I've recently bought a Princess cut diamond ring from Whiteflash. Since it was my first jewelry purchase online, I was a bit cautious and asked a lot of questions. The consultant whom assisted me was very patient and helpful. And as I'm located in Singapore, we corresponded via email at my request. There's no hard selling or pressure, and I appreciate how Whiteflash kept me updated every step of the way - from shipping the loose diamond I've selected, appraisal results, digital imaging photographs, costs etc. Very efficient as well, I received my ring within 4 working days, from the date full payment is received by till FedEx delivered my ring! Not bad for international shipping! Oh, and the ring I've purchased? Simply brilliant!