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JCPenney Highlights Modern Bride Diamond Vault for Engagement Season

Nov 3, 2014 8:40 AM   By Jeff Miller
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RAPAPORT... JCPenney is promoting its exclusive Modern Bride Signature Collection for those who are planning an engagement during the all important Christmas season with a new  Modern Bride Diamond Vault at

JCPenney designed the Modern Bride Diamond Vault to help online shoppers access a  selection of diamonds to create a ring, pendant or earrings. Customers can hand-select their diamonds -- a solitaire or multi-stone design -- and then choose the setting, which comes in platinum, white and yellow gold. The Modern Bride Diamond Vault also features a resource guide with information on how to distinguish a diamond's quality by evaluating the range of cuts, clarity, colors and carat weightmodern bride

"Our bridal customers have been asking for more aspirational engagement rings and the Modern Bride Signature Collection, designed exclusively for JCPenney, offers a premium assortment of certified diamond rings set in 14-karat gold," said Pam Mortensen, the senior vice president and general merchandise manager of fine and fashion jewelry for JCPenney. "With December being the most popular month for proposals, an engagement ring is one of the most meaningful gifts to purchase during the holiday season. Couples who trust JCPenney for this important occasion are more likely to shop with us for many years to come."

Each  Modern Bride Signature ring features a hidden, color-enhanced blue diamond that is  placed beneath the center stone to reinforce the bridal tradition of wearing "something blue" on a wedding day. In addition, two interlocking infinity symbols embrace the blue diamond, creating a personal symbol of everlasting love.

The Modern Bride concept was launched in 2011 through a collaboration with Condé Nast.  Various brands that are available through Modern Bride offer engagement rings at an average retail price of $1,000, with most styles retailing from $2,500 to $10,000.

JCPenney stated that all diamonds in the Modern Bride Signature collection are certified by the Independent Gemological Laboratories.

Tags: engagement rings, jcp, jcpenney, Jeff Miller, marketing, modern bride, retail
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