67537-011609_spongebobl2New York–Nickelodeon’s most rapt audience for its SpongeBob SquarePants cartoon might be the school-age set, but the show also counts die-hard fans well past elementary school, and the Simmons Jewelry Co. is betting on that with a new jewelry line.

In honor of SpongeBob SquarePants’ 10th anniversary, the Simmons Jewelry Co., together with Nickelodeon and Viacom Consumer Products, is creating a fine-jewelry and watch line inspired by the show.

The collection was kicked off with the creation of an exclusive pendant to be auctioned off for charity. The $75,000 pendant, crafted in 18-karat yellow and white gold, features 12 carats total weight of diamonds, including colorless diamonds and color-enhanced diamonds in SpongeBob’s signature yellow, red and blue.

The piece will make its display debut in Park City, Utah, during the 2009 Sundance Film Festival and will be auctioned off at a later date, with proceeds to benefit the Diamond Empowerment Fund.

“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,” Simmons Jewelry Co. co-owner Russell Simmons said in a media release.

The collection will feature designs for both men and women and will be available at fine-jewelry and specialty retailers in fall 2009, with pieces retailing between $150 and $75,000.

This article has been reprinted from January issue of National Jeweler