JCPenney Drops Diamond Jewelry Prices by 50%

U.S. department store chain JCPenney announced Monday its biggest After Christmas sale ever. Among the offers - 50 percent off its entire stock of diamond jewelry.

Late dogs gain: will get another chance with 50% discount of JCPenney diamond jewelry.

It’s not clear if the sale will irk diamantaires seeing their luxury product sold like tomatoes or please them with the understanding that JCPenney’s upstream returns to suppliers will decrease, but the appeal to consumers willing to delay such a purchase is clear.

The company said diamond 1/3 carat earrings will sale for $149.99 a pair and half carat rings or earrings will sale for $139.99. It will also offer 50 percent off gemstones and cultured pearl jewelry, 40 percent off fine jewelry and watch clearance from already reduced original prices.

Other jewelry offers include 70 percent off the entire stock of gold and fine sterling silver jewelry and 50 percent off moissanite jewelry.

The after Christmas sale will start on December 26 at 5:30 am - the earliest opening on the day after Christmas in company history.

JCPenney launched a unique diamond jewelry campaign this season titled ‘Get out of the Doghouse.’ The campaign included an entertaining online doghouse www.bewareofthedoghouse.com where reprimanded men were banished for their bad gift giving habits. They were invited to redeem themselves with a diamond jewelry gift from The Jewelry Store inside JCPenney.