Based on the reviews, it seems that Helzberg Diamonds is a well-established and reputable store with a wide range of high-quality jewelry options. The staff is generally friendly, knowledgeable, and helpful, with many reviewers praising their excellent customer service. The store's prices are competitive, with many reviewers noting that they found great deals on high-end brands like Rolex.However, there are a few areas for improvement. Some reviewers mentioned that the store can be a bit pushy, with sales associates trying to sell them things they may not need. Additionally, a few reviewers noted that the store's selection is limited, with not as many options as they had hoped.One reviewer had a particularly negative experience, citing poor customer service and a lack of transparency about the store's policies. However, this seems to be an outlier, and most reviewers had a positive experience at the store.Overall, Helzberg Diamonds seems to be a great option for anyone looking for high-quality jewelry with excellent customer service. However, it's worth keeping in mind that the store may not have the most extensive selection, and some sales associates may be a bit pushy.One notable issue with the store is the fact that they mostly use lab-created diamonds. While this may be a plus for some customers, it could be a turn-off for others who are looking for natural diamonds.