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Hallmark Launches Bridal Collection at JCPenney

It’s rooted in “timeless, classic design.”

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After expanding its fine jewelry business in 2015, Hallmark Jewelry is adding another category to its model with the introduction of Hallmark Bridal.

The Hallmark Bridal Heart of Hallmark Collection offers over 20 styles of engagement rings and sets. The collection is available at jcpenney.com and in select JCPenney stores.

The company, best known for its greeting cards, said in a press release: "The Hallmark Bridal Heart of Hallmark Collection is rooted in timeless, classic design with a modern romantic twist geared toward millennial couples seeking affordable luxury in bridal jewelry, with retail prices ranging from $1,700.00 to $6,000.00."

Verigold, a New York-based diamond manufacturing company, is Hallmark’s licensed partner and manufacturer for the collection.

“As one of the largest fine jewelry retailers in the country, JCPenney is the perfect place to launch this collection for Hallmark Bridal,” said Steve Hawn, senior vice president of Hallmark. “They have been a trusted partner, and together, we have enjoyed success in our fine jewelry business with the launch of our first diamond collection last year. JCPenney.com provides the perfect national platform for impending newlyweds to shop our brand.”

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The launch will be supported with national advertising, including a partnership with The Knot.

"We feel strongly that our campaign, ‘Happily-ever-after is just the beginning,’ will resonate," said Katy Briggs, jewelry category manager for Hallmark Global Brand Licensing. "We also believe our styling is distinct and will speak to our millennial audience through an authentic brand experience, trust in our name and the quality of both product and packaging."

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