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ONLINE DIAMOND AUCTIONS GET WEB SITE UPGRADES A “Real Price Guide” and easier access for bidding have been added to the only Internet Web site that auctions certified diamonds (www.teletrade.com). Teletrade Inc., which also handles coins and sports memorabilia, has auctioned high-quality diamonds on the Internet and by phone for a year. Though anyone can access the site, most bidders are jewelers, gem dealers, and coin dealers. Winning bids average $5,000 to $7,000 Teletrade holds two one-day online auctions every week and offers more than 100 diamonds per auction. Each stone comes with a laboratory report, plus a scanned Gemprint image and registration. Bidding can be done via the Internet site or Teletrade’s toll-free “bidding lines” with a touch-tone phone. Use of the site is free (via a personal bidder ID). Bidders pay a fee only if a diamond is bought or sold. The firm

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