JFC Launching Advertising Campaign in September



Jewelers for Children is launching a new consumer and trade advertising
campaign this fall that aims to increase charitable participation from
consumers and jewelry retailers.

Industry nonprofit Jewelers for Children (JFC) is launching a consumer and
trade advertising campaign this fall with two stated aims: to spread JFC‚s
message to consumers and urge them to ask local jewelers how to get involved,
and to increase independent jeweler participation from the current 10 percent
to 30 percent by the end of 2010.

The goal of the consumer advertising campaign is to educate consumers about the
industry‚s generosity. As one of few charities to donate a staggering 96
percent of its revenue directly to children in need, JFC is truly a rare and
impactful charity organization. With commitments from Harper’s Bazaar,
Departures and InStyle magazines, JFC’s ad will be in September-December issues
to inspire consumers to get involved and ask their local jewelers how to help
the cause. Past experience has shown that when jewelers support JFC, consumers
respond in generous ways. And while there is support for JFC amongst
independent jewelers, the current percentage of retailers who donate to JFC
remains below 10 percent. By reaching out to industry trade publications, JFC
hopes to increase the number of independent jeweler participants to 30 percent
by the end of this year.

The ads to be shown in trade publications include ones featuring Efrain, an
ailing 12-year-old boy and one of the children who benefits from
the combined efforts of JFC and the Make-A-Wish Foundation® by being able to
realize his dream of modeling.

Shot in a sun-filled studio located in Manhattan’s fashion district, Efrain’s
photo shoot marked his first visit to New York City. After marveling at the
skyscrapers and city’s energetic pace, Efrain’s shoot began with his selection
of fashions, all of which were gifted to him by American Eagle Outfitters,
Kenneth Cole, and Fruitz Watches. After receiving the full celebrity treatment,
including styling, hair and make up, Efrain and Honora CEO (and JFC board
member) Joel Schechter, shot the ad (an exciting fashion experience for Efrain
and his accompanying family members). Special thanks to Kate Bazazian,
celebrity hair and make up artist, and Damian Sandone Photography, along with
Studio PR’s styling team, all who donated their time for the day‚s shoot.

Since 1999, Jewelers for Children has raised more than $35 million dollars for
children in need. JFC is generously supported by makers and sellers of fine
jewelry and watches, as well as trade associations and others who provide
professional services to the jewelry industry. Please join us in our efforts to
unite the industry on behalf of children. For more information on JFC, contact
Mark Davidovich at Studio PR, 212-696-1321 or David Rocha, JFC, 212-687-2949.