De Beers has re-designed its Web site with a new emphasis on explaining the “four Cs” to consumers. The move is meant to bring more male visitors to www.adiamondisforever.com, says Anne Ritchie, senior partner and account director for J. Walter Thompson, De Beers’ U.S. advertising firm. “We know from research that a lot of consumers are intimidated when they walk into a jewelry store,” says Ritchie. “We wanted a resource that consumers could trust and that could bring the ‘four Cs’ to life in a way a printed brochure can’t.”

The new site includes sections on “finding a jeweler” (referring consumers to JA’s Web site), “certification” (the site advises visitors to “ask your jeweler”), and insurance (again, the site advises consulting a jeweler but also provides a link to Jewelers Mutual). The revamped site also includes a new navigation bar, so it’s “less linear,” Ritchie says. The company plans a new, male-oriented TV ad promoting the site.