TUSTIN, CA -- (MARKET WIRE) -- 07/14/06 -- The Jewelry Factory in Norristown recently changed their name to the "Jewelry Exchange," and management couldn't be more pleased. "We thought there might be some confusion in the marketplace, and we were expecting a decline in sales for a few months," a company spokesman stated. "However, to our surprise and delight, sales have increased steadily since the name change took effect."

The Jewelry Exchange is the nation's leading chain of independent jewelry stores, and operates in about 70% of the country under that name. In some markets, the company operates under the name the "Jewelry Factory" or the "Jewelry Source."

The company decided to rename the store in the Philadelphia suburb in order to solidify the brand name and create more cohesion with the national advertising campaigns. The name change took effect on June 8, 2006.

"We believe that our sales are growing because our customers enjoy our value, large selection, and casual shopping environment -- with no commissioned salesmen," the spokesman stated. "And, especially in these times -- with high gas prices taking a bite out of people's budgets -- our customers appreciate our factory-direct pricing, which saves them up to 80% on their jewelry purchases."

The Jewelry Exchange is owned by Goldenwest Diamond Corporation, and is the largest private importer of diamonds in America. The Jewelry Exchange was also recently named one of the top 25 jewelers in America. For more information, call (800) 441-0715 or go online at www.jewelryexchange.com.