Site Review | Professional Jeweler

December 6, 2000

Over 963,000 people visited in October, with an average of 48,000 visitors and hundreds of transactions each day. It's easy to see why was the most popular jewelry site in October. The e-store has a large inventory and reasonable prices. It's simple for shoppers to find what they are looking for and more.

The site is nicely set up for customers who like to browse and for those who know what they want. On the main page, the navigation on the left gives customers a variety of ways to shop. They can browse the sections for everyday jewelry, gifts, engagement rings or watches – though the watch section links to, which partners with If customers are shopping for an anniversary, birthday, bridal party, congratulations, graduation or father's day gift, they can select the occasion from the drop-down menu to get a variety of gifts ideas for each.

If shoppers have a more specific gift or purchase in mind, they can choose to search by keyword or shop by type. To shop by type, customers can choose what type or types of jewelry they are looking for, what gems and what price range. It's a helpful and simple way to sort through all of's merchandise and can be more efficient than keyword searching. Results are returned in a simple format with no more than 16 items per page shown with small images. Individual product pages provide customers with multiple views, including close-ups, of most merchandise.

Also from the navigation on the left, users can choose to learn how to buy diamonds, pearls and gold. Each section has extensive information, history and stories about each. The navigation on the right side of the main page gives users easy access to their shopping carts, wish lists, checkout, account information, order histories and reward points. Online chat with customer service is available Monday through Thursday from 10 a.m. to 10 p.m. Eastern time and Friday from 10 a.m. to 5 p.m. There's also a toll-free number and a variety of policies posted online.

- by Julia M. Duncan