Unveils Updated Web site launched its redefined site Thursday “with a broader scope and the mission of fusing together savings and style in a new online jewelry world that answers the needs of today’s consumers.”

The new site contains a comprehensive new retailer directory in what it is calling the “Zagat” of the jewelry world, covering multi-channel national and regional fine jewelry stores in addition to its eight Founding Partners: Fred Meyer, Gordon’s, JCPenney, Kay Jewelers, Littman Jewelers, Macy’s, Sears, and Zales.

Access to promotions and savings is limited to members. Membership is free.

The Web site includes news, reviews, tips, advice, education, and information on jewels, diamonds, watches, and gems. Its inventory now encompasses all online jewelry and watch offerings from the eight participating retailers. Today around 35,000 items are aggregated on the site.

The site’s faceted search and text search facility enables consumers to find the jewelry they’re looking for according to their personal requirements, including: Price, Store, Style, Stone, Metal, Shape, Item, and Collection. Consumers can input the exact wording of the jewelry they’re searching for, and receive accurate and intuitive results. does not sell jewelry. Instead it serves as an “unbiased and trusted online source.” It directs the final sale to the retailer’s site.

“We’re here to educate, help and advise jewelry consumers, while promoting the jewels and gems of our partnering retailers,” the company said.

It provides exclusive discounts and savings, with members receiving not only the lowest price available for the jewelry they want, but, in some occasions, prices lower than those advertised on the retailer’s site.

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