I guess everyone comes here for one thing - an e-ring. WF, in my opinion, stands out from all the other vendors (High Performance, Good Old Gold, Brian Gavin) because.....
1) WF offers a Lifetime trade up with no established minimum price increase. Sometimes you need to double the value of diamond at other retailers to be eligible for trade up.
2) Ease of exchanges / return policy. 30 days is great, especially when you change your mind as much as me :x!
3) Customer service - everyone works hard to earn your trust.
I worked with my diamond consultant for quite a while. She really helped me and gave me (honest) feedback throughout the entire purchasing process. It was a pleasure speaking with her as I never felt rushed on the phone and I could tell she took a genuine interest in getting exactly what I wanted with the e-ring.
In the end, I got a good price compared to other online vendors for the same diamond.