Amazon.com launches a ring creator on its jewelry Web portal

Amazon.com, Inc. has started giving its customers the opportunity to design their own diamond rings as it tries to cash in on the increasing number of grooms-to-be who shop online.

The Seattle-based Internet retailer made the announcement on Tuesday a day after the “Create Your own Ring” page was launched.

“Selecting a diamond engagement ring is a watershed event in customers’ lives, and Amazon’s ‘Create Your Own Ring’ enhances that experience by allowing customers to take a more active role in the creation of a special piece,” Russ Grandinetti, vice president, Amazon.com Jewelry, said in a statement. “(It) allows customers to experiment with placing diamonds of varying shapes and sizes into assorted settings and precious metals.” Customers can select from a large inventory of more than 17,000 loose diamonds of various shapes and sizes, and can virtually set their stone of choice into one of more than 200 setting styles in platinum, 14k or 18k white or yellow gold, and white and yellow gold combinations.