Diamond Buying School is reader-supported. Here's how it works.

2021 Diamond Promotions, Sales, Discounts and Promo Codes

by David Weliver

High-quality diamonds rarely go on sale. The diamond market is so tightly controlled that you’ll almost never see discounts or score promo codes on the gems themselves. But you can score hefty discounts on ready-to-shop diamond jewelry as well as engagement ring settings.

A word of caution: If you do see a jeweler advertising huge discounts on diamonds, your guard should be up. When something seems too good to be true, it usually is.

2021 diamond sales & promo codes

Here are current online discounts and promotions on diamonds and engagement rings as of July 2021:

James Allen promotions

Blue Nile promotions

  • 22nd Annual Anniversary Sale: Up to 30% Off Jewelry Use promo code 2021NILE
  • 15% Off Diamond Settings Use promo code 2021NILE
  • 22nd Annual Anniversary Sale: Up to 30% Off Jewelry Use promo code 2021NILE
  • 15% Off Diamond Settings Use promo code 2021NILE
  • Learn more about Blue Nile in our review.
  • Offer valid on select regularly-priced jewelry purchases on the following pages: https://www.bluenile.com/jewelry/todays-jewelry-deals or https://www.bluenile.com/engagement-rings/engagement-ring-deals. Cannot be combined with any other offer or discount code, cannot be applied retroactively. Offer is only valid on select jewelry items while supplies last. Discount will appear at time of check out AFTER the Promotion code 2021NILE has been entered and does not apply towards sale merchandise, lab-grown diamond jewelry, preset engagement, loose diamonds, Build Your Own Diamond Jewelry®, Build Your Own Ring®, Build Your Own Earrings®, Build Your Own Diamond Pendant®, duties, taxes, or shipping insurance fees. Void where prohibited. Offer expires at 11:59 PM EST on August 15, 2021. The offer terms and conditions are subject to change at any time without prior notice. Other restrictions may apply.

Brilliant Earth promotions

How often do diamonds go on sale?

Diamonds rarely go “on sale” in the traditional sense. But you can sales on engagement ring settings and promotions that can lower your cost of buying diamond jewelry.

Diamond promotions are so rare because diamond pricing is tightly controlled around the world. Every night, a diamond pricing guide is released called the Rapaport Price List that diamond dealers use to set prices.

Diamond retailers can only reasonably charge so much “over Rap” before their price will be so much more than competitors. Therefore, with their margins limited, there’s not much room to cut prices.

That said, the diamond business is competitive like any other. So diamond jewelers will occasionally run promotions and sales.

Any significant discounts (think 15% or more) are more likely to be applied to jewelry containing many smaller diamonds or to the setting of a diamond engagement ring rather than to the rock itself. But with settings costing between several hundred and several thousand dollars, such discounts can certainly help stretch your budget.

On this page we’ll keep track of current promotions and sales on diamonds and diamond jewelry at the largest online jewelers. If there’s a discount or coupon code available, we’ll help you find it.

How often does Blue Nile have sales?

Blue Nile typically holds sales at peak jewelry seasons: After thanksgiving (Black Friday and Cyber Monday), through-ought the Christmas Season, and in January/February before Valentine’s Day.

Not all of Blue Nile’s sales are listed publicly. They offer email subscribers sales up to 50% off that are never advertised elsewhere. Visit Blue Nile and sign up for their email promotions list to unlock their best sales.

How often does James Allen have sales?

Like other jewelers, James Allen holds sales during the holiday shopping season (between Black Friday and Cyber Monday up until a few days before Christmas). You can also expect sales around Valentine’s Day and some other promotions throughout the year.

James Allen rarely discounts the price of their loose diamonds, as their prices are already the lowest in the industry. (But there are a few exceptions, like the current 10% off promotion on True Hearts lab-created diamonds!) That said, you can often find sales on ready-to-ship diamond jewelry and engagement ring settings.

Recommended Jewelers


Whiteflash logo

Whiteflash is the home of "A Cut Above" diamonds which are among the best quality round- and princess-cut diamonds in the world. With superior diamond photographs and videos, Whiteflash's diamonds seem to come to life -- even online. Read our Whiteflash review.

Shop Whiteflash »

James Allen

James Allen logo

James Allen is the most competitive diamond vendor with more than 150,000 loose diamonds in inventory. They have been a leader in selling diamonds online and pioneered 3D imaging so you can see the exact diamond you're buying in exquisite detail. You'll find it hard to beat James Allen in terms of price or selection. Read our James Allen review.

Shop James Allen »

Brilliant Earth

Brilliant Earth logo

Brilliant Earth is the global leader in ethically-sourced jewelry. Brilliant Earth goes above and beyond existing standards to offer “Beyond Conflict Free Diamonds” that they select for their ethical and environmentally-responsible origins. With over 120,000 diamonds in inventory, you can be sure to find your perfect diamond and feel good knowing it was responsibly-sourced. Read our Brilliant Earth review.

Shop Brilliant Earth »

Blue Nile

Blue Nile logo

Blue Nile is the world's largest online jeweler. Their reputation for quality and customer service is unparalleled in the industry. Blue Nile offers free shipping, a 30-day return policy and satisfaction guarantee. Read our Blue Nile review.

Shop Blue Nile »