I know it can be unnerving to purchase a diamond online, but working with Ari at IceStore will alleviate all your concerns.
I have now purchased two yellow diamonds from IceStore, an oval and radiant, and both times Ari's gone above and beyond to find the perfect stone. Not only that, he sticks to his word: he ships on the day he promised, he stays within your budget, and he provides several diamond options for you to choose from, just as he said he would. What you see in the photos is what you get, though with both my diamonds, I feel as if my stones are even BETTER in-person!
He also has the patience of a saint, as he tirelessly answered the endless questions I had for him about each individual stone- questions he probably has to answer about a million times a day- which makes all his customers feel like VIP's, regardless of budget. He is no-pressure, and he makes sure YOU are happy with the diamond before any sale is made.
A+++++++++++ for IceStore!
Answer: Totally legit. I've purchased two yellow diamonds (an oval and a radiant) from Ari at IceStore online, and both times I've been incredibly happy.