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ShopNBC debuts platinum, cubic zirconia line

August 25, 2009
These stud earrings featuring 1 carat total weight of cubic zirconia set in platinum are from ShopNBC's new "Brilliante Purely Platinum" collection. They retail for $179. Photo: Courtesy of ShopNBC.

Minneapolis, Minn.--In the high-end jewelry world, platinum and diamonds are a familiar duo, but platinum set with cubic zirconia? Not so much.

Multichannel retailer ShopNBC is trying to change that with "Brilliante Purely Platinum," a new product line of pure platinum jewelry set with certified Brilliante cubic zirconia stones.

It's a move that the electronic retailing brand says it has taken in response to demand from customers.

The collection made its debut last week during the premiere airing of a show titled after the line.

Pieces in the collection include both classic and contemporary designs with prices ranging from $150 to $1,000. Among the offerings are stud earrings featuring 1 carat total weight of cubic zirconia and retailing for $179, a 2-carat cubic zirconia solitaire ring priced at $440 and a three-stone ring design featuring 1-carat cubic zirconia stones and retailing for $918.75.

ShopNBC said in a media release that each stone in the collection has been independently certified as AAA quality, and each design includes a unique, laser-inscribed identification number.

"Pairing pure, high-end platinum--the jewelry industry's most sought-after metal--with the beauty and value of Brilliante's finest cubic zirconia, is a new concept developed in response to increased customer demand," ShopNBC Vice President of Watches and Jewelry Alex Patton said in the release. "We are thrilled to introduce the new line and show series, as well as offer our customer a premium option in jewelry that simply did not exist before today."
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