In a record purchase of diamond jewellery via the internet, JamesAllen.com sold a $412,000 diamond ring, recently. The ring contained a 10.50 carat square emerald cut diamond amidst a single Emerald-cut diamond on either side set in a handmade platinum ring.

This purchase is indicative of the confidence that can be built with a customer, for online trading, if the brand and concept hold a strong standing with the client.

Logging onto the JamesAllen.com website, one can browse through its 10,000 diamonds’ photographs displayed on the website. The 3D and picture zoom features on the web allow one to view diamonds at a magnification of up to forty times the actual size. This displays the clarity and cut aspects of the diamond, a feature which only JamesAllen provides. Also, the client can select from many ring designs available on the website. The ring sale was the largest in the company’s nine year period of operations.