Odimo Launches the New Diamond.com.

Online Retailer Enhances Jewelry Site to Improve Customer Experience, Further Build Diamond.com Business

SUNRISE, Fla., Sept. 12 /PRNewswire-FirstCall/ -- Odimo Incorporated , an online retailer that offers high-quality diamonds, fine jewelry, brand-name watches and luxury goods through three websites (Diamond.com, Ashford.com, and WorldofWatches.com), today launched the redesign of Diamond.com, Odimo's premier online property specializing in certified diamonds, fine jewelry and brand-name watches at discounted prices.

The newly launched website, http://www.diamond.com/ , improves the customer experience through the implementation of enhanced technologies enabling faster searches, more precise search results, dynamic pan and zoom on product detail pages, and enhanced checkout for domestic and international customers. The improved design makes Diamond.com easier to navigate for consumers -- and the enhanced technology will enable Odimo to build better relationships with customers through increased personalization and 1-to-1 marketing campaigns.

"This is a newer, fresher Diamond.com," said Alan Lipton, Odimo's President and Chief Executive Officer. "But this is more than just a face lift. We are very focused on building our Diamond.com business -- and our goal is to improve conversions and average order value over time. So we have invested in technology enhancements and creative improvements to help take Diamond.com shoppers all the way from search to sale."

Key technological enhancements to Diamond.com include:

* Improved search capability - patented technology gives customers precise, relevant results in speedier searches

* Enhanced graphics - consumers can pan and zoom for a close-up look at products before they buy

* Enhanced, secure checkout - Diamond.com will store information consumers enter at the time of their first purchase in a secure environment, to make repeat purchases easier

* Flash technology - want to refine your diamond search results by one of the four Cs? Consumers will soon be able to quickly scan our entire inventory to refine a search by cut, carat, clarity, color AND price at Diamond.com

Odimo selected industry-leading technology solutions such as Celebros for search and browse, Scene 7 for imaging and Comerxia for international shipping for the Diamond.com redesign.

About Odimo

Odimo is an online retailer of current season, high-quality diamonds, fine jewelry, brand name watches and luxury goods. The Company operates three websites, http://www.diamond.com/ , http://www.ashford.com/ and http://www.worldofwatches.com/ and seeks to create long-term relationships with its customers by offering a broad selection of appealing merchandise. The Company's websites collectively showcase over 2,000 watch styles; a large assortment of luxury goods, such as designer handbags and fashion accessories, fragrances and sunglasses; more than 25,000 independently certified diamonds; and a wide range of precious and semi-precious jewelry. The Company sells brand name goods at discounts to suggested retail prices, and diamonds and fine jewelry at competitive prices. The Company features many of the branded items available in leading department and specialty stores, as well as diamonds certified by the Gemological Institute of America (GIA). Odimo is headquartered in Sunrise, Florida.

This announcement may contain forward-looking statements, which are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, which can be identified by the use of forward-looking terminology such as "may," "will," "believe," "belief," or other comparable terminology. Forward-looking statements are based on the then-current expectations, beliefs, assumptions, estimates and forecasts about the business of Odimo and the industries and markets in which Odimo operates. These statements are not guarantees of future performance and involve risks, uncertainties and assumptions, which are difficult to predict. Therefore, actual outcomes and results may differ materially from what is expressed or implied by these forward-looking statements. Factors which may affect Odimo's business, financial condition and operating results include the effects of changes in the economy, consumer spending, the financial markets, changes affecting the Internet and e-commerce, the ability of Odimo to develop and maintain relationships with suppliers, the ability of Odimo to timely and successfully develop, maintain and protect its technology, confidential information and product offerings and execute operationally and the ability of Odimo to attract and retain qualified personnel. More information about potential factors that could affect Odimo can be found in its reports and statements filed by Odimo with the SEC. Odimo expressly disclaims any intent or obligation to update these forward-looking statements, except as otherwise specifically stated by Odimo.

CONTACT: Amerisa Kornblum, Chief Financial Officer, Odimo, +1-954-835-2233, ext. 1207; or investors, Allison Malkinor or David Griffith, or media, Megan McDonnell or John Flanagan, all of Integrated Corporate Relations, +1-203-682-8200, for Odimo

Web site: http://www.odimo.com/ http://www.diamond.com/ http://www.ashford.com/ http://www.worldofwatches.com/