e-commerce is really tough these days, especially in the jewelry industry because there is so much competition. However, according to Biz Journals.com, one woman has found great success creating her own on-line pearl jewelry store:

"Hundreds of years ago, the Australians believed pearls held supernatural powers. Houstonian Amanda Raab isn't sure about that; but she does posses a knack for selling the unshelled gems.

The daughter of two entrepreneurs, Raab sought a way to make extra money as a graduate student at The University of Texas. Researching the online fashion market, she stumbled upon an article about pearls. That planted the seed for her company, PurePearls.com.

"I knew starting this company that it needed to be something that I can be very passionate about, because I have this personality where I can get very distracted," Raab says. "I made the decision to sell pearls in the middle of night. The idea really pulled my heartstrings."

E-commerce site PurePearls.com sells the precious gems for less than one-third of what they cost in a retail store, according to Raab. Because the company buys directly from pearl farms all over the world, Raab is able to maintain low margins, which she says are passed on to customers."

I visited PurePearls.com and I have to say I was very impressed. Of course, I love (love, love) pearls, so I enjoyed looking at all the wonderful jewelry there, but I was also very impressed with all the great information she has available such as pearl farming, pearl care, and pearl history.

Here are few of my favorite jewelry items from the site:

9.5mm, AA+ quality Tahitian cufflinks are set in your choice of 14K solid gold or sterling silver. Bullet back closure.




The 8.5-9.0mm Akoya pearls on this 18-inch necklace are 'AA+' quality with extraordinary luster.