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EFA Diamonds Launches Niche Fine Jewelry Site: Eternity Rings Platinum

New online retailer specializes in diamond and gemstone eternity rings crafted in platinum.

Los Angeles, CA, November 17, 2011 --( Fine jewelry retailer and wholesaler EFA Diamonds, Inc., recently launched a new consumer website, The site's concept is built around a targeted online niche market that focuses on one type of wedding or anniversary ring - the eternity ring - available only in platinum. Although the intent of the site is seemingly narrow, offers a huge selection of diamond and gemstone eternity rings with nearly 900 styles of eternity rings available, including birthstone rings and stackable eternity rings.

"We wanted to launch a user friendly website just for people searching for platinum wedding rings," says Maggie Moore, a partner at EFA Diamonds, "in hundreds of varieties and options. An eternity ring is a ring with continuous diamonds and/or gemstones - it has no end and symbolizes the continuous circle of love."

Eternity rings are popularly worn as either wedding rings or anniversary rings but can be purchased or given for almost any reason. A recent trend observed by Eternity Rings Platinum involves customers purchasing "stackable" eternity rings (thin rings that can be worn together) in which each eternity ring incorporates the birthstones of the client's children and/or family members. By incorporating personalized birthstones, the ring's sentimental value is enhanced.

All of Eternity Rings Platinum's jewelry is manufactured locally in Los Angeles, Calif. - in the historic jewelry district - and offered exclusively online at wholesale prices. This typically saves the Eternity Rings Platinum customer approximately 50 percent off retail prices traditionally found in brick and mortar jewelry stores. But quality is not compromised. The company uses only natural diamonds and gemstones and quality platinum 950 in all its jewelry. Each ring is manufactured specifically for the client upon order, a process that is overseen by a graduate gemologist, and then is shipped fully insured via FedEx to the customer's doorstep.

About Eternity Rings Platinum
Eternity Rings Platinum offers nearly 900 styles of diamond and gemstone eternity rings crafted in platinum. The company is headquartered in Los Angeles, Calif., in the historic jewelry district, where all of its eternity rings are designed and manufactured. To learn more, visit

Editor's note: Select high-res images are available upon request.

Contact: Elaine Simon
Tel: (213) 627-1300

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EFA Diamonds
Elaine Simon

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