"By marketing directly to the discerning end-user we're looking for Studio Sabra to boost our market share and lead to increased opportunity for expansion," said Sales and Marketing Director Jay Kohn and HLG co-founder. "We looked at what was going on online. The amount of jewelry sold on the internet continues to increase each year. This coupled with the fact that many of the retail shops we deal with are trying to throw in their hats by opening their own retail jewelry Websites. To us, being a part of this trend seemed like the logical way to expand our reach and to help grow the business."

HLG Jewelry sees their new online strategy as a continuation and firming of their original mission to promote those artists who helped found the company. Having a strong web presence is one of the best ways to increase the artists exposure.

The company's promotional release explains their innovative choice of business name: "The Sabra plant is known for being found in exotic locations. A cactus with prickly spines, the Sabra offers a fruit that is sweet and soft when harvested. For us, the Sabra symbolizes the Jewelry we present -- timeless, multifaceted, elegant and true in its simplest form then blossoming into exciting, vibrant shapes, colors and sizes. This is the essence of SabraStudio.com."

At StudioSabra.com consumers can feel confident that they are buying a quality product. They stress that no cheap labor or sweatshops are involved in the jewelry's creation. While the jewelry is predominately made in Israel, Studio Sabra management is hoping to enlist artists from other exotic locations.