I've done business with Tony a couple times, as has my wife's family for many years. He's always been very professional and grateful (not a bad thing). I've done business with Zales, and have been bummed about the quality of the rock I could get for the money, and I've found better value at Palomar. Also, I own a small business, and know firsthand the quality difference, and customer appreciation difference dealing with a small business makes. Not only that, but it's good to go to a place where the owner knows you and remembers you each time you go in.