This innovation allows customers to click on a photo of the engagement ring they’d like to garner a better view of, and instantly they are treated to a video presentation of that particular ring, which is rotated for viewing from all angles. Visitors to the site can see much more of the ring as it would appear in person.

Says company owner Jim Morris: “For a long time, jewelers found selling engagement rings online to be an uphill battle. After doing a little research into exactly why men were reluctant to buy engagement rings online, we found that it was simply that they couldn’t get a good enough idea of how the ring would look when they popped the question.” Mr Morris continues: “Once we added videos of our rings to the website, we overcame that resistance; we already knew we had a larger engagement ring collection than most jewelry stores, it was just a matter of providing a more complete view of how they would look in real life – simple, but it has worked wonders. We also decided to provide videos of actual rings that we send to our customers, rather than use computer generated renderings like other websites. We felt this would give our customers a much better idea of what to expect when they receive their engagement ring in person.”

This certainly represents the newest approach to selling jewelry online and is likely to change the way that men look for engagement rings for that special someone. The company is continuing to add more videos to the website, but there is already a wide variety of engagement ring styles featured in their videos. Secret Diamond is also adding to their product line, with Diamond Rings crafted from Palladium being the latest addition.