Steven Singer Jewelers must hold the record for the most bogus five-star Internet reviews written by their employees; it is unlikely that even one was written by a real client of theirs and not a salesperson. Whom do you think pays for Steven Singer's exorbitant ads on billboards, radio, television, phone books, newspapers, and elsewhere? YOU do, by buying their low-grade jewelry at humungous markups. You also pay for their salespeople's huge commissions, which can be 40% or more of the selling price! Add their high rents, humungous net profit, and other costs of doing business, and it is easy to understand why that $10000 diamond ring has a true wholesale value of ten times less than Steven Singer's retail price. These are some of Steven Singer's sleazy selling tactics designed to brainwash you into buying their overpriced shlock: eye contact, handshakes, stupid jokes to break the ice, many questions asked to you to evaluate you like a piece of meat, phony concern and compliments, free alcohol to reduce your sales resistance, scantily-clad chicks, overcoming of objections with canned arguments, subconscious sales tactics used to close sales, I could go on and on. I suggest that you educate yourself about jewelry before buying any. There are many excellent online resources available (google it.) Select jewelry which you like, then tell the seller that you are a dealer and will buy it at his wholesale price, which should be about 80% to 90% less than Steven Singer's retail prices. If you have ever bought or sold jewelry, you really are a dealer so you will not be lying. You can even have business cards printed up to prove it, and get a (free) state resale license to avoid paying any tax. You will then be able to buy and sell jewelry professionally and become a part- (or even full-) time jewelry dealer! Who knows, you might even become as successful as Steven Singer, although (hopefully) your profit margins will be far lower.