JCPenney launches fine jewlery line by Cindy Crawford

PLANO, Texas JCPenney has launched "One Kiss by Cindy Crawford," a new, exclusive fine jewelry brand by Cindy Crawford. The line will be availabel in stores and online this April.

“As JCPenney’s first exclusive brand in our fine jewelry business, One Kiss by Cindy Crawford creates newness and excitement for our customers and serves as the latest example of how we continue to step up our style across all of our merchandise divisions, offering our customers an assortment of stylish, high-quality affordable merchandise,” said Myron Ullman, III, chairman and CEO for JCPenney. “Our customers have responded strongly to Cindy’s home line for JCPenney and we look forward to continuing to bring her style and expertise to our customers with the launch of a new fine jewelry brand.”

The collection features sterling silver, gold over sterling silver, gemstone and diamond pieces retailing from $79 to $299.

In-store, a specially-designed display in the fine jewelry section will call out the brand to customers, while online customers will find a dedicated page to One Kiss by Cindy Crawford in the jewelry section of jcp.com, the company reported. The brand will also be marketed through e-mail, direct mail, search, display ad, digital word of mouth and social media initiatives.