A. Jaffe to Focus on Change

Bridal jewelry manufacturer A. Jaffe is launching a new advertising campaign, a comprehensive retail training program, and a new approach to customer service. 

The aggressive redevelopment of the brand and strengthening of A. Jaffe’s image began in December of 2007 with the appointment of Jim Grohn as executive vice president of Sales and Marketing (pictured left). Grohn joined the team with over 20 years experience in the jewelry industry, recently holding the position of director of Sales at Hearts on Fire. Since joining A. Jaffe he is directing many of the changes that will roll out this year.

Upon Grohn’s recommendation, A. Jaffe hired Kate Peterson as an independent consultant to provide training and innovative sales solutions to its retailers. Peterson is the president and co-founder of Performance Concepts with more than 30 years of retail experience. She will work closely with the A. Jaffe sales and marketing team to develop retailer training programs, focus forum groups, sales seminars, training manuals, and free in-store training.

In addition, A. Jaffe has hired Kinney + Kinsella to create a new brand image. This will include a new ad campaign, new packaging and retail displays. The new advertising campaign will roll out in June with a fresh look and feel that embodies the concept of “intimate relationships.” This new brand platform seeks to capture the essence of the real emotions shared in relationships. It will remind consumers that the every day moments in life are the most worthwhile. The campaign includes print, outdoor and interactive components.

Later this year, LGI Network will be working with the New York-based company to improve forecasting and production processes so that retailers may be better connected to the A. Jaffe manufacturing and fulfillment processes. LGI, known in the jewelry industry as cutting edge for their stellar inventory management consulting skills will help the brand and its retailers gauge product penetration, overall product performance, distribution, promotion effectiveness and price sensitivity.

Along with all these changes, A. Jaffe will also be offering a new range of bridal and fashion jewelry.