The best place to buy pearls is from a specialized pearl retailer (like Pure Pearls) that grades pearls transparently, sources directly from farms, and clearly discloses quality factors like luster, surface, and nacre thickness.
– Ashley McNamara, Pure Pearls
Buying pearls today, especially if you’re trying to buy pearls online, means navigating a confusing mix of websites, local jewelers, marketplaces, and brand claims, whether you’re shopping for pearls for the first time or the twentieth.
Pearl quality varies widely from one retailer to the next, and without understanding how pearls are evaluated, it’s easy to overpay or buy lower-quality pearls than expected. Because pearl grading isn’t standardized across sellers, pearls that look similar on paper can differ significantly in real quality, making meaningful comparisons difficult without knowing what truly matters beyond the marketing.
At Pure Pearls, we’ve been specializing exclusively in pearls for over 15 years, and in this guide we share where to buy a pearl necklace or pearl earrings at a great value, and how to easily buy pearls online without fear. The key is understanding how the Gemological Institute of America (GIA) evaluates pearls and knowing how to spot the difference between a reputable pearl vendor and marketing-driven claims.
In this article, you’ll learn where to buy the best quality pearls by exploring:
| Where To Buy Pearls | Quality Transparency | Price Value | Best For |
| Pearl Specialty Retailers | Very High | Excellent | Buyers Who Want Top Luster And Expert Grading |
| Online Marketplaces | Low to Medium | Variable | Bargain Hunters With Higher Risk |
| Jewelry Chain Stores | Low to Medium | Lower | Convenience And Gifting |
| Local Jewelry Stores | Medium | Variable | In-Person Viewing And Service |
Before we dive into the details, here’s a quick overview of where to look if you’re searching for the best place to buy pearls:
1. Online Pearl Boutique: Pure Pearls
Buy luxury grade pearls at 80% off retail prices
2. Luxury Pearl Retailers (Mikimoto, Tiffany's etc.)
High-end pearls with high-end prices
3. Traditional Jewelry Stores (Zales, Jared, Mom & Pop shops, etc)
Average-to-high quality pearls with heavy markups
4. Big Box Retailers (Amazon, Costco, Walmart, etc)
Inconsistent quality with high markups
5. Auction or Marketplace sites (eBay and Etsy)
Lots of scams or shady sellers, with a rare deal here and there
The best way to buy high-end pearls at a great value is to shop online at a specialty boutique like Pure Pearls.
Because we sell to clients that want to buy pearls online, we’re able to save money that other stores spend on expensive storefronts (think rent, high-end furnishings, and utilities). Instead, we take that same money and:
Focusing on these three factors helps us source luxury-grade pearls efficiently and sell them at a deep discount compared to traditional jewelry stores and luxury brands like Mikimoto or Tiffany & Co. That means you save some serious money on standard pearl prices when you buy from Pure Pearls making our site the best place to buy pearl jewelry.
Plus, we offer a wide variety of products, including:
… all enclosed in carefully crafted gold and silver settings.
And if you have any questions about your pearls, you can always give us a call and ask a qualified pearl expert for help.
For example, many of our customers where to buy pearl earrings or a pearl necklace for their wife or loved one for an anniversary or other special occasion. Others want recommendations on the perfect pearl size, or need to understand the difference between Akoya and Freshwater, or Akoya and Hanadama pearls. We will always be here to happily lend a word of advice, or a recommendation or two as to which pearls would be perfect for you.
All of this means you simply won’t find better pearls or a better deal anywhere… online or off.
If you want to see the pearls for yourself, we encourage you to order a set and try them on at home. You get a full 90 days to try the pearls, and if you don’t love them, send them back for a full refund. We’ll even pay return shipping.
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“I guarantee my pearls are equal to anything you can find at a luxury store…For a fraction of the price.If you don’t LOVE them, send them back for a full refund”
- Ashley McNamara, Pure Pearls CEO
Unbeatable Selection and Value. We offer a wide range of fine cultured pearl jewelry in every pearl type, from fine Japanese Akoya to luxurious Tahitian and South Sea pearls.
