Well, in reality, it's almost that easy. Check out Object Fetish, an on-line shop featuring the work of 100 talented jewelers from around the world. Very funky stuff going on over there and magazines like Elle, Vogue and Glamour have featured pretty baubles from this site. Pricing is very reasonable and there is a customized wedding ring option as well, where you work with the artist of your choice to create a truly one-of-a-king piece.
I love this idea as it's supporting individual artists so they can do their thing while you get a piece of jewelry that will turn heads for years to come.