Site Review | Professional Jeweler

February 22, 1999
Gem of the Day

The Internet is habit-forming – checking in at favorite daily news, site-of-the-day or joke-of-the-day Web sites has become part of morning routines for many on-line users. One jewelry company built its business around this opportunity for repeat traffic with Gem of the Day™, a site that everyday features a different jewelry or watch item from around the world.

An excellent-quality photograph of the featured item, plus a description, list of features and price, appears on the company's home page each day. Offerings include diamond, precious metal and colored gemstone jewelry, designer jewelry, cameos and watches, archived in an on-line catalog. The company offers customers a 30-day "no hassle" return guarantee on all merchandise, free shipping and handling, free gift-wrapping and ring-sizing, and no sales tax. Customers can shop on-line using a secure order form or call a toll-free number.

Gem of the Day is an Internet-only retailer based in Sylacauga, AL, that's been on-line since 1995. Owned by fourth-generation jeweler Evan Keller, the company also has showroom stores in Sylacauga and Kosciusko, MS. A description of the company says the company's employees "travel the world, literally, with our complete on-line studio: computers, scanners, digital cameras, modems and more," and encourages users to make Gem of the Day a "daily stop in your Web surfing" to learn about jewelry and gems.

- by Stacey King