I've been using this straightener for about 3 months (almost every day) and so far it has been working like a dream. I previously owned a Rusk straightener, that I loved, and although this one doesn't get as hot as the previous one, (which is probably a good thing!) it does get the job done. I have a lot of hair,but it is thin and wavy. With the 1" straightener, I have to separate my hair into sections in order to get everything straight, which you would expect to do with such a skinny straightener. Overall, I would recommend this straightener to any of my friends if they were looking for a 1" ceramic straightener. Effectiveness It takes about 5 minutes to get up to full heat, which really isn't bad. My hair is about shoulder length and it takes me about 7-10 minutes to get my hair as straight as I like it to be. Durability So far, I've dropped it from about 3 feet up (once) on to a wood floor and it didn't break. So it seems pretty durable. I find that Rusk products, in general, are pretty resilient to things like being dropped.