Jewelry Exchange Prices Diamonds to Increase Market Share

TUSTIN, CA--(Marketwire - November 24, 2008) - The Jewelry Exchange, the nation's leading private direct diamond importer, has launched an aggressive marketing and pricing campaign designed to increase market share and capture some of the business that has been left unattended by the recent decrease in jewelry retail capacity. This campaign is directed at taking market share from well known online operators as well as increasing sales levels at existing brick and mortar stores.

The company's management feels that this is the perfect time to take advantage of its solid financial position. Goldenwest Diamond Corporation owns their inventory of loose diamonds, finished jewelry, mountings and supplies, making their position stronger than the top online retailers whose inventory is mostly from diamonds listed on memorandum by suppliers. The company currently has cash and credit reserves in excess of $20 million and is taking advantage of vendor's discounting on accounts payable, resulting in even lower diamond cost. Supplier payables are less than $1 million.

The Jewelry Exchange is increasing online banner buys as well as pay-per-click. With that and lowered pricing, the company hopes to dominate the Diamond and Jewelry keywords. The company expects to deal with this 2008 selling season by doing what it has always done, offer customers a great value and increasing market share.

Our Diamond prices have been significantly reduced and are now lower than those of most online sellers of loose diamonds. We offer certified and non-certified diamonds and we continue to digitize our diamond certificates from the Gemological Institute of America (GIA), the European Gemological Laboratories (EGL), and the American Gemological Society (AGS), adding thousands more each week.

The Jewelry Exchange carries over 30,000 loose diamonds in stock. Customers will have no trouble finding exactly what they want in terms of budget, cut, size, and quality. Additionally, the Jewelry Exchange is the only leading Internet site that offers customers the opportunity to see a diamond before they make a purchase: Most diamonds found on the Jewelry Exchange's website can be shipped to one of their retail stores, where a customer can see the diamond in-person before making the decision to purchase. We offer a low price guarantee as well as a double-value guarantee and a 30 day return policy for purchases made online. Customers can shop with confidence in our stores and on our website.

The Jewelry Exchange is owned by Goldenwest Diamond Corporation, and has been operating for over 30 years, doing business as The Jewelry Exchange in Los Angeles/Tustin, Chicago/Villa Park, San Francisco/Redwood City, Boston/Sudbury, Dallas, Tampa, Seattle/Renton, Philadelphia/Norristown, Washington D.C./Bethesda, Phoenix, Minneapolis/Eagan, and Denver/Greenwood Village. The company operates as The Jewelry Factory in New York/Hackensack, Detroit/Livonia, and Cleveland/North Randall. And in Houston, the company operates The Jewelry Source.

Last week, the Jewelry Exchange announced the opening of its newest store in the greater St. Louis area located at 1809 Beltway Drive in Overland, Missouri (314) 426-9100

For more information, call 1-800-441-0715 or go online at www.jewelryexchange.com.