RAPAPORT...  Press Release:  Leading online jewelry retailer The Diamond Store in the U.K. has announced the launch of its new look-and-feel website, complete with cutting-edge functionality tools to make the customer experience even more pleasurable. Renowned for its high-quality, low-priced handmade diamond jewelry, The Diamond Store has installed a fresh, contemporary design to capture the imagination of visitors and reflect the company's dynamic, forward-thinking approach to the market. Among the many new features are beautiful, high-resolution images and a jewelry tray, which customers can use to keep track of and compare their favorite items, with the option of saving them for future reference, printing them or emailing them to a friend.

One of the most exciting developments, however, is the introduction of 3D imaging for diamond stud earrings, diamond engagement rings and diamond eternity rings. This new 3D component enables the viewer to see the item of jewelry from every conceivable angle and for engagement rings, the process has been taken one step further. Here, browsers are treated to a view of the ring in situ on a hand, an image they can rotate and drag to their own delight.

Although it is a complex piece of computer wizardry, the 3D imaging is incredibly user-friendly and gives a truer representation of the product than just a one-dimensional photograph. Eventually, all products will come with 3D images and hand views for the rings.

Navigation through the site has also become more intuitive so that users can find the item of jewelry they are looking for in the shortest time possible. The desired product can be reached through a number of routes, including a search box in the top right-hand corner of the website, drop-down tabs in the main header bar or via a special jewelry selector, which runs down the left-hand side of the site. This enables visitors to pick each specific variable — price, category, gem style and metal — to find exactly the item they want.

For those who are looking for answers to their questions, the newly revamped "Help" section is now more comprehensive than ever. Broken down into easily digestible and recognizable sections, The Diamond Store has covered all the frequently asked queries, from those about such hot topics as returns and refunds, delivery and dispatch and product information. Any information that is not covered can be easily obtained by contacting a member of their friendly and well-informed customer service staff.

Managing director Gary Ingram said: "With this new website, we hope to make the decision making process of buying jewelry online even easier. Our aim is to create the best Internet shopping environment for our customers, something we are always striving hard to achieve."

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