BrandBuzz
JCPenney announces the ultimate Valentine’s Day “Ex-Change”
This Valentine’s Day, JCPenney is giving “baggage” a brilliant makeover. On Saturday, Feb. 14, the iconic retailer invites shoppers to trade in the ghosts of relationships past for a fresh start during The JCPenney Ex-Change.
For two hours only, customers can visit select JCPenney locations to hand over a piece of jewelry gifted by an ex-partner. In return, they’ll walk away with a brand-new ½-carat lab-grown diamond necklace set in 14k yellow gold over silver—completely free of charge and, most importantly, free of any awkward memories.
In a press release JCPenney says: Shoppers are invited to bring in a once-loved treasure and exchange it – flat trade, zero guilt, zero extra cost, zero questions asked – for a fresh start.
Valentine’s Day is traditionally about “forever,” but JCPenney knows that sometimes “forever” has an expiration date. Instead of letting old gifts gather dust in a drawer, the Ex-Change offers a guilt-free way to upgrade your jewelry box and your vibe.
The event is a one-day-only sprint for the first lucky shoppers who arrive at participating locations: Mark your calendars for Saturday, Feb. 14, 2026, as this exclusive one-day event takes place from 1:00 p.m. to 3:00 p.m. local time at select JCPenney locations nationwide. Since supplies are limited, the “Ex-Change” operates on a first-come, first-served basis: the flagship store in Garden City, N.Y., will welcome the first 100 customers to claim their new necklace, while all other participating locations will be prepared to host the first 50 eligible shoppers.
The featured trade-in piece is a stunning ½-carat lab-grown diamond. Lab-grown diamonds are physically, chemically, and optically identical to mined diamonds, offering a sustainable and modern way to celebrate self-love this February.
BrandBuzz
Ashth Prive’s New Udaya collection Turns the Geometry of Rani ki Vav into Radiant High Jewellery
Luxury jewellery brand Ashth introduces Udaya, a high-jewellery collection that transforms India’s architectural poetry into radiant, sculptural jewels.
Drawing inspiration from the monumental stepwell Rani ki Vav, Udaya captures its geometry, layered depths and ornate carvings. Commissioned in the 11th century by Queen Udayamati, the stepwell gradually reveals its architectural brilliance as one descends through its sculpted corridors, a sense of discovery that forms the conceptual foundation of the Udaya collection.
Each jewel features 7–13 carat portrait-cut and rose-cut diamonds, known for their crystal-clear surfaces. Beneath these luminous stones lies a hidden world – meticulously hand-engraved gold motifs inspired by the architectural patterns of Rani ki Vav. As light passes through the diamond window-like surfaces, the engravings emerge from beneath, creating an extraordinary visual effect where the jewel reveals its architecture from within.

The collection embraces pattern maximalism anchored in precision, drawing from the rhythmic symmetry of Patola weaving. Repetition, proportion and balance translate into engraved latticework. Pearls, textured gold surfaces, and diamond details add layers of dimension.


A limited edition range, each piece is IGI-certified and BIS hallmarked, reflecting Ashth’s commitment to quality alongside its philosophy of responsible luxury.
Designed to move seamlessly across occasions and wardrobes, the pieces from Udaya lend themselves to versatile styling. Whether paired with the intricate elegance of a Patola sari or styled with contemporary silhouettes, the jewels create a striking visual dialogue between tradition and modernity. These pieces subtly reveal themselves as the wearer moves, making each piece both statement-making and deeply personal.

“Design has always been at the heart of Ashth. With Udaya, we explored the idea of depth, inspired by the layered architecture of Rani ki Vav. By combining portrait and rose-cut diamonds with hand-engraved gold surfaces beneath, we’ve created jewellery where light becomes a medium to reveal craftsmanship. The collection reflects our approach to luxury – thoughtful, architectural, and deeply rooted in storytelling.” shares Kaivan Shah, Co-founder of Ashth
Guided by its philosophy ‘Mine. Not Mined.’, Ashth continues to reshape modern luxury — blending conscious diamonds, Indian storytelling, and bold design innovation into jewels that feel as timeless as the monuments that inspire them.







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