News--"Choice Developing New Online Business...Again!"

       The innovation continues to spring forth from Choice Group as they grow, and true to form, they again reach beyond their primary jewelry industry roots and into the national bridal market by announcing initial developments of MyTrueLoveOnline.com Strictly an internet-based business, My True Love Online promises to be a leading provider of romantically themed personal websites, a phenomenon of the explosive growth in the bridal market. Although Choice has been serving the bridal market for years with jewelry products and services, this new venture is a dramatic departure from earlier successes.
       "We are exploring the opportunity to broaden our services to our current market segment, and the promising growth in these products seemed to indicate this venture being a natural evolution of our expertise," explained Eric Ehrhardt, Choice's CEO. "Already a leading online provider to brides and grooms, our intrigue with how many were opting to create strictly personal and comemorative websites soon turned a discussion of extending our services and how best to maintain our reputation for quality and value. Rather than depend on a partner-provider, we felt it best to do it ourselves to be sure of the customer's satisfaction in the end." Choice Group, consisting of half dozen different companies, has served the bridal market primarily with jewelry and related products with a solid reputation for more than ten years now, and it is no surprise that they are careful to preserve their dedication to professionalism even as they plan a completely new direction.
       "It is going to be something that will take some time to refine, so I don't expect to see anything substantial until at least October," Ehrhardt cautioned. "Until then, I am sure my team will be tinkering with models and methods before producing a finished product worthy for Choice Group to welcome into our fold. I am confident, however, that it is our customers who will ultimately benefit from our efforts."

¤ National Jeweler Release, April 2006