The problem with diamonds is that they are rare. And good looking diamonds are even rarer and requires a lot of effort, skill and experience to make them so. It is not about picking them straight from the ground and suddenly it will sparkle and a ton of women would suddenly flock to your side. Probably why some diamonds are so expensive that most of us can't really afford them. And Helzberg claims to only sell the best diamonds available. That and with their decades of experience with diamonds makes them one of the most popular retailers of fine jewelry. They carry a range of jewelry like rings, bracelets, earrings, necklaces, watches, pendants and birthstones. All of which sounds expensive. And they have about 200 over retail stores for you to experience that. Read up on their guide on choosing the correct jewelry for the correct function. I didn't know wearing jewelry can be so complicated.