The Jewelry Store at JCPenney Celebrates Spring with the Billion Dollar Sale; Biggest Jewelry Event of the Spring Begins March 24

Business Wire, March 24, 2004

Business Editors

PLANO, Texas--(BUSINESS WIRE)--March 24, 2004

The Jewelry Store at JCPenney (NYSE:JCP) is holding a Billion Dollar Sale, beginning with the Preview Event from Wednesday, March 24 through Saturday, March 27, 2004 in all stores nationwide. Throughout the Billion Dollar Sale, customers can save 20 to 60 percent on all fine jewelry and watches and during the Preview get an extra 15 percent off sale prices. As part of the Preview Event, there will be a "Treasure Chest Sweepstakes," where customers can draw 10 lucky keys from each of the stores, out of a total pool of 3000, to open a treasure chest containing one of 10 fabulous jewelry prizes:

    --  Mens Bulova Watch

    --  Sterling Silver Bracelet

    --  14K Gold Earring 3 pair set

    --  10K Blue Topaz Ring

    --  10K Onyx Bracelet

    --  10K Diamond Bracelet

    --  10K Diamond Band

    --  10K Gold Bangle/Earring set

    --  14K 3 Stone Diamond

    --  14K 9-10mm Cultured Freshwater Pearl Strand/Earring set

The Billion Dollar Jewelry Sale, which continues through April 4, celebrates JCPenney as a full-service fine jewelry store within a department store. Through stores, catalog and Internet, JCPenney offers the widest assortment of any jewelry retailer ranging from $29.99 to $100,000.

J. C. Penney Corporation, Inc., the wholly-owned operating subsidiary of J. C. Penney Company, Inc., (the "Company") is one of America's largest department store, catalog, and e-commerce retailers, employing approximately 150,000 associates. As of January 31, 2004, J. C. Penney Corporation, Inc. operated 1,020 JCPenney department stores throughout the United States and Puerto Rico, and 58 Renner department stores in Brazil. JCPenney Catalog, including e-commerce, is the nation's largest catalog merchant of general merchandise, and JCPenney.com is one of the largest apparel and home furnishings sites on the Internet. J. C. Penney Corporation, Inc. is a contributor to JCPenney Afterschool Fund, a charitable organization committed to providing children with high quality after school programs to help them reach their full potential.