Editor’s Note
This curated guide highlights 24 standout online jewelry retailers, spanning premium brands, multi-retailers, beloved favorites, and German-made pieces—all tailored to suit a range of budgets. Whether you’re investing in a timeless piece or seeking an affordable treasure, our selection aims to simplify your search for the perfect adornment.
The 24 best online jewelry shops for every budget. From premium brands and multi-retailers to your love brands and pieces made in Germany.
By Lisa Zirngast
January 15, 2026
Getty Images, Collage: Condé Nast Germany
How do you turn even the simplest outfit into a true fashion highlight in just a few seconds? With jewelry! The most beautiful necklaces, earrings, bracelets, rings, and more not only look great with an elegant slip dress but also skillfully elevate a classic jeans and T-shirt look. Only one question remains: Which online shops and brands are the best?
To find out, I went on a search. Top 10? Top 5? Far from enough for me! In addition to trendy labels like PDPaola and Nootka or classics like Swarovski and Pandora, I also introduce cool new discoveries and sustainable brands – there’s something suitable for every budget. Forget typing “Best Jewelry Online Shops” into the search bar; here come the best recommendations – sorted and curated.
From affordable fashion jewelry to high-priced pieces, the selection in online shops is enormous, offering suitable designs not only for every taste but also for all budgets. Where exactly is the best place to buy jewelry online therefore depends largely on your own preferences. The recommendation is to buy trendy fashion jewelry at lower prices, while pieces you want to wear daily or regularly are worth an investment. That is: Feel free to reach for more expensive premium brands here.
Jewelry can be an investment for eternity. This works when the quality is right. With these 11 brands from the luxury and premium sector, that’s not a problem. Personal like Pandora, colorful and sparkling like Swarovski, or minimalist like Nootka – here you’ll find the right piece of jewelry for you.
Anyone who prefers to customize jewelry pieces to their own preferences will, of course, not get past the diverse designs from Pandora. Thanks to the many different charms, bracelets and necklaces can be easily personalized and swapped according to desire (and outfit). Rings, necklaces, earrings & Co. are also super suitable as gifts, especially if you choose something that can be personalized with an engraving. But fans of special editions and collaborations also never miss out here jewelry-wise. Pandora records creative collaborations with audience favorites from Disney and Marvel, but also with the TV format “Germany’s Next Topmodel.”
No wonder, because whether you look at the sheer selection of pendants on the website or in person in one of the stores, you immediately notice that you can really find something for everyone. Whether gold jewelry, classic sterling silver, or rose gold, all necklaces and bracelets can be personalized with charms. Filigree mini-models are just as available as elements set with brilliants or colorful animals, flowers, fruits, and symbols. Of course, you can research a lot online, but seeing the charms in person is not only inspiring but can also lead to one or another limited-edition charm.
No question, Swarovski, thanks to its iconic designs, is still one of the most popular online shops for jewelry. The sparkling necklaces, bracelets, rings, as well as earrings captivate with elegant elements and a touch of sophistication and create very special moments. Since Giovanna Battaglia Engelbert took over the position of global creative director, Swarovski has become even more modern and unique. Lots of color, large stones, high-quality materials, and campaigns with international stars like Kim Kardashian or Ariana Grande – that’s what characterizes the Austrian jewelry brand today.
If you love the combination of gold with classic pearls, then you probably already know Bruna The Label. Founded in 2019 by the Austrian couple Helena Milchrahm and Simon Rupp, this jewelry label offers a large assortment of timeless pieces that are crafted with great responsibility from ethical gold and silver and are partly refined with lab-grown diamonds as well as real pearls. Whether something for every day or as a special keepsake, you’ll find it here.
