Cindy Crawford is putting her beauty mark on jewelry in a collaboration with J.C. Penney Co. Inc.
This story first appeared in the February 4, 2010 issue of WWD. Subscribe Today.
The 40-piece collection, called One Kiss, is to hit 600 J.C. Penney stores and jcp.com in April. The line features sterling silver, gemstone and diamond designs inspired by a henna symbol that translates to “kiss.” The pieces range from layered chains to drop earrings to stackable rings, all retailing for between $79 and $299.
One Kiss is Crawford’s second partnership with the $15.1 billion retailer. In April, she signed with Penney’s to launch a home and bedding collection, Cindy Crawford Style.
“Once I got ‘married’ to J.C. Penney, the opportunity to do more just seemed like the right thing to do and jewelry was a fun departure from bedding,” Crawford said. “When I started speaking with the jewelry team, we were definitely aware of the success of the Jane Seymour collection for Kay [Jewelers] and her universal symbol of an open heart. But obviously, we can’t redo what someone else has done. So we looked for a universal shape that had an appealing aesthetic. We came across this henna symbol for ‘kiss,’ which I liked. It was cool, but I love what it means. It’s not necessarily a romantic kiss, it could be a mother’s kiss. You can also buy it for yourself.”
Crawford said many design sessions were spent at her home in Malibu, Calif., where she and the Penney’s designers sorted through her favorite possessions and jewelry. She explained why she bought certain items and which pieces touched her most.
“I wanted the designers to see who I am, not as a model or as ‘public Cindy,’ but me as a person,” Crawford said. “I live on the beach and spend much of my time barefoot and in jeans. So that’s where we started, with them seeing items in my life that had nothing to do with me, the public figure. And I appreciated that they wanted to do it my way. It made the line more organic.”
Pam Mortensen, senior vice president and general merchandise manager for Penney’s fine jewelry division, said the line will infuse a fashion element into the retailer’s jewelry offerings. It already has begun pushing cultivated partnerships throughout its apparel offerings, with Mary-Kate and Ashley Olsen’s youthful Olsenboye line and Charlotte Ronson’s hip I [Heart] Ronson collection.
“We’re trying to step up our style,” Mortensen said. “We’ve done a great job adding product across all categories and it’s our turn to step up and add something exciting in jewelry. It fills white space for us. Unlike what we have in our showcases today, women are looking for fashionable, high-quality fine jewelry at accessible price points, and Cindy’s line fills the void.”