ZALES The Diamond Store WHY? It is came to my attention about this words, the company name Diamond Engagement Rings by DALES Diamond Store www.dalesinc.com is offered by ZALES The Diamond Store www.zales.com for $50 Million to close the business or change logo styles and change the name? Is because most traffic started heading to DALES selling 50% difference in prices. DALES Diamond Store new name in market, never heard about that.