De Beers Diamond Jewelers, the joint venture between De Beers SA and LVMH Moët Hennessy Louis Vuitton, has launched an e-commerce option on its Web site at debeers.com.

E-commerce will be exclusive to the U.S. market and will offer diamond jewelry ranging from a $500 gold pendant detailed with diamonds to a $30,000 engagement ring with a 1.5-carat center stone flanked by two side stones. Prices will climb higher than $30,000 in the future, Women’s Wear Daily reports.

Chief executive Guy Leymarie told WWD that the firm started its e-commerce effort with the U.S. it is world’s largest market for diamonds.

De Beers’ designer collections, Talisman and Radiance, is being sold on the site, in addition to classic styles like tennis bracelets and studs.

All diamonds on the site include De Beers Passport, guaranteeing the provenance of the diamond, WWD reports.

JCK