JCPenney Introduces ‘One Kiss by Cindy Crawford’

J. C. Penney Company, Inc. (NYSE: JCP) today announced the launch of One Kiss™ by Cindy Crawford®, a new fine jewelry brand by renowned model and style expert Cindy Crawford. Launching exclusively in JCPenney stores and online at jcp.com in April 2010, the brand will offer JCPenney customers a stylish, high-quality fine jewelry collection featuring necklaces, bracelets, rings and earrings – all at affordable prices.

“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 E. (Mike) Ullman, III, chairman and chief executive officer 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.”

Simple, yet sophisticated, the collection – featuring delicate sterling silver, gold over sterling silver, gemstone and diamond pieces – provides a unique and feminine look and will fall into JCPenney’s “good” and “better” pricing tier in fine jewelry, retailing from $79 to $299. The design, carried throughout the collection, is inspired by a henna symbol that translates to “kiss.”

“I am thrilled to expand my partnership with JCPenney and look forward to bringing my expertise to the fine jewelry business where I can continue to share my unique sense of style with the JCPenney customer,” said Cindy Crawford. “I worked closely with JCPenney’s design team to create a collection that is classic and timeless with pieces that can be worn day to night and are perfect for layering, mixing and matching or worn simply by themselves.”

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 brand will also be marketed through e-mail, direct mail, search, display ad, digital word of mouth and social media initiatives.

About JCPenney

JCPenney is one of America's leading retailers, operating 1,108 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a smart price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $18.5 billion in 2008 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.

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