Grit to Gleam

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Buying an engagement ring today feels more overwhelming than ever. With lab-grown diamonds rising in popularity, the market is filled with brands promising the best quality, price, and ethical sourcing. But with so many options—and so many claims—it’s easy to feel lost. Where do you even begin?

Two names that consistently come up in the conversation are Brilliant Earth and Rare Carat—but these brands couldn’t be more different. Brilliant Earth, with over 35 showrooms across the country, has positioned itself as a leader in sustainable and ethically sourced diamonds, offering a more traditional yet transparent buying experience. In contrast, Rare Carat is a fully digital marketplace, aggregating diamond listings from multiple vendors and promising shoppers the smartest and safest way to buy a diamond online through its AI-driven platform.

With such opposing approaches, I found myself curious, but also conflicted—should I trust a well-known retailer with a physical presence or go with a tech-driven marketplace that prioritizes price and convenience? To find out, I purchased an engagement ring from both brands, selecting diamonds with identical specs—1.99 carats, F color, VS2 clarity—but in different shapes (emerald from Brilliant Earth, round from Rare Carat).

In this first part of my two-part review, I’ll walk you through the ordering experience, website usability, transparency in pricing, and diamond selection process—giving you a firsthand look at how each brand stacks up when it comes to buying a lab-grown diamond online. Let’s dive in!

Ordering Experience: Rare Carat vs. Brilliant Earth

Shopping for an engagement ring is exciting—but also a little nerve-wracking. With so many details to consider, from diamond specs to setting styles, the process can quickly become overwhelming—especially when shopping online. That’s why a smooth, intuitive, and transparent experience is key. Since Rare Carat and Brilliant Earth operate with completely different business models, I was eager to see how their online ordering experiences compared.

Would one be easier to navigate? Would I feel more confident with my purchase on one site versus the other? Here’s how it all played out.

1. Rare Carat – Highly Customizable & User-Friendly

I’ll admit—I expected Rare Carat’s shopping experience to feel a little impersonal since they’re an online marketplace rather than a direct retailer. But to my surprise, the entire process was straightforward, efficient, and incredibly customizable.

I started by choosing a pavé-style setting, a timeless classic that I knew would really showcase the craftsmanship and quality of the ring. So far, so good.

Then came the big step—choosing the diamond. I braced myself for the usual information overload that comes with sifting through hundreds of listings, but Rare Carat’s filtering system made it surprisingly painless. Their slider filters let me easily narrow down shape, carat size, color, clarity, cut, and price range, which helped cut through the noise and focus on options that actually fit my criteria.

One feature I really appreciated? The “Quick Ship” filter. I needed the ring soon, and this tool let me instantly remove any diamonds that wouldn’t arrive in time—saving me from the stress of guesswork and shipping delays.

Once I found the one, Rare Carat automatically combined my chosen diamond and setting into a single product in my cart. All I had to do was enter my ring size, check out, and wait.

The entire process felt smooth, efficient, and surprisingly stress-free—Rare Carat really has their online shopping experience down to a science. If you’re someone who values filters, comparison tools, and an optimized digital experience, this platform delivers.

2. Brilliant Earth – Thoughtful Details That Enhance the Experience

If Rare Carat felt like an efficient digital shopping experience, Brilliant Earth felt like a more personal and curated journey.

I started by selecting a solitaire setting with double prongs, a design that I thought would really accentuate the elegance of an emerald-cut diamond. What immediately stood out to me was Brilliant Earth’s interactive demo feature—which, to be honest, I didn’t expect to love as much as I did.

With this tool, I could:

✔ Adjust the diamond size to see how it would actually look on my finger.

✔ Change the skin tone to get a realistic preview—no more guessing how the ring might complement my complexion.

It’s a small detail, but it made a huge difference—it felt less like clicking through a catalog and more like a personalized shopping experience. Seeing the ring “on my hand” before even purchasing it helped me feel more confident in my selection.

