Zale Corp. launched its Celebration Diamond across all its stores and online, including its flagship brand Zales Jewelers, in time for the holiday shopping season.

The new patented diamond cut “features remarkable clarity and exceptional color with 102 facets for unprecedented sparkle and fire,” Zales said in a statement Nov. 20.

“The cornerstone of our business is diamonds and within that realm Celebration will represent the best of the best from a product performance and value standpoint,” said Neal Goldberg, Zale Corp. chief executive officer. “We feel so strongly about Celebration that we’ve made it the centerpiece of our merchandise, marketing, and store presentation.”

The diamond has its own Web site  to educate consumers on its brilliance.

Celebration Diamonds are available in round and princess cuts. Each Celebration Diamond ring is set in an 18k white gold cathedral mounting with platinum prongs and “Celebration” inscribed inside the ring. The complete line offers engagement rings, solitaire earrings, and necklaces. Prices range from $1,499 to $44,995 depending on the cut, color, clarity, and carat size of the diamond, as well as which piece is selected.

The Celebration Diamond will be a key part of Zales “Love Rocks” advertising campaign. In the television spot “String” a young man expresses his love by asking his girlfriend to marry him with a ball of string and a ring, capturing love’s raw authenticity as well as the beauty of the Celebration Diamond.

Zale Corp. operates approximately 2,135 retail locations in the United States, Canada, and Puerto Rico. Its brands include Zales Jewelers, Zales Outlet, Gordon’s Jewelers, Peoples Jewellers, Mappins Jewellers, and Piercing Pagoda.

JCK