The Natural Color Diamond Association launched its new Web site Wednesday.

Sam Merksamer, NCDIA executive director said he expects the site, www.NCDIA.com., to be the “number one consumer resource on natural color diamonds.”

Merksamer said the development of new Web site reflects growing interest in and demand for natural color diamonds and research that suggests consumers search for information before they buy jewelry, usually on the internet, and then seek out reputable retailers to make a confident purchase.

The “Buyer’s Guide,” “Retail Locator,” and “Design Gallery” on NCDIA.com are designed to build consumer confidence in the category by providing consumers easy access to information about natural color diamonds, allow them to “window shop” for natural color diamond jewelry, and learn how and where to go to purchase and natural color diamonds, he said. Frequently asked questions about natural color diamonds are answered in the Buyer’s Guide, including rarity, origin of color, value, affordability and authenticity.

Citing research showing that most people have a color in mind before they start, each section is linked together by color category.

Internet and traditional marketing strategies will be employed to ensure visibility of the site, including organic search engine optimization through rich content, RSS news feeds and linking as well as pay-per-click, banner, and traditional print advertising to reach the consumer as well as the trade, Merksamer said.

JCK