Headlines

JA Tests Generic Jewelry Ad Campaign

It debuted in the Los Angeles area.

Published

5 years ago

September 24, 2019

INSTORE Staff

Jewelers of America is working to establish a national generic jewelry ad campaign.

The trade association has launched a test campaign in Los Angeles called “Another Piece of Your Story.”

In a letter to participants in the Pioneer Program, JA President Dave Bonaparte wrote: “It’s thanks to your generous funding that the campaign will run through November 3 and give us better data on how to expand this to a nationwide audience.”

INSTORE participated in supporting the initiative.

Visit the campaign website, yourfinest.com, to see the creative and the influencers that advertising agency Cramer-Krasselt has procured to create buzz among 20- to 30-something self-purchasers. JA is posting updates on the campaign on its website here.

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”