One of America's leading jewellery retail corporation - they operate over 2000 stores and outlets throughout shopping malls and speciality boutiques. And as with all these high-end jewellery retailers, they carry all sorts of expensive jewellery, like rings, necklaces, earrings, bracelets and watches. All are studded with diamonds. They are not called "The Diamond Store" for nothing. Visit their website to have a look at their collections. You can also shop for diamonds online with their website. I don't know about you guys, but if I am to purchase high end diamonds, I would like to view the piece first before I commit. I wonder whether their online shop is doing well or not. Well even if it does not do well, it is a good platform to advertise their products. People often get confused with online sales, thinking that it will break or make a business. For me, it is all about exposure and selling the brand or concept. And Zales's online shopping website is not all about sales, it is about promoting the brand and their products.