A diamond may be forever, but that doesn’t require you to hang on to jewelry that has literally and figuratively lost its sparkle. (Think that disastrous gift from the clueless ex-boyfriend.) That’s the theory behind The JCPenney Ex-Change, a Valentine’s Day event at select JCPenney stores where shoppers can bring in a once-loved treasure and exchange it for a ½ carat lab-grown diamond necklace set in 14k yellow gold over silver — a flat exchange at no extra cost.
On Feb. 14, the first 100 customers at the JCPenney flagship store in Garden City, N.Y., and the first 50 customers at other participating store locations, can trade in their old jewelry for the new necklace. Jewelry that’s collected through the Ex-Change will be donated to the nonprofit Good360, where the pieces will get a second chance to shine.
Online shoppers can take advantage of The Perfect Ex-Cuse Discount, which offers up to 70% off select styles of fine and fashion jewelry. That’s after an extra 30% off for customers using the JCPenney credit card, or an extra 25% off any way the customer pays, available from Jan. 26 through Feb. 16 with the code EXCUSE.
“The Ex-Change is about celebrating fresh starts — with a sense of humor and zero judgment,” said Marisa Thalberg, EVP and Chief Customer and Marketing Officer at JCPenney in a statement. “We all have that piece of jewelry that no longer fits our style; our tastes change, but our stories don’t end there. It’s a playful reminder that moving on can feel empowering, joyful and genuinely fun. And by passing these pieces to Good360, that spirit of renewal continues well beyond Valentine’s Day.”
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