Amazon.com, Inc. on Tuesday reports that diamond sales on its Jewelry & Watches store increased more than 100 percent in fourth quarter 2007, compared with fourth quarter 2006.

Everything from pendants to stud earrings to create-your-own engagement rings were “extremely popular” with Amazon customers this past holiday season, the Seattle-based Internet retailer said.

The 14k white gold Journey curve pendant, platinum diamond stud earrings, and the 2-ct. round cut stone were among the top sellers. Diamond-encrusted watches and various black diamond jewelry also did very well—Amazon said it added more than 150 new black diamond styles in the fourth quarter alone. One of the leading top sellers was the black and white diamond Infinity pendant. Top-selling diamond watches in the fourth quarter included the Cartier Tank Divan 18k yellow gold diamond mini ladies watch, the Chopard Happy Sport ladies watch and the Movado Kara watch.

In addition to the increase in retail diamond sales, gemstones did extremely well during the fourth quarter, Amazon said. Top-selling gemstone styles included 14k white gold coated Swiss blue topaz teardrop earrings, 14k white gold round blue topaz and diamond pendant and 14k yellow gold channel set round coated blue topaz hoop earrings.

JCK