, The Knot Team Up

October 4, 1999, The Knot Team Up

An up-and-coming Internet jewelry retailer announced a new partnership with an emerging on-line shopping site this week, demonstrating once again that Web retailers are seeking strategic alliances to succeed., the new retail site selling diamonds and fine jewelry, formed an exclusive partnership with The Knot, a bridal site. will sell wedding bands and gemstone jewelry on The Knot, which also offers search engines for wedding gowns, a bridal registration service and articles about planning weddings. The partnership fulfills The Knot's plans, which it announced when it launched several months ago, to eventually be a one-stop shopping site for all bridal needs, including engagement and wedding jewelry. (Read The Knot's Site of the Week review from January 1999.)

Other on-line jewelers, including, Internet Diamonds and, are partnering with shopping destinations to gain exposure and grab market share. Many e-commerce ventures share content and marketing efforts to double their exposure on-line. (See related story.)

- by Stacey King