Will people buy diamond rings online?

Tech Uncovered has an in-depth article called Tiffany, Diamonds & the Internet which takes a contrarian view of Tiffany's business. The consensus is that Tiffany's brand and clientele insulates it from price competition, particularly from Internet retailers. But the Tech Uncovered article argues that Internet stores like Blue Nile could seriously damage Tiffany's growth. Although Tiffany, Diamonds & the Internet was written in August, its discussion of longer-term trends should be relevant for a while. Full article here.