Redesigns Site

March 30, 2005 Redesigns Site, the consumer jewelry website with a reported 30 million unique visitors annually, is relaunching its site during March. The company says it has made the site more user-friendly and easier to navigate to broaden its user base and attract more visitors. The new site also incorporates more choices, more jewelry styles and more information. Other elements in the redesign include sweepstakes, giveaways, jewelry research findings and advice. is an online mall of jewelry merchandise. The site doesn't sell jewelry there, instead it links buyers to a group of retail partners to make purchases from them either online or in stores. The retail partners are Macy's, J.C. Penney, Sears, Helzberg, Zales and May Co. Department Stores. regularly surveys its registered users to obtain purchasing behaviors and preferences. has also been involved in other initiatives. They include:

• on TV. The site collaborated with In Style editors and authors Penny Proddow and Marion Fasel to give "Ten Tips to the Clueless Male for Valentine's Day" gifts ideas. Proddow, Fasel and President Laurie Hudson appeared in a video news release (which also ran on the site) for Valentine's Day, which reached an audience of five million viewers in the top 12 US markets. "Moving forward, envisions more strategic partnerships to promote greater awareness about jewelry," says Hudson.

• Hollywood Access. During the Hollywood awards season, donated a trio of 20+-ct. colored gemstone rings from its Cheviot Created Sapphire Collection to the 75 presenters of the Screen Actors Guild Awards.

• Charity Work. In February, the site ran a campaign with Jewelers for Children, a non-profit organization that benefits four children's charities, including Make-A-Wish Foundation, Elizabeth Glazer Pediatric AIDS Foundation, National CASA (Court Appointed Special Advocates) and St. Jude Children's Research Hospital. Its Clicks-For-Charity campaign was selected as Site of the Day on USA Today's online news site, generating more exposure for JFC and raising more funds. An additional viral marketing campaign generated thousands of e-mails spreading the news about the charity effort.

• May is Gold Month. teamed with the World Gold Council and its online partner Aurafin-OroAmerica, to proclaim that May is Gold Month. will promote gold jewelry as the perfect choice for spring gift giving occasions such as Mother's Day, graduations and weddings. The campaign will appear in consumer magazines Lucky, In Style, Self, Real Simple, Glamour and Marie-Claire during May and June. Participating retailers include Finlay, J.C. Penney, Macy's West, Sterling and Zales. There will be a Gold Month Sweepstakes giveaway with daily prizes.

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