Although brick-and-mortar diamond retailers are hurting these days online vendors are staying afloat. Stores such as Finlay's, Shane Co, Whitehall and Fortunoff have closed their doors as diamond sales have frozen in the stale economy. Whiteflash, however, has managed to keep consumers' interest with over 60,000 loose diamonds and hundreds of diamond settings. Their internet approach educates potential buyers without the pressure of a salesperson. Plus, Whiteflash keeps their inventory costs low, which they pass along to customers, by only purchasing diamonds once the consumer has made their order. That means a 20-40% reduction in price over other retailers. Incredibly, Whiteflash has even competed with Tiffany's engagement ring sales. It just goes to show, sometimes the better deal is more important than that little blue box.
