Site Review | Professional Jeweler

August 29, 2001

Shopping and content come together at to create a one-stop fashion site for women. Whether looking for something to wear out on the town or wondering what the latest runway styles are, women will find what they want at The site is packed with so much content – in the form of articles, photos, video and discussion forums – it would take hours to look at it all. The site isn't lacking in shopping options either. It has merchandise from its original 22 designers and recently added 20 new designers to its fall lineup. Vogue and W magazines provide content, Neiman Marcus handles order fulfillment and the site is owned by Advance Publications.

Jewelry shoppers will be delighted to discover if they haven't already. In the site's accessories category, they will find a selection of the hottest jewelry items by well-know designers including M + J Savitt and Wendy Brigode. Shoppers can browse the four pages of jewelry or sort the items by designer. A new window pops up when shoppers choose to view more details about an item. It has multiple large images of each item along with a product description and price. The product descriptions could be more detailed and the selection is currently small, but the section is set up well and has room for growth.

The rest of the shopping site is just as good or better. Shoppers can choose to shop by designer or by category, or they can browse the "Hit List" of most popular and hottest items. Readers of Vogue and W can buy the clothing they see in the magazines easily on as well.

Unlike most shopping sites, can keep its shoppers coming back all the time, as often as every day. Visitors interested in fashion and the latest styles will love the photos, videos, reviews and backstage information for the hottest fashion shows and the pages and pages of information on the latest trends. Users can submit their fashion questions to the style advisor and join in any of the many discussion forums, which are heavily used. There's even celebrity and fashion news and gossip.

The site is well designed and has a stylish look. It's overflowing with content and fun to browse. In comparison to luxury shopping sites, stands out. It focuses more on content than most other shopping sites, which is a major expense, but if it keeps shoppers coming back and buying, it will pay off in the end.

- by Julia M. Duncan