DeBeers opens online store

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Being a girl's best friend just got easier, now that DeBeers diamonds are available online. International jewelry retailer De Beers joined the likes of Crabtree & Evelyn, Panasonic, The Body Shop and Xerox by using e-commerce services firm Venda to power its debut transactional site.

The US transactional site, http://www.debeers.com/ went live July 4 and represents De Beers' first move from branded Web site to online commerce. The new site offers a wide range of the company's product line, all of which are conflict-free and child labor-free, including gifts for brides and the Tallisman Collection.

"The US site is our first transactional site," said Neal Sussman, marketing director at De Beers, London. "Whilst we have previously had an online presence, we fully anticipate that the De Beers site will enable us to achieve our two main aims: generate revenue online and increase footfall in our retail locations."

DeBeers' transactional site includes Venda ImageWare, a Web-based viewer for high resolution images. Visitors can magnify images, view diamonds from different angles or in various setings.

The site also includes dynamic navigation that lets users search by product, price, gold color and carat.

DeBeers' general site is designed for the United Kingdom and Japan as well, letting customers peruse products and find store locations in their area. E-commerce stores serving the United Kingdom and Japan will follow the US online store soon.

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