J.C. PENNEY CO. INC.’S discounting groove doesn’t preclude a bit of trading up.
An “elevated” line of engagement and wedding rings, called the Modern Bride Signature Collection, launched Thursday. At prices from $2,500 to $10,000, including certified diamond rings set in 14-karat gold, the collection far exceeds the average $1,000 ticket on other rings within Penney’s Modern Bride fine jewelry shops.
Each Signature ring has a hidden, color-enhanced blue diamond discreetly placed beneath the center stone suggesting the tradition of wearing “something blue” on the wedding day. Two interlocking infinity symbols embrace the blue diamond. Modern Bride Signature offers about 20 styles in about 265 Penney’s stores and an extended assortment on jcpenney.com.
Penney’s sells other wedding and engagement rings aside from the Modern Bride collection including Nicole by Nicole Miller. Penney’s officials say they see a demand for “more aspirational engagement rings” and that if they capture younger customers through emotional purchases like wedding rings, the same customers are likely to shop Penney’s for more routine products. Penney’s is also introducing the Modern Bride Diamond Vault on jcpenney.com, which offers fine, loose diamonds to create custom rings, pendants or earrings. Customers can hand select their diamonds [solitaire or multistone designs] and then choose a setting, in platinum, white and yellow gold. There’s also a resource guide on distinguishing the quality of a diamond by evaluating the range of cuts, clarity, colors and carat weight.