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 stories don’t end there.”
By sending exchanged pieces to Good360, the brand extends that story further, turning reminders of past relationships into new treasures for someone else’s next chapter. The tone is intentionally playful, positioning moving on as empowering, joyful and even fun, rather than heavy or regretful.
The Perfect Ex-Cuse for online shoppers
For shoppers who cannot make it in store, JCPenney is running “The Perfect Ex-Cuse Discount”, a promotional offer that mirrors the spirit of the event online and across jewelry cases. From January 26 through February 16, customers can get up to 70% off select fine and fashion jewelry after an extra 30% off with a JCPenney Credit Card, or an extra 25% off any way they pay, using code EXCUSE.
That window stretches the breakup meets glow up narrative well beyond a single day, giving shoppers time to reframe Valentine’s Day as self gifting season whether they are in a relationship, out of one, or somewhere in between.
JCPenney’s fine jewelry surprise factor
The campaign also shines a light on JCPenney’s broader fine jewelry proposition, which the retailer pitches as “bigger sparkle, smarter luxury.” The company is quietly positioning itself as a destination for lab grown diamonds priced 60 to 85% lower than mined stones, allowing shoppers to go bigger on carat size and bolder on design without the traditional price shock.
The assortment spans both natural and lab grown diamonds, from timeless solitaires with hidden halos starting at $699, to statement pieces up to five carats, across 10k and 14k yellow, white, and rose gold, plus sterling silver. Brands include Le Vian, Citizen, Bulova, and exclusives like Yes, Please!, alongside flexible financing, a Lifetime Jewelry Protection Plan, complimentary cleanings, and gift ready packaging. Together, these perks are designed to make fine jewelry feel approachable rather than intimidating.
Turning Valentine’s Day into a rebrand moment
Beyond the punchy breakup hook, the Ex Change supports JCPenney’s broader 2026 positioning around design led style, trusted quality and strong value. By tying emotional storytelling to lab grown diamonds and easy trade in mechanics, the retailer is betting that modern shoppers will embrace jewelry as a tool for self expression, reinvention, and closure, not just commitment.
From date night outfits and accessories to beauty, fragrance, and self care, JCPenney is using this moment to cross sell a full “new chapter” look. The message is clear: if your feelings have changed, your jewelry, and your style story, can, too.
