Shane Co., Leading Independent Jeweler in the U.S., to Open Retail Location in Orlando, Florida

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Shane Co., the leading independent jeweler in the United States, will exhibit a wall of diamonds highlighting unique retail concepts at its new retail location in Orlando, Florida, scheduled to open on August 1.

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By buying our gems firsthand rather than through traditional channels, we avoid price markups, allowing us to offer our customers a superior value

Shane Co., the largest privately-held jeweler in the United States, today announced that it will open a retail location in Orlando, Florida on August 1. The store will feature retail concepts never before seen in a jewelry store, including a wall-size display of loose diamonds from which customers can make selections for viewing and purchase.

The store will be located at 4194 Conroy Road, just east of I-4 at Conroy Road and Millenia Blvd., next to the Mall at Millenia.

"Shane Co. is proud to bring to the people of the Orlando area the most unique and customer-centric jewelry shopping experience ever, in the most inviting jewelry retail environment ever created," said Tom Shane, Chairman of the Board and Chief Executive Officer of Shane Co. "Our wall of diamonds dramatically demonstrates to customers, especially bridal jewelry customers, that Shane Co. offers by far the largest selection of loose diamonds in the entire Orlando area."

The diamond wall display will exhibit loose diamonds featuring all of the world's recognized individually displayed and can be removed from the display for viewing and purchase.

"The diamond wall display represents only a fraction of the store's entire loose diamond inventory," Mr. Shane said. "Our superior selection, combined with our direct diamond importer prices, makes it easy for bridal jewelry shoppers in Orlando to get the best value on the perfect diamond."

As a direct diamond importer, Shane Co. buys its diamonds, as well as rubies, sapphires and pearls, directly from the overseas sources, located in such cities as Antwerp, Tel Aviv and Bangkok.

"By buying our gems firsthand rather than through traditional channels, we avoid price markups, allowing us to offer our customers a superior value," Mr. Shane said. "And because we hand-select each stone one at a time, we ensure that every gem meets our Shane standard of excellence."

Mr. Shane also noted Shane Co.'s Free Lifetime Warranty, and 120-day money-back guarantee, the longest refund and exchange policy in the jewelry industry.

About Shane Co.:
Shane Co. is the largest privately-held jeweler in the United States. The Centennial, Colo.-based company is a direct importer of diamonds, rubies, sapphires and pearls, and operates 24 stores in 14 states. Shane Co. also sells its products online at Shane Co. is recognized in the industry as a price leader offering a unique array of customer benefits, including a free lifetime warranty and a 120-day money-back guarantee.


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Julie Helmstetter
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