J.C. Penney launches in-store Modern Bride shops

Plano, Texas -- J.C. Penney Company has launched a new exclusive concept, Modern Bride, in its stores and online.

The concept, a collaboration with Conde Nast, is designed to cater to today's bridal customer. Located in the rear of the fine jewelry department to provide an intimate customer experience, the Modern Bride in-store shops are detailed with their signage, distinctive fixtures, in-case lighting, displays and packaging, along with specially trained associates.

The online experience 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, J.C. Penney will begin rolling out iPads to 50 of its fine jewelry departments. Using the iPad, associates are able to showcase J.C. Penney's full offering of bridal fine jewelry available on jcp.com, highlighting additional style, cut, size and metal options.