I noticed Icestore and -- to my great surprise --on the Pricescope search engine when I was looking for stones today. Wow. Great news. I can only imagine how being on Pricescope will affect . I'd say their prices are at least 10-20% higher than the other internet merchants ( , USA Certed) but they have a business model like NiceIce -- they have their own diamonds, not just passing along listings from manufacturers. But of course is the 800 pound gorilla of online diamonds. Will this cause them to lower their prices, as their diamonds are consistently more expensive than the competition? Will they offer special deals to Pricescope visitors? Or will they just rest on their laurels and superior (allegedly) service. I just don't see how Pricescope fits into their business model. They have positioned themselves as a high class but cheap alternative to Tiffany's, etc., but above the Pricescope-type merchants. Pricescope is all about getting the best deal -- and there clearly loses. Although it was always helpful to fall back on as I searched for diamonds online and see that similar or lower quality diamonds offered on were 20% more expensive than other Pricescope merchants.