I came here because of the compelling and continuous radio commercials. However, I was very disappointed. The salesperson was constantly distracted and didn't seem too interested in spending time to give individual attention. I was looking to spend around 10 to 12k for a ring but at this high end location, that's peanuts and they treat you as such. Also, having experience with the price of diamonds, you truly aren't saving much. In this case, the name "direct" is nothing more than a sales pitch. 1 to 2 carat individual diamonds of comparable cut, clarity and color are similar in price to major on-line diamond websites. You will get cookie-cutter for around 15 to 20k. Don't be mislead men. Do your research and gain some knowledge before you get screwed.