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I had good luck with bluenile.com. I got 4 things from them over the years including a diamond engagement ring. I really liked the whole experience and I would recommend it to others. I guess I haven't gotten the sweet deal that Uncle Guido could have gotten me on that fat 2 carat diamond, but I'm not too sorry about that.
I have also shopped at Tiffany's and Bailey Banks & Biddle and Kaye's. I generally found Tiffany's experience quite pleasant. My wife loves those little green boxes with little silvery things in it. I was less happy with Bailey Banks & Biddle. Kaye's had affordable jewelry.
One of my coworkers often comes to work with huge diamond earrings. She said her husband, a Marine Captain, got it cheap when he was in Angola or some African nation where the guerillas routinely chop off civilian limbs and mass rape a village to induce terror.
My view on jewelry is that you don't need it. But if you have to engage in conspicuous consumption, you are better off doing it in style. I realize that huge profit margins are maintained at all levels of jewelry trade and international conspiracy keeps prices of diamonds unreasonably high, but I have decided not to worry about it.
Good luck
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