A Cure for Internet Anxiety

Web sites that sell discount-priced diamonds and diamond jewelry to consumers may be the biggest business threat retail jewelers have ever faced. Jewelry sales at sites like Blue Nile, eBay, and Diamond.com are booming, and Pricescope—arguably the most angst-inducing site of all—allows diamond suppliers and jewelry manufacturers to sell directly to consumers with very little markup. But one diamond and diamond-jewelry supplier says it's on the side of the retailer. The company, Philadelphia-based G.N. Diamond, has a Web site that's designed to attract consumers to jewelry stores. The site, www.diamonddestiny.com, launched in January. Direct to retailer. The Diamond Destiny site serves as an Internet shopping guide and educational tool for consumers who are interested in buying diamond jewelry. Like many Web sites, it offers loose diamonds and diamond jewelry as well as educationa

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