Karat Carat Site Earns Top Review

www.jeweleronthecreeks.com

Brilliance and clarity are the hallmarks of fine diamonds, and they’re also two of the adjectives our reviewers used to describe Karat Carat’s Web site. Other words that came up during our tour of www.jeweleronthecreeks.com included “class,” “sharp,” “impressive” and “wow.”

If the product quality Robin P. Brown offers from his Rogers jewelry shop and precious metals brokerage is anywhere near as nice as this site, then Karat Carat may truly be — as its flash animation introduction says — “The Gem of the Ozarks.” Judging by the shop’s fast response to our e-mail inquiries, we’re confident it makes customer service a priority.

One reviewer proclaimed this to be the best site we’ve seen yet. It was at least stunning enough to earn only the third five-mouse review we’ve given in two years. The lone shortfall we could come up with is a lack of e-commerce capabilities. But who in their right mind is really going to buy elite-quality stones over the Internet without visiting the store first? We are told, however, it’s not uncommon for local executives to e-mail ahead an idea of what pieces they might be interested in seeing on their way home from work.

That’s an efficient use of technology to help drive revenue, and more retail outlets could stand to emulate Karat Carat’s Internet presence. Simply, it’s smart business.

The Web site, which debuted in June of 2000, was designed and is maintained by PixelBenders of Rogers. It receives about 3,500 hits per month, and has led to new business from other areas of the country. The site is undergoing an upgrade that includes an “online auction block” hyperlink that will function similar to the way eBay does its Internet auctions. Customers will be able to liquidate fine jewelry from an estate, and Brown can use the link to auction off special items.

PixelBenders actually built the 3-D modern brilliant-cut diamond that spins and catches eyes on the home page. The professional “voice over” and sound quality is also a nice touch.

Other highlights include links to online showrooms by Movado and Seiko, or the ability to find and price popular items such as a gent’s two-tone oyster perpetual Rolex. There are even tips from the pros on what to look for when buying precious stones.

Overall, the site is 24-karat marketing that sparkles every time we log on.