At the same time, the rise of a large number of broken jewelry shop jewelry profits myth. Such as: Diamond bird, Crane, nine diamond mesh nets and Devine, the basic upset the diamond's "naked" to show in front of consumers so that consumers are no longer vulnerable jewelry consumption. The changes brought by information transparency, is changing the pattern of the retail end jewelry.

After the first few years of market bedding, diamond jewelry e-commerce as a pioneer of birds have been laying the market foundation. Diamond bird's online custom mode, changed the traditional sales model jewelry (diamond-cutting business - jewelry factory - retail stores - consumers), reduce the retail shopping areas, thereby reducing the cost of intermediate links, and ultimately be none other to consumers. The same quality of diamonds, the price of the network and traditional stores selling prices of diamonds can be a difference of 30% to 50%.

In 2010, conservative estimates, has reached more than 2,000 online jewelry seller, the growth rate of its single product is much higher than general merchandise. Data show that each year about 10 million pairs of Chinese couples getting married, wedding total spending up to 2500 billion yuan, as long as one of the 1 / 10 for jewelry consumption, 250 billion annual consumer space. For jewelry e-commerce, this is undoubtedly a huge consumer market.