NEW WEB CATALOGS

Footy Pajamas When Kim Kaputska could not find suitable footy pajamas for her 14-month-old daughter, a Website was born.

Although about 95% of the product it sells are, you guessed it, footy pajamas for babies and toddlers, the Website also sells cotton toys, hats, blankets — “anything to keep toddlers and infants warm,” Kaputska says.

After a rocky beginning — problems with a Web development firm located in India forced the Website to launch on Christmas Eve — Kaputska is pleased by the initial response, with search engines driving most of the traffic.

Looking ahead, Kaputska plans to market the Website to baby showers and gift registries. And in the fall, Footy Pajamas will be adding footy pajamas for older children and adults.

Web address: www.footypajamas.com Product category: children's sleepwear Launched: December 2004 Target customer: parents Phone: 650-685-6342 Competitors: Lands' End, Infashionkids.com

My-Diamond-Jewelry.com When Edison, NJ-based husband-and-wife team Jim and Sherry Curtin formed My-Diamond-Jewelry.com late last year, the couple didn't have the deep advertising pockets of certain other jewelry merchants, such as one-time dot-com darlings Blue Nile and Ashford.com. Instead, the “boot-strapped operation,” as chief operating officer Steve Curtin calls it, is using low-cost search engine marketing to drive traffic. For instance, in February the Website went live on Froogle, Google's shopping channel, which is free for marketers to join. And My-Diamond-Jewelry.com has opted for paid inclusion on search engines such as Yahoo! rather than paid placement. According to Curtin, paid inclusion costs $0.05 -$1.00 per click, whereas paid placement can cost as much as 20 times more.

The strategy is apparently working; Curtin says sales have met expectations.

Prices range from $27.95 for a silver-plated jewelry box to $10,000 for a ruby-and-diamond tennis bracelet. Each piece of jewelry comes with a quality guarantee and a fully certified appraisal.

Web address: www.my-diamond-jewelry.com Product category: jewelry Launched: December 2004 Target customer: men and women 35 and over Phone: 732-672-6287 Competitors: Blue Nile, Diamonds.com

Julianna Rae Frustrated after she couldn't find intimates that fit “real women,” Juli Lee in October launched plus-size lingerie Website Julianna Rae.

Lee designs most of the items that the Burlington, MA-based company sells. Prices range from $28 for panties to $260 for a silk bathrobe.

To generate traffic, the company has done affiliate marketing and bought keywords on Yahoo! and Google. The Website plans to cross-promote with other brands, such as 1-800-Flowers.com, to offer gifts to customers who register as a way to get e-mail addresses.

But president Bill Keefe says offline promotion is just as important as online. The company had been featured in newspapers such as the Boston Herald and on local TV. Sales are meeting expectations, he says, with the average order size 50% above plan. The company plans to launch a 16-page digest-size print catalog, perhaps as early as this summer.

Web address: www.juliannarae.com Product category: plus-size lingerie Launched: October 2004 Target customer: upscale plus-size women ages 30-55 Phone: 781-743-2702 Competitors: Victoria's Secret, Soma