WJA Debuts Consumer Marketing Campaign for Self-Purchasers

The Women’s Jewelry Association is debuting a marketing campaign in March designed to encourage women to buy jewelry for themselves.

The consumer-facing campaign, “March is Me Month,” was developed by over 30 members of WJA Women’s Executive Leadership Forum, who initially met in New York City on March 8, 2019. The timing of the campaign was designed to align with International Women’s Day (March 8).

The focus on female self-purchasers in fine jewelry is a timely one. Female jewelry consumers have been gaining on their male counterparts for years, as women increase their purchasing power and attitudes about gifting evolve. In a 2018 MVI study, 51% of females polled said they buy jewelry for themselves—and two years later, that percentage feels low.

Retailers interested in participating in the campaign—and using its premade marketing collateral—can do so for free if they are (or become) a WJA corporate member. All marketing materials—which Richline Group created gratis for WJA—will be available for download on WJA’s website, including an original logo, several taglines, and a brand guide for the campaign.

WJA is even allowing retailers to add “any fine jewelry product, either presently in showcase or newly developed” as well as a company’s own brand message to the logo.

One of the goals developed out of the meeting included building purposeful and strong partnerships across the jewelry and watch industries in order to prepare for the future of jewelry retail, and the rise of the female self-purchaser,” reads a statement from WJA about the campaign, which the organization hopes will remind the consumer to “celebrate herself, visit a retail jeweler, and treat herself to a piece of fine jewelry no matter the reason.”

Ramona Genao-Archibald, executive vice president of sales, merchandising and marketing at Richline and the “March is Me Month” campaign executive leader, said the campaign is more than an opportunity to promote self-purchasing in fine jewelry. In the same statement, she noted, “It’s about empowering women to have a voice at the table, use that voice, and be a part of the conversation about doing things for ourselves. In that vein, the task force behind the campaign does not represent one woman’s (or one company’s) voice—but all of our voices collectively. We hope our efforts will support everyone in the jewelry community and pave the road for others to follow.”

Retailers interested in participating in “March is Me Month” can click here to join WJA as a corporate member.

Top: Logo for WJA’s “March is Me” campaign (courtesy WJA)

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