Zale Jewelers has jumped on the branding bandwagon. The country’s largest jewelry chain this fall debuted a new “branded” diamond ring—an exclusive four-prong platinum design featuring the Zales Diamond, an eight-sided stone with 82 facets. The branding idea comes from both the exclusivity of the stone—cut specifically for Zales—and the setting, which features the name “Zales” engraved on the inside of the ring.

Retail prices start at $2,999 for a half-carat diamond.