For an online retailer, I've had supurb service from "Scuba Toys", good pricing, manf.warranty intact, fast shipping, real "divers" to take your order/ answer questions ect.

I have no affilation, YMMV.

As to specific brands/types, it really does depend on the type of diving that you are going to do.

Also for some gear, fit is very important, just not the kind of thing that one should select on line....At least for your "first" mask, wet suit. Other stuff is "One size fits all", and you can save quite a bit on line.

Good luck,& happy diving