The choices normally is depends on branch/location, different location have different customer base & needs, so is quite subjective. But if you look for something special or trendy, then probably you can have a look on the chain store like Poh Kong, Wah Chan, their gold price is follow market...otherwise you can look for local gold shop and their price is normally lower and can bargain for discount.

The unique/special design will cost much higher workmanship cost while a simple 1 will have lower cost.

is depends on your preferences, i have both 916 & 999 as well..916 price is slightly cheaper, last week i check Poh Kong 1g 916 is Rm 220 while 999 is Rm 230..
Last time the gold shop people tell me 999 can get much higher trade in value compare 916 because of the purity. Example 1G of 916, when you trade in back to gold shop they will use current price minus 20% while 999 maybe only current price minus 10%.

But nowadays people also worry to wear too many gold when go out, quite frequent heard snatching or rob case happen..