NEW YORK–(BUSINESS WIRE)–In the 2nd sentence of the 4th paragraph of release dated October 30,
2018 it should read “All diamonds in the Grown with Love line are
certified by the International Gemological Institute…” instead of the
“Independent Gemological Laboratories.”
The corrected release reads:
RICHLINE GROUP BRINGS LAB-GROWN DIAMOND BRAND, GROWN WITH LOVE™,
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
“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
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 International Gemological Institute, 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
“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.
J. C. Penney Company, Inc. (NYSE: 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.