I have both, it really depends on the style.
For basics (diamond studs, diamond drop earrings, simple solitaire or pavé band ring), I prefer to buy unbranded, focusing on the quality of the diamonds & the craftsmanship.
For statement pieces, I am choosing based on the style and the design, and for the moment I have not found a high-quality jeweler that makes pieces as delicate and elaborate as those I have been able to purchase from branded jewelers. However, I avoid their "classic" lines and prefer more elaborate/unique collections, as there are a lot of women wearing the classics where I live !
For basics (diamond studs, diamond drop earrings, simple solitaire or pavé band ring), I prefer to buy unbranded, focusing on the quality of the diamonds & the craftsmanship.
For statement pieces, I am choosing based on the style and the design, and for the moment I have not found a high-quality jeweler that makes pieces as delicate and elaborate as those I have been able to purchase from branded jewelers. However, I avoid their "classic" lines and prefer more elaborate/unique collections, as there are a lot of women wearing the classics where I live !