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JA Tests Generic Jewelry Ad Campaign

It debuted in the Los Angeles area.

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JA Tests Generic Jewelry Ad Campaign

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.

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Thinking of Liquidating? Wilkerson’s Got You Covered

Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.”

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