Site Review | Professional Jeweler

March 14, 2001

E-commerce analysts say that for an e-store to do well in online sales, it must have a niche. doesn't have a problem finding its niche; the site is devoted to silver jewelry and gifts. For women and men, though there are only a few products in the men's section, Silverocity offers bracelets, earrings, necklaces, rings and a variety of gifts such as flasks and jewelry boxes.

When shoppers visit the site each month, they are greeted with the latest featured products. This month, it's "March Must Haves," and Silverocity suggests shoppers warm up their pre-spring wardrobes with beautiful cognac-colored amber jewelry. If amber isn't what shoppers want, they can browse or search the site's products. When browsing, products appear six per page, each with a small image, short description and price. Clicking on a product brings customers to a page with a larger image, a link to an even larger image, a more detailed description, the price and the option to buy the item. When searching the site, users can enter keywords as well as the price range for the items they are looking for.

Overall, is easy to navigate, and its images and pages load quicklym – surprising considering the size and quality of the images. The site's customer care section gives shoppers the information they need about returns, shipping, privacy, payment and products. Customers can even fill out a quick form to send the site to a friend. Contact information for the company, however, is buried in the site or not listed at all – a big "no-no" for online stores.

- by Julia M. Duncan