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Richline Group Brings Lab-grown Diamond Brand, Grown with Love™, to JCPenney

Grown With Love Lab Grown Diamonds Multimedia Gallery URL

NEW YORK--(BUSINESS WIRE)--

Richline Group, a wholly-owned subsidiary of Berkshire Hathaway, today announced its new jewelry brand, Grown with Love, is now available inside select JCPenney fine jewelry departments and at JCPenney.com. Boasting a new choice in diamonds, with conflict-free lab-grown diamonds, Grown with Love is a collection of jewelry that appeals to ethically-minded shoppers without sacrificing the beautiful sparkle and scintillation that every woman desires in her diamond jewelry or engagement ring.

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“By partnering with JCPenney, a leading retailer with one of the most renowned fine jewelry departments in the industry, we’ll be able to introduce Grown with Love to shoppers across the country,” said Michael Milgrom, Senior Vice President, Product of Richline Group. “By choosing a lab-grown diamond, future bridal and fashion customers now have a new, conscious choice, and can get a larger or higher quality stone for the same price. And with the most popular season for proposals – and shopping – just around the corner, this partnership is destined to shine.”

As the name implies, these diamonds are grown in a lab and are chemically, physically and optically identical to mined diamonds. The stones are, by nature, conflict-free and made with clean technology. Lab-grown diamonds follow the same grading standards as mined diamonds and are evaluated based on cut, color, carat and clarity. Now, customers have a fifth “c” to consider when purchasing a diamond – choice.

Grown with Love features a curated collection of bridal jewelry including solitaire and halo engagement rings, wedding bands and bridal sets as well as a small selection of non-bridal items including diamond earrings and necklaces. All diamonds in the Grown with Love line are certified by the Independent Gemological Laboratories, which uses a scientific system to evaluate a diamond’s cut and then issues a certificate documenting the characteristics of the stone. The fine jewelry professionals at JCPenney will receive dedicated diamond training on the integrity, grading and analysis of these precious lab-grown stones. Sale prices for this collection range from $500 to $10,000.

“By bringing Grown with Love into the JCPenney fine jewelry department, we are filling a void in our assortment for lab-grown diamonds. These unique diamonds are growing in popularity and by offering her this option for bridal jewelry, we are appealing to a new customer base,” said Pam Mortensen, senior vice president of merchandising for JCPenney. “Grown with Love fits nicely within our larger Modern Bride concept that offers today’s bridal customer an expansive assortment of engagement jewelry for any budget.”

Shoppers will find Grown with Love displayed in all-new vignettes within the JCPenney fine jewelry department along with new signage and graphics to educate customers about the difference between lab-grown and mined diamonds. Grown with Love will be promoted via JCPenney direct mail, email, social and digital marketing channels.

About Richline Group, Inc.

Richline Group, Inc., a wholly-owned subsidiary of Berkshire Hathaway Inc., is the USA’s foremost Fine Jewelry Manufacturer and Marketer. Currently the major brands comprising Richline’s portfolio are LeachGarner, Inverness, Rio Grande and Richline Jewelry. Berkshire Hathaway and its subsidiaries engage in diverse business activities including property and casualty insurance, utilities and energy, finance, manufacturing, retailing and services. The Common Stock of Berkshire Hathaway is listed on the New York Stock Exchange under the symbols BRK.A and BRK.B.

About JCPenney

J. C. Penney Company, Inc. (JCP), one of the nation’s largest apparel and home retailers, combines an expansive footprint of over 860 stores across the United States and Puerto Rico with a powerful e-commerce site, jcp.com, to deliver style and value for all hard-working American families. At every touchpoint, customers will discover stylish merchandise at incredible value from an extensive portfolio of private, exclusive and national brands. Reinforcing this shopping experience is the customer service and warrior spirit of approximately 98,000 associates across the globe, all driving toward the Company's mission to help customers find what they love for less time, money and effort. For additional information, please visit jcp.com.

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