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Diamond Producers Association Launches ‘For Me, From Me’ Campaign

The latest campaign celebrates self-purchase women at all life stages.

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(PRESS RELEASE) NEW YORK — The Diamond Producers Association announced the third wave of the Real is Rare, Real is a Diamond campaign. Entitled “For Me, From Me,” the campaign is inspired by the natural diamond industry’s strongest growth engine, women self-purchase, which today represents one-third of all diamond jewelry sales in the U.S., a $43 billion diamond market that grew by 4 percent in 2017, according to De Beers Group data.

The campaign videos debuted during E!’s Oscar coverage on Feb. 24. The activation included innovative picture-in-picture units on-air before traditional commercial breaks as well as photo gallery takeovers on Instagram and EOnline.com. The full suite of videos can be viewed here.



“Previous Real is Rare, Real is a Diamond campaigns established diamonds as the ultimate symbol of realness and authenticity in love and in life,” said Kristina Buckley Kayel, managing director of North America for the DPA. “Our latest campaign celebrates the distinct pride and joy women feel in purchasing a diamond for themselves, a celebration of self that is beautifully embodied by the enduring qualities of a natural diamond. It’s timely for the diamond industry to acknowledge the different needs and mindset of the female self-purchaser and position itself to optimally service her.”

“DPA’s qualitative research conducted in 2018 helped uncover why women consider natural diamonds the ultimate self-luxury: they can be worn every day with any outfit, they last a lifetime and can be passed down, and they are a good investment because they retain their value,” said Kayel.

One millennial woman in the focus groups stated, “I just feel more confident when I wear diamonds I bought for myself. I’m more confident. I stand up a little straighter.”

Added another: “To me, diamonds are a beautiful piece of artwork.”

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And a third said, “If you buy a diamond for yourself, you get more of a sense of pride wearing it than if it’s a gift.”

This campaign was created with the needs of the retail community in mind. For Me, From Me “communicates a simple message, and retailers play a critical role in making it mainstream,” said Kayel.

The fully integrated mix of assets including video, stills and in-store collateral will run through fall 2019 across TV, digital, print and out of home. An expanded assortment of customizable in-store materials including tagged video, print and digital creative, visual merchandising support and POS materials give retailers the tools to amplify the campaign and further leverage the national marketing investment.

The DPA plans to on-board leading retailers into the program during the enrollment period, which runs through June, at which point, the paid media campaign will be running on all platforms. Retailer assets will be available for order starting the second week of March by visiting shop.diamondproducers.com. DPA will also distribute related social media content via their trade portal and “Shareable Content” emails this week.

In-store material will be supplemented by a self-purchase module on the DPA’s e-learning platform and sales trainings by Performance Concepts. To receive more information about how to enroll, click here or contact support@diamondproducers.com.

The DPA thanks its many partners for providing the beautiful jewelry for the campaign, including Jade Trau, Sara Weinstock, Hearts on Fire, Lauren Addison and Sethi Couture.

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Press Releases

JBT President Richard Weisenfeld Retires

It’s effective August 31, 2019.

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Erich Jacobs

(PRESS RELEASE) WARWICK, RI — Richard Weisenfeld, president of The Jewelers Board of Trade (JBT), announced his retirement to be effective August 31, 2019. Mr. Weisenfeld will remain at JBT to oversee the transition until September 1. Mr. Weisenfeld thanked the board for the opportunity to serve in a leadership capacity during which time the organization was streamlined and reorganized to meet the needs of its members.

Michael Kaplan, Chairman of the Board, accepted the resignation on behalf of JBT and acknowledged the many years of service of Mr. Weisenfeld as a member, a director, and most recently as president of JBT.

Erich Jacobs, the vice president of IT will succeed to the office of president of JBT on September 1, 2019. Mr. Jacobs joined JBT in 2018 and currently has operational responsibility for all aspects of IT and collection operations. Mr. Jacobs received his bachelor’s degree in economics and his master’s degree in business from the University of Wisconsin. His background in technology and business is of great importance to JBT, commented Mr. Kaplan. We congratulate him on his new position.

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Press Releases

AJS August 2019 Show Is One for the Record Books

Through new routes, AJS provided its attendees the tools needed to stay competitive in an evolving marketplace and retained its reputation as the fun show.

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(PRESS RELEASE) ATLANTA, GA — The Atlanta Jewelry Show, the jewelry industry’s largest regional trade event in the country, recently concluded its August, 2019 edition. During the four-day event, AJS August brought together over 1,200 industry professionals, and a record number of new buyers. “While staying true to our roots by providing exceptional products and resources for independent jewelers, we were proud to expand our theme of New Routes, through introducing new concepts and feature areas throughout the show that were extremely well-received by all attendees,” states Executive Director Libby Brown. “Our overall mission is to strengthen and maintain our jewelry community, and this show solidified that commitment. I believe my team and I successfully accomplished our goal of providing a comprehensive event that literally changed the course, and positively impacted the businesses of many retailers and vendors alike.”

