I have seen Effy jewellery sold in department stores for some time and have noticed it mostly because it usually seems to be on a deep discount sale.
Upon closer look, the designs seem nice, if somewhat derivative of branded designs by others, and prices are fairly reasonable. The Balissima collection has designs that remind me variously of David Yurman, John Hardy and others, with lots of worked and ornate sterling silver set with gems.
This pendant is somewhat more unique (well, inasmuch as a gem set heart can be), and has 3,0 carats of rubies and pink sapphires set in sterling silver. It comes with a chain. No views of the back of the piece, but it looks pretty enough from the front, and is a very reasonable USD $475.