BENTONVILLE, Ark. — Moving to a broader, higher grade and more expensive fine jewelry offering, Wal-Mart will begin selling an exclusive Keepsake “star” collection of diamond jewelry in April at all of its stores. Wal-Mart will also offer the collection online. The collection is primarily for bridal, though there are some fashion earrings, necklaces and men’s rings. A Keepsake spokeswoman said it’s possible that Wal-Mart will carry additional Keepsake merchandise in the future.
“The new Keepsake line at Wal-Mart will complement our existing assortment of fine jewelry,” Chris Callahan, vice president of jewelry for Wal-Mart, said in a statement Monday.
Prices range from $199 to $899 in the Keepsake line, whereas Wal-Mart has been carrying diamond jewelry up to $399, a Wal-Mart spokesman said.
Currently, Keepsake sells 1,500 independent small jewelry retailers. Wal-Mart will be the only big chain carrying the brand.
“We are excited about offering Keepsake high quality, certified fine jewelry at a retailer that offers customers such great prices,” said Parke Davis, senior vice president of Commemorative Brands, which owns the Keepsake brand. Customers will receive a certificate of authenticity with each purchase, and the Keepsake trademark will be engraved inside each ring.