TUSTIN, CA -- (MARKET WIRE) -- November 16, 2006 -- The Jewelry Exchange, the nation's leading independent direct diamond importer and manufacturer, announced today the opening of a new retail store in the twin-cities of Minneapolis and St. Paul, in the suburb of Eagan. The store is the first in Minnesota, and is scheduled to open on Monday, November 20, 2006.

The Jewelry Exchange has gained acclaim by offering consumers factory-direct pricing. The company manufactures most of the items they sell, and pass the savings on to the customer.

The Eagan store will carry a wide variety of jewelry, including loose diamonds, semi-mounts, finished rings, bracelets, earrings and pendants. The store will also prominently feature their new "Journey Collection" -- beautiful jewelry that features an artistic pattern of individual diamonds, each progressively larger in size, symbolizing how love grows on the journey of life together.

The Jewelry Exchange in Eagan will also feature on-site goldsmiths, available to prepare a custom setting or make repairs while-you-wait.

"We are so excited about bringing this unique way of buying jewelry into the Twin-Cities area," a company spokesman commented. "Now for the first time, Minnesotan's can get factory-direct pricing on jewelry, in all styles -- from classic to contemporary."

By manufacturing most of the jewelry they sell, maintaining low margins, and buying diamonds in huge volume direct from the source, the Jewelry Exchange is able to offer pricing that is typically 80% less than other jewelry stores.

The Jewelry Exchange has locations throughout the United States, and was recently named one of the top jewelers in America. Eagan is the 8th largest city in Minnesota, and has an abundance of beautiful parks, neighborhoods, shopping and recreation facilities. The Jewelry Exchange decided to place their first store in Eagan due to its high quality of life and easy access to all of the Twin-Cities.

The new store is located at: 3090 Courthouse Lane, Eagan, 55121. The telephone number is (651) 688-2200.

For more information and further details, call 1-800-441-0715, or visit the website at www.jewelryexchange.com.