Boucheron has a new cyberjewel in its crown..

On Wednesday, the French jeweler will launch boucheron.com, a sales site offering the full range of fragrance, watches and jewelry, including made-to-measure and customized items.

"This is a client-centric site and our mission is to serve," said Jean-Christophe Bedos, Boucheron's chief executive. "So many luxury jewelers have the problem of 'door phobia,' when potential customers are afraid to walk into a store because they fear they'll be judged. This site offers privacy, anonymity and all of the services they would get in the store, and they don't have to be afraid of asking too many questions."

Bedos said while the Internet used to be a "boys' toy" for shopping, more women are buying from home and the company is hoping to catch that customer, as well.

Although Boucheron is at the vanguard of jewelers taking their luxury offer on line, it is not the first in Europe. British jeweler Boodles launched an e-commerce site in early 2005, and the new site AstleyClarke.com offers fine jewelry and diamonds by designers including Pippa Small, Carolina Bucci and Flora Astor.

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