Jewellery store Astwood Dickinson has expanded its sales reach with a new retail website launched last week.

The store's promotions manager Cindy Bragg said that the site ? designed by Bermudian Ralph Richardson II who resides in California -- increases the store's exposure and will also allow visitors who come through the Front Street store's doors to become repeat customers via the website.

The website offers links to the brands that the store currently stocks as well as a display of Astwood Dickinson's Bermuda Collection which is the only collection for actual sale on the site right now.

"People are very web savvy now and we get a lot of phone calls from people making phone purchases so this is an easier tool for them to use so they can go online and visually see what they want to purchase and they can make the transaction all online for the Bermuda Collection," she said.

Customers planning to come to the Island who are interested in watches or other items also have the ability to e-mail inquiries about availability and price.

"It is a representation of who we are and what we sell so people coming to the Island and leaving the Island know exactly what we sell in the store," she said.

The store plans to put more brands online in coming months and is now working with some vendors in a bid to sell brands such as Links of London online at prices which are generally 20 percent lower than US.