It's a Merry Christmas: Traffic Statistics Shine Bright for TheGemstore.com.

DEERFIELD BEACH, Fla.--(BUSINESS WIRE)--Dec. 14, 1999--

American Benefits Group, Inc. (ABFG) (Pink Sheets:ABFG) is pleased to announce that the number of unique users visiting TheGemstore.com (http://www.thegemstore.com), ABFG's E-commerce jewelry store, has remarkably increased by approximately 310% from October 1, 1999 to November 30, 1999.

This dramatic increase in statistics can be attributed to several key factors, which include the implementation of a strategic Christmas advertising campaign, an aggressive pricing policy, and the addition of new service features that make the purchasing environment more friendly to the user.

Knowing that Christmas is repeatedly the peak season for Internet shopping, ABFG initiated a targeted advertising campaign to take advantage of the Christmas rush. Of particular success were affiliate partnerships with Mamma.com (www.mamma.com), a popular search engine; and Amazon.com (www.amazon.com) (Nasdaq:AMZN), one of the Internet's most well known E-commerce entities. Both of these associations brought a notable amount of qualified traffic to the site.

The campaign actively focused on highlighting product pricing and savings offered by TheGemstore.com, the feature anchor store of the company's Internet shopping mall RodeoIsland.com (www.rodeoisland.com), which has also seen a notable influx in traffic related to TheGemstore.com's success. "One of the main attractions of purchasing over the Net used to be low prices. Now, prices are inflated and consumers are becoming cognizant of this fact. Consumers are looking for deals. TheGemstore.com offers the savings that people are looking for," says Dan Forigo, General Manager of RodeoIsland.com. "We are offering what originally attracted people to the Internet -- prices lower than traditional stores. We expect this Christmas to be exceptional for our Internet business." TheGemstore.com offers a Lowest Price Guarantee that promises to beat the price of any similar design, same quality sapphire jewelry. In conjunction with the Lowest Price Guarantee, TheGemstore.com offers free next-day delivery, within the continental US, as a limited time promotion, as well as a Money Back Guarantee.

To assist people with their Christmas shopping, TheGemstore.com web site provides rare features to help educate consumers. Among these features is streaming video footage of expert advice from the internationally respected Gemologist Menahem Sevdermish (FGA) focussing on how to choose a gem. As well, the site offers a downloadable "ring sizer" to aid customers in choosing the right product. All services added to the site are focused on making the purchasing of gemstone jewelry over the Internet as comfortable as possible. "ABFG is always seeking opportunities to make the buying experience more natural and more fulfilling for the consumer."

American Benefits Group, Inc. is an active and aggressive company that is building and diversifying its portfolio through the development of new operations, the acquisition of profitable organizations, the use of advanced technology, and the maximization of the strengths of its mining and Internet operations.

This press release contains forward-looking information within the meaning of section 27A of the securities Act of 1933 and section 21E of the Securities Exchange Act of 1934 and is subject to the Safe Harbor created by those sections. This material contains statements about expected future events and/or financial results that are forward-looking in nature and subject to risks and uncertainties. For those statements, we claim the protection of the safe harbor for forward-looking statements provisions contained in the Private Securities Litigation Reform Act of 1995 and any amendments thereto. Such forward looking-statements by definition involve risks, uncertainties and other factors which may cause the actual results, performance or achievements of the company to be materially different from the future results, performance or achievements expressed or implied by such forward-looking statements. In particular, there is no assurance that reserves, production, pricing levels or other factors pertaining to the mining, manufacturing and retail operations will be sustained at the expected rates or levels over time. Discussion of factors which may affect future results are contained in our recent filings.