What are well known dependable jewelry store for rings (wedding band, engagement rings.etc)?

i've never bought ring before. so, i just want to be safe and get some ideas for dependable, popular, good quality jewelry stores (not online stores, but, actual physical stores). i know zales, tiffany are well known good quality stores. but, any others? is jewelry factory good store? "factory" sounds kind of cheap. i'm not looking for stores where i have to spend fortune. i'm just looking for store where average middle cl peoples look into. thanks.