JCPenney is leaning into breakup energy this Valentine’s Day , launching The JCPenney Ex Change , a bold, one day jewelry event that invites shoppers to swap once loved pieces from past relationships for a brand new lab grown diamond necklace no questions asked.
Framed with humor and zero judgment, the campaign taps into how feelings change over time, and argues your jewelry should be allowed to change with them. How The JCPenney Ex-Change works On Saturday, February 14 , customers can bring a “once loved
treasure”, the ring gathering dust, the necklace that no longer feels like them, the bracelet tied to an old chapter, to participating JCPenney stores for a flat trade.
In return, they receive a ½ carat lab grown diamond necklace set in 14k yellow gold over silver , positioned as a fresh start piece you actually want to wear. At JCPenney’s flagship in Garden City, New York , the first 100 customers to participate in the Ex-Change will qualify, while the first 50 customers at other participating locations get the same offer.
Shoppers can visit JCPExchange.com to confirm locations and full details, turning the event into a mini treasure hunt for a guilt-free jewelry upgrade. Items collected through the Ex-Change will be donated to nonprofit Good360 , giving the jewelry a literal second life and extending the “fresh start” idea beyond the original owner. “Fresh starts, zero judgment” “The Ex-Change is about celebrating fresh starts – with a sense of humor and zero judgement,” Marisa Thalberg, EVP & Chief Customer & Marketing Officer at Catalyst Brands, said .
She noted that everyone has that one piece of jewelry that no longer fits their style, and that while tastes evolve, “our…
