Jewelers of America is embarking on a program to attract and retain “qualified, talented, and high-caliber individuals” for careers in the jewelry industry.

In a mailing to JA members, the organization is asking for minimum donations of $100 and volunteers for a program that will aggressively attract newcomers to the jewelry industry. JA calls the initiative Careers in Jewelry and the organization is calling it “one of our largest initiatives ever,” in the letter, signed by Matt Runci, JA president and CEO.

“As an industry, we must focus on the reality of today’s hiring environment and the quality of the employees needed to ensure our industry’s future success,” Runci says in the letter. “Our goal must be to aggressively seek out quality individuals and convince them that the jewelry industry offers tremendous opportunities and rewards.”

The volunteers, Runci says, are needed to staff tables at career fairs and other events.

For more information, contact JA at it’s New York City headquarters, at 646-658-0246.

JCK