I like that you can customize each piece of jewelry to your liking, as well has adding in stones or diamonds for extra cost! It's also easier than other sites because it doesn't have many steps (just select options). The customer service isn’t great either; however they are always willing to help with any questions/concerns we may face during our purchases!! There really aren’t anything negative about this site but if interested make sure their rates stay competitive compared to others out there such as Tiffany & Co., Zales etc.. We needed something more affordable because my wife wanted diamond stud earrings instead of just plain gold hoops which could easily be found elsewhere at much lower prices.