denmans.com, Inc. Launches A Searchable, Million Combinations Loose Diamonds Database

Business Wire, July 6, 2000

Business/High Tech Editors

LOS ANGELES--(BUSINESS WIRE)--July 6, 2000

denmans.com, Inc., a leading online jeweler, is pleased to announce that it has launched one of the world's largest, online searchable diamond databases.

The recently launched diamond database, available through its website at http://www.denmans.com/denmans/dept.asp?dept_id=26, now offers over one million diamond combinations for net customers to choose from. Denmans' customers may search for a loose diamond in one of two ways: 1) by shape and price; the customer may choose from nine classic diamond shapes and input the price they wish to pay. By sliding the icon from left to right along the scale, the optimal combination of cut, color, clarity, and carat may be viewed. 2) By the four "C"'s; the customer may input the desired cut, color (from D to L), clarity (from IF to I2), and carat weight (from 0.20 to 3.75). Based on that information, the diamond database will generate a diamond selection, including the suggested retail price and the Denmans' advantage price, which exemplifies the incredible value and savings from which net customers benefit when shopping through the Company's online store http://www.denmans.com.

Every loose diamond denmans.com sells comes with professional verification of its quality grade. In addition, every diamond weighing 0.50 carat or more comes with certification from a leading independent diamond-grading laboratory. Diamond grading is the industry standard for quality assurance. A diamond certificate provides a complete evaluation of a diamond by a team of qualified professionals. It details the unique characteristics of the diamond and provides customers with accurate information on its carat weight, cut, clarity, color and any inclusions it may have. Denmans offers quality diamonds fully certified by leading international grading laboratories, including the Gemological Institute of America (GIA), the European Gemological Laboratory (EGL), and the American Gem Society (AGS). As part of the Company's commitment to incredible value, denmans.com is pleased to offer free 2nd day shipping anywhere in the continental United States. All shipments are sent in secure packaging through FedEx, and every delivery is fully insured.

denmans.com is establishing itself as the industry-leading online jeweler. The Company sources jewelry product on an order-by-order basis directly from jewelry designers and suppliers. By employing just-in-time supply, denmans.com does not incur any costs associated with the inefficiencies of carrying inventory. This low overhead structure enables denmans.com to offer the most advantageous prices on an unparalleled selection of fine jewelry, brand name watches and gemstones. denmans.com is strategically positioned at the intersection of the growing worldwide demand for quality jewelry and the rapid expansion of Internet retailing. Web users have placed online jewelry sales in the top ten categories of net shopping. Online jewelry sales are expected to grow to $1 billion by 2003. Combining the advantages of online commerce, with superior customer focus, compelling selection and advantageous pricing, denmans.com intends to be the definitive source for the highest quality, authentic jewelry and jewelry related products (http://www.denmans.com).

Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995: This release contains forward-looking statements within the meaning of Section 21E of the Securities and Exchange Act of 1934, including statements regarding the Company's expectations, beliefs, hopes, intentions or strategies regarding the future. Forward-looking statements include statements regarding the size of the Company's market opportunities in various segments, the demand for jewelry goods on the Internet and the Company's relative competitive position. All forward-looking statements are based upon information available to the Company as of the date of the statement, and the Company assumes no obligation to update any such forward-looking statement. The potential risks and uncertainties that could cause actual results to differ materially include, but are not limited to, the Company's limited operating history, which makes forecasting difficult; the Company's ability to achieve sales growth that exceeds growth in operating expenses; seasonal fluctuations in purchases of jewelry goods; the Company's ability to plan for customer demand, source product and adjust inventory levels accordingly; customer interest in the purchase of new categories of jewelry goods on the Internet; the failure of systems associated with order fulfillment; changes in product mix; continued competitive factors and pricing pressures; and market responses to pricing actions and promotional programs. Actual results could differ materially from the Company's current expectations. Further information on the factors and risks that could affect the Company's financial results are included in its filings with the Securities and Exchange Commission, including the quarterly reports.