June 7, 2010, 4:26 PM

New JTV web site lets shoppers design diamond baubles

DiamondDesignGallery.com is Jewelry Television’s new web site for jewelry design.

Internet Retailer
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Shoppers can build their own jewelry at DiamondDesignGallery.com

Diamond jewelry shoppers can choose a diamond and its setting on a new web site developed by Jewelry Television. Carat weight, clarity, cut and price are among the options for designing rings, earrings, and bracelets.

 DiamondDesignGallery.com lays out a three-step process for choosing a diamond, selecting a setting and then viewing the resulting design. Interactive tools let shoppers select carat weight, clarity, color, cut, shape, metal type, and price range.

“We launched DiamondDesignGallery.com because more and more consumers are purchasing diamond jewelry online for a larger selection and better pricing,” says Craig Shields, vice president of e-commerce for JTV.com, No. 153 in the Internet Retailer Top 500 Guide, and DiamondDesignGallery.com. “The site offers more than 60,000 certified diamonds that have been independently certified by accredited institutions, and hundreds of styles to choose from. There isn’t a retail store in the country that can touch our vast selection,” Shields says.

The new site enables shoppers to design all manner of diamond jewelry, including engagement and wedding rings, earrings, pendants, and bracelets. It also offers educational tools to guide consumers through the diamond jewelry selection process no matter what the budget, the company says.

“We wanted to create a space where consumers could educate themselves about purchasing diamond jewelry,” Shields says. “Buying diamond jewelry can be intimidating, but consumers empowered with knowledge are able to make an informed decision.”

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