Tanzanite Takes a Market Position

Just as diamonds own the engagement-ring sector, the colored gemstone tanzanite aims to own a market category as well: the birthstone business. Launched at this year’s American Gem Trade Association’s Tucson Gem Fair, the Tanzanite Foundation’s “Be Born to Tanzanite” global marketing campaign wants to position the violet blue gem found only near Mount Kilimanjaro as the gift for the celebration of life. Drawn from cultural traditions of the Masai, an African tribe that dons blue beads and fabric upon the birth of children to promote healthy lives, “Be Born to Tanzanite” encourages a similar message and deed: paying tribute to new mothers and children through the gift of a piece of tanzanite jewelry. The nonprofit Tanzanite Foundation is expanding the market for ethically acquired tanzanite by placing jewelry on pregnant celebrities, advertising in trade and consumer mag
JCK PRO

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).

SUBSCRIBE TO CONTINUE

Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out