prompted an Island entrepreneur to open a new jewellry business in Hamilton.

Sparkles, owned by Ms Sharon Simmons, opened last Thursday in the Attic along Washington Lane.

"Cubic zirconia is becoming so popular because it is an additional accessory...more people are interested in this jewellry because they can now get better variety, and they like the new styles, without paying high prices.

"Cubics offer an affordable alternative to diamonds,'' she said.

Ms Simmons, who has sold cubic zirconia in Bermuda for about two-and-a-half years through catalogue sales and personal meetings, said it was time to give the business more exposure.

"There were many people I was not reaching, this will give the jewellry more exposure,'' she continued.

The location will give the business a starting point to a larger operation in future, according to Ms Simmons.

The store, which features 14 carat cubic zirconia jewellry, has taken up space where Impulse, the African print clothing store, used to operate, and is open for business Tuesday through Saturday inclusive.

Ms Simmons, who purchases the jewellry from manufacturers in New York and California, said she began seriously considering giving Sparkle a more permanent home about six weeks ago after some clients suggested she expand her business to include downtown shoppers.

"The zirconia, in the proper setting, with 10 or 14 carat gold, really can be beautiful, I am pleased with the quality,'' she said.

And it is very difficult to tell cubic zirconia from diamonds, according to Ms Simmons.

SPARKLING START -- Ms Sharon Simmons has opened a cubic zirconia jewellry sales business in The Attic, located along Washington Lane in Hamilton. She has aptly named the store "Sparkle''.