Jewelry industry trade association Jewelers of America (JA) has announced new details for its planned consumer marketing program, which is scheduled to debut in early 2019.
The multimedia campaign was designed to 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,” according to a JA statement sent to JCK this morning.
JA is currently raising funds for a “hyper-targeted, digitally based campaign” that will run in a specific region. The test will allow industry members to see, in real time, how the campaign will be presented and received by consumers.
JA is currently raising funds for the test and has established a Pioneer Program for companies that want to contribute to the industry-wide campaign. The current companies participating in the Pioneer Program are American Gem Society, Emerald Expositions, Forevermark, Gemological Institute of America, Gumuchian, Jewelers Mutual Insurance Group, JCK Industry Fund, Rahaminov Diamonds, Royal Chain Group, and Greenland Ruby.
What benefits will jewelry businesses ultimately reap from the simply named JA Consumer Marketing Initiative?
JA president and CEO David J. Bonaparte said in the same statement that the industry has voiced a need for “a generic consumer campaign that speaks with actionable, yet sentimental, messages about jewelry.”
He added, “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.”
We previously reported that JA has engaged JCK publisher Mark Smelzer as a consultant for the marketing initiative. Smelzer continues to be involved in its strategic development.
To learn more about the Consumer Marketing Initiative and the Pioneer Program, click here.
JA’s primary purpose is to improve consumer confidence in the jewelry industry through its leadership in public, government, and industry affairs.
(Top: Logo courtesy of Jewelers of America)