I want to be precise about this because "they charge more" is vague. Here is the exact comparison. I found a GIA 1ct F-VS1 round, Excellent, no fluorescence on Blue Nile: $5,890. I then searched the same GIA report number on Brilliant Earth. Brilliant Earth listed the identical stone — same GIA number, same physical diamond — at $6,990. Difference: $1,100 for the same stone with the same GIA certificate. I called Brilliant Earth to ask directly. Their response: "Brilliant Earth offers Beyond Conflict Free™ sourcing, recycled precious metals, and a commitment to ethical supply chains. Our pricing reflects the additional due diligence we perform on every stone." I asked: "Is the GIA stone itself sourced differently through you vs Blue Nile?" Long pause. Then: "The stone meets our ethical sourcing standards." The GIA certificate is issued to the stone, not the retailer. The same stone in the same GIA report does not have a different provenance depending on which website lists it. The $1,100 is for Brilliant Earth's brand, packaging, and marketing — not for a different or more ethical diamond. If ethical sourcing genuinely matters to you: look at Canadian diamonds (Canadamark certified), or lab-grown diamonds which have zero mining provenance concerns. Both are legitimate and priced fairly. Do not pay a $1,100 premium for the same GIA stone.