Shane Co., Leading Independent Jeweler in the U.S., Opened New Retail Location in San Diego, California

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Shane Co., the leading independent jeweler in the United States, opened a new retail location in San Diego on August 22.

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The diamond wall display represents only a fraction of the store's entire loose diamond inventory

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Shane Co., the largest privately-held jeweler in the United States, announces that it opened a retail location in San Diego on August 22. The store features 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 is located at 1660 Camino De La Reina Road, just north of I-8, adjacent to the Westfield Mission Valley mall.

"Shane Co. is proud to bring to the people of the San Diego area a unique and customer-centric jewelry shopping experience, in the city's most inviting jewelry retail environment," 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 San Diego area."

The diamond wall display exhibits loose diamonds featuring all of the world's recognized standard diamond shapes, all of which are shown in a variety of sizes. Each diamond is 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 San Diego 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 http://www.ShaneCo.com. 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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