Top American Diamond Jewelry Brands You Should Know

When it comes to American diamond jewelry, discerning buyers seek a perfect blend of craftsmanship, elegance, and shine. From intricate designs that capture the essence of modern fashion trends to timeless classics that echo luxury, the market offers a diverse array of options. Brands such as Tanishq, CaratLane, and Zales have consistently stood out in delivering stunning pieces that appeal to a wide audience, thanks to their dedication to quality and innovative design. Explore below to find the best brands that truly sparkle in the realm of American diamond jewelry.

Illustration of american diamond jewellery

Best brands of american diamond jewellery in 2025

Zales

Zales, established in 1924, is a prominent American jewelry retailer with over 700 stores, recognized as a leading seller of diamond jewelry in North America, holding a 5.7 percent market share in the combined US and Canadian specialty jewelry markets back in 2012. Zales offers a wide array of options, from everyday styles to exquisite diamond bridal sets and exclusive designs from Vera Wang and Neil Lane, with bridal jewelry representing a significant portion of their business, making them known as "The Diamond Store". As of November 2024, their website is ranked #4 in the Jewelry and Luxury Products category and #8332 globally, showing their reach in the online market. Zales also offers services such as repairs, cleaning and a lifetime diamond commitment and are part of Signet Jewelers, the world's largest retailer of diamond jewelry, since 2014. You can find their products on their official website.

Swarovski

Swarovski, established in 1895, is a well-known brand, with 43% of U.S. consumers familiar with the brand expressing that they like it and 29% owning it. While known for its crystal creations, Swarovski has expanded into the fine jewelry market, offering lab-grown diamond pieces, and in some stores, these pieces account for a quarter of jewelry sales; they plan to expand their lab-grown diamond jewelry collection to 200 stores across the US and Canada. Swarovski's jewelry features high-quality stainless steel, textile, and leather combined with crystals in different colors and is known for its diverse collections, appealing to both everyday wear and special occasions; the brand has a 72% loyalty rate among its owners, and the company is bullish on its lab-grown diamond business. You can explore their collections and products on their official website.

Jared

Jared, a leading American diamond jeweler, has consistently crafted exquisite pieces, with customer satisfaction rates reaching over 90% since 2010, demonstrating their commitment to quality and design, and their collections often feature ethically sourced diamonds, which constitute more than 75% of their inventory, with a wide selection of unique settings, making them a top choice for fine jewelry; you can explore their offerings at Jared's website.

Helzberg Diamonds

Helzberg Diamonds, a reputable American jeweler founded in 1915, has been a family-run business for generations before being acquired by Berkshire Hathaway in 1995, and is known for its wide selection of diamond jewelry with 53% brand awareness in the US, and 10% of jewelry owners owning a Helzberg piece; approximately 18% of U.S. jewelry owners like Helzberg Diamonds, while 34% of those who are aware of the brand like it, and they also offer a variety of options including lab-grown diamonds and personalized rings, with 60% of owners showing loyalty to the brand. You can explore their products on their website.

Kay Jewelers

Kay Jewelers, founded in 1916, is a prominent American jewelry brand that has been a part of Signet Jewelers since 1990 and is a leading retailer in the US, with 38% of Signet's revenue attributed to them, while Signet overall holds 9.3% of the US market share, making them a significant player in the diamond jewelry market; Kay Jewelers is known for offering a wide selection of jewelry, including engagement rings and bridal jewelry, which accounts for half of Signet's sales, and despite a recent 3.1% dip in US jewelry consumption, Kay remains a popular choice for many consumers looking for classic designs. You can explore their products.

Pandora

Pandora, a renowned jewelry brand, has solidified its position as a top producer in the American diamond jewelry market, known for its quality and accessible designs; established in 1982 and publicly traded since 2010, Pandora's offerings include a wide selection of pieces, with over 70% of their materials being sourced from recycled metals, demonstrating a commitment to sustainability; their sales have steadily grown, with a reported 10% increase in North American revenue in the last fiscal year, cementing its strong market presence; they offer various collections, such as their lab-grown diamond line, providing consumers with an ethical and price-conscious option; their commitment to affordability without sacrificing craftsmanship has made them a popular choice across diverse consumer demographics. For more information about their jewelry collections, visit the Pandora website.

Blue Nile

Established in 1999, Blue Nile revolutionized the jewelry market with its online platform, offering a vast selection of high-quality diamonds and fine jewelry, and by 2010, the company held approximately 10% of the online jewelry market share, demonstrating its strong position in the industry; Blue Nile's engagement ring sales accounted for about 74% of their total sales, while the company also provides exceptional customer service and competitive pricing, making them a leader in the online diamond jewelry retail space; they were acquired by Signet Jewelers in 2022 for $360 million and continue to be a prominent brand, known for offering high-quality certified diamonds and exceptional engagement rings. Blue Nile has become a go-to retailer for many, offering a wide range of settings and designs that are 40% lower than traditional retailers, while still maintaining the same level of craftsmanship.

Ross-Simons

Ross-Simons, established in 1952, is a well-known American jeweler that has been providing a wide selection of jewelry, including American diamond pieces, to over 4 million customers for more than 70 years. Their commitment to offering high-quality items at affordable prices is renowned, with diverse collections sourced from artisans around the globe. They have expanded from a single retail store to a multi-channel business, featuring 14 retail and outlet stores, mailing over 60 million catalogs annually, and maintaining a robust online presence. Ross-Simons ensures customer satisfaction through a 30-day 100% guarantee, a lifetime trade-in program for engagement rings and select diamond jewelry, and 24/7 jewelry specialists available to assist customers.

CaratLane

CaratLane, established in 2008, has become a prominent Indian jewelry brand, offering a wide array of designs, including American diamond pieces, with a strong online presence and over 275 stores across 100+ cities, making them a key player in the market; CaratLane's revenue increased by 73% in FY23, reaching ₹2,169 crore, demonstrating their rapid growth and popularity, especially among women aged 25-50. The brand is known for its customer-centric approach with 100% certified jewelry, and benefits like a 15-day return policy, aiming to provide an accessible and affordable luxury experience. CaratLane is projected to grow from a 6% market share to 10% by FY27, indicating their increasing significance in the jewelry sector. Visit their website to explore their collection.

Tanishq

Tanishq, a renowned Indian jewelry brand from the TATA Group, offers a wide array of designs, including American diamond jewelry, blending traditional and contemporary styles with superior craftsmanship. While they are known for their gold and diamond jewelry, they also feature designs with cubic zirconia and American diamonds, some of which can be found online at various retailers and their official website. With over 7000 designs available and a collaboration with De Beers to further enhance the diamond market in India, Tanishq continues to impress. For a closer look at their collections, visit their official website.