You hear their commercials everywhere, on the radio, on TV. It's a magical experience just walking into this place for the first time, not because it is a huge store, but because of what services they provide. I had a wonderful sales rep help me the first time I went browsing, and he ended up helping my then boyfriend put my engagement ring together. They always offer you refreshments, and also will clean your ring anytime you come into the store! No questions asked! The prices may be a bit more, but you get their guarantee on their products and some services. They even make a huge ordeal if you get proposed in their store!