Love Story for Diamonds, offers costumers chance to shine

by Kurt Yalcin

For Pinny Gniwisch, executive vice president and co-founder of the online jewelry retailer, love came walking on obscenely high heels.

Love Story Contest Prize

“I think those heels are crazy,” Gniwisch told his wife on their first date.

One broken heel later, the two found themselves in love. Now happily married with six children, Pinny Gniwisch understands that love makes for a good story, and a good business., servicing costumers since 1999, was created during the dot com boom. The company began by appling the made-to-order business model to jewelry and offers costumers a 5 month payment plan. continues to maintain its competitive edge online through its innovative use of the social media scene.

This Valentine’s Day, is offering its costumers the chance to share their own love stories on Facebook. The Love Story Contest is ongoing until February 14, when the winning story will receive the grand prize of a 4 1/3 carat sky blue topaz and diamond 18K white gold pendant valued at $3,750.

Like other jewelry companies, Valentine’s Day proves to be the company’s second best holiday for sales. Gniwisch estimates Valentine’s Day to make 15% of’s total revenue.

But this contest is just one way Gniwisch utilizes the social media scene to keep costumers falling in love.

Twitter allows for the company to monitor costumer satisfaction.’s affiliated blog SparkleLiketheStars is another way to spread jewelry awareness.

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