Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
MajorsNov 03, 2017
JCPenney Launches Wearables, New Bridal
The department store is underlining the importance of brick-and-mortar with its new fine jewelry and watch offerings.
This rendering of the J.C. Penney fine jewelry department shows its updated “Modern Bride” displays and the department’s new trademark, “JCPenney Co. Fine Jewelry, Est. 1902.”
Plano, T.X.--J.C. Penney is revamping its fine jewelry department.
The department store is branding its fine jewelry product with a new trademark that emphasizes the store’s long history, “JCPenney Co. Fine Jewelry, Est. 1902.”
The department store also has rolled out smartwatches from brands like Samsung, LG and Garmin in 245 stores nationwide.
Pam Mortensen, senior vice president of fine and fashion jewelry and watches, said in a press release: “Fine jewelry is an extremely personal purchase, boasting some of the most loyal customers in our store. By bringing the latest trends in smartwatch technology into our assortment, we have the chance to attract new customers and introduce them to other areas inside JCPenney.”
“Our research tells us that fine jewelry is one of the best opportunities for cross-shopping at J.C. Penney, as shoppers may initially come in for a smartwatch, and then discover a captivating mix of fashion, beauty, salon, shoes and accessories. As JCPenney focuses on driving sales and increasing revenue per customer, fine jewelry is a shining opportunity amid an ever-changing retail environment.”
The department store said that wearables would be presented in a format in which customers are encouraged to interact and play with them. The models stocked in store will range in price from $155 to $349.99, and additional models will be available online.
The department store is also revamping its bridal selection, both in terms of product and shopping experience.
Last spring it launched two new collections, Hallmark Bridal, designed with millennials in mind, and Enchanted by Disney, which abstractly channels the romance of Disney films.
Both collections are housed under the “Modern Bride” umbrella. Modern Bride was originally launched in 2011 as part of a partnership with Condé Nast. Its aim is to create an elevated in-store shopping experience for consumers.
J.C. Penney said it has updated its Modern Bride concept with graphics, fixtures and in-case presentations to achieve a clean, modern look that suits today’s bridal customer.
The company also said it has updated its training program for fine jewelry and watch salespeople.
Mortensen commented: “The wedding ring purchase is a gateway to the rest of the store and Modern Bride represents a significant opportunity to develop a life-long customer relationship as she gets married, buys a house and starts a family.
“She is a budget-conscious customer and comes to J.C. Penney for the value that we offer--without sacrificing design or quality.
We already know that Modern Bride customers shop twice as often and spend significantly more than the average J.C. Penney shopper, and this beautiful new fine jewelry experience will introduce more brides and grooms to J.C. Penney.”
More on Majors
The Latest
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
Weekly QuizJul 10, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry DesignThe brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb JewelerGoldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.
SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show TipsSponsored by Rio Grande Jewelry Supply
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s SweetnessThe “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.
EditorsJul 09, 2025
The Most-Read Stories of 2025, So FarDiamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in ArkansasThey discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into PetalsThe “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.
ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium PricingLuxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.
IndependentsJul 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.
TechnologyJul 08, 2025
‘Diamond Divas’ Brings the Showroom to Social Media Reality SeriesIt follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.
Policies & IssuesJul 08, 2025
SMO Gold Launches New FoundationIn its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials SayThe announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.
SourcingJul 07, 2025
Natural Diamond Council CEO David Kellie To Step DownKellie, who joined the organization in 2019, will remain in his role through the end of 2025.
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store BurglaryPolice officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.
Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
