LOS ANGELES--(BUSINESS WIRE)--July 13, 2000 denmans, Inc., a leading online jeweler, is pleased to announce that it has added the accomplished American designer, Mr. Steven Zale, to its Designer Jewelry Collection. With craftsmanship that speaks of excellence in designs and quality, Mr. Zale has dedicated himself to the mastering of the art of creating fine jewelry. In recognition of his outstanding talent, superior craftsmanship and commitment to quality, Mr. Zale earned the prestigious De Beer's Design award in 1983. Mr. Zale is a member of the Jewelers Vigilance Committee (JVC), certifying his product to be of the highest quality. By providing the outstanding design quality of Steven Zale, net customers can be assured of the Denmans' commitment to make available authentic jewelry, brand name watches and gemstones at advantage prices. With rich designs and attention to detail, Mr. Zale's jewelry is guided by the principals of quality and uniqueness. Working with platinum and 18k gold, he frequently combines diamonds with yellow, pink or blue sapphires to create a truly dazzling effect, enhancing the overall appeal. His design work is often accentuated by his use of invisible settings with princess cut gemstones, which highlights the stones' natural appeal and beauty. Part of his signature style is his attention to galley work, the treatment of the underside of a ring. Steven Zale's rings are often scrolled on the underside to create a particularly solid, finished look and feel. "We are pleased to add Steven Zale to our designer collection; his jewelry speaks for itself," declared Mr. Kurt Dohlen, President of denmans. "His work is artistically distinguished, uniquely creative with a flair for fashion. His creations appeal to consumers who want luxurious quality and expert craftsmanship. Net shoppers have come to expect denmans to deliver some of the best prices on outstanding quality jewelry from designers such as Steven Zale." denmans is establishing itself as the industry-leading online jeweler. The Company sources jewelry product on an order-by-order basis directly from jewelry designers and suppliers. By employing just-in-time supply, denmans does not incur any costs associated with the inefficiencies of carrying inventory. This low overhead structure enables denmans to offer the most advantageous prices on an unparalleled selection of fine jewelry, brand name watches and gemstones. denmans is strategically positioned at the intersection of the growing worldwide demand for quality jewelry and the rapid expansion of Internet retailing. Web users have placed online jewelry sales in the top ten categories of net shopping. Online jewelry sales are expected to grow to $1 billion by 2003. Combining the advantages of online commerce, with superior customer focus, compelling selection and advantageous pricing, denmans intends to be the definitive source for the highest quality, authentic jewelry and jewelry related products (). Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995: This release contains forward-looking statements within the meaning of Section 21E of the Securities and Exchange Act of 1934, including statements regarding the Company's expectations, beliefs, hopes, intentions or strategies regarding the future. Forward-looking statements include statements regarding the size of the Company's market opportunities in various segments, the demand for jewelry goods on the Internet and the Company's relative competitive position. All forward-looking statements are based upon information available to the Company as of the date of the statement, and the Company assumes no obligation to update any such forward-looking statement. The potential risks and uncertainties that could cause actual results to differ materially include, but are not limited to, the Company's limited operating history, which makes forecasting difficult; the Company's ability to achieve sales growth that exceeds growth in operating expenses; seasonal fluctuations in purchases of jewelry goods; the Company's ability to plan for customer demand, source product and adjust inventory levels accordingly; customer interest in the purchase of new categories of jewelry goods on the Internet; the failure of systems associated with order fulfillment; changes in product mix; continued competitive factors and pricing pressures; and market responses to pricing actions and promotional programs. Actual results could differ materially from the Company's current expectations. Further information on the factors and risks that could affect the Company's financial results are included in its filings with the Securities and Exchange Commission, including the quarterly reports.