Datamonitor NewsWire

July 17, 2008 Thursday 10:28 AM GMT

119 words

Wal-Mart launches Love, Earth jewelry line

Wal-Mart Stores has announced the launch of Love, Earth jewelry, its first completely traceable fine jewelry line available at Wal-Mart stores, Sam's Club locations and on walmart.com and samsclub.com.

According to Wal-Mart, marking a shift in how affordably priced fine jewelry is produced and sold, the new line is the result of collaboration between the company, Conservation International and Wal-Mart's supply chain partners. It will give customers the ability to trace the path of their Love, Earth jewelry from mine to store by going online, the company said. Pam Mortensen, vice president and divisional merchandise manager for Wal-Mart, said: "Wal-Mart recognizes that our customers care about the quality of their jewelry and its potential impact on the world. With Love, Earth, customers are getting an affordable and beautiful piece of jewelry that also helps sustain resources and strengthen communities."

July 22, 2008