Jewelry:The New Online Valentine (NAPSA)—If you dislike competing against crowds of shoppers eager to prove their love, this Valentine’s Day is for you. Taking a page from top couturiers like Bottega Veneta, who until recently shied away from selling their lines on the Web, some of the hippest jewelry designers are now making their baubles available to anyone with a computer. Whyit’s taken designers this long to embrace the Web—jewelry is, after all, one of the most popular gifts for any occasion—has everything to do with consumers having reached “a comfort zone” when it comes to buying higherend goodsonline, according to Milton Pedrasa, chief executive of the Luxury Institute. “There isn’t that hesitation that used to exist a couple of years ago,” he says. Manyof these designers work in Platinum,which is a popular choice with consumers because it lasts a lifetime and holds gemstones securely. One of the best examples of the trend is Manhattan designer Karen Karch. Known for having created the Platinum and ruby “Inner Circle” earrings that triggered all those memories in the Denzel Washington film “Dja Vu,” her easy-to-navigate Web site (KarenKarch.com) features sections like “Word of Mouth.”It’s a great Sain Platinum Ya) . @ way to search for jewelry worn by celebrities. Howhot are and consumers to spend on wrist, ruby “Inner Cir- neck and finger cle” earrings, as candy? A recent seenin “Dja Vu’ comScore survey found that online jewelry and watch spending increased by 24 percent around Valentine’s Day in 2006. And sites that have long sold & jewelry havelikea & wise responded to that demand. BlueNile.com, for z example, lets you shop by specific categories and price points, while Tiffany.com offers ; a hugeselection of Platinum heart Platinum neck- locket by Chris laces, rings and Aire bracelets, starting as low as $325. If youre shopping for him, try visiting ChrisAire.com. It offers distinct Platinum cufflinks and watches. All the site’s items are designed by Chris Aire, a nationally acclaimed designer whose clientele includes MuhammadAli, Justin Timberlake and Jamie Foxx. Whatever your choice, according to jewelry and style expert Michael O’Connor, “the most important piece of information to note when purchasinga gift online is to keep it personal and pick a design that reflects your significant other’s personality.” “If they’re down-to-earth,” he adds, “stick to smaller, more versa- tile designs. If they’re outgoing and fashion-forward, you can be a little more daring.” Of course, those who’d rather see the jewelry in person before buying can visit the “Find a Retailer” section found on www.preciousplatinum.com and www.engagementguide.com.
