Amazon.com, the online bookseller, said that retail diamond sales at its jewelry store division more than doubled in the first quarter of 2008. The company does not disclose specific dollar figures for its jewelry division.

However, the online retailer did say that it has more customers for its jewelry than ever before.

Among the popular styles were the Invicta Limited Edition diamond chronograph watch; Movado Diamond Amorosa, Seiko Coutura and other diamond accented watches; a 14K white gold Journey curve pendant; a variety of princess-cut diamond solitaire rings; 1 carat round brilliant cut diamond stud earrings; and black diamond “Infinity” pendants. Prices were between $200 and $40,000.

The company’s jewelry store division added more than 450 diamond jewelry styles in the first three months of the year. Peter Lai, director of Amazon’s jewelry and watches store, said customers increasingly prefer diamonds and other luxury goods.

Credit is given to AFNS from Diamondtopics.com