Forget dot-com and dot-org. Now you can set up shop with the domains .diamonds and .jewelry.
“We want to bring specificity to the domain name,” says Daniel Schindler, cofounder of Donuts Inc., the Bellevue, Wash.–based company that has registered diamonds, jewelry, and 300 other generic top-level domains (gTLDs). “These domains actually mean something. A lot of people don’t know what dot-com means.”
He says the new addresses give diamonds and jewelry companies “a natural habitat.”
“As time goes by you will see the search engines look in those zones,” he says, noting that Google also applied for 200 other domain registrations.
Some of the most-sought-after registrations, he says, were for pink.diamonds and yellow.diamonds.
“People paid a considerable amount of money for some of those,” he says. “We expect to see them out in the wild soon.”
Among the early registrars was Canada’s Sirius Star Diamonds, which is now the owner of siriusstar.diamonds.
Grabbing the registration was a no-brainer, says Evert Botha, chief operating officer of the brand’s parent company Embee Diamonds, who thinks it will prevent future cyber squatters.
Other Donuts Inc. domains: .bike, .clothing, .photography, .singles, and .camera.