Jewelry.com, has relaunched its Web site in an attempt to broaden its user base and attract more visitors. The company said it has made its site more user-friendly and easier to navigate; and it incorporates more choices, more jewelry styles, and more information.

Added value elements that have contributed to the Jewelry.com redesign include sweepstakes, giveaways, unbiased jewelry research findings, and timely advice. The company said the Web site receives 30 million unique visitors annually.

Jewelry.com is owned by New York-based jewelry manufacturer Andin Intl. Inc. Not long after Andin purchased the jewelry.com name in 2000 during liquidation proceedings, the company joined forces with diamond manufacturer and sightholder Leo Schachter and gold jewelry manufacturer Aurafin/OroAmerica to market their jewelry on the Web—not directly to consumers, but by partnering with four national retailers: J.C. Penney, Sears, Macy’s, and Zales.

JCK