When shopping for diamond jewelry, cut is one of the most important factors to me. And, it is oftentimes very difficult to make such an expensive purchase, sight unseen, over the internet.
However, I have made two purchases with Whiteflash in the past two years and, both times, the customer service has been responsive and amazing. Not only that, I really trust the judgment of the company in terms of their own cut grading on the diamonds I am receiving (e.g., A Cut Above, Expert Selection). The diamonds have all been brilliant and stunning.
I live in NYC with access to the diamond district, but I trust Whiteflash and will be returning when I am ready for my next diamond purchase!