Fashion Jewelry is the trend this season and is now being offered on

Fashion Jewelry the trend in 2011

Online PR News – 03-December-2010 – – Given the current price of gold at $1,372 per oz, Cathy Galt, Buyer for, saw the urgent need to source a line of high quality and pleasantly affordable fashion jewelry that would look as good as gold and platinum, but would be affordable to anyone looking for that perfect birthday, anniversary, Christmas, bridal party, or any other special occasion jewelry gift.

"We can’t continue to focus our efforts on certified diamonds, gold, platinum and diamond jewelry sales in this very challenging market place. With the recent published statistics for the US and Canada this Christmas and in the following year to come, consumers plan to spend less than in previous years. It is essential that we keep our loyal customers interested in visiting our website by continually providing them with new and quality merchandise", said Cathy Galt, main buyer at (

This would not be possible if the company maintained its original focus of certified loose diamonds and diamond and gold jewelry sales. Trying to compete with the many other online retailers in the loose diamond and Diamond Engagement Ring business is becoming more challenging. This type of business model traditionally results in only one or two large purchases, being the diamond engagement ring and diamond wedding band.

The future goal of the company is to have shoppers visit the website frequently for the latest in cost effective fashion jewelry. While loose diamonds, diamond engagement rings and diamond wedding bands remain the core business, the company looks forward to expanding its focus to include fashion jewelry, offering items from as little as $35.00.

In addition to the ever popular Fashion Beads, bracelets, charms, sterling silver and Swarovski Crystal, is very excited to have launched a new line of Italian style alternative metal jewelry. The price point for this jewelry starts at ~$40.00 with very few pieces exceeding $250. "When you dress up an evening outfit with this new line of jewelry, even the professionals will have difficulty seeing the difference between these new alternative metal pieces and the gold and platinum versions," said Galt. The company also offers a large selection of Ceramic and Tungsten wedding bands and commitment rings, all starting from as low as $120.00.

The pricing policy at is never to offer the classic industry sale of 50% to 75% off, but to always be extremely competitive for loyal customers and new shoppers. This way shoppers will always be confident that prices are never slashed later in the year.

It is Cathy's intention for to be the premium first-stop place to visit on the web for pleasantly affordable jewelry items and fashion accessories.

Each item sold at is crafted of the highest quality and is accompanied by our 30-day satisfaction guarantee.

Author Bio
Cathy Galt is the main buyer at With many years experience in the jewelry and marketing businesses, she is able to provide shoppers with an excellent selection of high quality jewelry, personally chosen at the most competitive prices available online.

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