not to doubt on a new services that enter the bitcoin place, but most are usually fraud if its not known by now.
just stick with coinbase or something else like localbitcoins.com
Bittylicious is coming up to its second birthday (May 2013) so we're hardly a new service. It's definitely worth doing your research, agreed, but we're not a new kid on the block any more.
Simple answer to your problems is to look at reviews. Check out
https://uk.trustpilot.com/review/www.bittylicious.com for instance.