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Updated December 22nd, 2021

Review: Ritani vs Whiteflash

oval-cut Ritani engagement ring

We get it – finding the right jeweler for your diamond or engagement ring can be a long and frustrating process. We’re here to make it easier for you by breaking down the differences between two major online jewelers, Ritani and Whiteflash.  

Diamond Pricing  

Ritani is known for having the best diamond prices out there. Here is a comparison of the same exact diamond (GIA report #1407265013). This 2-carat diamond has the following specs: 

-Excellent Cut 

-J Color 

-SI2 Clarity 

-Excellent Polish 

-Excellent Symmetry  

-No Fluorescence  

-No Culet  

-Table: 59% 

-Girdle: Thin to Slightly Thick, Faceted, 4.0% 

-Depth: 61.9% 

-Length to Width Ratio: 0.99 

-Size in mm: 8.04 x 8.1 x 4.99 

Whiteflash sells this diamond for $15,858.*  

whiteflash diamond

Ritani sells the same exact diamond for $14,947.  

Ritani diamond

By choosing Ritani, you would save $911 – which you could put towards a higher quality diamond or setting.  

Price Matching 

As demonstrated above, many jewelers carry the same exact diamonds on their websites since they use the same vendors. Because of this, most reputable jewelers offer a price match guarantee in case a shopper finds the same diamond somewhere else but for cheaper. Unfortunately, Whiteflash does not offer a price match guarantee. Ritani, however, does.  

Diamond Shopping Tools 

Diamond Cost Breakdowns 

The diamond industry is generally seen as untrustworthy and dodgy. We’re breaking industry stereotypes with our Diamond Cost breakdown. Ritani’s Diamond Cost Breakdown, which is listed under every stone, shows you exactly what goes into the final price of a diamond. 

Diamond cost breakdown

Whiteflash does not provide diamond cost breakdowns.  

Diamond Price Alerts 

Ritani diamond price alerts

The diamond market changes frequently. Ritani gives its customers the ability to set up diamond price alerts, which will notify shoppers via email if the price of the diamond goes up or down.  

Whiteflash does not offer diamond price alerts for its shoppers. 

Best Value Diamonds 

best value diamonds

To make finding the right diamond even easier, Ritani gives diamonds with exceptional value a Best Value badge. These Best Value diamonds are all listed under the Recommended tab so shoppers can easily find them. Ritani uses historical market prices to determine which diamonds are Best Value; each diamond’s 4 Cs and other factors play a role in this. 

Whiteflash does not provide this information on its diamonds. 

Diamond Information 

diamond information

The quality of each specific diamond on Ritani’s website is summarized in an easy-to-understand way. For example, Ritani informs shoppers if their diamond appears smaller, larger, or equal to its carat weight. This information is calculated from the diamond’s proportions. This information is incredibly important because it is difficult to see how large a diamond will be online. Lots of shoppers aren’t aware that diamonds can appear smaller or larger than their carat weight indicates since carat is simply a measure of weight. Whiteflash doesn’t include this size information on its diamonds. 

However, Ritani and Whiteflash both indicate if the diamond is eye-clean or not. 

Lab-Grown Diamonds 

Lab-grown diamonds are being selected for more and more engagement rings. They’re a great way to save money on your engagement ring as they can cost at least 30% less than mined diamonds. This allows you to get a larger, higher-quality diamond with your budget. While Ritani offers over 60,000 lab-grown diamonds in all shapes and sizes, Whiteflash has yet to add lab-grown diamonds to its inventory. 

Free In-Store Preview 

Buying a diamond or engagement ring online can be scary – after all, you have no idea what it will look like until it arrives at your doorstep. That’s why Ritani offers Free In-Store preview at over 100 locations in 30 different states. Free In-Store Preview allows shoppers to preview a diamond or completed engagement ring that they are interested in at a local jeweler or WeWork near them. You get to see your actual loose diamond, or the actual diamond set in your engagement ring, at no cost to you. If you don’t like it, there is no obligation to buy it. You can walk away without paying a dime.  

At the time of writing this, Whiteflash has a single showroom in Sugar Land, Texas, and there doesn’t seem to be an option to preview your completed engagement ring or potential diamond for free.  

Lifetime Warranty 

A jeweler that stands behind the quality of their products will provide a lifetime warranty with their engagement rings. Rings are meant to be worn for a lifetime, which is why Ritani offers a lifetime warranty that covers manufacturing defects, includes prong tightening, complimentary ring cleaning, precious metal preservation, and more. Whiteflash does not offer a lifetime warranty; they only offer a one-year service plan. 

Custom Engagement Rings 

Creating a custom engagement ring should be an easy and accessible process. At Ritani, CAD renders of your ring are provided at no extra cost. However, at Whiteflash, you must pay $250 for each render of the ring, with one minor revision of the design allowed at no extra charge. However, if you want to create more changes to the ring’s design, you will have to shell out more money to get your dream ring.   


Engraving the inside of your engagement ring or wedding ring band is a simple way to add a personal touch. Ritani offers engraving services for free. At Whiteflash, you must pay an extra $39 for this service. 

Ritani Reviews 

Ritani is one of the best places to get an engagement ring online – check out these 5-star reviews from real customers:  


“Searched for a couple of months on several of the top sites - James Allen, Blue Nile, Brilliant Earth, etc., and by far the best experience I had was with Ritani. Among all the chat sessions, emails, and calls, with each representative, the most responsive, patient, and understanding (had tons of questions) was with them, specifically Juliet.” -Warren L. 


“Ritani is absolutely amazing! I had the opportunity to customize the ring to make it my own and it looks absolutely stunning! Their customer service was fantastic as well. On top of that, the price of diamonds on Ritani is WAYYYY better than anywhere else online!” -Ben T. 

“Easily the most beautiful engagement ring I have ever seen, and I got to put it on the most beautiful and wonderful woman I have ever known. This was a custom-made ring that was in a very simple solitaire setting to showcase the beauty of the princess diamond. It is an absolute knockout. The diamond is, in short, brilliant. Everyone who looks at the stone is always complimenting her and some even thought it was fake because they haven’t seen a stone be that brilliant and sparkle the way it does. Very small inclusion but it was expertly hidden by the placement of the setting. Additionally, the team at Ritani literally worked a miracle to get this to me and for that I will always be grateful and a loyal customer. I have recommended a few people to them to get their engagement rings. Fantastic product. Full stop.” -Burt T. 


Read More Reviews:  

Ritani vs Blue Nile 

Ritani vs James Allen 

Ritani vs Brilliant Earth 



*Reflects price on December 22nd, 2021.