JCPenney says "I do" to Modern Bride

PLANO, Texas -- JCPenney announced the arrival of its exclusive Modern Bride concept in its bridal fine jewelry departments in stores and on jcp.com and modernbride.com. The Modern Bride concept is the result of a collaboration with Conde Nast, publisher of Modern Bride magazine.

Pam Mortensen, SVP and general merchandise manager of fine jewelry at JCPenney said, "We are transforming our bridal business with Modern Bride, adapting to the needs of today's couples by providing a shopping experience that guides them through the important bridal fine jewelry purchase. By reaching these customers now - and with such an important, emotional purchase - we are making them customers for life. We look forward to our continued collaboration with Conde Nast as we grow our bridal business, making JCPenney an even more comprehensive and distinct destination for today's bridal customer."

According to JCPenney, the Modern Bride concept will be located in the back of the fine jewelery department and will be called out with Modern Bridesignage, distinctive fixtures, in-case lighting, displays and packaging and is staffed with associates trained as Modern Bride Professionals. Online, customers will find a special Modern Bride section within the fine jewelry department on jcp.com and modernbride.com, which includes a feature that allows users to add rings to a virtual notebook, where they can compare ring features side by side. Customers can even print out their notebook page and bring it to a store for additional consultation.

JCPenney said that it has introduced a number of jewelery collections under the Modern Bride Brand including "I Said Yes!" ($299.99 to $16499.99) "True Love Celebrate Romance" ($999.99 to $4199.99) "Cherished Heart" ($349.99 to $2499.99) and "Love Lives Forever" (pricing information not provided).