Simmons Jewelry Co. and Nickelodeon/Viacom Consumer Products Partner on Co-Branded SpongeBob SquarePants Line

Nickelodeon Celebrates SpongeBob SquarePants' 10th Anniversary Year with the Creation of 12-Carat Total Weight, Diamond-Encrusted SpongeBob Pendant to be Auctioned Off for Charity curtesey of the
Simmons Jewelry Co. and Nickelodeon & Viacom Consumer Products.

The fine-jewelry and watch line -all inspired by the pop-culture phenomenon SpongeBob SquarePants, which is now celebrating its landmark 10th anniversary year.

Led by the creation of an exclusive, 12-carat total weight diamond-encrusted SpongeBob pendant to be auctioned off for charity, the entire retail collection will feature a variety of fashionable, distinctive and avant-garde designs utilizing materials such as enamel, gold, silver, and diamonds under the design direction of 2009 GEM Award recipient for Jewelry Style, Russell Simmons.

The diamond encrusted SpongeBob by Simmons Jewelry Co. pendant containing a total of 12 carats of white diamonds as well as color enhanced yellow, red and blue diamonds set in 18KT yellow and white gold--will make its debut display in Park City, Utah, during the 2009 Film Festival and will be auctioned off at a later date with proceeds benefiting the Diamond Empowerment Fund (D.E.F.). This pendant will be displayed in a one of a kind, custom made abstract box.

"We are always looking for innovative ideas to develop fine jewelry and the Nickelodeon partnership to license SpongeBob is the perfect addition to the Simmons Jewelry Co. family," said Russell Simmons, who will be on-hand to announce the partnership in Park City.

Marking the first luxury brand jewelry partner for SpongeBob SquarePants, the collection will be available for both men and women. Available at fine jewelry and specialty retailers in fall 2009, the products will retail from $150 to $75,000.