Hand-crafted right-hand ring in 18-karat rose gold with natural rough cognac and pink diamonds.

New York–For the third year in a row, October will be synonymous with diamond right-hand rings as Jewelry.com celebrates "October Is Right Hand Ring Month."

Jewlery.com said sales of the rings have increased during October in the past two years thanks to the promotion. In October 2006, comparable-store sales of diamond right-hand rings were up 105 percent, compared with preceding months. Last year, the campaign enticed 6.2 million consumers to the site, which connects shoppers with major retailers such as Gordon`s Jewelers, Helzberg Diamonds, J.C. Penney, Kay Jewelers, Macy`s and Zales.

"The success of October Is Right Hand Ring Month underscores the importance of this market segment," Jewelry.com Chairman Ofer Azrielant said in a statement. "Consumers are looking for fashion-forward, high-quality diamond jewelry, and clearly results from the previous promotions indicate that this is a market segment with great growth opportunities."

Print advertising, retail promotions and two online sweepstakes will support the program. The Diamond Promotion Service is involved with a series of promotional activities and national print and online campaigns. Print promotions include a four-page advertorial in Glamour magazine, which hit newsstands this week. It highlights 11 new diamond right-hand ring styles that will be part of Jewelry.com`s online sweepstakes at Jewelry.com/rhr . The suggested retail price points for the collection range from $349 to $1,599.

Also taking place this year is Glamour`s "Make a Statement" competition. The magazine is asking readers to submit videos via its Web site discussing what makes them "diamond right-hand ring women." The winning submission will receive a ring.