Ross-Simons' new site could be a gem

Ross-Simons wants to challenge online diamond retailers Blue Nile and with its new all-certified diamond Web site.

The jewelry multichannel merchant's new site at offers thousands of diamonds at what it claims are the best prices in the country and with the widest variety of settings and styles.

Unlike online-only competitors, Ross-Simons, Providence, RI, has 15 stores site where consumers can touch and view their purchases.

Shoppers can use an educational tool on the site to find out how to select diamonds. There's also a section where they can design a ring. In addition to engagement rings, the site offers diamond earrings, bracelets, rings, pendants and necklaces.

The site offers free overnight shipping, deferred payment options and a trade-in/trade-up policy.

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