Mondera.com, the online luxury goods
e-tailer, this week signed a two-year, $6 million
advertising and e-commerce agreement with America Online Inc.
Mondera.com will become a gold tenant in the
jewelry and watches department and a silver tenant in the gifts department
within the Shop@AOL, AOL.COM, CompuServe and Netscape online shopping
destinations in the first year. In the second year, the diamond and jewelry
seller gets anchor tenancy in these same areas. Mondera.com will also be
promoted on women’s network Oxygen.com.
Part of what Mondera.com prides itself on is the ability to educate
consumers on how to make a diamond selection, so it will also be providing
content to the AOL(AOL) Diamond Buying guide as part of the deal. Mondera.com
launched earlier this year, so it’s been making a big push — both on and
offline — to build its brand recognition. The company is partially owned
by @Ventures, the venture arm of CMGI Inc. (CMGI)