On Sunday, J.C. Penney launched a new section in its jewelry department, dubbed The Bijoux Bar after the French word for jewel, in 650 stores across the U.S. and online.

The new space features an array of exclusive fashion jewelry collections from top designers such as Kenneth Jay Lane, Kara Ross, Lana Bramlette and Dominique Cohen.

Each designer’s collection is showcased on sophisticated black fixtures within the retailer’s fine jewelry department.

"The Bijoux Bar at JCP will be unlike anything we’ve ever offered. For the first time, J.C. Penney customers will be able to shop an affordable selection of high-quality fashion jewelry from designers who are typically found in high-end department stores," says Pam Mortensen, senior vice president and general merchandise manager of fine and fashion jewelry, J.C. Penney. "At The Bijoux Bar, there will be something for women of every age, for every occasion and for every sense of style."

Among the new lines available at launch are: