Alliance Data's Epsilon Signs Multi-Year Agreement With Top-10 Jewelry Retailer Helzberg Diamonds to Provide Database Marketing Services

Epsilon to Manage Database and Provide Data to Drive and Optimize Acquisition and Retention Marketing Efforts

Kansas City, MO- December 11, 2007 --- Alliance Data Systems Corporation, a leading provider of loyalty and marketing solutions derived from transaction-rich data, today announced that its Epsilon business has signed a multi-year agreement with Kansas City-based Helzberg Diamonds. Epsilon will manage Helzberg Diamonds' marketing database and provide data and analytical support for customer cross-sell and acquisition marketing efforts. Helzberg Diamonds operates 269 fine jewelry stores throughout the United States, and is a wholly owned subsidiary of Berkshire Hathaway, Inc.

Under terms of the agreement, Epsilon, a leading provider of multi-channel, data-driven marketing technologies and services, will spport Helzberg Diamonds' direct marketing efforts by managing a database to power trigger-based marketing programs that deliver highly personalized, event-specific communications to customers and prospents.

"Nothing has ever been more important to Helzberg Diamonds than our customer relationships, and the power of database marketing to communicate directly with our customers helps us forge even stronger relationships while growing sales and improving efficiency," said Laura Baker, Director of Database Marketing at Helzberg Diamonds. "We chose Epsilon because of its commitment to helping us develop an exceptional customer experience without losing sight of our need to continually improve results and increase our ROI."

"The chance to work with a truly customer-centric organization like Helzberg Diamonds is exciting for us because it provides an ideal opportunity to leverage customer insight across multiple channels to drive results," said Michael Iaccarina, President of Epsilon. " We look forward to helping Helzerg Diamonds to maximize marketing performance, deepen customer realtionships and achieve unprecedented ROI."

Helzberg Diamonds takes pride in being a Kansas City company since 1915. With a 90 plus year heritage as a fine jewelry retailer offering exceptional value, personal customer service, exclusive designs and timeless jewelry such as the Helzberg Diamond Masterpiece™, Helzberg Diamonds has over 260 stores nationwide and is part of the Berkshire Hathaway, Inc. (NYSE symbol BRK/B) family of companies. For the locations of Helzberg Diamond Stores nearest you, call 800-HELZBERG (800-435-9237) or helzberg.com.

About Epsilon

Epsilon is a leading provider of multi-channel, data-driven marketing technologies and services. Through its combination of client-centric markerting solutions, Epsilon helps leading companies understand, measure, manage and optimize their customer relationships. The organization's end-to-end suite of integrated services includes strategic consulting, creative, data, database and loyalty technology, analytics, email and direct marketing distribution services to produce multi-channel marketing programs that generate measurabel results throughout the customers lifecycle.

Founded in 1969, Epsilon is headquartered in Dallas, and comprises four business groups including Strategic Database Solutions, Data Services (formerly CPC Associates, Inc. and Abacus), Interactive Services (formerly Epsilon Interactive) and Agency and Direct Services. Epsilon works with more that 2,200 leading brands and cooperative participants and has offices throughout the United States, Europe and Asia. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com.

About Alliance Data

Alliance Data is a leading provider of marketing, loyalty and transaction services, managing over 120 million consumer relationships for some of North America's most recognizable companies. Using transaction-rich data, Alliance Data creates and manages customized solutions that change consumer behavior and that enable its clients to create and enhance customers loyalty to build stronger, mutually beneficial relationships with their customers. Headquartered in Dallas, Alliance Data employs over 9,000 associates at more than 60 locations worldwide. Alliance Data's brands include AIR MILES®, North America's premier coalition loyalty program, and Epsilon®, a leading provider of multi-channel, data-driven technologies and marketing services. For more information about the company, visit its website, www.AllianceData.com.

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