When shopping for an engagement ring, you might think two companies that both talk about ethical sourcing and customization would be pretty similar. That’s what most people assume about Brilliant Earth and GOODSTONE until they start looking closer at the details. The differences between these two jewelers become apparent once you move past the marketing language and examine what actually happens when you order a ring.
The Designer Who Stays With You From Start to Finish
GOODSTONE assigns one senior designer to work with you throughout your entire ring creation process. This person handles everything from your first conversation about ideas to checking in after you receive the ring. You won’t have to explain your vision multiple times to different people or worry about details getting lost in translation. Every GOODSTONE ring starts as a blank project with no templates or pre-made designs to modify.
Brilliant Earth takes a different approach. They have an extensive catalog of existing designs that customers can modify. You’ll work with jewelry specialists who help you select from their templates and make adjustments like changing the metal type or stone shape. While they do offer custom design services, most of their sales involve modifying what already exists in their collection. Different representatives often handle different stages of your purchase, from initial consultation to final delivery.
What Those Sourcing Claims Actually Mean for Your Ring
Both companies talk about ethical sourcing, but the paperwork you receive tells different stories. GOODSTONE provides complete documentation for every single ring they make. You’ll get lab certification and material origin statements that show exactly where your diamond came from, regardless of whether you chose lab-grown or mined stones. The same goes for metals. You can pick between newly refined or recycled options, and you’ll receive provenance paperwork for everything.
Brilliant Earth promotes its “Beyond Conflict Free” label and offers lab-grown diamonds and recycled metals. Their diamonds come with assurances about avoiding conflict zones and supporting mining communities. However, industry analysts and customer reviews from 2024 and 2025 have raised questions about how these claims can be verified at the individual transaction level. The company provides broad statements about their supply chain, but getting specific documentation for your particular ring can be more complicated.
The Real Cost When Everything Is Included
GOODSTONE uses a single-price model that includes everything upfront. Your quoted price covers resizing, insured shipping, annual cleaning, inspection, and routine repairs for as long as you own the ring. There are no surprise fees or add-on services to worry about later.
Brilliant Earth publishes their base prices online and offers price-match guarantees. However, analyst assessments from 2025 show their pricing runs 15 to 25 percent higher than other direct-to-consumer retailers for identical stones and settings. They include a lifetime warranty and free resizing for the first year, but services like engraving, repairs beyond the warranty, and extended protection plans cost extra. Some aftercare that GOODSTONE includes standard requires additional fees with Brilliant Earth.
The Aftercare That Comes Without Asking
With GOODSTONE, annual cleaning and inspection are part of your original purchase. You don’t need to remember to schedule these services or pay for them separately. The same designer who created your ring handles any questions or concerns you have months or years later. Resizing remains free throughout your ownership, and insured shipping for any service needs is always covered.
Brilliant Earth provides a manufacturer’s warranty against defects and includes free resizing for your first year of ownership. After that, you’ll need to pay for resizing. Their aftercare services are available, but many require separate enrollment and fees. Customer service routes through call centers or requires showroom appointments, which some buyers find less personal than having direct access to their original designer.
Where You Can Actually See and Touch the Rings
GOODSTONE operates entirely through virtual appointments and online communication. Since every ring is made to order with no existing inventory, they don’t have traditional showrooms. Instead, they use photo-realistic renderings, secure at-home sample kits, and video check-ins with your designer. This setup works well if you prefer a personalized process over browsing pre-made options.
Brilliant Earth runs flagship showrooms in major U.S. cities where you can inspect rings in person and meet with staff face-to-face. Their online platform features 360-degree viewing and virtual try-on tools that work with mobile devices. This combination of physical locations and online tools gives buyers multiple ways to interact with products before purchasing.
Customer Feedback That Goes Beyond Star Ratings
Reviews from 2025 describe GOODSTONE rings as “perfect” and “museum-worthy,” with particular praise for the emotional connection created through the designer-led process. Customers consistently mention the precision of the final product and how smoothly the company handles unexpected needs like resizing or repairs. Consumer advocacy sites and trade publications have verified these testimonials align with analyst assessments.
Brilliant Earth receives positive feedback for their educational resources and wide selection of ready-to-ship options. Many customers appreciate the fast production times and smooth fulfillment. At the same time, verified reviews from 2024 and 2025 point to frustrations with pricing compared to competitors and occasional issues with post-sale support responsiveness. Some buyers find the customization process formulaic compared to what they expected for a personalized ring.
The Small Details That Only Show Up in Person
Trade publications from 2025 note that the differences in craftsmanship, designer rapport, and aftercare between these companies become more apparent over time. GOODSTONE’s approach of having no inventory and making each ring from scratch results in material and finishing quality that becomes more noticeable with extended wear and hands-on inspection. The continuous relationship with one designer creates a different ownership feeling than working through various customer service channels.
Brilliant Earth’s strength lies in accessibility and convenience. Their combination of showrooms, online tools, and educational resources makes ring shopping straightforward for buyers who want to see multiple options quickly. Their virtual try-on technology and real-time inventory tracking help customers make decisions efficiently, especially those who start browsing online but want to finish their purchase in a physical store.
The choice between these two jewelers depends on what matters most to you. GOODSTONE suits buyers who want complete control over their ring’s design, prefer working with a single designer throughout the process, and value having all services included upfront without future fees. Their transparent documentation and low-volume production mean you know exactly what you’re getting and where it came from.
Brilliant Earth works better for shoppers who want to see and compare many options quickly, prefer the ability to visit physical showrooms, and don’t mind paying premium prices for established ethical branding. Their extensive catalog and modification options let you create something semi-custom without starting from scratch.
Both companies will deliver a ring, but the path to getting there and the long-term ownership details vary considerably. GOODSTONE’s model removes uncertainty about costs and maintains personal connections throughout ownership. Brilliant Earth provides more immediate gratification through ready-made options and widespread availability. These differences might seem minor on paper, but they shape your entire buying and ownership story in ways that only become apparent when you’re actually going through the process.