I went Whiteflash because you could tell from their images that the cut is superb.

I did find the website to be helpful in my search for a ring. I worked with Becca from Whiteflash to buy an engagement ring. The ring is absolutely beautiful - my fiancée keeps staring at it and a friend told her this weekend it is the shiniest diamond she has ever seen. Cut is king, and there is no doubt about the quality of Whiteflash's cuts, as you can see from their website. In terms of customer experience, I worked with Becca by phone and over e-mail, and she was prompt and pleasant. She provided extra pictures and videos of the diamonds I was considering, and she provided realistic assessments of the diamonds. In one case, she said two of the VS2s had visible inclusions from very close up (much closer than the eye clean distance but my fiancée has very good eyes) and that an SI1 did not. I appreciate that she helped me find a diamond of good value, instead of steering me to the most expensive stones I was considering. I saved 33% by doing that. We had to resize the ring to a quarter size (which was unavoidable because ring size tools usually come in half sizes), but Whiteflash made the process easy and they were fast to return the ring. Pricewise, I found Whiteflash to be a good value. I was working with another jeweler who prides himself on being a good value. Yes, his diamonds were beautiful to look at, but the cut was not as good and the prices were the same. Since I was working with both jewelers remotely, I went Whiteflash because you could tell from their images that the cut is superb.