Power to the buyer
In short, I purchased 3 individual diamonds for a local made engagement ring. It took a while opening up every certificate of somewhere around a thousand diamonds for the desired criteria, but that's what I wanted; I wanted the ability to view the certificate of the diamonds I planned to purchase. I needed to know exact dimensions on top of everything else that a good certificate will come with. I didn't have that option with other web sites; most of the other sites only provided the certificate upon purchase. I like the transparency here; I didn't want to buy a diamond based only off cut, color, and clarity.
Additionally, the website was easy to navigate and filter through the various types of diamonds before beginning my certificate viewing process.
When I need more, I'll be back.