The best e-commerce sites can set a mood that makes a shopper feel like she's been transported to a different place. That's the case with the e-retail site of Tiffany & Co. The site's product images, set against a stark white background, appear crystal clear and resemble the experience of looking at those shiny rocks through a case in one of the retailer's stores. Shoppers can easily see engravings and other details, and can quickly browse via such categories as designers and collections, gemstone type, materials and price range. For those consumers desiring a bit more pizazz, the site offers photos of celebrities glammed up and wearing Tiffany jewelry). The site also offers editorial content such as "Love Stories" that tell a brief romantic tale and further set the Tiffany mood.

• Date Launched:1999
• Unique Visitors:1200000
• Web-based Sales:Order the Hot 100 issue