When I came back to pick up my ring all the staff members welcomed me and asked how my wedding planning was going and they introduced me to one of the other owners who had not been in when I came in for my picture the first day. I felt like I was entering the business of a family friend. I can't speak yet on whether their jewelry can stand the test of time and I also haven't had my ring independently appraised just yet. But what I can say is that these folks know a lot about making a customer feel listened to and NOT pressured.