I was a heavy internet buyer do not trust a review on the seller website! I know the website admin can delete, change or even fake reviews, I trust reviews in a 3rd party website like Etsy where only the real buyer can leave a review, and the seller can’t change or erase the review! That is the reason we decided to show only reviews we got from our Etsy stores Rene-Etsy store and Tom Etsy Store  and stopped collecting review in All Sapphires

See the “The Guardian” article  “Fake Reviews http://www.theguardian.com/money/2013/jan/26/fake-reviews-plague-consumer-websites