J.C. Penney, the Plano, Texas–based department store, will open its first Brooklyn, N.Y., location on August 29. 

The 124,000-square-foot store is located in the Gateway Center in Brooklyn’s East New York neighborhood. 

The store will include the chain’s first redesigned Modern Bride fine jewelry department. “Unique gray tile, special wall coverings, and sleek cases featuring bright LED lighting create a truly dazzling shopping environment for diamonds and precious gems,” according to a statement. “Additionally, the fine jewelry department includes an all-new watch experience that makes finding the perfect timepiece engaging and fun and includes popular brands such as Citizen, Seiko, Bulova and Relic.”

The store will also feature large murals of Brooklyn landmarks and polished concrete floors. 

“The new Brooklyn store not only solidifies our presence in New York, it also signifies another milestone in J.C. Penney’s turnaround,” Myron E. Ullman, CEO of J.C. Penney, said in a statement. “This location displays our commitment to mindful store growth in high-potential markets and will perfectly complement our other New York City locations in Manhattan, the Bronx, Queens, and Staten Island.”

JCK