JC Penney has traveled a rocky road fraught with losses lately. After complications with Martha Stewart products and combatting their "frumpy" image, it looks like the retailer is ready to go glam.
Enter the Bijoux Bar. JC Penney announced a new accessory collection in Women's Wear Daily today that will feature luxury baubles. Bijoux, meaning "jewels" in French, will acquaint Penney's customers with diffusion lines from high-end jewelers, like Kenneth Jay Lane, Kara Ross and Lana Bramlette, who are typically sold at luxury department stores such as Bloomingdale's and Bergdorf Goodman.
Pam Mortensen, Penney's senior vice president and general merchandise manager of fine and fashion jewelry, told WWD: "We think The Bijoux Bar will attract a new customer and resonate with our current customers. The customer has been in our store but going to other places to buy this product.”
Since JC Penney has cut over 2,000 jobs to combat declining sales, the 111-year-old company is attempting to restructure and rebrand. Since the retailer has suffered weaker accessory sales in the past, it's a wise move to bolster their product offering, and to target a more glamorous shopper.
The 16-collection offering hits 650 selected JC Penney stores and jcp.com on April 28. Take a look at some of Bijoux Bar's offerings below. Which bling will you buy?
