November 20, 2007, 12:00 AM

Zale Corp. is using its online channel to personalize holiday gifts

The jewelry retailer, which earlier this month sold its Bailey Banks & Biddle brand to Finlay Fine Jewelry Corp. for $200 million, is offering exclusive online deals at Zales.com to purchase and customize a piece of jewelry for as low as $15.

Mark Brohan

Research Director

Zale Corp. is using its online channel to personalize holiday gifts.

The jewelry retailer, which earlier this month sold its Bailey Banks & Biddle brand to Finlay Fine Jewelry Corp. for a purchase price of $200 million, is offering exclusive online deals at Zales.com to purchase and customize a piece of jewelry for as low as $15. The Zales.com personalization program gives online shoppers the chance to customize more than 800 unique pieces with birthstones, names, messages and metal color. Those items include promise rings, couples’ jewelry, mother`s rings, religious jewelry, men`s items such as cufflinks and money clips, children`s jewelry, sports team wear, watches and clocks and picture frames.

Personalized items will take between one and two weeks for delivery, with more detailed designs taking three or four weeks, the retailer says.

In conjunction with the sale, Zales.com is also offering a holiday bonus with the chance to win an online personalized jewelry shopping spree of up to $1,500. Of the 4,000 items available at Zales.com, more than 800 can be personalized in some form or fashion, says vice president of e-commerce Steve Larkin for Zales.com, No. 189 in the Internet Retailer Top 500 Guide.

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