After trying all the retail outlets looking at rings and dealing with annoying salespeople that just wouldn't leave you alone until you were forced to walk out, exhausted (Jared's was the WORST!), I decided to try online shopping.
Whiteflash was very professional. I ended up dealing with the same representative through my entire process; she was prompt at returning emails, was available on the phone, and was never pushy. She listened to what I was looking for, helped narrow down my choices, and ultimately I found the beautiful diamond and ring that my wife is wearing today!
The representative even periodically sent me pictures of the ring being made, which was a nice personalized touch. It's been 7 years since I purchased, and my wife still gets comments on it. The appraised value was nearly twice the purchase price, which compares favorably to any other company. Surprisingly (it's white gold), we've only had to have the ring re-dipped once. None of the diamonds have ever loosened. I would certainly buy from this company again.