Americans are increasingly shopping online, but one of the toughest sells is also one of the priciest and most emotionally charged items people buy: the diamond engagement ring.

One specific company that has seen great success is Ritani, a New York City-based vertically integrated diamond brand. Its parent company is the global diamond manufacturer Julius Klein Group, which now goes by the name Grandview Klein Diamond Group, a Diamond Trading Co. site-holder that buys from De Beers, which means those visiting Ritani’s website can customize the perfect diamond ring online based on real inventory, essentially cracking open a safe that contains 100,000+ available diamonds. They can create and buy a Ritani diamond ring online outright or visit the closest brick-and-mortar partner jeweler to see it, and ideally buy it in person with retailer and brand splitting profits.

If you’re on a tight budget, Ritani has the answer for that as well…lab-grown diamonds. When lab-grown diamonds were first introduced to the fine jewelry world, they were met with some skepticism, to say the least. People wondered if they were actually real diamonds, which they are, and whether they share the same sparkle and brilliance as their nature-made counterparts, which they do. But today, lab-grown diamond engagement rings are as popular as ever and come in a wide range of styles, shapes, and cuts. What’s more, many lab-created diamonds are sustainably grown and less expensive than earth diamonds, making them a cost-effective and eco-friendly choice.

 Ritani allows you to choose from thousands of different types of lab-grown diamonds in every shape, carat, and cut imaginable, while also significantly bringing the cost down.

All in all, if you’re looking for an engagement ring for that special someone, Ritani will have you covered.