Ritani Review

Ritani is a well-known name in the online diamond market, recognized for integrating physical stores with their e-commerce platform, offering a unique “clicks and bricks” approach. Founded in 1999 by Harout Aghjayan, Ritani has grown to become a prominent player in the jewelry industry, allowing customers to preview and pick up their rings in authorized partner stores across the United States.

History and Business Model

Ritani’s combination of physical and online operations sets them apart from many other online jewelers. Customers can order rings online and view them in partner stores before making a final commitment. This approach provides the convenience of online shopping with the reassurance of an in-person experience.

Quality and Certification

Ritani offers natural diamonds certified by AGS or GIA, ensuring customers receive well-respected certification. They also offer lab-created diamonds, graded by various laboratories, including GIA and IGI. However, Ritani lacks light performance imagery, such as ASET or Ideal-Scope images, making it harder for buyers to fully assess a diamond's brilliance and quality before purchasing.

Pricing and Value

In terms of pricing, Ritani is comparable to other leading brands, but when comparing similar diamonds with Whiteflash or James Allen, the latter often offers better cut quality at similar or lower prices. Ritani’s emphasis on integrating physical stores with online operations provides added convenience, though their overall quality can sometimes fall short of other specialized retailers.

Shopping Experience

The Ritani website is easy to navigate, with an intuitive “create your own ring” feature that allows customers to customize their rings. The education section is well-organized, providing valuable information for customers who are new to diamond buying. Ritani also offers a 30-day return policy, free shipping, and interest-free financing, enhancing the shopping experience for buyers.

Concerns with Settings

Some recent customer reviews have raised concerns about the quality of Ritani’s settings. Although Ritani offers repairs for issues, these occurrences are not ideal for buyers expecting flawless quality out of the gate.

The Bottom Line

Ritani’s combination of online and in-store shopping provides a unique advantage, along with solid customer service and a wide range of diamonds. However, their lack of light performance imaging and occasional issues with settings may deter more discerning buyers. For top-tier quality, brands like Whiteflash or James Allen might be better alternatives.