Site Review | Professional Jeweler

March 21, 2001

There's just something about that screams "luxury." Maybe it's the simple yet sophisticated look of the site or the special features, including fashion articles, an Oscar night style guide, live online fashion help and a gift finder. Most likely, it's the 11 designer sections, each with a unique look and feel and spiced with animations and flashy graphics, that makes a top-of-the-line luxury shopping site.

Targeted to an affluent clientele, offers jewelry, watches and a variety of accessories from 11 well-known designers – Bulgari, Dolce & Gabbana, Etro, Gianfranco Ferre, Loro Piana, Missoni, Moschino, Paul Smith, Valentino, Versace and Vivienne Westwood. Users can shop the site by designer or by product category – handbags, ties, scarves, belts, sunglasses, jewelry & watches, small leather goods, travel, business and umbrellas. When shopping for women's jewelry, customers can choose from fashion jewelry, fine jewelry and watches. Each section allows customers to browse the products with six small product images on each page. When shoppers click on an item, a larger image with a short description and price appears to the right of the six small images. It doesn't take long for the images to load, and shoppers can click on the larger image for even more details and close up views of the product. If shoppers have questions about the product or how it will fit into their wardrobes, live online help is only a click away.

For anyone looking for a gift,'s gift finder lets shoppers select who the gift is for, what type of personality the recipient has, the designer and the price range. Also in the gifts section, customers can browse the "must-haves" as well as selected gifts under $100, under $250 and over $250. A more detailed search of the site is possible also, and users can select who the item is for, the category, the designer, the color, the material and the price range. The search is good for anyone looking for accessories, but it does nothing to narrow down the products in the jewelry and watch section. offers a variety of features as well. One section of the site is devoted to exclusives, products made just for the site. There's a "Just In" section, which shows the newest additions to the site, and the "Style Sections" provides articles on the latest fashion trends. Anyone looking for help on the site will be pleased with the large help section. It includes a company information page, a page for new site users, information about shipping and returns, size charts, registration information, a frequently asked questions section, a contact page and privacy & security statements.

- by Julia M. Duncan