If you're in the United States, Lord knows you run into a zillion jewelry stores.. some of them are franchise locations, mom-and-pop, big box stores, boutiques, etc.. the most important thing to remember when shopping for wedding jewelry is knowing the basics: The 4C's of Diamond shopping:
Carat, Color, Clarity, and Cut..
For more information to get you familiar with how to shop for wedding jewelry, check out Zales' education page here:
http://www.zales.com/category/index.jsp?categoryId=3334564
One of the reasons we were happy with our wedding rings at Zales, had a lot to do with the staff and price. Not only did we get a great value AND wow factor, but the sales staff at both stores we visited are up front and honest, never pushy, answered lots of questions for us, didn't mind if you bring in your ideas/photos from the internet or other sales flyers to show them what you like and really encouraged us to communicate what we wanted.
Zales gets an A+ in my book, and I betcha you'd love them to. Go check them out!
Check out this coupon for a recent sale they have going!