Site Review | Professional Jeweler

June 13, 2001

Gemstone buyers will feel right at home at, the e-commerce site for AJS Gems Ltd. AJS says buyers and collectors will find a wide variety of rubies, sapphires and other gemstones that can be purchased easily, safely and swiftly at All gemstones listed on the site are cut to American standards, individually photographed and have a 100% money-back guarantee. Plus, all stones are 10% off during the grand opening of the Web site.

To shop for gemstones, buyers have the option of browsing the fixed-price inventory or bidding on gemstones at AJS's eBay auctions. To browse the non-auction inventory, shoppers can click on the "gem stock" link from anywhere on the site or scroll down to the "our gemstones" section on the main page. Here buyers will find a list of types of rubies, sapphires, garnets, tourmalines and other gemstones with links to the types AJS has in stock. When buyers click on the link for any gemstone type – such as blue sapphires – a new page loads with close-up images of six stones and basic details for each. Shoppers can click on a stone to see a larger image and more details or can browse the rest of the inventory in that category.

To order a gemstone, shoppers need to fill out an online form. It's a bit tedious because customers have to copy the product information from the gemstone pages onto the order form and payment must be made through PayPal, if paying by credit card, or by mail if sending a check or money order.

Shoppers interested in AJS's eBay auctions can view them by clicking on the "auctions" link on There are auctions for a variety of gemstones with starting bids from $6.99 to more than $16,000. Using eBay for its auctions is smart for AJS, as it's another way to attract shoppers to is user-friendly and functions well. For shoppers new to the gemstone market, AJS provides tutorials on rubies, sapphires and gemstones in general. Customer service information is plentiful as well. There's information on shipping, insurance and customer privacy as well as a frequently asked questions section and plenty of company information.

- by Julia M. Duncan