Site Review | Professional Jeweler

September 12, 2001

Elegance is abundant at American Jewelry Corp.'s online store The site offers a wide selection of rings, earrings, charms, necklaces and watches as well as helpful information about purchasing jewelry and jewelry care.

The most prominent feature on the home page is the product search. Shoppers can do a narrow or broad search and select the product line, product type and price range. Browsing the site is simple too. Each product category has sub-categories, making it easier for people to find what they want quickly. The product pages, however, lack important information. They only include basic details about the items and a medium-size images. Shoppers would be more encouraged to buy from if there were more images and detailed descriptions of the products.

Shoppers looking for gifts or having trouble finding the right style of jewelry for themselves can use's gift search or personal shopper. The gift search allows shoppers to select the product type, price range and occasion. The personal shopper lets customers select gender, eye color, hair color, fashion type and profession to find the jewelry styles that suit them best. While these features are good ideas, the results aren't too spectacular. Many personal shopper searches bring back no results, and gift searches sometimes return odd gift ideas – for example, the results from a search for an "I love you" gift included pendants of bulls' heads and cows. does offer many features to make jewelry shopping easier. There's a buyers guide with information on diamonds, pearls, gold and platinum – though there are no helpful images or charts – and a few jewelry articles. The "Ask our experts" section gives shoppers a chance to look through some frequently asked questions and submit their own. Answers are posted within 24 hours.

The site is designed well. It has an appealing look and isn't cluttered despite the large quantity of items. American Jewelry Corp. just added its line of watches to the site and also launched a smaller online store at Yahoo! Shopping.

- by Julia M. Duncan