to sell diamonds, jewelry

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Hoping to carve out a niche in the booming online retailing business, plans to sell jewelry and diamonds on its Web site.

The company has inscribed each diamond with a certification number matching the one offered for sale online to reassure customers concerned about product quality. The inscription is invisible to the naked eye and does not affect the value of the diamond, company officials said.

The only publicly traded company that sells luxury goods online, began by selling watches but has expanded to include leather goods, fragrances, sunglasses, and writing products. Its products are stored in a bank vault at the company’s headquarters in Houston, Texas, then shipped throughout the country for free.

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