CBG members sign onto M. Geller Bridal Ring Builder

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CBG members sign onto M. Geller Bridal Ring Builder

June 16, 2008

Chicago—A group of retail members who belong to the Continental Buying Group (CBG) have joined the Web-based retail program Bridal Ring Builder, designed to give brick-and-mortar stores the type of inventory levels and convenience offered by online competitors.

Developed by diamond importer M. Geller Ltd., the program gives the CBG members a platform that provides their bridal customers access to an inventory of 30,000 certified diamonds, a choice of settings, plus 3-D technology that allows users to view virtual engagement rings from all angles. The program also offers research and comparison capabilities, and the option to buy online or at the retail location.

Although M. Geller supplies the merchandise, retailers are able to maintain control of the branding and the transaction.

"As far as customers are concerned, they're doing business with the retailers they know, not a third party," M. Geller Executive Vice President Jay Gerber said in a media release.

In addition to being able to peruse 30,000 certified diamonds, customers can use the program's 3-D computer imaging to superimpose any of the diamonds into their choice of settings for a computerized view of the final creation. Customers can then have the ring, along with the original certificate for the diamond, delivered directly to them within days, or they can ask that it be sent to the retail location where they can view it before buying.

The process also allows retailers to track and analyze consumer visits to their Web site and thereby adjust their own pricing for maximum sales, Geller said.

CBG's retail members using the M. Geller Bridal Ring Builder program are GM Pollack, Alters, Amidon, Brownlee, Sachs, Bond Diamonds and Laurays. The newest members join an expanding list of users that includes Sherwood Management, Diamonds Direct, CR Jewelers, Rogers Ltd., and Andy Thornal. Ultra and Rogers and Holland use the Intranet version of the program.

Editor's note: This story originally ran on May 29, 2008, and incorrectly referred to Rogers and Holland as Rogers and Netherlands due to a technical error with the National Jeweler Network. We apologize for any inconvenience.

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CBG members sign onto M. Geller Bridal Ring Builder

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