My sister & I both live out of state & wanted to get our mom a gift certificate for her birthday (she loves their store). She works near there, so they offered to walk the gift certificate over to her on her birthday instead of mailing. On the day, our mom thanked us & said the flowers also looked great. Turns out, the ladies at the store thought that the certificate looked a little plain on its own, so had gotten a bouquet of flowers to go with the certificate when they delivered it! We offered to pay for it, but they said it was their pleasure. How unexpectedly nice & thoughtful is that?
I know others have mentioned that the store may have a limited selection, but I think that you can't beat the personalized service you would get there versus a major jewelry chain. No wonder their store is one of Mom's favorites.