Yes. Buying pearls online doesn’t have to be risky when you shop with reputable pearl jewelry retailers that provide transparent grading, detailed photos, and clear customer protections. In fact, pearls are particularly well-suited to online purchasing because quality can be accurately communicated through standardized grading criteria and high-resolution imagery. Established pearl retailers such as Pure Pearls or Pearls of Joy have built their reputations by selling pearls online with full disclosure and buyer safeguards.
When buying pearls online, look for these essentials:
Clear grading descriptions that explain luster, surface quality, shape, size, and nacre
Real product photos of the actual pearls or representative strands, not stock images
A strong return policy that allows you to view the pearls in person and return them if they don’t meet expectations. For example, at Pure Pearls we offer a 90-Day Iron-Clad Free Return Policy that almost no other online vendor will match
When these elements are in place, buying from pearl jewelry retailers online can be just as safe and often offers better value than shopping in traditional retail stores.
(E.g. Mikimoto, Tiffany's)
Two of the biggest names in luxury pearls are Mikimoto and Tiffany & Co., some of the biggest pearl jewelry retailers in the business today.
Mikimoto is a specialty retailer that sells high-end pearls exclusively. The top 1% of Mikimoto pearls (typically costing $20,000+ per piece) are untouched in the industry. But not all their pearls reach these lofty quality standards.
In fact, Mikimoto will often take one or two extremely high-end pieces and ship them from store to store to show off. The rest of their pearls are high quality, but are closely matched by more affordable brands like certified Hanadama Akoya pearls.
Tiffany is a general luxury jeweler, selling diamonds and other gemstones along with pearls. Their pearl jewelry is usually very high-quality and features high-end Akoya and Freshwater pearls in unique settings. Their pearls typically won’t quite match Mikimotos in quality, but will come in a unique array of designs that are exclusive to the Tiffany & Co. brand name.
Both of these brands offer jewelry that pearl-lovers would be proud to wear. However, their pearl jewelry also comes withluxury grade price points.
For example, let’s look at a classic Akoya pearl necklace from each brand.
At Mikimoto,you’ll pay $7500 to $9400 depending on the pearl quality:
For comparison, buying the same pearl necklace from us will only cost you $1300- $1800 - nearly half the price of the Tiffany equivalent and less than a quarter of the price of the Mikimoto.
The Tiffany and Mikimoto pearl necklaces might include more ornate clasps by default. But the pearls will all be similar in quality, and we can always custom design a clasp if you’d like one.
Note: If you find white pearls jewelry at budget prices from Tiffany or Mikimoto, double check the specifications. They're likely made from affordable Freshwater pearls, not Akoya pearls. Make sure you’re comparing Akoya to Akoya and Freshwater to Freshwater.
Here’s a quick overview of what you can expect from luxury pearl jewelry retailers:
Ultimately, when you buy from Tiffany or Mikimoto you’re basically paying for the brand and a level of consistency. If you have the money to spend, the high-end Mikimoto pearls are often worth it. For example, this gorgeous$38,000 White South Sea necklace is truly unique and worth every penny … If you have money to spend and know what you’re looking at.
But if you want luxury-grade pearls for less than $20,000, you’re better off shopping for pearl jewelry at a smaller specialist boutique like Pure Pearls.
👉Learn More: Tiffany vs. Mikimoto Pearls
(Zales, Jared, Local Brick & Mortar Stores, etc
Chain stores and traditional jewelry stores generally offer real cultured pearls and solid customer service, but pearls are not their area of specialization. Large national chains such as Zales, etc., are primarily focused on diamonds, engagement rings, and bridal jewelry, with Akoya and Freshwater pearls (usually small strands, pearl earrings or solitaire pendants) making up a small and often standardized part of their inventory. Because these retailers are designed to sell to a broad audience, their pearl selection is limited, with fewer options for higher luster, matching, or nuanced grading differences.
Independent, often family-owned jewelry stores tend to offer a more curated collection to choose from, but even then, pearls are often secondary to diamond and gemstone jewelry. Here you can find a tailored selection of Akoya, Tahitian and South Sea pearls either as full strands, or luxury designs adorned with diamonds and gemstone accents. However, those pieces are purchased usually at a domestic wholesale company like Stuller, or at popular tradeshows like JCK Vegas or New York. These designs are often bought as a one-time purchase to be sold sometime over the year in the store. As a result, while traditional jewelers can be a convenient same-day buying option, they usually lack the depth of selection and specialized expertise found with pearl-focused retailers.
