Customised jewellery plans at JCPenney

JCPenney is aiming to make its online site the perfect place for consumers to purchase custom designed jewellery amongst other items.

Aiming to offer more than just an e-commerce site, the company has now introduced 'Build-a-Ring' where customers can log on and custom design their own engagement ring.

Richard Last, vice president of merchandising for JCPenney.com, explained to DMNews: "We are exploring [customisation] as a solution for our customers…There is a younger customer on the Internet who is getting married and starting a family."

The new service will reportedly be promoted through email alerts and inside company catalogues.

In addition pricing is also going to be looked into at the firm to help boost sales and keep customers happy.