Then came choosing the diamond, and this is where Brilliant Earth’s filtering system really impressed me. It offers all the standard filters you’d expect—shape, price, and the 4Cs—but also includes a game-changing feature:

💎 The Length-to-Width (L:W) Ratio filter

For emerald-cut diamonds, this is a BIG DEAL. Unlike round diamonds, where proportions are relatively standardized, emerald cuts vary greatly in shape—some are elongated and elegant, while others are shorter and more compact.

I prefer an elongated look (around 1.47 L:W ratio), but without this filter, I would have had to manually check every IGI certificate and calculate the ratio myself. This one tool saved me so much time and frustration.

Once I found my perfect 1.99ct emerald-cut diamond, Brilliant Earth automatically combined it with my chosen setting, just like Rare Carat. Checkout was smooth and seamless, and just like that, my order was placed.

Diamond Details, Customization & Pricing Transparency

One of the biggest concerns when buying a diamond online is transparency—how do you know you’re actually getting what’s advertised? Without seeing the stone in person, you’re relying entirely on the retailer’s provided information, certification, and images. I wanted to see which brand made me feel more confident in my purchase, with clear details and customization options. Here’s how they compare.

1. Rare Carat – Data-Driven Transparency & Customization Perks

One thing I immediately appreciated about Rare Carat was the direct access to diamond certification. Each diamond listing includes:

✔ An SKU number and a direct link to its IGI certificate—meaning I could verify the stone’s specs directly from the IGI website before purchasing. This extra layer of authenticity and peace of mind is something I wish every retailer offered.

✔ Free engraving on the band (up to 20 characters, with a choice of two fonts plus two symbols). A small but meaningful touch if you want to personalize your ring with initials, a date, or a short message.

As a data-driven shopper, I found Rare Carat’s approach to transparency incredibly reassuring—there was no digging around for reports or wondering if the details matched what was advertised.

2. Brilliant Earth – Clear Pricing, but Limited Customization

Brilliant Earth also does a solid job of being upfront about pricing—everything is clearly listed, and there are no hidden fees at checkout. I never felt like I was being lured in with an artificially low price only to be hit with unexpected costs later (which, let’s be honest, happens more often than we’d like when shopping online).

However, when it came to diamond certification transparency, there was one drawback:

✔ Each diamond comes with a stock number and its corresponding certificate—but unlike Rare Carat, there’s no direct link to IGI’s website. Instead, the certificate is just displayed as an image on the product page. While this isn’t a dealbreaker, I found myself wishing for that extra layer of verification. It’s a small inconvenience, but when you’re spending thousands on a diamond, every detail matters.

✘ No engraving or customization options. This was a bit surprising—while not everyone wants engraving, many do, and it felt like a missed opportunity for those looking to add a personal touch.

Final Thoughts

Both Rare Carat and Brilliant Earth offer an excellent online shopping experience, but they cater to different types of buyers.

• Rare Carat is a data-driven shopper’s dream—its powerful filtering, direct IGI certification links, and “Quick Ship” feature make finding the perfect diamond fast, efficient, and transparent. Plus, the free engraving option adds a thoughtful customization perk. If you prefer a tech-powered, no-nonsense approach to diamond shopping, Rare Carat delivers.
• Brilliant Earth takes a more interactive and curated approach. Their hand visualization tool and advanced filtering (like the L:W Ratio for emerald cuts) make the experience feel more personalized and intuitive. However, not having direct links to IGI reports and lacking engraving options were minor drawbacks. If you value a more hands-on, guided experience, Brilliant Earth stands out.

➪ For efficiency, transparency, and customization flexibility → Rare Carat is the winner.

➪ For an engaging, visually guided shopping journey → Brilliant Earth has the edge.

That said, choosing the right engagement ring isn’t just about the online experience—it’s about quality, craftsmanship, and value. In Part Two, I’ll be comparing the diamonds side by side, diving into pricing, brilliance, craftsmanship, and overall value—with real-life photos to show how they stack up in person. Stay tuned!