As far as jewelry selection goes, they're decent. I bought a ring there a while ago and I didn't find anything else in all of Crabtree that I liked more.
They were pleasant and patient to work with for the most part, although I was totally ignored twice when I went in for other reasons (ring resizing), which upset me a bit.
But with that neutral review said, I'm here writing this because of their advertizing tactics. I don't understand what kind of awful person comes up with their commercials, but I think it is absolutely despicable that their goal seems to be to put local, small, privately-owned stores out of business. Since they've started airing commercials to that effect, I've been completely turned off. I refuse to go back, and I absolutely will not recommend this place to any of my friends who might ask my opinion on where to go for jewelry.
We have since discovered a couple other privately owned businesses from which we bought our wedding bands. The places we've been to have ACTUALLY done all the things that Diamonds Direct claims they do (better prices, friendly, etc), minus the rude commercials. I would sure hate to see those places close because another store bulldozed them, under the guise of being ""the best"" place to shop and purchase jewelry.