In partnership with Mischief @ No Fixed Address, we brought The Ex-Change by JCPenney to life across 10 stores nationwide. Shoppers traded an old, unwanted piece of jewelry for a half-carat lab-grown diamond necklace—no cost, no questions asked—turning store visits into meaningful Valentine’s Day moments.
The rollout scaled by tier, from a hero flagship build with custom display tables and velvet curtains down to small-format wrapped counters. A 27-person crew of production assistants, brand ambassadors, and installers brought it all to life on-site, coast to coast.
And every piece of jewelry collected was donated to Good360, turning a one-day activation into a lasting act of good. Keep an eye out for us, and let us know where we should set up The Ex-Change next.
create. engage. move. create. engage. move. create. engage. move.
