JCPENNEY RINGS IN ENGAGEMENT SEASON WITH MODERN BRIDE SIGNATURE COLLECTION

Unique JCPenney.com Experience Allows Customers to Design Custom Jewelry
PLANO, Texas – (Nov. 3, 2014) – This holiday season, JCPenney [NYSE: JCP] is showcasing its Modern Bride® Signature Collection for couples that are hearing wedding bells over jingle bells. This elevated line of engagement and wedding rings offers more than 20 styles with sophisticated designs that cater to today’s bride. JCPenney has also launched the Modern Bride Diamond Vault experience on jcpenney.com, enabling customers to create an original piece of custom jewelry from a vast selection of fine, loose diamonds.

“Our bridal customers have been asking for more aspirational engagement rings and the Modern Bride Signature Collection, designed exclusively for JCPenney, offers a premium assortment of certified diamond rings set in 14 karat gold,” said Pam Mortensen, senior vice president and general merchandise manager of fine and fashion jewelry for JCPenney. “With December being the most popular month for proposals, an engagement ring is one of the most meaningful gifts to purchase during the holiday season. Couples who trust JCPenney for this important occasion are more likely to shop with us for many years to come.”

Every Modern Bride Signature ring features a hidden, color-enhanced blue diamond discreetly placed beneath the center stone to reinforce the bridal tradition of wearing “something blue” on her wedding day. Two interlocking infinity symbols embrace the blue diamond, creating a personal symbol of everlasting love.

The Modern Bride concept first launched inside the Fine Jewelry Store at JCPenney in 2011 as a result of a unique collaboration with Condé Nast. Since its inception, Modern Bride has been devoted to providing a special shopping experience catering to today’s bridal customer. Various brands available through Modern Bride offer engagement rings at an average retail price of $1,000. With most styles retailing from $2,500 to $10,000 within the Modern Bride Signature Collection, JCPenney is entering a higher market tier within the bridal business.

A Dazzling Array of Options
The Modern Bride Diamond Vault experience on jcpenney.com gives customers access to a vast selection of diamonds available in a variety of shapes, sizes and styles to create the perfect ring, pendant or earrings. Customers can hand-select their diamonds – a solitaire or multi-stone design – and then choose their favorite setting, which comes in platinum, white and yellow gold. The Modern Bride Diamond Vault also features a resource guide with helpful information on how to distinguish a diamond’s quality by evaluating the range of cuts, clarity, colors and carat weight.

Certified Brilliance
The fine jewelry professionals at JCPenney are specially trained on the quality and characteristics of gemstones, diamonds and precious metals. As part of their education, associates receive dedicated diamond training on the integrity, grading and analysis of these precious stones. All diamonds in the Modern Bride Signature collection are certified by the Independent Gemological Laboratories, which uses a scientific system to evaluate a diamond’s cut and then issues a certificate documenting the characteristics of the stone. Whether it’s an engagement ring or anniversary pendant, customers can feel confident in the extensive product knowledge and background of the Modern Bride professional assisting with their purchase.

As a certified member of the Responsible Jewellery Council for more than seven years, JCPenney adheres to responsible sourcing business practices.

For Modern Bride Signature product images, visit http://www.jcpnewsroom.com/posts/259/JCPENNEY-RINGS-IN-ENGAGEMENT-SEASON-WITH-MODERN-BRIDE-SIGNATURE-COLLECTION-.

For media interested in stories on holiday proposals, contact JCPenney Media Relations at (972) 431-3400 or jcpnews@jcp.com to coordinate an in-store interview with a fine jewelry professional.

About JCPenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and home furnishing retailers, is dedicated to fitting the diversity of America with unparalleled style, quality and value. Across approximately 1,060 stores and at jcpenney.com, customers will discover a broad assortment of national, private and exclusive brands to fit all shapes, sizes, colors and wallets. For more information, please visit jcpenney.com.

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