Ross-Simons' new site could be a gem

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

The jewelry multichannel merchant's new site at www.ross-simons.com/diamonds 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.