Edwin Novel is by far the most amazing jeweler I have ever encountered. I had always wanted a heart shaped diamond ring but found that there were nearly impossible to find in retail stores. When they could be found, they were way out of my budget. I explored Edwin Novel Jewelry Design’s website and found that they have an amazing selection of jewelry and engagement rings and at prices that anyone can afford. On the website you have the option to customize a ring. You can choose a setting, a metal and then choose from a large selection of loose diamonds and gems to find the perfect stone for your ring/ jewelry. I was able to find the perfect shape and incredibly high quality diamond for a fraction of what I would have paid in an average store. There is no way that you could get the same quality of stone in a regular store. I went into several in my area and asked what kind of quality they carry, and no ring was even close to the level offered by Novel. I also contacted their customer service while going through the ordering process as I am in Texas and they are located in Los Angeles. They offer free shipping. You also get a gemologist report for your diamond as well as an appraisal and elegant warranty card- they even throw in lifetime cleaning and care. All of the diamonds are ethically sources as well. Their website is incredibly easy to navigate. They even provide information about the four C's of diamonds and how to find the right one for you. Overall, Novel is the best retailer I have ever found for jewelry. I would highly recommend them to anyone looking for engagement rings/ wedding bands.