A new website has been launched allowing users to design their own engagement ring according to their particular tastes and preferences. Customers visiting the J C Penney Corporation website can choose from more than 150,000 variations of diamonds and settings many in platinum to create their own customised engagement ring. John Kendig, vice president of J C Penney's jewellery division, explained that finding a ring could be a difficult and time-consuming task, which the site hoped to address. 'Since buying a ring can be a daunting task, we've created a place where our customers can learn about diamonds, comparison shop, take their time and enjoy the unhurried atmosphere of shopping online,' he stated. 'Our goal is to make buying the perfect engagement ring the easiest step in getting married. 'The delivery of unique products to a mass retail market is expected to boost the firm's jewellery sales, and may mark a trend that other retailers follow.

The website address is: www.jcpenney.com/BuildARing