JCPenney announced the debut of its Modern Bride fine jewelry departments Feb. 3.
The departments will appear in stores and on jcp.com [2] and modernbride.com [3].
A collaboration with magazine publisher Condé Nast, the Modern Bride shopping experience features four bridal jewelry collections of diamond engagement rings and wedding bands ranging from $300 to $4,200.
The collections include:
- I Said Yes!, which features 25 pieces ranging from $300 to $1650, made from 100 percent recycled metals combined with a unique silver and platinum called Platinaire.
- True Love Celebrate Romance, comprising eight pieces with a special cut diamond with a hearts and arrows pattern and set in 14k gold with a heart-shaped design on the band. The center diamond is 0.20 ct. or larger, and prices range from $1,000 to $4,200.
- Cherished Hearts, a 10-piece line priced from $350 to $2,500 featuring multi-top centers and engraved shank details set in 14k white gold.
- Love Lives Forever, feautirng three-stone rings in Platinaire, gold, or silver.
JCPenney told The Dallas Morning News [4] that this collection is part of a plan to reach out to younger shoppers.
According to a Condé Nast jewelry study, 65 percent of brides give direct input on their engagement ring and 23 percent personally select the ring.
Links:
[1] http://www.jckonline.com/2011/02/04/modern-bride-departments-debut-jcpenney#disqus_thread
[2] http://www.jcp.com
[3] http://www.modernbride.com
[4] http://www.dallasnews.com/business/headlines/20110201-j.c.-penney-tries-to-attract-younger-shoppers-with-modern-bride-fine-jewelry-collections.ece
[5] http://jckonline.disqus.com/?url=http%3A%2F%2Fwww.jckonline.com%2Fnode%2F23903