Sears Debuts Jewelry Catalog

Sears Roebuck and Co. has launched a Fine Jewelry catalog and will mail "millions" of copies this fall, capitalizing on one of the firm’s biggest selling products.

The 40-page catalog began mailing last week to several million Sears customers and outside prospects, spokeswoman Ann Woolman said.

The book will mail out three times this fall. Next year’s mailing frequency has yet to be been determined, she said.

The books will also be available at the jewelry counters of Sears’ stores this holiday season.

The catalog features more than 1,000 items, priced between $19.99 and one million dollars.

"Today's customers are time starved," said Dennis Honan, vice president of Sears Customer Direct, in a statement. "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."

Virtually all product categories are available in the catalog: diamonds, gemstones, gold, cubic zirconia, sterling silver and watches.

Sears has a long history in fine jewelry. Richard W. Sears and Alvah C. Roebuck first teamed up in 1888 to sell watches and jewelry.