Zalemark Holding Co Inc (ZMRK)

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Diane Stanford

Kansas City Star

"Hallmark Cards Inc. has been in the special occasion business since 1910. This November it began testing a new kind of social expression.

The Kansas City-based company, in partnership with The JC Penney Co., has entered the diamond engagement and wedding ring market.

“This is a great time of year for engagements,” said Katy Briggs, jewelry category manager for Hallmark’s global brand licensing division. “We will look at the fourth quarter and first quarter, which includes Valentine’s Day, as a test.”

For now, the Hallmark brand — complete with its signature crown symbol etched inside the ring bands — is available only online at JC Penney’s jewelry site and in 30 selected stores around the country.

The new Heart of Hallmark Collection includes about 20 styles of engagement rings, including three bridal sets that include wedding bands. The collection, designed and manufactured by Verigold Jewelry Inc., a New-York based jewelry company, is priced between $1,700 and $6,000."