BUYER BEWARE!!! 300-400% markup. Certified diamonds often sold without or wrong certificates. Trade-ups do NOT include money spent on lifetime warranties. Most repairs, sizings, etc. are sent out of the store...many items are lost, stolen or damaged either before, during or after transit to repair shop. YET they will only ever blame UPS or FEDEX for the screw-up! They rely on suckering you in on their credit plans, so that you will be forced to buy from them. Once you do...look out for the never ending series of phone calls, spam mail and direct mail garbage every month. If you have to return an item beyond 90 days (watches 30 days) or, if you lose a diamond and have missed an inspection by a few days - BE PREPARED FOR A FIGHT! These days the best deals to be had are in the diamond district of a major city or with research on the internet! Lifetime warranties are meaningless - companies like these guys can go out of business in a blink of an eye, just check their stock price. Good Luck - BUT AVOID KAY JEWELERS!