This means:
You can find a solid deal at these stores every once in a while, but you have to know what you’re looking for or find a piece on a deep sale.
Do you see any pearls in that display case? Me, neither.
(Blue Nile, Nordstrom, Amazon, Costco, Walmart, etc)
Online or “big box” retailers may offer more selection than most brick and mortar jewelry stores, but their products aren’t consistent in price or quality. They may offer mediocre pearls with heavy markups, or feature cheap pearls that look great online, but have obvious imperfections when you see them in person.
Even the product image has water stains… Where’s the quality assurance?
Most of the pearl jewelry at stores like Macy’s, Overstock, Costco, or Walmart, are made using “commercial quality” pearls. These pearls are ordered in mass quantities using rough quality guidelines. Then, they’re put together by mid-range jewelry fabricators to save money.
The biggest problem with commercial-quality jewelry is that the quality is very inconsistent. One piece could have all mid-high grade pearls while another has mid-low. These brands don’t hire experienced pearl experts, so the quality control just isn’t there.
Overall, when you buy from a big box retailer, here’s what you can expect:
Still, buying from one of these pearl vendors is still a better option than the last stop on our list: auction and marketplace sites.
(eBay, Etsy, Auction sites, etc)
Buying pearls online from eBay, Etsy, or another auction or marketplace site is EASILY one of the riskiest propositions on the internet. There’s virtually no quality control on these platforms, and they regularly feature thousands of counterfeit pearl listings. Sure they do offer real cultured pearls with some vendors, however, we've seen a TON of dyed black Freshwater pearls passed off as a strand of Tahitians for $15-$20 and so on. So: Buyer Beware.
You shouldonly buy from one of these platforms if you know what you’re looking forand are willing to take a risk. Sometimes you can filter through thousands of pearl listings to find a great deal, but it’s hard to do and not recommended.
Other cons of buying from a marketplace or auction site:
Most pearls sold today are real cultured pearls, meaning they form naturally inside mollusks with human guidance rather than being imitation beads. Although pearl authenticity can be hard to judge at a glance, real pearls share recognizable surface textures, luster, and subtle variations that distinguish them from fakes. Knowing where to buy real pearls matters just as much as knowing how to spot them. Reputable sellers will always disclose whether their pearls are cultured, Freshwater, or saltwater, giving buyers clear transparency and confidence.
Look for these indicators of real pearls:
Sharp, reflective luster with depth, rather than a flat or plastic-like shine
Natural surface texture, including minor variations, rather than perfectly smooth surfaces
Clear seller disclosure stating pearl type and grading factors, not vague marketing term
When these elements are present together, you can feel confident you’re looking at real cultured pearls rather than imitations.
👉Learn More: Real vs. Fake Pearls - Which is Which?
The cost of real cultured pearls can vary widely depending on the type of pearl and, more importantly, its overall quality. Freshwater pearls typically offer the lowest entry price and are a popular choice for everyday jewelry, while Akoya pearls fall into a mid-range category and are known for their classic look and bright luster. South Sea and Tahitian pearls sit at the premium end of the spectrum due to their larger sizes, natural colors, and rarity.
That said, pearl value is not determined by pearl type alone, although it is a large value attribute. Factors such as luster, surface quality, matching, and nacre thickness all play a great impact on how a strand or pair of pearls is evaluated for value and ultimate pricing.
When comparing prices, prioritize strong luster and even matching over size, and choose a seller that clearly explains how their pearls are graded.
👉Learn More: How Much To Spend On Pearls?
At the end of the day, the two safest places to purchase pearls are at a dedicated online boutique, or a luxury pearl retailer. Other stores may offer solid quality pearls, but they usually come with sky-high markups and are hit-or-miss in terms of quality.
If you’re stuck between these two options, think about it like this:
If you’re willing to spend $20,000 or more on one set of pearls, you may find the best of the best pearls at Mikimoto. But for all other purchases, Pure Pearls is the absolute best place to buy pearls online.
