OK I'll start with the disclaimer. My engagement ring came from an online-only jewelry store, Blue Nile. The benefits are those typical of an eCompany -- the lack of overhead and ability to buy in bulk makes their products the most affordable. The only downside I've found so far is that it's hard to find a jewelry store that is willing to clean my ring -- they don't want to take responsibility for a product that they can't personally replace.

So even though my own ring was bought over the internet, I found this new service from Amazon a little strange:


It does take a leap of faith to buy something like this online (you can ask Glen), but Blue Nile is solely a jewelry store. Amazon is a UsedTextbook-CheapCDs-Groceries-HalloweenCostume store. I was trying to see if they were powered by another jewelry store (their format looks a lot like Blue Nile's) but it doesn't say so anywhere.

So I guess I don't see any real reason to doubt their service, but doesn't it just seem odd?