Luxury retailer Tiffany & Co. on launched a Canadian e-commerce site Wednesday, joining a small but growing band of fine jewellers that have finally stepped into the on-line shopping arena, a Toronto newspaper reports.

“It is the next frontier,” Andrea Hopson, vice-president of Tiffany & Co. Canada, told the Globe and Mail, noting that it took time for consumers to feel comfortable purchasing upscale jewellery over the Internet.

But as shoppers gained confidence buying books and CDs on the Internet, “it absolutely makes sense” for them to migrate to ordering silver bracelets or diamond-studded earrings too, she reportedly added.

JCK