February 12, 2008, 12:00 AM

Diamond sales sparkle at Amazon.com in Q42007

Sales of diamonds at the e-retailing behemoth increased more than 100% in fourth quarter 2007 compared with Q42006. Every quarter more customers are shopping the Jewelry & Watches store, the company says.

Diamond sales are sparkling at Amazon.com Inc. Sales increased more than 100% in fourth quarter 2007 compared with fourth quarter 2006. Everything from pendants to stud earrings to create-your-own engagement rings were extremely popular with customers during the holiday season, the company says.

Every quarter an increasing number of customers are shopping the Amazon.com Jewelry & Watches store, especially for important gift-giving occasions such as Valentine’s Day and Mother’s Day, it adds.

The white gold journey curve pendant, platinum diamond stud earrings and 2-carat round cut stone were among the top sellers, the e-retailer reports; diamond-encrusted watches and various black diamond jewelry also did well. Amazon.com, No. 1 in the Internet Retailer Top 500 Guide, added more than 150 new black diamond styles in the fourth quarter.

In addition to the increase in retail diamond sales, sales of gemstones during the fourth quarter did “extremely well,” the e-retailer says. Top-selling gemstone styles included the white gold coated Swiss blue topaz teardrop earrings, white gold round blue topaz and diamond pendant, and yellow gold channel set round coated blue topaz hoop earrings.

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