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For my wedding band we went to Raineri Jewelry downtown. We went there because I wanted a specific ring from Verragio and they were a authorized dealer. I love my rings and how they turned out, but it wasn't the most glamorous of all locations to find a ring.
http://www.rainerijewelers.com/
For his wedding band, we went out to Clay Pot in Park Slope Brooklyn which was a lot of fun. They have a lot of non traditional type jewelry. Check it out online, and if it suits your tastes, then I'd say its definitely worth checking out.
We also poked around Michael C. Fina on 5th Avenue since we went there to register for China. It is a pretty expensive store, but I'd totally recommend for the experience and the selection! Good luck!
I would look on yelp for great reviews of jewelers in the diamond district. That's what we did for the diamond district in LA and we found an amazing jeweler and the prices were great!
Mr. Lovebird bought the center stone seperately and had a jeweler custom make the e-ring for him. Marcel was great and we had him make our wedding rings too. If you shop around and find something you like, you might want to hit up some of the smaller shops in the diamond district to see if they can custom make something special for you at a better price. Here's his website if you are interested: http://www.gemkraftjewelers.com/about.asp
The site isn't much, cept for contact info, since he doesn't mass produce anything...
I loved going ring shopping in SoHo, a lot less pressure than the diamond district, and some very unusual styles. It depends on what you're looking for though, we got my vintage-inspired ring in a store called Marissa Perry off of West Broadway on Prince Street. There's also a gorgeous store that sells (actual) vintage and estate rings right next door, and SoHo Gem right down the street. Plus, the FI haaaates the Diamond District.
FI and I got my ring at the Clay Pot, which someone mentioned above. It's great f you want something either a bit quirky or something vintage-y looking. We also went to Marissa Perry in SoHo. They were more pricey but the rings are beautiful. I'm not a fan of the Diamond District. I don't need to be hassled every five feet about selling my gold, thank you very much.
We purchased the diamond on Blue Nile then used David S Diamonds to cusyom set. They have a nice showroom on 550 Fifth Ave, Suite 700. They are very professional and a legitimate business. Their prices are competitve, too, even compared to the vendors who just have stalls in the Diamond District.
I also highly recommed Kim's jeweler. http://www.yelp.com/biz/kims-jewelry-new-york-3. They have an office on the 2nd floor, far from the hustle, the bustle, the pressur to buy... They are very honest, knowledgeable, and have a committed group of customers for their quality and pricing. By far they have had the most competitve pricing, and we went to a lot of vendors. If I had known about them before I went to David S, I would have gotten it set here for sure.
Thanks so much for all these suggestions... We will deff look into them. Thanks also for some places outside of the diamond district... We were going to go there simply because we didn't really know where else to look... And thanks for the suggestions to check out reviews on Yelp, I totally didn't think of that! :) I'll let you know what we find!
We did Tiffanys to try on styles and figure out which shape I liked and it was very low pressure. Probably because so many people do the exact same thing and never actually buy there. Soooo overpriced!
If he does decide to go to the district, it is a good idea to read up on diamonds a bit first so you can go in there with confidence and have an idea of what pricing should be (blue nile is great for this) and also ask to see the stone under a loop and with the certificate so you can identify any flaws and see the exact information of the stone's dimensions and colors. A lot of them look the same to the naked eye.
I am not saying they are there to take advantage of you but a friend of mine went into a store for a non diamond Ering and was quoted one price, no way they could go lower and then when she dropped a friend's name and like 25% came off instantly. Sorry I do not remember the name she dropped. 
David Does amazing work and he is an absolute delight to work with
David G Diamonds - 212-764-3478
Address: 56 West 47th Street (between 5th and 6th Ave)
Email: davidgdiamonds@aol.com
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SO and I are talking about going ring shopping in the next few weeks, but we are totally overwhelmed on where to go. I mean the diamond district alone has like 50 different jewelers. This will be our first time looking so neither of us really knows what we're doing.... Any suggestions on questions to ask, places to go or NOT to go?? Thanks so much!