RAPAPORT... Zale Corporation launched its Celebration Diamond in all of its stores and online. Celebration Diamond is a new patented diamond cut that Zale claims is designed to "please even the most discerning bride."

The cut features 102 facets and Celebration Diamonds are available in round and princess cuts. Each Celebration Diamond ring is set in an 18-karat white gold cathedral mounting with platinum prongs and the word 'Celebration' inscribed inside the ring. The complete line includes engagement rings, solitaire earrings and necklaces. Prices range from $1,499 to $44,995.

Neal Goldberg, chief executive officer (CEO) of Zale, said, "We feel so strongly about Celebration that we've made it the centerpiece of our merchandise, marketing and store presentation. Additionally, we have invested in a website (celebrationdiamond.com) devoted solely to educating consumers on its superior brilliance."

Mary Kwan, executive vice president and Zale's chief merchandising officer, added, "We believe once customers see its fire and light, there will be no second choice."

The Celebration Diamond also plays a key role in Zales' "Love Rocks" advertising campaign.

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