Bladematrix is the online storefront of a brick and mortar knife store in Newport, KY called Cecil Clark Knife Company. I have never bought from the website but I have bought from them in person. Prices were GREAT and the owner couldn't have been more helpful.
The last time I was in the store he was on the phone with an internet customer for about 10 minutes and was patiently helping him make some purchasing decisions. It probably cost him more in time that he made on the sale, but he seemed happy to do it.