TUSTIN, CA -- (MARKET WIRE) -- 09/28/06 -- The Jewelry Factory in Bethesda, Maryland is changing their name to the "Jewelry Exchange." The store remains under the same ownership. The Jewelry Exchange is the nation's leading chain of independent jewelry stores, and operates in about 60% of the country under that name.

The company decided to rename the store in Bethesda in order to solidify their national brand name and eliminate any confusion in the marketplace. The name change took effect on September 20, 2006.

The Jewelry Exchange is owned by Goldenwest Diamond Corporation, and has been operating for over 30 years, doing business as the "Jewelry Exchange" in the metropolitan areas of Los Angeles, Chicago, San Francisco, Boston, Dallas, Tampa, Seattle, Denver, Philadelphia, and now in Washington, D.C. The company operates as the "Jewelry Factory" in the New York, Detroit, and Cleveland markets. In Houston, the company operates the "Jewelry Source."

"The Bethesda store has always been very vibrant, and will continue to provide our customers with unbeatable values, large selections, and casual shopping experiences -- with no commissioned salesmen," according to a company spokesman. "And, of course, the store will still provide our special factory-direct pricing -- so our customers can save up to 80% on their jewelry purchases."

The Jewelry Exchange is the largest private importer of diamonds in America, and has over 30,000 loose diamonds in stock. 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.