I thought buying online was a risky move but a buddy bought from here and advised that its the way to go. He said he avoided heavy markups from the jewelry stores. I looked into it. Looking back, I believe it was the way to go. First, the shopping software lets you narrow down your search by modifying various characteristics. On the site, you adjust a bar until you find the the particular characteristics you're looking for, all within a price range. This obviously can't be done in the store, so instead you're trying to compare all these factors in your head and subjectively decide if the price differences make sense. Second, you have the advantage of a wider selection here than your local stores. So you don't have to settle by paying more or less than you want. If you are hesitant, I would say give it a try and compare prices to the jewelry store before you stick to a jewelry store.
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