How do you establish yourself from other established players in the market like Blue Nile? The site looks nice, but it also looks like most of the other jewelry sites out there so it makes it tough for me to think I'd use this over someone I've used before and is a known quantity.
Gemvara is now the world's largest selection of gemstone jewelry and every piece on the site can be customized (change the metals, change the stones/accent stones, accessory metals)
