The International Colored Gemstone Association, launched the Gem Millennium Campaign, an integrated fashion, marketing and retail program that aims to “significantly increase gem sales and market share in the consumer market.” ICA named Jim Littman of The DMB Partnership as a director to implement the campaign.

The program was announced during the recently held ICA Congress in Bangkok, Thailand.

“The major components of the campaign consist of ‘marrying’ color to fashion, assisting the retailer in his local marketing efforts, and an overall industry marketing effort,” Littman said. “By partnering with the fashion industry, I truly believe that the fashion industry’s need for colored gem options offers an incredible opportunity for the members of the gem industry.”

Littman said that the colored stone market has seen relatively flat sales with stagnant growth over the past years. ” However, when diamond prices stabilize, consumers prefer to purchase diamonds. Lacking any cohesive marketing strategy, colored stones overall continue to be stagnant in the jewelry market.”

As director, Littman will also develop funds and direct the campaign’s efforts.

JCK