Buying a diamond on the Web is enough to give even the boldest matrimonial shopper cold feet. So Berkeley graduate Watkins, 42, wedded the best of online diamond retailers such as Blue Nile with the traditional pampered, in-person showroom experience. Through Ritani, Watkins' custom outfitter, you can design a ring online, then view the finished product at a local jeweler's—with no commitment to buy. The clicks-and-bricks service recently scored a $15 million investment from Cantor Ventures. And if, despite the care put into the ring purchase, the marriage doesn't work out? See below.
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