I went to Diamond Castle because a friend of mine bought their engagement ring there and I was just looking for a watch. They were unbelievably knowledgeable and courteous, and even though they had a ton of people in the store while I was there, they still took ample time to talk to me and actually explain the product I was looking at. I know they could've made a lot more money as a business talking to somebody about engagement rings, which is a huge portion of their business, but they valued me as a customer and taught me about the watch I was looking at. A department store cannot offer that knowledge, and rarely are they courteous.
I was also impressed by their selections and the pricing it was offered at. I've only been to a couple jewelry stores in my entire life but I know for a fact that the price I got for the expensive watch I purchased was much less than it was at Macy's. I compared pricing online.
I've already told a few of my friends about their store because I always appreciate great service; that's the industry I'm in for a living. They were seriously awesome, and I guarantee when I'm ready to buy an engagement ring I will be going back to that store. HIGHLY RECOMMENDED!
Pros: everything
Cons: nothing
more