I have used the William Penn Jewelers in Regent Square, and I am nothing but happy with the work they have done. They created custom engagement & wedding rings for me, and they turned out better than I ever thought it would. The prices are fair for the work they do. Unlike the other jewelry store in the area, you don't need shoes that cost as much as a car to get some one to help you. I once waited for 25 min. at jelery store on Forbes before I left without a single person talking to me. That is why I use William Penn will only give them my business.
Disregard what people say about the time it takes. Quality takes time.
Be cautious about reviews if someone goes there to "replace the battery in my watch," then they say, "my watch was wound" they might not know too much about watches, or if someone claims to know how "easy" a project is when they a probably have never done it them selves. Taking pictures seems "relatvely easy" too, but ask a professional photographer how easy it is.
I also like that they allow me to bring my dogs in!