13 Best Stores Like Kay Jewelers & Alternatives You Can’t Ignore In 2026!
In the world of high-end jewelry, Kay Jewelers is a renowned name, offering special pieces for special occasions, whether an iconic necklace or a statement ring.
Now, as much as we wanna cheer for Kay Jewelers, because it is simply a good choice – we also don’t want you to miss out on more options in the market, where you might get a better deal.
Are you interested? Then continue reading, because this article includes a list of the top 13 stores like Kay Jewelers and their alternatives you simply can’t miss.
List of Stores Like Kay Jewelers & Alternatives:
Frigus Jewelry
Frigus Jewelry, certainly not as old as our main brand, is still a trusted jewelry title, providing us with modern designs with a hint of timeless appeal.
Similar to Kay Jewelers, Frigus Jewelry only has ethically sourced goods for you, and even if you were looking for specific pieces like the gold tennis bracelet — they have that too, along with more in the inventory.
Key Highlights
- Frigus Jewelry runs quite a few sales and discount offers throughout the year.
- The prices are at affordable rates, with no compromise to the quality and designs.
Jared The Galleria Of Jewelry
Launched in 1993, Jared The Galleria of Jewelry is one of the most recognisable names in the American jewelry sector, here to offer you an immersive experience – better than an ordinary mall jeweler.
Now, Jared The Galleria Of Jewelry is a sister brand of Kay Jewelers, and they both only source conflict-free diamonds. Additionally, you get to trade diamond jewelry purchased from their stores for upgrades.
Key Highlights
- Jared offers a wide jewelry selection, including engagement rings, necklaces, earrings, bracelets, timepieces, fashion jewelry, and wedding bands.
- You get GIA-certified diamonds and both natural and lab-grown options.
- The brand offers a good lifetime jewelry protection plan.
Zales
Zales, since 1924, was the first to bring in a credit plan in the jewelry industry – “penny down, dollar a week”. It majorly focuses on bridal jewelry and diamonds, while it is also famous for its engagement rings and wedding bands.
Now, while Zales is owned by the same company as Kay Jewelers, they both also share the same target audience, and offer a wide range of selection, including both natural and lab-grown diamonds, watches, gold jewelry, and more variety.
Key Highlights
- Zales is known to serve both middle-class and rich groups, where affordable pieces can cost around $50 and go up to several thousand dollars.
- The brand has launched “The Edit”, a modernized store concept, mixing interactive zones, storytelling, and customization in one place.
Helzberg Diamonds
Helzberg Diamonds, known for its “I AM LOVED” slogan, has been in the business since 1915, and being part of the AGS — American Gem Society also allows it to offer higher quality pieces than average.
With Helzberg Diamonds, you get a wide selection of price points, allowing different class groups to access their pieces, while also focusing on lab-grown diamond options, and heavy customisation – all similar to Kay Jewelers.
Key Highlights
- Helzberg Diamonds is popular for its wide range of collections, which also includes luxury watches, gemstones, and personalised pieces.
- You also get exclusive and unique pieces periodically through designer collaborations.
Fred Meyer Jewelers
Fred Meyer Jewelers, another one focusing on the ‘accessible luxury’ business model, began in 1973 and is seen in many marketplace superstores and has several standalone mall locations.
At Fred Meyer Jewelers, you get a similar inventory as Kay Jewelers, with the main focus on engagement and wedding bands, while they also emphasise on birthstones anniversary gift and Sterling Silver.
Key Highlights
- Fred Meyer Jewelers has a lot in its collection, including branded watches, like Citizen and Pulsar, loose diamonds, gemstone pieces, and jewelry for men and kids.
- The label has some of its staff as experts – certified by the Diamond Council of America.
Rogers & Hollands
Rogers & Hollands is one of the popular giants in the list, majorly operating in the Southeast and the Midwest. It has a lot of pieces for personal relationships and family, with a ‘guest-first policy’.
Moreover, it mostly operates in regional shopping malls, similar to Kay Jewelers, while also focusing on bridal jewelry, with more lab-grown options,
Key Highlights
- Rogers & Hollands emphasises well-crafted pieces with quality craftsmanship using carefully chosen gemstones.
- The label has a reputation for offering high-quality jewelry at affordable price points.
- It offers a customer-centric experience, where you will get personalized service and in-store expertise.
Reeds Jewelers
Reeds Jewelers, one of the biggest jewelry chains in North America, has a reputation for a ‘family-first’ culture with a deep history of innovation.
At Reeds Jewelers, you can shop for occasions and milestones, like holidays, gifting, and engagement similar to Kay Jewelers, while it also emphasises on engagement rings and wedding bands.