Buying pearls should feel exciting, not uncertain. Before you commit, it’s worth taking a few minutes to make sure the seller is being clear and transparent about the pearls they’re offering. Reputable pearl retailers welcome informed buyers and make it easy to understand quality, value, and sourcing, so you can shop with confidence rather than guessing what’s behind the description, and will do everything they can to make sure their site is the best place you can go to to buy pearls online.
As you compare options, look for these key details:
Pearl type clearly stated, such as Freshwater, Akoya, Tahitian, or South Sea
Grading criteria explained, including luster, surface quality, shape, size, and nacre
Return policy visible, allowing you to inspect the pearls in person risk-free
Farm-direct or origin transparency, showing how and where the pearls were sourced
When a seller provides this information upfront, it’s a strong sign that they stand behind their pearls and want you to feel comfortable with your purchase.
The best place to buy pearls is from a dedicated pearl specialist like Pure Pearls, which focuses exclusively on pearls and provides clear grading, sourcing, and education. This approach makes it easier to compare quality accurately using standards recognized by the Gemological Institute of America (GIA) and buy with confidence.
In short, the best place to buy pearls offers:
Specialized Pearl Expertise, not a general jewelry focus
Transparent Grading And Sourcing, explained in plain language
Clear Photos And Strong Return Policies, so you can shop risk-free
Buying pearls online is often the better option when you choose a reputable pearl specialist, while in-store shopping can be helpful for those who prefer to view pearls in person. Trusted online retailers like Pure Pearls offer detailed grading, high-resolution photos, and strong return policies, making it easy to evaluate quality using standards recognized by the Gemological Institute of America (GIA).
In short, online buying works best when:
Grading And Quality Factors Are Clearly Explained, not implied
Real Photos And Education Are Provided, allowing accurate comparison
A Generous Return Policy Is Offered, so you can inspect pearls at home
In-store shopping can be convenient, but online pearl specialists typically offer better selection, transparency, and value.
You can tell if pearls are real by looking for sharp, reflective luster, natural surface variations, and clear disclosure from the seller. Reputable retailers identify pearls as real cultured pearls and evaluate them using standards recognized by the Gemological Institute of America (GIA).
Signs pearls are real:
Bright, mirror-like luster with visible depth
Slight surface texture rather than perfectly smooth beads
Clear disclosure of pearl type and grading from the seller
Yes, pearls are often cheaper online, especially when you buy from a specialized pearl retailer. Online sellers typically have lower overhead and direct sourcing, which allows them to offer better value.
Why pearls often cost less online:
Lower operating costs than brick-and-mortar stores
Direct relationships with pearl farms and suppliers
Greater transparency in grading and pricing
Freshwater pearls are the best choice for everyday wear because they’re durable, versatile, and offer excellent value. Their thicker nacre and wide range of shapes and colors make them well-suited for frequent use and everyday weac and tear.
Why Creshwater pearls work well for daily wear:
Thicker nacre that holds up better to regular use
Lower entry price compared to saltwater pearls
Available in many styles, sizes, and natural colors
Most pearls do not come with individual certifications, but reputable sellers provide detailed grading information instead. Unlike diamonds, pearls are typically evaluated and disclosed using standards recognized by the Gemological Institute of America (GIA) rather than issued certificates.
What to expect instead of a certificate:
Written disclosure of pearl type, size, luster, surface quality, and matching
Clear explanation of grading criteria used by the seller
Optional lab reports for very high-value or rare pearls, not everyday jewelry
About the Author
Ashley McNamara, of PurePearls.com, is a GIA-certified expert in Pearls, Diamonds, and Colored Stones and widely recognized as “the expert’s expert” in the pearl industry. With over 20 years of experience, she contributed to the CPAA’s Pearls As One educational course and has been cited by major news outlets nationwide. Ashley's keen eye for color and luster make her a trusted source for classic and exotic pearls alike. Explore her bestselling collections here.
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Luxury Grade Pearls. Lower Prices.
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The true value of pearls lies in their quality. We sell true luxury grade pearls without traditional luxury store markups.
We source the worlds finest pearls and sell direct to customers like you. You can expect to save about 1/2 the cost of traditional retail.
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