In its latest endeavour, {{diamondworld.net}}, a B2B online trading portal has entered into an alliance with {{jeweltouch.com}}, a venture of Troika Jewels Pvt. Ltd and a B2C website to offer more than 40,000 diamonds directly to the consumers.%% JewelTouch.com targets urban India’s growing economy, where online jewellery sales are growing at an astounding rate of 30%, with a turnover of RS 342 Cr in 2009-10 and all set to cross Rs 400 Cr by 2012.%% Each diamond that is available for sale is certified by reliable diamond grading laboratories like GIA, IGI or HRD, and all the jewellery pieces are 100% hallmarked and certified, further adding to the credibility and authenticity.%% Besides diamonds, JewelTouch.Com offers more than 400 diamond jewellery products, ranging from Rs 8,000-Rs 2,00,000. It also has certain unique feature wherein it offers the customers a chance to design their own ring or earring as per the customer’s specific requirements. Customer selects the diamond, then he selects the ring or earring design and then finalise the purchase.%% {{Arpit Kala}}, Director, DiamondWorld.Net says, “DiamondWorld.Net directly has tie ups with diamond manufacturers across the world, through which online retailer even after adding their margin can provide diamonds 20-30% cheaper than any other retail store. This service also helps online retailer to have diamonds in real- time with no stock in hand."%%