Amazon Offering Custom Diamond Rings Creation

Amazon.com, which in May said it would sell loose diamonds on its online jewelry store at “industry-leading prices”, has announced that customers can now create their own custom diamond rings in the Amazon.com Jewelry & Watches store.

Customers can quickly select from an inventory of loose diamonds of various shapes and sizes, and virtually set their stone of choice into one of more than 200 setting styles. Setting styles are available in platinum, 14 or 18 karat white or yellow gold and white and yellow gold combinations.

Customers can choose from an inventory of more than 17,000 loose diamonds ranging from .25 carat to more than five carats. There are eight diamond shapes including Round, Princess, Marquis, Emerald, Radiant, Pear, Oval and Heart, and 40 distinct varieties of solitaire, side-stone, bezel, vintage and gemstone styles.

“Selecting a diamond engagement ring is a watershed event in customers' lives, and Amazon's Create Your Own Ring enhances that experience by allowing customers to take a more active role in the creation of a special piece,” said Russ Grandinetti, vice president, Amazon.com Jewelry.

“Create Your Own Ring allows customers to experiment with placing diamonds of varying shapes and sizes into assorted settings and precious metals - it's very easy and a lot of fun.”