Founded in 2010, MSJFJ pioneered the way consumers could purchase fine jewelry online. Though not yet in the business for long, its founders have 50 years of combined experience and produce diamonds for well-known jewelry retailers. That said, the traditional brick-and-mortar model is not as viable as it once was for luxury brands.

"As millennials have reached an age where they can afford fine jewelry, they also have a deep-seated understanding that they can find the best quality, selection and price through search and self-education," says the brand's co-founder. The CEO said, "This is in stark contrast to just a few years ago, when consumers could only go to a few jewelry stores, see one or two diamonds in each store, and ultimately buy one of the few diamonds they were considering, but couldn't understand what the diamond meant. They see it in the store."

As e-commerce slowly becomes a major force in driving sales, brands are keen to enhance the online customer experience. The founder was clearly very concerned about this, and he improved their website to provide the smoothest, easiest way to buy an engagement ring.

"We are constantly refining the features and functionality of our website based on how consumers interact with it."