Many riders on these boards are fond of some of the small builders like Soul, Williams, November and Boyd. Typically you will get a 20/24 spoke set of wheels made from Taiwanese rims and hubs and DT or Sapim spokes and nipples. Prices will range from $400-600 for aluminum clinchers depending on rim depth and spoke type.

They are usually lighter than factory built wheels like the Mavics and are built with standard parts in case you need a new spoke. The biggest disadvantage is that you will need to send them back to should you need warranty work. Well that and they don't look as blingy as the Mavics.

Or they go to Psimet for full custom handbuilts.