Going Up for Sale (Updated) was once a thriving online jewelery retailer. I know a couple of people who were regular customers of, although I don’t think I  was ever a customer of the company. According to jewelery industry website JCK, “was second only to Blue Nile in the jewelry e-tail space and regularly recorded more than $100 million in annual sales.”

Earlier this year, the company ceased operations, and it was announced that the company’s assets would be liquidated. The  National Jeweler  publication has additional details about the reasons for the company’s liquidation.

Hilco Streambank has been retained to sell  (pdf)  the brands, trademarks, domain names, and other intangible assets. The company has set a bid deadline of October 1 for offers to be received  (updated to October 21, 2014). If there are multiple competitive bids, an auction will be scheduled.

From the offering page on the Hilco Streambank website, here are the highlights of what is included in the sale:

  • Premium Domains –, and
  • Extensive customer database containing 6MM records
  • E-Commerce platform with 100MM visits over the past 5 years
  • An established brand in the jewelry e-commerce market

Hilco Streambank’s Dmitriy Chemlin provided some additional information about the business as well as prospective buyers for received approximately 170MM visits over the past 5 years, averaging over 11 minutes per session. Majority of the traffic was from the Americas, but there was a significant amount of repeat and new traffic coming in from all over the world. That type of traffic generation should significantly increase the value of the domain. We have received interest from across the board, starting with the jewelry industry and expanding to startups, daily deals, auction platforms, domainers and even several larger corporations.

If you are interested in either bidding on the lot, or if you have additional questions for Hilco Streambank, visit the Hilco Streambank  website  (pdf) for more information. In order to place a bid, you will need to sign up in advance.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


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