For as long as diamonds have been popular, retail jewelry stores have functioned as the traditional distribution channel for bringing diamonds and jewelry to the masses.

With the advent of the Internet and in 2009, consumers also have the luxury and ability to shop online for diamonds and jewelry, ranging from inexpensive trinkets to pricey diamond rings. With the click of a mouse, consumers can consummate purchases online to the tune of thousands of dollars and from the comfort of their homes and offices.

Much has been written about these two business models, emphasizing their individual strengths and weaknesses.

It is not the focus of this article to further inspect, analyze, or dissect the benefits and liabilities inherent in these business models.

Rather, in this article, I would like to suggest that beyond the shared objective of making sales, there is a common principle that binds these two models and that by adhering to this principle, both models will continue to thrive and coexist and will ultimately stand the test of time.