We offer full custom design, giving you the freedom to create almost any ring style you can dream of—without custom design fees and with free, no-obligation estimates. From subtle tweaks to completely one-of-a-kind designs, our team walks you through every step to make sure the ring fits their style, your vision, and your budget.

And because proposing is already a big moment, we’ve built a safety net that removes one of the biggest worries people have:

“What if they don’t love the ring?”

That’s where our 10-Day Proposal Love It Guarantee comes in. If your partner doesn’t absolutely love the ring—whether it’s the design, the size, or just how it looks on their hand—you’re fully protected. We’ll re-make the ring or exchange it for another design of equal or greater value until it’s perfect. No stress, no pressure, just peace of mind.
A small restocking fee may apply.

This guarantee takes the fear out of choosing “the one.” You can propose confidently knowing that even if their preferences shift, or something looks different on their finger than expected, we’ll make it right. It’s our way of ensuring the ring—and the moment—are everything you hoped they would be.

While the cheapest setting might seem like a good deal upfront, it often comes with hidden costs: lightweight metal, poor engineering, and prong work that’s more likely to loosen or fail. Poor craftsmanship can lead to stones popping out, prongs bending, metal cracking, or the ring wearing thin far sooner than it should. In the long run, choosing a well-made ring is actually less expensive than paying for repeated repairs—or worse, having to replace the ring altogether.

At BW James, we prioritize both value and craftsmanship. With over 77 years to perfect our process, we’ve built partnerships with trusted manufacturers and refined the balance between durability, beauty, and price. Almost all of our custom rings are proudly made in the USA, ensuring higher material standards and more precise workmanship.

We’re not the cheapest option—but we’re also not charging extra just for a designer name. Instead, we focus on getting you the best-built ring for your budget, one that’s designed to last for decades, not just a few years.

And if you’re comparing prices, we’ll walk you through an apples-to-apples comparison to make sure you’re looking at a truly comparable product. When it is, we’ll do everything we can to match or beat the price while delivering the quality and longevity your piece deserves.

When you choose your engagement ring with us, you’re not just getting a beautiful piece—you’re gaining peace of mind. Every purchase includes our Free, Limited Lifetime Warranty, which covers essential services like cleanings, polishing, buffing, tightening of prongs, and one free sizing within the first year for gold rings.

Our optional Lifetime Care Plan goes even further, covering loss of the center stone, loss of side stones, accidental self-damage, routine sizing, and maintenance to keep your ring looking and performing its best. This plan is nationwide, so no matter where life takes you, your ring is protected, and we even cover shipping costs for repairs or replacements.