Policy Holders do the Talking in Jewelers Mutual Ad Campaign

Policyholders of Jewelers Mutual Insurance Company continue to tell the story of why they insure their businesses with the 94-year-old company.

For the second year in a row, Jewelers Mutual is featuring customers in its brand campaign. The ads displaying the slogan, “Coverage you can count on—People you can count on” were unveiled in Las Vegas at the end of May.

While faces in the advertisements are new to the company’s campaign, they are familiar to the jewelry industry. The four-color ads feature the following Jewelers Mutual policyholders:

* Robert Wander of Winc Creations, award-winning designer, and Deanna Wander of Haimoff & Haimoff, an Hawaiian retailer.

* Second generation retail jeweler and AGS Certified Gemologist Appraiser Craig Underwood and his wife, Laura, of Underwood’s Fine Jewelers in Fayetteville, Ark.

* Jon Bridge, Co-CEO and corporate counsel for 95-year-old family-owned retail chain Ben Bridge Jeweler headquartered in Seattle, Wash.

* Alishan and Lydia Halebian, jewelry designers and owners of Alishan Fine Jewelry in Irvine, Calif.
Avi Raz of A & Z Pearls, Los Angeles-based jewelry designer and owner.

“We introduced our brand campaign in 2006 after evaluating our customers’ needs and expectations,” said Darin Kath, president and chief executive officer of Jewelers Mutual. “That research included feedback about our brand, our coverages, and our reputation in the jewelry industry.”

Kath added, “Customers from all segments of the jewelry industry repeatedly stated that they could count on our coverage and our employees.”

Ads that feature these members of the jewelry industry will run throughout 2007 in leading jewelry trade magazines.