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RAPAPORT... Whiteflash Inc. plans to open a retail showroom in Sugar Land, Texas come August. The store at Sugar Land Town Square will give the retailer's online following a ''more traditional'' experience, said Bryan Boyne, the company's vice president. Since the company’s inception in 2000 e-commerce has been their primary marketing channel at www.whiteflash.com. Boyne said, ''We are located in one of the premier jewelry markets in America and our strong Internet presence is attracting an increasing stream of local customers. The new showroom will help us better serve this significant market, while at the same time we will continue to focus on the things that have brought us success in the national and international markets.'' Sugar Land is located only 15 minutes southwest of the Whiteflash headquarters in Houston. Eliezer Eber, the company's chief operating officer, said, ''Sugar Land is one of the highest-quality and fastest growing communities in Texas. This demographic is a perfect match for our expertise in top-quality diamonds and designer engagement rings. Providing an exciting new venue for customers to physically see and feel the quality of our products will enhance our business in very important ways.'' Whiteflash's chief executive Debi Wexler added, ''Sugar Land Town Square is a beautiful complex and I’m very excited that it will be the new home for Whiteflash. The showroom will enable us to evolve an important area of our business by providing an intimate venue for our jewelry designer partners. The project as a whole will enable us to take the business to new levels.''
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