We believe in making the ring buying experience exponentially better ' online and in store.? We believe in the power of an authentic diamond. The meaning behind it. That the experience to acquire one should be special, and unique. And we do not take lightly the importance of the decisions couples make with us. We believe in sharing the knowledge and expertise that comes from more than 40 years of experience and our unbridled passion for what we do with each and every one of our customers. ?We believe in being current and relevant. That the cutting edge is a great place to reside, and we should take full advantage of the amazing technology available to enhance the shopping experience. But we believe the human element is still the most important one.? That's why we believe in building relationships with customers, not having transactions with shoppers. To do that, a deeper understanding of them and their relationship with each other is critical to helping them find ' not the perfect ring ' but the perfect ring for them. We owe our customers unbiased advice and counsel, and our solitary mission is to do what is right for them. We believe that the cause and effect of a diamond is a remarkable thing. And that what a diamond does is more important than what it is.?Online, we believe the experience should be every bit as personal and tailored to our customers as the in-store experience. It should be technologically advanced to not only allow them to custom design their rings, but also allow them to see, feel, and touch the rings they've designed before they make their choice.? In short, we believe that the diamond ring buying experience should be more bespoke. More helpful. More comfortable. And we believe that our customers should leave our store or our website, knowing for a fact, they got the best ring for their money.? These are our intentions, and the reasons we exist.