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Jewelers of America to Launch Consumer Marketing Initiative

It is ‘by the industry, for the industry.’

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(PRESS RELEASE) NEW YORK – Jewelers of America, national trade association for businesses serving the fine jewelry marketplace,  announced that it will be coordinating the launch of a consumer marketing program in 2019. The campaign will be an industry-wide collaboration to increase consumer desire for jewelry and drive jewelry sales by promoting the unique and emotional aspects of jewelry ownership versus other disposable income purchases.

“The jewelry industry has voiced their needs for a generic consumer campaign that speaks with actionable, yet sentimental messages about jewelry,” said JA President & CEO David J. Bonaparte. “We are excited to be moving forward with the campaign that our industry has been so passionate about. We are also are calling on all levels of the supply chain to band together for this initiative that will truly be by the industry, for the industry.”

Jewelers of America is currently raising funds for a test campaign. The hyper-targeted, digitally based campaign will run in a targeted region, allow the industry an opportunity to see the campaign creative in real time and establish key learnings before launching nationally. To raise funding, JA has established a “Pioneer Program” for those visionary companies who see the potential for the campaign success and want to contribute. Pioneer companies will be recognized through a variety of mechanisms, including: press coverage, inclusion in trade advertsing, recognition in all digital content related to the program and recognition during the 2019 GEM Awards in New York.

The current companies joining Jewelers of America in the Pioneer Program are: American Gem Society (AGS), Emerald Expositions, Forevermark, Gemological Institute of America, Gumuchian, Jewelers Mutual Insurance Group, JCK Industry Fund, Rahaminov Diamonds, Royal Chain Group and Greenland Ruby.

To learn more about Jewelers of America, the Consumer Marketing Initiative, Pioneer Program and see the growing list of early adopters, visit www.jewelers.org/ja/marketing/consumercampaign.

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Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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