Site Review | Professional Jeweler

May 16, 2001

Simple and subdued is the best way to describe The site quietly invites customers in for a slow, relaxed shopping experience, and the pastel colors and lack of flashy graphics add to the calmness of the site. Elegance is abundant as well. Shoppers are greeted by an image of diamond petal earrings slowly fading in on top of soft Tiffany-blue flower petals. Visitors can even take a short guided tour of luxury, Tiffany-style, by viewing the "Diamonds are the color of dreams" video.

It's not a shopping site for people in a hurry and may run slowly on 56k or slower modems. There's an HTML version of the site for those with slower Internet connections and a Flash version with more interactive features available for those with faster connections. Customers can choose to browse Tiffany's products by selecting a type of jewelry, a specific collection, a type of gift or tabletop merchandise. Five products are shown per page with a small image and short description for each. To see the price, shoppers have to dig a little deeper and click on a specific product. The individual product pages show a larger image with the option to enlarge the view or get a more detailed view, include a more detailed description of the product and give shoppers the option to purchase the item or add it to their wish lists. The shopping section of the Flash version of the site works a little differently, and you need the latest Flash browser plug-in to use it. It's possible to search for products on as well. Shoppers can select the type of jewelry, metal, price, gemstone and specify the collection.

Visitors looking for information about buying diamonds or pearls don't have to look far.'s Jewelry Expertise section provides a detailed look at diamonds and pearls as well as precious metals and jewelry care. Shoppers can also find out the latest information about new designs and designers in the Tiffany Style section. Other parts of the site include frequently asked questions, Web site policies, store locations, bridal registry, customer service, Tiffany for business, company information and catalogs.

- by Julia M. Duncan