In 2007, JCPenney came to Interbrand for the development of a new private label lingerie brand. Julie led the team to develop the Ambrielle brand name which reflects the feminine, intimate personality of the line. The name was developed in focus groups with real women talking candidly with their friends about sensuality and femininity. Ambrielle embodies a friend you can turn to for advice and a brand that has superior fit and wear. Ambrielle became the largest private brand launched in JCPenney history.