Released on = September 6, 2006, 7:04 pm

Press Release Author = Diamonds Are Eternal

Industry = Apparel & Fashion

Press Release Summary = Are there rogues selling diamond jewelry on eBay?
Absolutely. Are there many pitfalls to avoid? It\'s like a minefield! Most diamond
experts advise against auction sites, but Murray Nickel believes he has found the
best of the best of eBay.

Press Release Body = Murray Nickel of Diamonds Are Eternal has spent about a week
analyzing 467 diamond jewelry merchants on eBay. He has applied his Diamond Star
rating system to narrow the field down to the top ten eBay diamond jewelry
merchants.

In the process, he uncovered some not very customer-friendly terms of trade and the
charging of punitive fees if jewelry is returned to the merchant.

The Diamond Star rating system rates merchants across more than twenty measures in
the following broad areas:

* Diamond certificates from reputable diamond grading labs, and the ease of viewing
these (preferably online, right next to the pictures of the jewelry item).

* eBay Customer satisfaction ratings of over 98% (over 99% for small niche players).

* Return days policy - those offering 10 days or more received more favorable ratings.

* Charging of restocking, and other fees, when an item is returned.

* Provision of delivery, satisfaction, and payment security for customers through
services such as Escrow.com and BuySafe.com.

* The size of the merchant: covering both the volume of customer feedback, and the
range of jewelry items available.

Preliminary screening processes narrowed the field down from 467 merchants to just
39. These final 39 candidates were rated on a percentage scale and their scores
range between 8% and 98%, with an average of 68%.

Both the pitfalls to avoid and the best diamond jewelry merchants on eBay (according
to his analysis) are covered in detail at the Diamonds Are Eternal website.

Those who automatically think of the diamond district of New York, may be surprised
to learn that the highest rating merchant is based in New Orleans. And while New
York claims second position, third goes to Carol Stream, IL.

Web Site = http://www.DiamondsAreEternal.com

Contact Details = 179 Buckley Road
Island Bay
Wellington 6023
New Zealand

Tel: +644 383 5265

Email: murray@DiamondsAreEternal.com