• by David Goetzl  @dgoetzl, September 28, 2012

Helzberg Diamonds, the chain with over 230 locations nationwide, has launched a jewelry line “inspired” by ABC “Revenge.” The design uses a “double infinity insignia that has been a recurring icon” in the show and is part of the series logo, Helzberg said.

“Revenge” will have its second-season debut Sunday.

Helzberg is debuting promotions alongside the Infinity X Infinity (not to be confused with Comcast’s Xfinity) collection, including the chance to win the DVD set for “Revenge’s” initial season. A page for the collection on Helzberg’s site includes a “Revenge” backdrop.

“Revenge” is moving this season to the Sunday time slot vacated by “Desperate Housewives.”

Beryl Raff, Helzberg CEO, stated that the infinity theme in the show represents “never-ending love,” which dovetails with symbolism linked with Helzberg’s engagement and wedding rings. For ABC, the affiliation could help it reach a female target.

Lexus is the lead sponsor of the “Revenge” page on ABC.com. The Hollywood Reporter referred to the series in May as ABC’s “watercooler show of the season.” It has 1.3 million “likes” on Facebook.

The “Revenge”-inspired collection at the Berkshire Hathaway-owned Helzberg includes earrings, necklaces, rings and bracelets and at least 15 different options.

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