DiamondDestiny.com connects consumers with jewelers

Anthony DeMarco, JCK Senior Editor -- JCK Online, 1/28/2005 2:00:00 AM

Finally, jewelry retailers may have an online tool to help them win the fight against diamond discounters on the Internet.

The tool is a Web site called DiamondDestiny.com. Like a lot of Web site it offers loose diamonds and diamond jewelry. However, unlike similar Web sites, instead of selling directly to consumers, it directs users to retailers in their area. Also, retailers are not charged a fee for being listed on the site.

The site is owned and operated by G.N. Diamonds, a Philadelphia-based diamond cutter, manufacturer, and wholesaler. Asaf Herskovitz, G.N. Diamonds president, says it's a way for retailers to gain the advantage of an Internet presence without incurring the costs and manpower it takes to own and operate such a site. And it is a way to educate consumers on the advantages of shopping at a traditional jewelry retailer.

"We view the Web site as a bridge that connects the consumer to the local retailer," Herskovitz says. "A consumer can log in, view jewelry and stones, and then get a list of jewelers in the area."

The site (www.diamonddestiny.com) has been up and running for about a week. On it, consumers can research the type of diamonds and diamond jewelry they may want and then find a local retailer to purchase the items. In addition to product, the site contains consumer education materials on diamonds and even provides a top-ten list on why consumers should purchase their jewelry at a local retailer.

Herskovitz says it's all about the retailer. In fact, he stresses that the name G.N. Diamond does not appear on the site.

Currently, Herskovitz says he working on getting more retailers to be included on the site, forming relationships with major Internet search engines such as Goggle, and forming partnerships with companies that sell related product on the Internet—such as 1800flowers.com.