Ritani puts a lot of effort into educating their customers without making a sales pitch. They explain what to look for for the best value - where you can save some money (on color or clarity, for example), and where your money is best spent (cut). When I shopped other diamond websites, they have educational sections as well, which is helpful, but they feel just a little more... desperate perhaps. Shopping is made easy with the selection filters, and they have so many diamonds to choose from, you WILL find what your looking for. And you won't beat the price. I'll be honest, I was reluctant to pull the trigger because the price was better by quite a bit than comparable diamonds from other websites, which made me suspicious. To this I would say, do your research and look into Ritani's business model. It's genius, and has upended the diamond industry. It's based on volume and price transparency (Ritani actually shows you what their cost is and how much they're upcharging you for profit). This actually is THE factor that made me buy from Ritani. The diamond I bought is for my 25th wedding anniversary. I haven't given it to my wife yet, but it's a showstopper, and I know she'll be stunned. I would have happily spent more (she is definitely worth so much more), but anything above this diamond would look garish (to her). The downside to a diamond is this: once you buy it, it's essentially worthless. Diamonds in general, but particularly lab grown, lose their value like crazy. Not a big deal to me, because the value is in the sentiment, and it's not like we're trying to store wealth in jewelry anyway. I'm not interested in what the pawn shop will offer me, but I think one day it will mean a lot to one of my daughters. One final thought for the folks at Ritani: ship your diamond in a lighted box. I got one from Amazon for not much money at all, and when you open the box, the diamond just explodes. It borders on gimicky, but if there's any situation where first impressions and presentation counts, its with a diamond. Derek Reid