Not quite up to De Beers standard, but let's face it, when you are saving $3000 on a $5000 ring you don't expect it to be made by famous designers – do you? All in all this company does exactly what they say they going to do and sell good quality discount diamond jewelry, by cutting out the middleman. I have ordered several items from them and always been very satisfied with both the quality of the product and customer service in fact I'm surprised at just how good the customer services considering the low prices. I've always found, when using other companies, that if the price is low there was no customer service involved, but the opposite is true with primestyle – their customer service is second to none, and whenever I've spoken to anybody in their customer service department always been impressed with the level of knowledge and understanding of the product range. I have nothing bad to say about them, which – for me – is somewhat unusual.