Amazing customer service and "Education" section of their website.

My husband and I were in the market to buy a diamond about a year ago and I found Whiteflash after reading a post on The 4 Cs talking about their high quality selection of diamonds at competitive prices. Whiteflash has their A Cut Above line of extremely well cut (read: incredibly sparkly) round and princess diamonds, as well as Precision selection of super well cut diamonds of all shapes. Those diamonds are definitely beautiful, but at the time I couldn't find the cut and carat weight that I wanted. I finally called Whiteflash's store because at that point I had been shopping for diamonds at multiple retailers for many months and I just wanted to pick something, but not be disappointed with my choice later. I talked with Michelle a couple of times on the phone and over email, and she was so helpful. I love the diamond I chose and I don't know if I would've gotten it without her guidance. Besides answering all my questions she sent the ASET images for all the diamonds I looked at (I went to another, larger jeweler and they never sent ASET images I requested) and followed up within the exchange window after I finally made a purchase to ensure I was still happy with my choice. There are a lot of places online to buy a diamond at a cheap price. But I couldn't find any that match Whiteflash's selection AND customer empowerment, both through their amazing customer service and "Education" section of their website. It's been several months since the diamond I bought was set and it's sooooo pretty and I'm super satisfied with my choice! I 100% recommend Whiteflash for any loose diamond/diamond jewelry purchases.