The vast array of vendors, including many veterans and newcomers to AJS, played a huge role in the success of the show. Troy Hailey, With You Lockets, reported, “From a sales standpoint, we had our best show yet. We met our goal, which was a robust one, because of the high quality of buyers in attendance. This is our favorite show,” Hailey continued.

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The upbeat atmosphere and reports of steady order-writing and growing retail attendance from outside the show’s traditional region had exhibitors talking. New AJS Exhibitor Earth Pebbles owner Rebekah Anderson, GG, said, “We immediately fell in love with this show.” Anderson added, “Everyone is so friendly and helpful, and we were thrilled with the constant traffic. We will most definitely be back.”

The aisles were filled with retailers as they visited with friends and made new connections. Buyers Josh and Darrell, The Little Gold Mine, (TN) explain, “We have not missed a show in nearly ten years, and we never plan to. The team you have assembled here is top-notch and they go out of their way to make sure we are happy, productive and safe.” New buyer Bar-Kay Jewelers (PA) owner Kim says, “I have been to many shows, but never one as wonderful as this Atlanta show. Everyone is so hospitable and there’s so much going on, at all times, on the buying floor. Great vendors, great times. I’m thrilled and I am definitely coming back!”

AJS-University

With a phenomenal lineup of educational sessions presented by influential industry experts, Atlanta Jewelry Show provided an exceptional package of educational opportunities for every sector of the industry. Powered by the support of Diamond Producers Association, Instore Marketing, Stuller and Synchrony Financial, over 50 educational seminars and panels, and onsite GIA Grading Lab Sessions were featured at AJS.

When asked about the success of the event, Director of Education Cindy Chandler said, “Education is an integral part of the Atlanta Jewelry Show. We are entrusted to provide our attendees with real insights and real solutions to take back to their store, and we take that very seriously. As promised, this event offered only the finest learning opportunities to our valued retailers. It would not be possible without the generosity of our sponsors and exhibitor members, and heartfelt thanks to all speakers who graciously shared their time and expertise with the AJS community. See you next decade!”, Cindy added.

Hundreds of retailers were on hand ready to be inspired, and they were not disappointed. Click this link to view select sessions on the AJS Facebook page. https://www.facebook.com/pg/atlantajewelryshow/videos/?ref=page_internal.

Kids Jewelry Camp

The Atlanta Jewelry Show Kids Jewelry Camp was a tremendous success, with 24 young jewelers enrolled. Under the guidance of Coordinator Mindy Spritz and certified jewelry instructors, KJC Rock Stars learned several jewelry techniques, marketing strategies and even hosted the KJC Trunk Show, where they displayed, sold and shared the inspiration behind their handmade creations. Spritz states, “It’s overwhelming when I think about when KJC debuted less than two years ago, and now to see where we are today. I think I can safely say we are truly making a difference in these children’s lives, and we are honored to play a role in cementing their legacy, thereby ensuring the future of the jewelry industry. It was such a joy work with these immensely talented students, and we are grateful for the AJS community’s support with this endeavor.”

Parents were delighted with the camp and were grateful this opportunity was available for their children. John Carter, AGS President and Owner, Jack Lewis Jewelers, said “My daughter has literally grown up in this business. She learned more during these two days than her entire life. What a great program.”

The next session will be during the Spring show, March 8-9, 2020. Interested campers should register early, as the camp was sold out in August. Designed to foster excitement and passion for the jewelry industry among our next generation, KJC is open to children of AJS exhibitors and retail buyers, ages 7 and up.

The Runway

Atlanta Jewelry Show introduced an all new pavilion, The Runway, A Brand New Experience. This upgraded area included industry favorites Beverley K, Danwak, Waterford Jewelry, XO Jewels and Zeghani, each housed in specialty booths. A dedicated hostess, flight attendants and a pilot ensured that buyers “walked the Runway” in style and experienced a new way to shop for merchandise. Limited booths available for March 2020, so interested exhibitors should contact AJS immediately to reserve space.

Occasions Shop

Occasions Shop, successfully launched at the spring show, was expanded to include more breathtaking geodes, opals, lighting, luxury gift items and high-end display units. This area featured innovative methods of enhancing a store’s aesthetic and offered innovative merchandising tips. With all proceeds benefiting Kids Jewelry Camp, the Occasions Shop offered yet another solution to help independent jewelers succeed in the marketplace.

