Called One Kiss by Cindy Crawford, the designs will be available in its stores and on its Web site in April, and include necklaces, bracelets, rings and earrings. Priced from $79 to $299, the line features sterling silver, gold over sterling silver, gemstones and diamonds, for a look the Plano, Texas-based retailer describes as both unique and feminine. The selections fall into a "good" and "better" pricing tier, it says, and are inspired by a henna symbol that translates to "kiss."
While a company spokesperson declined to give details of how it will be marketed, the company says the new rollout follows strong consumer response to Crawford's home line for JCPenney -- first announced last April -- with products appearing in stores in September. That line includes bedding, window treatments, and tabletop items, as well as accent and outdoor furniture.
The announcement follows the news that JC Penney's same-store sales fell 4.6% in January. But that decline was less than expected, and it says its fine jewelry was among its top-performing divisions.
But overall, the recession has been especially unkind to jewelry: National Jeweler recently reported that last year, 59% of the retailers it surveyed said their revenues were either flat or down for the year, with 34% reporting declines of more than 10%.
Crawford is also a brand-ambassador for Omega watches, appearing in ads and at events.