The fine jewelry category was a better performer in June than in previous months, J.C. Penney announced recently.

The company attributed to this to “a successful Diamond Showcase promotional event.”

All in all, comparable store sales at J.C. Penney decreased 8.2 percent for the five weeks ended July 4, 2009, compared to a 2.4 percent decrease last year. Total sales in June decreased 6.7 percent. Geographically, the best performing area of the country was the southwest region, while the southeast region had the weakest results, it said.

Last month, J.C. Penney announced that Pam Mortensen, formerly of Wal Mart, was appointed senior vice president and general merchandise manager of the Fine Jewelry division. She replaced Beryl Raff, who left to head Helzberg Diamonds.

JCK