Marketing the Millennium

The historic occasion of the big calendar change offers jewelers unique sales opportunities, saysLynn Ramsey, executive director of the Jewelry Information Center. The advent of the third millennium offers jewelers a unique sales opportunity that occurs, well, only once in a thousand years. “Jewelry is an occasion-driven product, and jewelers have the most historic occasion in our lives coming up: the end of the millennium,” says Lynn Ramsey, president of the Jewelry Information Center. “What better gift to mark it than fine jewelry, personalized and dated, lasting through the next millennium!” “Creating consumer excitement is essential in selling jewelry,” concurs Victor Urbach, president of The Resource Group, a marketing organization for 300 jewelers nationwide. “So, the millennium is a rare opportunity for the jeweler and his customers to tap into something shared

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