Definitely not a traditional jewelry store. More of a fun gift-y boutique. I was surprised by the pricing for being in East Grand Rapids! Most stuff was between $20-$50. It seemed there was something available for every kind of person - young, old, classic, preppy, funky, etc. I really appreciated they carry a couple lines from local artists and there was a lot of custom options available, which is just perfect for holidays. The customer service was also very friendly and helpful with all of my questions. My favorite items they had were the ever-popular "Bubble" necklaces (in many colors), as well as a more classic line made out of vintage designer buttons (Chanel, Louis Vuitton, Hermes). Very unique place!