Keepsake Widens Retail Distribution

Keepsake, one of the nation's oldest and best-known jewelry brands, is going mass market. It's expanding its distribution "to reach a more diverse consumer audience through varied retail distribution," said parent firm Commemorative Brands Inc. (CBI), of Austin, Texas, in an announcement made on March 4. Jewelers, however, will remain a prime outlet for the jewelry. Since April, Keepsake gold and diamond jewelry, including bridal, has been available nationwide in more than 2,700 discount stores and Super Centers of Wal-Mart, the $218 billion Bentonville, Ark., retailer that's one of the country's leading mass merchandisers. The Keepsake assortment also is sold online at Wal-Mart, which had a Keepsake bridal jewelry collection in the early 1990s, is only the first of several national retailers of Keepsake, say CBI officials. In the past five years, Keepsake has focuse

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