Valentine’s Day has long been marketed as a celebration of forever love, complete with roses, candlelit dinners and jewelry meant to last a lifetime. But JCPenney is taking a more honest and timely approach this year, one that acknowledges that relationships change, tastes evolve, and sometimes the jewelry tied to old memories no longer fits the life you are living now.
On Feb. 14, the retailer is hosting The JCPenney Ex-Change, a one-day event that invites shoppers to bring in a once-loved piece of jewelry and trade it in for something new, no explanations required. In return, participants will receive a ½-carat lab-grown diamond necklace set in 14k yellow gold over silver. The exchange is flat, with no additional cost and no questions asked, offering what the brand describes as a guilt-free way to move on.
The idea taps into a familiar feeling. Many people have jewelry tucked away in drawers that carries more emotional weight than sparkle, whether it is a ring from a past relationship, a necklace tied to a former version of themselves or a gift that simply no longer feels right. JCPenney’s message this Valentine’s Day is that it is okay to let go and that doing so can feel empowering rather than awkward.
The Ex-Change will be available to the first 100 customers at JCPenney’s flagship store in Garden City, New York, and the first 50 customers at other participating locations nationwide. Shoppers can visit JCPExchange.com to find a participating store and learn more about the event.
Participation is limited to customers 18 and older. Exchanged items must be owned by the customer, with one exchange allowed per person. No substitutions or cash alternatives are available, and all transactions are final.
The jewelry collected during The Ex-Change will not go to waste. All pieces will be donated to the nonprofit organization Good360, where they will be redistributed and given a second life, turning one person’s closure into someone else’s new beginning.
Marisa Thalberg, EVP and chief customer and marketing officer at Catalyst Brands, said in a press release that “The Ex-Change is about celebrating fresh starts with a sense of humor and zero judgment.” She added that “our tastes change, but our stories don’t end there,” noting that by passing the jewelry along, “that spirit of renewal continues well beyond Valentine’s Day.”
For those who cannot make it into a store on Valentine’s Day, JCPenney is also offering what it calls “The Perfect Ex-Cuse Discount.” From Jan. 26 through Feb. 16, shoppers can receive up to 70 percent off fine and fashion jewelry, plus an extra 30 percent off with a JCPenney Credit Card or an extra 25 percent off any other way they pay on select styles using the code EXCUSE.
