Web Jeweler Rings Leagas For Relaunch

After a West Coast search, Internet Diamonds tapped Leagas Delaney to launch its revamped Web site. Annual billings of an estimated $5-10 million are earmarked for national TV spots and other forms of advertising, sources said.
The Seattle company sought a small creative agency that had experience with luxury products and could move quickly.
“We picked Leagas because we loved their Adidas work and believe they understand the timetables of the dot.com business and know how to create emotional advertising,” said Carter Cast, marketing vice president at Internet Diamonds.
Cast was a marketing executive at Electronic Arts in Silicon Valley until he joined Internet Diamonds in June. He worked at Foote, Cone & Belding, Chicago, and PepsiCo earlier in his career.
For San Francisco-based Leagas, the win comes on the heels of the unexpected $50 million-plus windfall from Cnet, which handed its TV and radio work to the shop two weeks ago.
The agency declined to comment on the Internet Diamonds account, referring calls to the client.
Internet Diamonds, which plans to change the name of its site as part of its holiday marketing launch, sells diamonds and diamond rings online and provides in-depth information about the stones. It was founded four years ago as an offshoot of a Seattle jewelry store. Former management consultant Mark Vadon joined the company
as its chief executive officer last March to help transform it into a Web-only operation.
The client’s goal is to move beyond diamonds and become a “premier high-end online jewelry store,” said company officials. Among its investors is high-profile Kleiner Perkins Caufield & Byers.
Leagas’ experience handling advertising for luxury products includes its work for Swiss watchmaker Patek Philippe.