Modern Bride Unveiled, Says Love Lives Forever

When it comes to today’s couples, they often shop for bridal jewelry together – and even include friends and family in their ring decision. According to a recent Conde Nast jewelry study, over 65 percent of brides give direct input on their engagement ring and 23 percent personally select the ring.

While couples may be budget-conscious, they still want a ring that is beautiful and want to feel informed and empowered about their purchase. Bridal jewelry is often a 25-34 year old couple’s most highly considered purchase to-date.

Additionally, studies show that the brands brides interact with during the engagement period are key – in fact, three years after their wedding brides still remain loyal to these brands.

[ Also Read: Hollywood Beauties Shine in Platinum Jewelry ]

So, J. C. Penney Company, Inc. has announced the arrival of its exclusive Modern Bride concept in its bridal fine jewelry departments in stores and on and

A collaboration with Conde Nast, the Modern Bride concept aims to provide quality, style and customer service through a special shopping experience catering to today’s bridal customer.

“We look forward to our continued collaboration with Conde Nast as we grow our bridal business,” said Pam Mortensen, senior vice president of fine jewelry at JCPenney.

[ Also Read: What Brides Do on Facebook and YouTube ]

Online, customers will find a special Modern Bride section within the fine jewelry department on and, 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. In conjunction with the launch of Modern Bride, JCPenney will begin rolling out iPads to 50 of its fine jewelry departments.

Using iPad, Modern Bride Professionals are able to showcase JCPenney’s full offering of bridal fine jewelry available on, highlighting additional style, cut, size and metal options.

[ Also Read: Hollywood Stars Prefer Platinum Wedding Rings ]

Under the Modern Bride brand, customers will find bridal jewelry from wedding bands to engagement rings, including four new special bridal jewelry collections — “I Said Yes!,” “True Love Celebrate Romance,” “Cherished Heart,” and “Love Lives Forever.”

I Said Yes! – The 25-piece exclusive bridal collection features a silver and platinum combination – called Platinaire — made from 100 percent recycled metals. It is 30 percent harder than plain silver and has a bright white, tarnish-free finish, giving the appearance of platinum at affordable price. Items range from $299.99-$1649.99.  

True Love Celebrate Romance – The eight-piece exclusive bridal collection features a special cut diamond that displays Hearts & Arrows pattern when viewed through a special scope – this is known as the “Cupid Effect.”  Set in 14 karat gold, each ring has a unique setting with a heart-shaped design on the side of the band and features a center diamond of 1/5 of a carat or larger. Items range from $999.99 to $4199.99.

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Cherished Hearts – The 10-piece exclusive bridal collection features multi-top centers and engraved shank details building on the popular vintage trend. Set in 14K white gold, items range from $349.99 – $2499.99.

Love Lives Forever – The collection features three-stone rings representing the past, present and future. Pieces vary in design – with styles ranging from simplistic charm to extravagant beauty – and are available in Platinaire, gold or silver.

Through a relationship with Conde Nast (publishers of 18 consumer magazines including Vogue, Glamour and Brides), JCPenney has licensed the Modern Bride name. 

JCPenney, one of America’s leading retailers, operates over 1,100 department stores throughout the United States and Puerto Rico, as well as one of the leading apparel and home furnishing sites on the Internet,

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Rakesh Raman