Zale Focuses on 0.5-3ct +I/SI2 Solitaires

Zale’s forefront holiday campaign, the Celebration Diamond, promotes certified 0.5-3.0 carat round and princess cut diamonds, in I or better colors and SI2 or better clarities. The campaign is heavily promoted, and includes a dedicated web site (celebrationdiamond.com).

After selling its inventory at greatly reduced prices this summer, Zale is tackling the 2008 holiday season with a focused campaign. The retailer placed a 102 facet diamond at the center of its efforts, promoting its physical attributes, as well as its uniqueness as a special occasion present.

The solitaire diamonds, set in gold and platinum, are accompanied by lab certificate and are laser inscribed with an identification number.

Price points range from $695 for third carat earrings to $21,995 for a two carat ring. The collection also includes bracelets (called ‘embraceables’), pendants as well as bridal and wedding bands.

In the past, Zale was tackled with last minute management changes just ahead of the Holiday Season that often distracted from its ability to present a coherent and focused campaign or even jewelry line that would capture consumers’ attention. The latest effort may prove to be the turn around vehicle that the company sought for a number of years.