I purchased a 1.3 carat good quality engagement ring from Whiteflash. I selected the stone on line. I was not sure about buying online and as their HQ is in Houston where I live I asked could I visit to inspect the stone. They were more than happy for me to visit and spent considerable time explaining about how diamonds are graded, and what makes a good stone. They showed me the stone I had selected and had other lower and higher grade stone of a similar size to compare it with. There was no upselling to try to get me to purchase a higher grade stone.
Between selecting the stone online and visiting their office the price increased online. They sold me the stone for the original online price.
I selected the setting from photographs in their office. The same photos are online. They did not have the actual setting in the office, so the selection was the same as doing it online.
Had I simply purchased online without the visit, I would have received an excellent ring, which my Fiance is very happy with.
I would have no hesitation about buying from Whiteflash online.