Another Corporation that dreams-Zales. The company is betting that passion trumps price in selling jewelry. While these are especially gloomy times for retailers, the company’s marketing campaign, which focuses on the emotional aspects of its products, will help it coax sales from consumers who are increasingly tightfisted. Zale, which operates more than 2,100 stores and kiosks under the Zales, Gordon’s and Piercing Pagoda names, among others, said recently that it expected earnings of about $35 million to $40 million in the 2009 fiscal year, compared with $3.7 million for fiscal 2008 and $48 million in 2007. Still, Zale’s stock is down 51 percent this year, while the Standard & Poor’s specialty retail index is down 40 percent.
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