Released on = July 9, 2006, 10:17 am

Press Release Author = Whiteflash.com

Industry = Apparel & Fashion

Press Release Summary = HOUSTON (July 9, 2006) - From the grace of halo to the
sophistication of micro pave, design trends in engagement ring and wedding band
settings are changing, reflecting today's busy lifestyles. Ergonomic designs reign
supreme in today's market, no longer does pure panache determine the design that
leads to 'I Do'.

Press Release Body = "Some brides prefer an ergonomic design that can comfortably be
worn day in and day out," says Brian Gavin, Executive Vice President of
Whiteflash.com. "Others look for added style in an intricate or trendy setting;
which, unfortunately, can be limiting when it comes everyday wear," adds Gavin.
Whiteflash.com is an e-jewelry boutique specializing in Hearts & Arrows diamonds and
custom-designed engagement rings.

Here's a peek at the up-and-coming trends in engagement rings according to the
boutique's jewelry designers:

Myth: solitaires stand tall
Not true of today's diamond solitaire settings, says Gavin. "Solitaire settings are
traditionally upswept, raising the diamond to make a very bold statement," he adds.
"However, people are also choosing settings where the center stone sits down low,
creating a look that is extremely elegant and also ergonomic." With the diamond down
in the setting, brides-to-be are able to wear the engagement ring in everyway work
and play situations long after they say their "I Do"s.

Halos make a comeback
The likely reason for that comeback, according to Gavin, is that the halo-style
diamond ring setting makes the center diamond appear larger than it really is. "And
the appearance of a high carat weight in the center stone is extremely important for
many who are headed to the altar," says Gavin. Whiteflash.com has introduced several
halo designs to its' line of engagement rings in the past year, including one with
beaded diamonds along the shank as well as around the center stone, Increased sales
prove the design's resurgence and staying power.

A toast to the 'Champaigne' setting
One design stunning even to the most fashion-savvy is the 'Champaigne' setting.
"Those who desire this setting know exactly what they're looking for.and that's
something unique." says Gavin. "The Champaigne style of setting has an unmistakable
following." The designers at Whiteflash.com deserve a toast of the bubbly for their
interpretation of the Champaigne-style bubble design in their U-prong Champaigne
engagement ring.among others.

Gavin says the company's Champaigne fashions have produced a great deal of spin-off
custom-design work, much of which incorporates Whiteflash.com's exclusive 'A Cut
Above' (ACA) melee diamonds. "The design of the Champaigne setting intermixes
several components.it's these combined features that really draw[s] people to it,"
he says.

"Often people ask us to replicate one aspect or another of the Champaigne design
into a custom project, and of course we don't hesitate to do so." According to
Gavin, the U-Prong, domed shank and accent diamonds are examples of features that
can be applied to any custom piece. "Our 'A Cut Above' (ACA) melee diamonds have
been adopted into thousands of projects, and are a stunning complement to any
setting style," comments Gavin.

Delicate pave and micro-pave designs
The old debate: Delicate versus complex, which is better? According to the designers
at Whiteflash.com, this season the style leans more heavily towards delicacy rather
than complexity.

The diamond pave setting is widely admired for its' refinement. To give the setting
its simplistic, yet exquisite appearance, beads of metal are raised to create secure
channels where the diamonds sit securely in the ring. According to the craftsmen at
Whiteflash.com, the raised metal of the band (or ring) is used to create the tiny
prongs that hold the petite diamonds in place.

Center stage: Eternity bands
The pave and micro pave settings come into play when customers are looking at
smaller diamond settings like the eternity band. According to Gavin - who is also a
fifth-generation cutter from the world's largest diamond center (South Africa) -
there has been a recent push for smaller diamonds in settings. "In some cases even
solitaires are being replaced with semi, and even full eternity bands," he says. The
trend is likely a response to the aforementioned movement towards dainty-looking
styles and those that offer daily wear. Diamond eternity engagement rings
traditionally are set with diamonds anywhere from one to three points (carats).

Brides trade up
The 'trading-up' trend will never fade into obscurity. "We've found that it makes a
difference in the design process if the bride-to-be is involved up front," says
Gavin. "If the groom chooses to go it alone, he typically gravitates toward a simple
design with a smaller-than-desired diamond. And what happens next? The bride-to-be
upgrades the size of her diamonds, even adding side stones, and looks for a setting
more suited to their tastes."

'Trading up' need not always be done up front. Many couples consider upgrades for
important milestones like anniversaries, birthdays and holidays. "While her
engagement ring was [current] as a newlywed, many years later she might change or
modify her setting to reflect transition in her own life or to keep up with current
jewelry trends," says Gavin. "Even if she keeps the setting forever, there is a
chance that down the road she may require a larger diamond. We have many repeat
customers who upgrade their diamonds with us," he finishes.

Whiteflash.com anticipates change as a constant and has made it simple for customers
to upgrade with a unique guarantee: Every certified diamond sold at Whiteflash.com
comes with a lifetime trade-up option. The company will accept the return of any
original purchase and extend full credit in the amount of the original purchase
price. The credit can be used to purchase a different diamond.

"Marriage is a lifetime commitment," Gavin says. "When you choose Whiteflash.com,
we'll be there for a lifetime with you."


Web Site = http://www.whiteflash.com

Contact Details = About Us
Whiteflash.com is the first company in the U.S. to offer an exclusive brand of
Hearts & Arrows diamond and bring the sheer beauty of "super ideal cut" to the
Internet. Brian Gavin, a 5th generation diamond cutter, and Debi Wexler, a computer
entrepreneur, together founded Whiteflash.com in 1999 bringing an expansive
selection of loose diamonds to the Internet, including an exclusive brand of Hearts
& Arrows diamonds. 'A Cut Above' (ACAT) is unmatched in its brilliance, fire and
sparkle and remains the only Hearts & Arrows diamond sold online with advertised
standards and a "true patterning" guarantee. Whiteflash.com also offers original,
handcrafted platinum and gold settings, diamond engagement rings and wedding bands,
custom diamond ring designs and specialty jewelry. For more information, log on to
www.whiteflash.com or call 877.612.6770.