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Largest Fine Jewelry Store Now Open On The Worldwide Web; Quality, Price And Full Guarantee Make Shopping A Breeze

ST. PETERSBURG, Fla., Nov. 25 /PRNewswire/ -- Forget fighting through hordes of holiday shoppers, paying premium prices and then wondering if the jewelry you selected really was the quality that you paid for. Finding that perfect jewelry item for an equally perfect value -- from 25%-35% below even the most competitive retail prices -- is now as easy as pointing and clicking through the on-line store of the most extensive selection of fine jewelry available anywhere.

The store, elan Fine Jewelry, is CompuServe's only dedicated jewelry store within their Electronic Mall, but is open for business to anyone with access to the Internet at http://www.elanjewelry.com. The brainchild of former Mercantile Stores Co. executive Richard Granger and his wife Sherri, formerly a merchandiser at Home Shopping Network, elan Fine Jewelry features top-of- the-line, often specially designed gold, diamonds, gemstones, watches, sterling silver and pearls from leading manufacturers across the country.

One of the biggest benefits to consumers is a far greater selection of merchandise than any traditional store could ever offer. "When customers enter elan, they have access to the entire inventory of all of our vendors," said Granger.

She said this gives them access to hundreds of millions of dollars in inventory. In addition, freed from the constraints of a physical inventory, elan makes changes in the selections offered and responds to customer demand instantaneously.

"We rotate our merchandise constantly, so that you find a fresh store to shop in virtually every day," said Granger. She said that because their prices are so low to begin with, their motto is to "take down" slow-moving merchandise instead of marking it down. There also is a strict adherence to a "no back order" policy at elan. Items are not featured unless they are available, and two-day shipments are guaranteed.

Another important advantage is that all diamond pieces valued at more than $1,000 automatically include a free appraisal (which represents a savings of $30 or more) to guarantee piece of mind as well as meet insurance needs.

"Most people who purchase jewelry strictly on the basis of price sacrifice quality," said Granger. "They do not do that at elan." She said elan tries to help consumers better understand how to judge their jewelry purchases by providing an easy to understand, comprehensive diamond guide. The guide, prepared by a Gemological Institute of America-trained jeweler, outlines the 4 C's: carat weight, clarity, color and cut.

"An informed consumer is without a doubt our best customer," said Granger. "If they know how to compare our products with similar quality products in the

marketplace, they will always find that they can get substantial savings shopping with us."

Besides, she adds, there is absolutely no risk shopping at elan, since there is a 30-day, 100% satisfaction, no-questions-asked guarantee.

Another indication of elan's dedication to demystifying the art of shopping for fine jewelry is the incredible clarity and detail in each of their photographs. "We went to great pain and expense to make sure that the images you see on our website are 'the next best thing to being there,'" said Granger. "We use state-of-the-art digital imaging and regularly featuring close-up insets of the settings for many of our full images of specific jewelry items." Quick download time and a "convenient personal shopping basket" also make the selection process easier.

Neither was security for on-line purchases overlooked. A secure server, encrypted codes and an approved Server Digital ID Certificate gives customers confidence that the information they provide is more secure with elan than it is with the typical retail store or telephone order.

Is She Missing A Button?

Weekly through Christmas, shoppers at elan's website have three chances to win diamond pieces with a total retail value of $4,000. Shoppers search for the elan model's missing button, in actuality a diamond button earring or pendant. Everyone who finds the missing button is eligible to win a 1 carat pair of diamond earrings or a 1 carat pendant in the weekly drawing.

"We hope that the 'missing' theme in our contest reinforces another message to consumers," said Granger. "Anyone considering jewelry as a gift simply cannot afford to miss the savings at elan Fine Jewelry."

elan Fine Jewelry is a DBA and registered trademark of Interactive Retail Management, Inc., located in St. Petersburg, Fla. Interactive Retail Management, Inc., creates and operates high line, on-line finer stores. A customer service representative or a Gemological Institute of America trained jeweler can be reached toll free at 800-310-4441 between 9:00 a.m. and 6:00 p.m. eastern time.

SOURCE elan Fine Jewelry
 -0- 11/25/96


/CONTACT: Steve Holub for elan Fine Jewelry, 813-839-0657/

CO: elan Fine Jewelry ST: Florida IN: REA CPR MLM SU: PDT

SR-WW -- NYM025 -- 3518 11/25/96 09:02 EST http://www.prnewswire.com
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Date:Nov 25, 1996
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