteflash diamond (i.e. you cannot use your own diamond).

  • What if I accidentally bought the wrong ring size?
    Whiteflash offers one free ring resizing within the first year of purchase. However, not all ring designs can be resized. Please carefully note the sizing information on the ring detail page.

  • White gold vs platinum: which is better?
    These two look very similar, but platinum is more expensive. White gold is not naturally white and gets its color by rhodium electroplating, and it may wear off if the wearer is very active. Platinum, on the other hand, is naturally colored, so you wouldn't need to worry about it wearing off. Many people also like the heavier, more substantial feel of platinum.

  • Does Whiteflash have a store?
    Yes, Whiteflash has a local shop in Sugar Land, Texas. Their showroom is located at Sugar Land Town Square Plaza, 2150 Town Square Pl #330, Sugar Land, Texas.

  • Does Whiteflash collect sales tax?
    Whiteflash collects sales tax on all orders shipped within Texas or picked up at their showroom.

  • Does Whiteflash offer discounts?
    If you pay by wire transfer, you will receive a 3% discount. But note that some designer settings are not eligible for this discount.

Bottom Line

If you are willing to pony up for the ideal super cut, you will be hard-pressed to find a more perfect rock than Whiteflash's A CUT ABOVE® diamonds.

But even if you don't go for super ideal, you can be confident in Whiteflash's stringent quality standards. The naked eye would not be able to differentiate between their A CUT ABOVE® and Expert Selection diamonds. You can even find some good value in the Premium Selection.

Whiteflash stands out by providing the Idealscope, ASET, and H&A images for every single in-house diamond. This is not offered by most other diamond sellers. It takes the guesswork out of buying online, allowing you to purchase with complete confidence. The downside is that this is only available upfront for round and princess cut diamonds. But even for their virtual diamonds, Whiteflash will get the light performance imagery after they have brought in the diamond for evaluation.

The bottom line is that Whiteflash is a top-quality site and you can find a superlative diamond here, no matter how large or small your budget is. Just make sure you've got the cash to buy the ring outright and consider a budget that works within what you can reasonably afford.


  1. ^ Whiteflash. A CUT ABOVE Specifications & Qualifications, Retrieved 7/29/2022
  2. ^ Whiteflash. One Year Service Plan, Retrieved 7/29/2022
  3. ^ Whiteflash. Lifetime Trade Up Guarantee, Retrieved 7/29/2022
  4. ^ Whiteflash. Money Back Guarantee, Retrieved 7/29/2022
  5. ^ Whiteflash. One Year Buy Back Guarantee, Retrieved 7/29/2022
  6. ^ Whiteflash. Customer Loyalty Program, Retrieved 7/29/2022
  7. ^ James Allen. Financing Options, Retrieved 7/29/2022
  8. ^ Whiteflash. Does Whiteflash Offer Financing?, Retrieved 7/29/2022
  9. ^ Blue Nile. Diamond Buyback Option, Retrieved 7/29/2022
  10. ^ Blue Nile. Sell Your Diamonds and Jewelry to CIRCA, Retrieved 7/29/2022

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