Apparatus, article of manufacture and methods for recommending a jewelry item that comprise receiving, at a jewelry interface, user-input data regarding: a selection of at least one jewelry item. The at least one jewelry item comprises a plurality of characteristics. User-input data also includes an indication of a level of importance for at least one characteristic of a jewelry item. Each level of importance corresponds to a co-efficient. An ideal profile is computed based in part on the selection of the at least one jewelry item and the indication of the level of importance, an ideal profile. A matching algorithm is applied to a plurality of jewelry items stored in an inventory. Based on the matching algorithm, at least one recommended jewelry item is identified as most closely matching the ideal profile. An indication of the at least one recommended jewelry item is transmitted.