Site Review | Professional Jeweler

March 7, 2001

When shopping for diamonds online, customers worry about security and privacy, but mostly they worry about the quality of the expensive merchandise they can't touch before buying. Diamond e-tailers use a variety of methods, including offering simple returns and money back guarantees, to calm worried customers and turn them into buyers. Few sites, however, offer what does: a 110% money back guarantee that jewelry bought from the site will appraise for at least double the selling price. The site even offers free FedEx 2-day shipping and registered mail returns for all purchases.

Shopping at is simple. Customers can check out the monthly specials, bid at the site's online diamond auctions or choose to browse the diamond jewelry collection. Merchandise is divided by category – diamond bracelets, earrings, pendants and rings – and items are shown six per page with a small image, short description, price and appraised value for each. Shoppers can click on an item for a page containing a more detailed description, a larger product image, an image of a woman wearing the item and a link to a picture of the appraisal certificate.

Even new Internet shoppers will be pleased with The site offers a diamond education section that explains the 4Cs as well as a printable ring sizing chart, a chart explaining carat weights and a page of frequently asked questions. The site also provides detailed information about shipping and returns. If shoppers have questions, they can contact customer service by e-mail, telephone or by submitting an online form.

- by Julia M. Duncan