Sears Launches Fine Jewelry Catalog

This holiday season, one of the fastest growing product categories at Sears, fine jewelry and watches, has become even more convenient to shop.

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"Today's customers are time starved," said Dennis Honan, vice president of Sears Customer Direct. "Our new Fine Jewelry catalog enables customers to shop Sears any way they wish: Stop in, log on, or browse the catalog and call us."

Honan added, "The launch of the jewelry catalog is the most recent example of our integrating channels to increase the convenience of shopping Sears."

The new catalog may be found on Sears' jewelry counters this holiday season. Millions are being direct mailed this fall.

The Fine Jewelry catalog, which is like a jewelry store in the mail, features more than 1,000 items, ranging from $19.99 to $1,999.99.

Virtually all product categories are represented: diamonds, gemstones, gold, cubic zirconia, sterling silver and watches. Watches feature the most popular brands, including Seiko, Citizen, Bulova, Elgin, Timex, Casio and Relic. Most items also are available in larger Sears stores, and virtually all are available on (Customized family and personalized jewelry and personalized watches are "view only" online.)

Sears has a strong history in fine jewelry. Richard W. Sears and Alvah C. Roebuck first teamed up in 1888 to specifically sell watches and jewelry. Today, Sears is the top-selling U.S. retailer for certified diamonds, and has the guarantees to back them.

Sears expects the new catalog to help attract catalog and online shoppers, introduce new customers to Sears' fine jewelry, and influence in-store sales.

Fine jewelry and watches joins Craftsman tools as Sears' product categories that offer three ways to shop. Fine jewelry was launched on in the fall of 2001, and has since expanded from 300 to 1,000 items. Craftsman tools has had a catalog since 1928, was launched on in 1997, and in the last year Sears has encouraged shoppers to shop for Craftsman tools, any way they wish.

Research indicates that customers who shop Sears in three channels -- online, in stores and via catalog -- on average spend three times more at Sears, and visit Sears stores approximately three more times, than customers who only shop in stores.

Sears, Roebuck and Co. (NYSE: S) is a broadline retailer with significant service and credit businesses. In 2001, the company's annual revenue was more than $41 billion. The company offers its wide range of apparel, home and automotive products and services to families in the U.S. through Sears stores nationwide, including approximately 870 full-line stores. Sears also offers a variety of merchandise and services through its Web site, . In June 2002, Sears acquired Lands' End, a direct merchant of traditionally styled, classic Lands' End clothing offered to customers around the world through regular mailings of its specialty catalogs and online at .


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SOURCE: Sears, Roebuck and Co.

CONTACT: Media, Ann Woolman of Sears, +1-847-286-7079,

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