New Firm in Jewelry District Aims to Shine Online--With Sales of Discounted Items

Digital diamonds? Internet earrings?

The newest company to set up shop in L.A.’s jewelry district is betting that online jewelry shopping is going to be the next big thing in e-commerce. Vancouver, Canada-based Denmans.com has established a fulfillment office in the International Jewelry Center in preparation for the November launch of its Internet store (https://www.denmans.com).

So why would anyone make an expensive and emotional purchase such as a wedding ring over the Internet? Selection and pricing, said Sean Burns, product manager for the start-up. By cutting out bricks-and-mortar overhead, and by locating near L.A. suppliers who can provide product on a just-in-time basis, Denmans.com plans to offer up to 250,000 items online at substantial discounts from the corner jewelry store, Burns said.

“They’ll still window shop at the retailer, but they’ll come to us to buy,” he said.

To help consumers warm to the idea of point-and-click jewelry shopping, Burns said the company plans to offer a liberal return policy, free shipping and other customer perks. He said the site also will be filled with tips and information, such as how to select a quality gemstone or a string of pearls.

The company is planning a media blitz in major U.S. cities next month in the hopes of steering holiday shoppers to its site.

Competition will be fierce. A slew of firms, including retail giant Zales (https://www.zales.com) and First Jewelry (https://www.firstjewelry.com), a division of USA Networks Interactive, already are cyber-selling their wares.

But Burns argued that a dominant company has yet to emerge in the highly fragmented online jewelry industry.

“It’s wide open,” he said. “We see plenty of opportunity.”

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Marla Dickerson can be reached at marla.dickerson@latimes.com. Lee Romney is at lee.romney@latimes.com.