Web site sells $412,000 ring. Who will be first to $1 million?

Bragging rights in the online diamond arena keep getting more expensive. The latest: JamesAllen.com sold a $412,000, 10.5-carat diamond ring online.

The transaction was not, however, a traditional click-and-buy. The customer bought the ring after being in contact “numerous times,” in the words of a JamesAllen.com press release, with sales manager Josh Cales.

Most of the JamesAllen.com merchandise is in the several-thousand-dollar range.

In March, Union Diamond Corp. reported the online sale of a $250,000 ensemble of diamond jewelry.