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Cindy Crawford launches jewelry line at Penney's

February 04, 2010
Cindy Crawford wears pieces from her new One Kiss line, available exclusively at J.C. Penney beginning in April. The collection's gemstone and diamond earrings (right) feature sterling silver and gold over silver. Photos: Business Wire

Plano, Texas--Model and entrepreneur Cindy Crawford is getting into the jewelry game. On Thursday, J.C. Penney Co. announced the launch of One Kiss by Cindy Crawford, a fine jewelry line designed to provide quality pieces at affordable prices.

Crawford's collaboration on the jewelry designs may be her first move into the jewelry business, but she isn't new to J.C. Penney. In September 2009, the Cindy Crawford Style collection of home-décor products became available at J.C. Penney stores nationwide.

For the company, however, the latest partnership is a particularly notable one in that One Kiss by Cindy Crawford marks the department store retailer's first foray into exclusive branded jewelry.

"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," Myron Ullman, III, chairman and chief executive officer for JCPenney, said in a media release.

The new collection features necklaces, bracelets, rings and earrings in sterling silver and gold over sterling with diamonds and gemstones. The products will fall into Penney's "good" and "better" pricing tier for fine jewelry, retailing from $79 to $299, the company said.

The design aesthetic is one of feminine styles, with pieces 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," Crawford said in the release. "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."

When the collection hits stores in April, customers will find a specially designed One Kiss display in the fine jewelry section, and online customers will find a dedicated page to the collection in the jewelry section of JCP.com.

J.C. Penney will also market the brand through e-mail, direct mail, search, display ads, digital word of mouth and social media initiatives.

"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," Ullman said in the release.
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