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Super Bowl dreams for jewelry manufacturers

January 31, 2007

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The Indianapolis Colts and the Chicago Bears are not the only ones with high hopes for Super Bowl XLI. Several jewelry manufacturers will be bidding to design the winning team's championship rings.

The Indianapolis Star reports that Houston-based Diamond Cutters International, Dallas-based Balfour (Art Carved) and Minneapolis-based Jostens are three companies that routinely bid to create the rings. Jostens has created rings for 27 of the 40 Super Bowls to date.

Fred Cueller, president and chief executive officer of Diamond Cutters International, told The Indianaoplis Star that his company has already invested $75,000 into creating a prototype ring for the Colts. Cueller told the newspaper that he's so confident of a Colts victory that his company has not started designing a prototype ring for the Bears.

The newspaper reports that the rings typically cost the National Football League $5,000 to $10,000. The rings generally cost more than that to produce, but manufacturers profit from ancillary sales, the newspaper says.
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