Richline Group Brings Lab-grown Diamond Brand, Grown with Love™, to JCPenney
Richline Group, a wholly-owned subsidiary of Berkshire Hathaway, today announced its new jewelry brand, Grown with Love, is now
available inside select JCPenney fine jewelry departments and at
JCPenney.com. Boasting a new choice in diamonds, with conflict-free lab-grown diamonds, Grown with Love is a collection of
jewelry that appeals to ethically-minded shoppers without sacrificing the beautiful sparkle and scintillation that every woman
desires in her diamond jewelry or engagement ring.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20181030006015/en/
Grown With Love Lab Grown Diamonds
“By partnering with JCPenney, a leading retailer with one of the most renowned fine jewelry departments in the industry, we’ll
be able to introduce Grown with Love to shoppers across the country,” said Michael Milgrom, Senior Vice President, Product of
Richline Group. “By choosing a lab-grown diamond, future bridal and fashion customers now have a new, conscious choice, and can get
a larger or higher quality stone for the same price. And with the most popular season for proposals – and shopping – just around
the corner, this partnership is destined to shine.”
As the name implies, these diamonds are grown in a lab and are chemically, physically and optically identical to mined diamonds.
The stones are, by nature, conflict-free and made with clean technology. Lab-grown diamonds follow the same grading standards as
mined diamonds and are evaluated based on cut, color, carat and clarity. Now, customers have a fifth “c” to consider when
purchasing a diamond – choice.
Grown with Love features a curated collection of bridal jewelry including solitaire and halo engagement rings, wedding bands and
bridal sets as well as a small selection of non-bridal items including diamond earrings and necklaces. All diamonds in the Grown
with Love line are certified by the Independent Gemological Laboratories, which uses a scientific system to evaluate a diamond’s
cut and then issues a certificate documenting the characteristics of the stone. The fine jewelry professionals at JCPenney will
receive dedicated diamond training on the integrity, grading and analysis of these precious lab-grown stones. Sale prices for this
collection range from $500 to $10,000.
“By bringing Grown with Love into the JCPenney fine jewelry department, we are filling a void in our assortment for lab-grown
diamonds. These unique diamonds are growing in popularity and by offering her this option for bridal jewelry, we are appealing to a
new customer base,” said Pam Mortensen, senior vice president of merchandising for JCPenney. “Grown with Love fits nicely within
our larger Modern Bride concept that offers today’s bridal customer an expansive assortment of engagement jewelry for any
budget.”
Shoppers will find Grown with Love displayed in all-new vignettes within the JCPenney fine jewelry department along with new
signage and graphics to educate customers about the difference between lab-grown and mined diamonds. Grown with Love will be
promoted via JCPenney direct mail, email, social and digital marketing channels.
About Richline Group, Inc.
Richline Group, Inc., a wholly-owned subsidiary of Berkshire Hathaway Inc., is the USA’s foremost Fine Jewelry Manufacturer and
Marketer. Currently the major brands comprising Richline’s portfolio are LeachGarner, Inverness, Rio Grande and Richline Jewelry.
Berkshire Hathaway and its subsidiaries engage in diverse business activities including property and casualty insurance, utilities
and energy, finance, manufacturing, retailing and services. The Common Stock of Berkshire Hathaway is listed on the New York Stock
Exchange under the symbols BRK.A and BRK.B.
About JCPenney
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and home retailers, combines an expansive footprint
of over 860 stores across the United States and Puerto Rico with a powerful e-commerce site, jcp.com, to deliver style and value
for all hard-working American families. At every touchpoint, customers will discover stylish merchandise at incredible value from
an extensive portfolio of private, exclusive and national brands. Reinforcing this shopping experience is the customer service and
warrior spirit of approximately 98,000 associates across the globe, all driving toward the Company's mission to help customers find
what they love for less time, money and effort. For additional information, please visit jcp.com.
Richline Group:
Mark Hanna, Chief Marketing Officer
(212) 886-6212 or Mark.Hanna@RichlineGroup.com
or
JCPenney Corporate Communications & Public Relations:
(972) 431-3400 or jcpnews@jcp.com
View source version on businesswire.com: https://www.businesswire.com/news/home/20181030006015/en/