The online jewellery stores has undergone a radical transformation in recent years. Who would have thought that one day we would be buying wedding rings or diamonds without even touching the product? Yet in 2025, this practice has become a matter of course for millions of consumers.
In this digital jungle of glittering jewellery offers, how can you tell the difference between professional jewellers and potential scams? Discover the brands where prices don’t rocket and that really deserve your trust.
Top 5 most reliable online jewellers
Discover our favourites that combine quality, service and transparency.
1. Zag Bijoux: French creativity
French brand, Zag Bijoux stands out for its original, modern designs that are resolutely in tune with the times. It is aimed at a young, urban and trendy clientele looking for jewellery that is stylish, accessible and long-lasting.
Zag’s greatest strength? The use of 316L stainless steel as the main material. Water-resistant, hypoallergenic and virtually indestructible, it means you can wear your jewellery every day without worrying about tarnishing or damage. Rings, necklaces, bracelets or earrings: each piece is designed to last, while remaining light and pleasant to wear.
The site offers fluid, intuitive browsing, showcasing collections that are regularly renewed. With French creativity, meticulous finishing, a selection of natural stones and affordable prices, Zag succeeds in offering fashionable jewellery without compromising on quality.
View this post on Instagram
2. Histoire d’Or: the accessible giant
It’s impossible to talk about jewellery in France without mentioning Histoire d’Or, a veritable giant in the sector. With over 300 physical shops throughout the country, the brand reassures customers with its presence and makes jewellery accessible to everyone, whatever their taste or budget.
What makes it so appealing? An effective combination of proximity, varied choice and attractive prices, both in-store and online. The 60-day money-back guarantee offers welcome security that goes well beyond the norm. As for the product sheets, they are particularly detailed, with precise zooms in on the stones and finishes, so you can buy with complete confidence.
And for those who want a last-minute gift, in-store collection means you can order online and collect your jewellery in the blink of an eye. An accessible, efficient and constantly evolving brand that knows how to stay close to its customers.
View this post on Instagram
3. Ocarat: the place to go for watch enthusiasts
Well-known for its elegant jewellery, Ocarat is above all a true watch specialist. With an impressive catalogue of brands ranging from iconic Swiss houses to more affordable trendy watches, the shop appeals to both discerning collectors and enthusiasts looking for their first fine timepiece.
What makes the difference? An ultra-large choice, from traditional watches to connected models, as well as attentive customer care. Their site offers detailed information sheets, comparisons and even buying guides to help you make the right choice.
View this post on Instagram
4. Trabbia Vuillermoz: craft jewellery just a click away
Trabbia Vuillermoz is not as well known in the media as some of the big names, but it is a veritable nugget for lovers of exceptional jewellery. This family-run business, based near Lyon, puts craftsmanship at the heart of its approach, offering truly made-to-measure jewellery online, accompanied by a personalised service by videoconference. A piece of jewellery is not chosen lightly, and each project is followed up with rare attention.
Their signature? 100% French manufacture, in their own workshops. And it shows. The quality of the finishes, the precision of the details, the care given to each piece: it’s a far cry from the standards of industrial production. Trabbia Vuillermoz epitomises the balance between traditional know-how, modern technology and human contact. A great alternative for those looking for quality jewellery crafted from the heart.
View this post on Instagram
5. Celinni: made-to-measure elegance that’s ethical and accessible
Among the leading French jewellery houses, Celinni stands out as a modern and responsible benchmark. Specialising in made-to-measure diamonds, the brand offers elegant creations that are fully customisable and, above all, affordable without compromising on quality. Whether it’s an engagement ring, a pendant or a unique piece of jewellery, each piece is carefully designed in direct collaboration with the customer.
But what really sets Celinni apart is its commitment to ethics: the company favours laboratory-grown diamonds or diamonds from responsible sources, and goes so far as to provide a detailed carbon footprint for each piece of jewellery. A transparent, innovative positioning that appeals to customers looking for meaning as well as sparkle.
View this post on Instagram
Our tips for buying with peace of mind
After testing a dozen sites, here are our tips for avoiding unpleasant surprises:
- Check return policies: some jewellers accept returns within 30 days, others only 14. Read the small print carefully!
- Ask for extra photos: a good seller will email you photos from every angle if you need them.
- Beware of overly tempting promotions: there’s no such thing as a diamond at 70% off. If it looks too good, it’s suspect.
A final word of advice? If you’re hesitating between two models, many jewellers now offer virtual try-ons in augmented reality. It’s a great way to see what you’re getting into.
Follow us on Instagram