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More Bling Coming: Sam's Club Upping its Diamond Inventory

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Next time you stop by Sam's Club for that extra-jumbo-sized crate of Pop-Tarts, you may notice there's more bling on the sales floor. WWD reports that the Wal-Mart-owned wholesale club is seeking a bigger stake in the jewelry industry. "We recently sold a $102,000 diamond ring," senior director of merchandising Sharon Van Roo said. "Almost every week we’re working on something worth $10,000 or more."

Among the new brands at Sam’s is Effy, rose-shaped rings with pavé diamonds and colored stones and diamond and cognac diamond necklaces. Regal Elegance, diamond engagement rings priced from $599 to $6,000, will be launched this fall. Judith Ripka, which bowed in 100 clubs a little over a year ago, is expanding to 570 clubs. De Beers’ Diamond Love Knot Everlon collection — Sam’s was one of 12 outlets in the U.S. to launch it last year — is being expanded. “We’re working with them and they’re building the collection for us,” Van Roo said.

Other important brands include Love Earth, billed as the first traceable fine jewelry collection and exclusive to Sam’s, and Silver Mist jewelry, which combines gray and white diamonds with sterling silver.

· Sam's Club pushes diamonds [WWD]