January 29, 2007 09:00 ET Alleviates Men's Valentine's Day Shopping Fears

Diamonds May Be a Girl's Best Friend, But They Scare the Heck Out of Men -- More Than Half the Men Surveyed Are Intimidated by Shopping for Diamond Jewelry

MOUNTAIN VIEW, CA -- (MARKET WIRE) -- January 29, 2007 -- Fifty-one percent of men find shopping for diamond jewelry intimidating, reveals a recent survey by online shopping site With Valentine's Day fast approaching,, the only shopping website that combines great product research with comparative pricing from name brand stores, surveyed over 600 men to find out how they felt about diamond shopping. According to the results, most men have a few serious reservations -- especially about getting a good deal. In fact, 66 percent of men surveyed are concerned about paying more than the jewelry is worth.

Price, selection and the ability to comparison shop topped the list of issues most important to survey respondents. Seventy-three percent of men surveyed highly valued the ability to compare the prices and quality of different stones. Fifty-two percent said that price was a top concern when buying diamond jewelry. Selection is also a big concern, with 63 percent of respondents calling it an "important consideration." And men find aggressive salespeople to be a significant deterrent with 43 percent reporting they are afraid of aggressive sellers.

More than a third of those surveyed answered that they didn't have "a clue" when asked what they would anticipate paying for a one carat diamond.

"Women love getting diamonds for Valentine's Day," said Mimi Sells, Shopping Girl at "And men love to make their sweethearts happy, but they can be intimidated by the shopping process. That's why online sites such as are so useful for guys looking to impress their special someone this February 14. At, men can search for diamond jewelry from more than 45 reputable merchants and brands, comparing items, prices and reading up on independent product research to make sure they are getting the best deal for the woman in their life."

Sells offers these tips for online diamond jewelry shopping that will take fear out of the process:

1.  Know what your woman wants. Notice the kind of pieces she already owns
    for ideas about the styles she likes. Ask her friends what they think
    she would like.

2.  Do your research first. offers independent product reviews,
    buying guides and discussion forums from across the web to help
    consumers understand the different types of diamonds and criteria for      
    shopping that will help them make informed decisions.

3.  Compare prices from many retailers before buying from one source.
    Comparison shopping engines like make it easy to see the
    range of prices from reputable retailers who stand behind their            

4.  Take advantage of the breadth of offerings online shopping provides.'s "grid view" feature gives users up to 20 products on a
    single screen making it easy to do side by side comparisons. And detailed
    product descriptions and photos for each item helps consumers know exactly 
    what they are paying for.

5.  Check out shipping and tax charges before making your final decision.
    Especially with expensive items such as diamond jewelry, taxes can
    substantially increase the purchase price. provides shipping
    and tax information (if any) for the shopper's zip code when they compare
    prices so there are no "surprises" when they click over to a retailer's

The diamond jewelry shopping attitudes survey polled 625 adult men between January 22 and January 26, 2007.

ABOUT BECOME.COM is a powerful search engine and comparison shopping service. Founded by industry pioneers Michael Yang and Yeogirl Yun, creators of MySimon, helps people make better buying decisions and purchases online. searches over four billion web pages and uses its patent-pending AIR™ (Affinity Index Ranking) search technology to provide the Internet's most useful product reviews and guides, and then makes it easy to find and buy products from brand name retailers at the best prices. With over 20 million products from 5000 merchants, provides the Web's most robust and easy to use combination of relevant product research and comparison shopping. Please visit


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