I looked at it in Tiffany's about two weeks ago. It really was beautful. They had it displayed in a special case all by itself!
In the end, though, I chose a solitaire b/c I think it fits my style best. It was an upgrade from my original e-ring, and we actually ended up buying somewhere other than Tiffany's.
I do think the NOVO ring is worth a trip to see IRL. It really is pretty.