CENNTENNIAL, CO--(Marketwire - February 1, 2011) - Shane Co., the largest privately-held jeweler in the United States, today announced the launch the Internet's most advanced platform ever for allowing customers to design and purchase jewelry customized to their personal taste. The new Design-Your-Own (DYO) platform, exclusively at ShaneCo.com, allows consumers to customize fashion rings and pendants, as well as engagement rings and wedding sets, by adding the diamond, natural ruby or natural sapphire of their choice.

The launch of the new platform also adds new features to ShaneCo.com's existing Design Your Own Engagement Ring application.

"In 2000, ShaneCo.com set the retail industry standard for online jewelry customization with our Design Your Own Engagement Ring and Design Your Own Earrings applications," said Tom Shane, owner of Shane Co. "Today, we have again raised the bar, giving customers unrivaled freedom to customize the most important pieces in a woman's jewelry wardrobe."

Features of the new Design-Your-Own platform allow users to:

• Customize rings or pendants by adding a diamond, natural ruby, or natural sapphire to the setting.

• View up to 48 different ring or pendant styles with the same gemstone, at one time

• Compare up to three rings side-by-side or three pendants side-by-side, as they are being customized

In addition to the launch of the DYO platform, Shane also announced the launch of enhanced navigation for ShaneCo.com. "By structuring the navigation around the user's shopping objective, we have made it easier for customers to find exactly what they are looking for."

The redesigned DYO platform was designed and developed by Shane Co's in-house Web Development team. 

About Shane Co.
Shane Co. is the largest privately-held jeweler in the United States. The Centennial, Colo.-based company is a direct importer of diamonds, rubies, sapphires and pearls, and operates 20 stores in 13 states, as well as an online store at www.ShaneCo.com. Shane Co. is recognized in the industry as a price leader offering the finest array of customer benefits, including a free lifetime warranty and a 60-day unconditional refund or exchange guarantee.
Shane Co. on Facebook, Shane Co. on Twitter

Contact Information:

CONTACT:
Price Blanchard
Shane Co.
Phone: 303-792-3500