Elba Jewelry of San Dimas, Calif., unveiled a new Internet venture at The JCK Show in Las Vegas. The venture, www.whitediamonds.com, is designed to help jewelers decrease inventory costs and make e-commerce easy.

The home page asks online shoppers for area codes to help them find a local jeweler. If consumers make a purchase online, Elba products are made and mailed by the manufacturer. While Elba is billing the jeweler for the product purchased, the consumer is mailing payment to the retailer.

Retailers are granted a territory of 150,000 consumers, consumer exposure through two ads in Bride’s Magazine, regional mailings, and registration and ads with major search engines.