RAPAPORT... Online auction website eBay along with Brides magazine invited women to "Build Your Bling" in a joint U.S. contest begun today. The personal designs submitted will afford someone an opportunity to win a diamond and ring they designed worth up to $25,000.

Contestants will configure their "dream diamond ring" using the eBay Diamond Ring Designer, which has access to certified, conflict-free loose diamonds and ring settings offered through eBay, according to the company.

"The Diamond Ring Designer underscores our commitment to innovate across the marketplace, using technology to develop and deliver an exceptional shopping experience," said Lorrie Norrington, president of eBay Marketplaces. "Through diamonds.ebay.com, we're bringing quality, selection and value to the online diamond buying experience, enabling savvy shoppers to design and purchase exquisite diamond rings with confidence and convenience."

Contest participants must register at diamonds.ebay.com, and then customize and upload their unique ring design.  Through the website's share function, entrants can encourage voting on their own design through  50 social media channels. The winner of "Build Your Bling" will be determined by public poll, which culminates February 19, 2010. On February 26, the winner will be announced on diamonds.ebay.com, and two runners-up will be awarded an eBay gift card for $100.

The eBay Diamond Ring Designer home page will feature content from Brides magazine, including daily tips on topics including proposals, engagement and weddings from the magazine's editor-in-chief Millie Martini Bratten, and insight on diamond ring design and trends from the group's beauty and jewelry director Denise O'Donoghue.

www.diamonds.ebay.com