Key Highlights
- Reeds Jewelers is known to carry and find jewelry for men and women, such as gemstones, diamonds, platinum, gold, and sterling silver pieces.
- They offer contemporary styles and exclusive collections often.
Kay Outlet
Kay Outlet, the value-focused sister brand to Kay Jewelers, is a great destination for shoppers searching for high-quality jewelry with major discounts.
With Kay Outlet, you get a shared warranty with Kay Jewelers, and Vault Rewards loyalty program – where points earned at any brand can be used for benefits at the other.
Key Highlights
- Kay Outlet is known to offer exceptional customer care, where it emphasizes friendly, knowledgeable, and personalised service.
- The brand is known to offer competitive pricing and value – with frequent sale events, promotions, and discount offers.
Diamonds Direct
Diamonds Direct, in the field since 1995, has been a direct-to-consumer manufacturing model since the start – sourcing diamonds directly from cutters and manufacturers and delivering them right to you.
Similar to Kay Jewelers, Diamonds Direct heavily emphasizes bridal and engagement rings, while you also get similar cleaning inspection, and repair services here.
Key Highlights
- Diamonds Direct offers high-value trade-in upgrade programs for its pieces.
- The brand has a signature offering – 110% lifetime upgrade policy, where you will get the original price as well as 10% extra of your diamond.
Brilliant Earth
Brilliant Earth, promoting ‘ethical luxury’, is a platform for Millennials and Glen Z, and if you mostly lean towards designs, inspired by nature, minimalism, and vintage, then this brand has a lot to offer.
Additionally, although it offers both options, similar to Kay Jewelers, Brilliant Earth majorly focuses on lab-grown diamonds, while it also understands its responsibility and chooses ethical sourcing standards.
Key Highlights
- Brilliant Earth utilizes recycled precious metals, following the path of sustainability, where 99% of their gold is repurposed.
- It sells diamonds certified by big independent labs, such as IGI and GIA.
- You get proper jewelry protection plans, professional cleaning services, and resizing.
James Allen
James Allen is mostly popular for its revolution in the diamond industry – moving the complete shopping experience online, best known for its 360° Diamond Display Technology.
With James Allen, the 40x magnified videos of all loose diamonds in the inventory give complete transparency, a similar kind of trust and quality you get from Kay Jewelers.
Key Highlights
- James Allen believes in ethical, forcing – strictly adhering to the Kimberly Process.
- It has a ‘Build-Your-Own’ ring feature providing heavy customisation.
Blue Nile
Blue Nile, working since 1999, was one of the first to bring transparency to the diamond buying market. It majorly focuses on high-quality and certified loose diamonds, along with customisable engagement rings.
With Blue Nile, you get competitive pricing similar to Kay Jewelers, while it also ensures all its diamonds are conflict-free – following some strict corporate social responsibility rules about human rights.
Key Highlights
- Blue Nile provides advanced online tools, such as 360° diamond views and detailed grading reports.
- All of its pieces have clear pricing with proper certification from reputable labs.
Shane Co.
Shane Co., the largest privately owned jewelry chain in the US, was founded in 1971. Known as a ‘direct diamond importer’, the brand is well-known for its comprehensive ‘lifetime warranty’.
At Shane Co., you will find an extensive bridal category, including engagement rings and wedding bands, along with fine jewelry pieces for different milestones – all similar to Kay Jewelers.
Key Highlights
- Shane Co. does not commission sales-driven staff, only genuine people, so that you don’t feel pressured and get a good advisor to choose confidently.
- It has a “lifetime trade-in” policy, value can trade your original diamond for a bigger or better-quality one in the future.
Frequently Asked Questions
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Who are Kay Jewelers’ competitors?
- Kay Outlet, Fred Meyer Jewelers, Brilliant Earth, Zales, Frigus Jewelry, Diamonds Direct, Blue Nile, Shane Co., and Helzberg Diamonds are some of the top Kay Jewelers’ competitors.
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What are good jewelry stores like Kay Jewelers?
- Brilliant Earth, Zales, Blue Nile, Shane Co., Frigus Jewelry, Diamonds Direct, Reeds Jewelers, Kay Outlet, Fred Meyer Jewelers, Helzberg Diamonds, Rogers & Hollands, are some of the good jewelry stores like Kay Jewelers.
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Are there more sites like Kay Jewelers?
- Yes, there are more jewelry sites like Kay Jewelers in the market, including Brilliant Earth, Zales, Diamonds Direct, Fred Meyer Jewelers, Helzberg Diamonds, Reeds Jewelers, Kay Outlet, Blue Nile, Shane Co., and Frigus Jewelry,