CAD Challenge

Another popular AJS CAD-CAM Challenge made history, and AJS recognizes outstanding competitors Meghan Proctor, Designer/Manager, Hubbell Jewelry Design; Gary Dawson, Owner/Designer, Gary Dawson Designs, and Shele Letwin, Owner/Designer, Shele’s Jewelry Design Factory. This event was a real show- stopper, as hosts Joel McFadden and Kyle Bullock kept attendees, plus livestream viewers, informed and entertained during this intense, all-day competition. Meghan was named the Winner for her inspired creation based on an original Rémy Rotenier hand rendering.

Loupe + One-Stop Shop

An entirely redesigned Loupe and One-Stop-Shop neighborhood was quite an attraction, created in the spirit of small-town America, and complete with green space, park benches and gathering areas. Attendees were enticed to follow the road to the American Watchmakers Clockmakers Institute Mobile Classroom for expert timepiece instruction inside its massive bus, right on the show floor. Along the route, many resources offered retail solutions, including marketing, software, retail services, trade organizations, engraving and bead stringing. There was even a podcast recording by AJS partners Four Grainer and WJA, happening live, which was a tremendous success. Listen up for Inside the Jewelry Trade’s exclusive coverage of AJS at https://fourgrainer.com/inside-the-jewelry-trade-radio-show/.

Special Features

Buyers and exhibitors alike enjoyed many special touches at the show, including the ever-popular Mingle after-party. Another huge success, with more people than ever in attendance, further proving that the AJS jewelry community knows how to party. Surprise pop-up parties were sprinkled all over the show floor with tasty snacks and trendy drinks to enjoy. Carpool Karaoke in a luxury sportscar, relaxation areas with massages and cool beverages, themed pit stops like Whiskey Business, and Studio 555 – all designed to add to the vibrant and fun Southern Hospitality that is exclusive to AJS.

Future Show Dates

March 7-9, 2020 and August 8-10, 2020

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Press Releases

IJO Concludes Semi-Annual Conference

It was held in Pittsburgh.

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(PRESS RELEASE) SOUTHPORT, CT — The Independent Jewelers Organization (IJO) recently returned from its semi-annual conference, which was held in Pittsburgh, PA. Several changes were announced and implemented and were applauded by the membership.

“We have a very strong and active Board of Directors, made up of store owners as well as our “NextGen” members,” stated IJO president & CEO Jeff Roberts, “and they provide us with feedback from the general membership – and we listen! We’re constantly striving to improve this organization and we’re stronger than we’ve ever been.”

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Members had suggested revamping the format of Sunday morning’s General Session, which always offered an inspirational keynote speaker, and Johnny Cupcakes didn’t disappoint. But change-up they wanted so IJO eliminated several announcements by transferring them to the Saturday breakfast, and brought in comedian Scott Bloom as an Emcee who provided some hilarity and kept the program hopping.

The first announcement Roberts made was a $500 reduction in membership dues, beginning with calendar 2020. “For years we’ve had a co-op program whereby members received $500 at year-end by using the IJO logo and tagline in their advertising,” Roberts stated further. “We realized members are busy and they were leaving money on the table by not submitting for co-op dollars, so we eliminated it.”

A new and very welcome addition was IJO provided snacks in the buying room both mornings and afternoons, plus a sumptuous full lunch for all retailers on Monday. According to Mike Youkilis, Board Rep from Midwest Diamond Distributors, “The IJO show we just finished in Pittsburgh was a huge success in business and the amazing additions of refreshments for all 3 days of the show were fantastic. Coffee and soda and donuts, bagels, cookies, popcorn and chocolate-covered everything, plus very ample passing of gourmet food at the end of the day were great! The free lunch on Monday for all retailers was well received. Of course, the free beer, free wine, and free mixed drinks every day were not so bad either. Like I always say – the family that eats together, stays together.”

“We’ve also created some new partnerships to better serve our members and to make the organization stronger,” Roberts added. “The first is Porte Marketing, who brings over thirty years of marketing experience and a variety of different tools to help them – the independent retailers – become more successful. In addition, I have hired Stephen Barnes from Barnes Jewelers in Goldsboro, NC, as a consultant for IJO. Stephen brings an enthusiastic and passionate attitude to not only help the IJO retailer, but to also help make IJO even better.”

Rich Bennett from P.K. Bennett Jewelers in Mundelein, Illinois summed it up simply. “We have been members of IJO for the past 10 years. It has been the best business decision we have ever made. The Pittsburgh show was just wow! From the new daily formats and the unbelievable energy in the seminars and buying room it was very evident that IJO has listened to its members and responded in a big way. This is not your father’s organization anymore! “

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