Have you ever been to a jewelry store and browsed around without being pressured to buy something? I found it refreshing! We picked up a diamond wedding band as an upgrade for my wife and the sales staff was VERY, friendly and courteous. On top of all of that - they didn't try to push us into something we didn't want.
Overall I really like this store - we've been back several times now and every time we go it's the same thing - great people, great service, and great selection.