Pam Mortensen has been appointed as senior vice president and general merchandise manager of fine jewellery at J.C. Penny Inc., reports say. She will report to Jeff Allison, executive vice president and general merchandise manager of home and custom decorating. The position was previously handled by Beryl Raff, who left the company in April.

Mortensen brings with her an industry track record of over a decade in retailing. She was the former vice president and divisional merchandise manager of fine jewellery and watches for Wal-Mart Stores Inc., as also the vice president, divisional merchandise manager for Service Merchandise, leading Walmart’s Home Division. She has been associated with Bailey Banks and Biddle division of Zale Corp. as its senior buyer for 12 years.

Mortensen says the opportunity at J.C. Penny is one where she look forward to building on the success of the Jewelry Store inside J.C. Penney.