James Allen News Center

Park City, Utah, 84017 ---

In honor of the tenth anniversary of SpongeBob Squarepants, Simmons Jewelry Company has launched a new jewelry and watch line that features the famous cartoon character set in diamonds.  The diamond jewelry line is collaboration between Simmons Jewelry Co., Nickelodeon, and Viacom Consumer Products.

The jewelry collection features a $75,000 SpongeBob pendant set in diamonds.  The pendant has a whopping 12 carats total weight in diamonds – which includes white diamonds as well as (SpongeBob trademark colors) color-enhanced yellow diamonds, red diamonds, and blue diamonds.   All our set in 18 karat yellow and white gold. The diamond pendant`s design is a close up of Sponge Bob`s smiling face.

The diamond-studded pendant will make its debut display in Park City, Utah, during the 2009 Sundance Film Festival.  At a later date, "SpongeBob Squarepants in Diamonds" will be auctioned off, and proceeds will go to the Diamond Empowerment Fund, which funds schools in Africa.

"We are always looking for innovative ideas to develop fine jewelry, and the Nickelodeon partnership to license SpongeBob is the perfect addition the Simmons Jewelry Co. family," said music mogul Russell Simmons, co-owner of Simmons Jewelry Co, in a media release.  Simmons Jewelry Co. is also the creator of the Hello Kitty fine jewelry line.

The SpongeBob collection will be available at retail locations in fall 2009.  Retail prices will range from $150 to $75,000.