When it comes to making an 'expensive' decision, transparency is what settle me down with Whiteflash.

The images and video of the diamond are steps ahead of other online retailers. My mental model is to pay a bit premium for ease in mind and pay a bit more for superior quality of A CUT ABOVE tradename diamond, only available at Whiteflash. My transaction was done completely over email and the customer service experience is excellent. Their care for customer service went through the entire transaction and indeed helped me feel relieved immediately after wiring the money. I also like their lifetime commitment to upgrade no matter the scale.