Just a quick point here- people keep bringing up Walmart as a source for fine jewelry- Walmart is NOT a source for fine jewelry. You are not comparing apples to apples- Walmart carries diamonds that are more like chalk, and 10K gold. While I admit we may have to compete with some large chains, it is NOT Walmart, nor JC Penney's. The quality that all of the regular online vendors carries here is equivalent to a fine B&M jewelers. Why compete with junk? Just my own 2c