Not enough people understand what kind of markup a major chain has. When you walk into a chain jewelry store you are looking at pieces marked up anywhere from 300% to 600%. That is because of the massive overhead these stores have at corporate and in manufacturing and shipping their inventory from China. The can't afford to sell you these pieces for any less or else they are losing money.
We have ditched corporate overhead, secured the best prices on diamonds, and can get our precious metals directly from the same guy these large jewelry stores are. We are able to take our supply and build them ourselves on custom pieces, or order the parts at a fraction of the cost and set the stones ourselves.
Through these methods, we are able to say you as much as 50% off retail stores on diamonds, rings, and custom design.