Jewelry cataloger/retailer Ross-Simons has launched a Website that it hopes will be a direct challenge to online diamond sellers Blue Nile and Diamonds.com.
The Ross-Simons Diamonds microsite (www.ross-simons.com/diamonds) is designed to help educate shoppers in the diamond-buying process. An educational tool provides information about diamonds, with descriptions illustrating the criteria for selecting stones. Shoppers can also design a ring by selecting one of the thousands of settings and stones offered on the site. In addition to engagement rings, the site offers diamond earrings, bracelets, rings, pendants or necklaces
Cranston, RI-based Ross-Simons is promoting the site on its core Website, within its 15 stores, by direct mail, within its catalogs, and via online ads. The company is sending direct mail and promotional e-mails to both customers and rented names.
The company does not plan to create an accompanying print catalog, says vice president of marketing Larry Davis.