Simmons Jewelry Co. and Nickelodeon/Viacom Consumer Products (NVCP) recently announce the launch of SpongeBob SquarePants jewelry set to hit Zales jewelry stores beginning in December 2009. Inspired by the beloved residents of Bikini Bottom, the SpongeBob Fine Jewelry Collection includes fashionable designs crafted from sterling silver and Swarovski(TM) crystals. With prices ranging from $95-$350, this collection is attainable to all and comes just in time for the holiday season.

    "We are always looking for innovative ideas to develop fine jewelry. The Nickelodeon partnership to license SpongeBob is the perfect addition to
the Simmons Jewelry Co. family in order to make the jewelry industry more relevant to today's consumer," Russell Simmons, CEO of Simmons Jewelry Co describes the new collection.

    Debuting on December 8th, 2009 on Zales.com and at select Zales stores nationwide, the SpongeBob Collection features dog tags, rings, necklaces,
earrings, and bracelets, all made with unique elements and designs. The SpongeBob Eye Pendant, a sterling silver dog tag encrusted with Swarovski(TM) crystals, is the highlight of the collection and is ideal for family and friends alike.

    Simmons Jewelry Co. and NVCP kicked off their partnership with a one-of-a-kind 12-carat diamond-encrusted pendant previously viewed for the
2009 Sundance Film Festival in honor of the iconic character's 10th Anniversary. The pendant was worn by the likes of Terrell Owens and Chris Meloni.

    For additional information, visit http://www.SpongeBobJewelry.com.

    About Simmons Jewelry Co.

    The Company is emerging as an industry leader and design innovator in all jewelry categories. SHR & Simmons Jewelry Group holds the licenses to
Simmons Jewelry Co. Steel Collection, Kimora Lee Simmons for Hello Kitty Fine Jewelry and Watches, Hello Kitty by Simmons Jewelry Co., and SpongeBob
SquarePants by Simmons Jewelry Co. These brands and others can be found in premier jewelry and department stores including Kay Jewelers, Jared the
Galleria of Jewelry, Zales, Gordon's Jewelers, Neiman Marcus and Macy's.

    About Nickelodeon & Viacom Consumer Products

    Nickelodeon & Viacom Consumer Products manages the world's third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.

    Nickelodeon, now in its 30th anniversary year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon's U.S. television network is seen in almost 100 million households and has been the number-one-rated basic cable network for more than 15 consecutive years. Nickelodeon and all related titles, characters
and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).

    About Zales

    Zale Corporation is a leading specialty retailer of diamonds and other jewelry products in North America, operating approximately 1,930 retail
locations throughout the United States, Canada and Puerto Rico, as well as online. Zale Corporation's brands include Zales Jewelers, Zales Outlet,
Gordon's Jewelers, Peoples Jewellers, Mappins Jewellers and Piercing Pagoda.

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