1. Blue Water Jewelers
St. Augustine, Fla.
Main URL: bluewater-jewelers.com
Alternate: staugustinediamonds.com
“This is one of 15 URLs we own.” —Owner Robert Nettles
2. Hacker Jewelers
Tecumseh, Mich.
Main URL: hackerjewelers.com
Alternate: antwerprocks.com, adiamondisalegacy.com
“?‘A Diamond Is a Legacy’ is a tagline in my ads; antwerprocks.com is for a future campaign.” —CEO Dan Hacker
3. Hilderbrand Diamond Co.
Poplar Bluff, Mo.
Main URL: hilderbranddiamondcompany.com
Alternate: dadsrings.com
“Dads are left out of the jewelry equation, [but] it’s a category we specialize in.” —Owner Kevin Hilderbrand
4. Branham’s Jewelry
East Tawas, Mich.
Main URL: branhamsjewelry.com
Alternate: michigansjeweler.com
“People see it once on a billboard and it sticks.” —Co-owner Ken Branham
5. Alter’s Gem Jewelry
Beaumont, Texas
Old main URL: altersgemjewelry.com
Alternate: hellodiamonds.com
“[It’s meant] to bring in out-of-market sales.” —Owner Brian Alter