SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
OtherDec 22, 2013
New website endings and the jewelry industry
New "top-level domains"--the word that comes to the right of the dot in an Internet address--are now available, including ".diamonds". Here's what jewelry companies need to know about these new web address endings.
Sara E. Yood is assistant general counsel with the Jewelers Vigilance Committee, which provides general educational resources and jeweler-specific advice. The advice is strictly the opinion of the JVC.
When you type an Internet address into your web browser, the address must be unique so that computers know where to find the website you wish to visit. For years, those who wished to operate a website have been limited, when creating the web address, to a small list of designations following the “dot," such as “.com”, “.net” or “.biz." While this limitation meant that website addresses have remained standardized, it has limited the creation of new and unique website addresses, thus stifling some creativity.
The Internet Corporation for Assigned Names and Numbers (“ICANN”) is a nonprofit, multi-stakeholder, worldwide organization that administers and governs how Internet addresses work. This organization ensures that any web address used accurately targets the desired website. ICANN has recently offered hundreds of new designations for the domain endings -- “the right side of the dot” or “top-level domains” (TLDs). Private companies have been bidding for administration authority over these new designations. Those which are generic, “gTLDs”, will provide hundreds of new and different website endings for Internet addresses in order to greatly expand the available number of website addresses.
Many of these new gTLDs are extremely appropriate for the jewelry industry. Endings such as “.diamonds”, “.jewelry” and “.gold” are widely desirable. Imagine you are a diamond retailer in New York City who wants to create a website. In the past, you might have been limited to a website address such as www.thebestnycdiamondsever.net. Now, with new gTLDs, you may be able to purchase a website address that is much more memorable, such as www.nyc.diamonds, in which “.diamonds” replaces “.com” or “.net”. This customization could be important to businesses looking to create memorable brands and a dynamic online presence.
There are a number of different entities that will be allowing access to these new gTLDs. One such company that has purchased the right to administer some of these gTLD designations is a new private organization called Donuts, www.donuts.co. Donuts is currently rolling out the gTLDs over which they have authority. One of these gTLDs is “.diamonds”. As required by ICANN, DONUTS has already set up ways to prevent a registered trademark from being used in new website addresses without permission. A website address such as www.EdwinPearl.diamonds could be very lucrative if not purchased by Edwin Pearl itself.
If you wish to protect your trademark in this context, the easiest way to
do so is to use the Trademark Clearinghouse, which is a central registration database for trademarks, administered by ICANN and used by all the companies who administer gTLDs. If you wish to prevent someone else claiming your trademark to use as a website address you can register your trademark now with the Trademark Clearinghouse (http://trademark-clearinghouse.com/, with fees of $150 for one year.) With this registration, you will be notified if someone is trying to register your trademark in a new website address.
Once you have registered with Trademark Clearinghouse, you will also be eligible to participate in a three-month “sunrise” period during which you can, in advance, apply to Donuts for a web address with the new gTLD. Donuts is preparing to offer .diamonds for early registration to companies that have registered their trademarks with the Trademark Clearinghouse from now until Feb. 14, 2014. If you do not have a registered trademark, the gTLD will be offered to the public on Feb. 26, 2014.
Check with your current web site host to see if they are offering additional services related to these new gTLDs. JVC will continue to monitor the addition of new gTLDs that affect the jewelry industry. If you have any questions about the use of trademarks in domain names, please do not hesitate to contact JVC at 212-997-2002 or sara@jvclegal.org.
Once you have registered with Trademark Clearinghouse, you will also be eligible to participate in a three-month “sunrise” period during which you can, in advance, apply to Donuts for a web address with the new gTLD. Donuts is preparing to offer .diamonds for early registration to companies that have registered their trademarks with the Trademark Clearinghouse from now until Feb. 14, 2014. If you do not have a registered trademark, the gTLD will be offered to the public on Feb. 26, 2014.
Check with your current web site host to see if they are offering additional services related to these new gTLDs. JVC will continue to monitor the addition of new gTLDs that affect the jewelry industry. If you have any questions about the use of trademarks in domain names, please do not hesitate to contact JVC at 212-997-2002 or sara@jvclegal.org.
More on Other
The Latest
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
