The P.R. Agency You Didn’t Know You Had

In an era of media exposés and consumer skepticism, how do you market fine jewelry? The Jewelry Information Center has several answers. It hosts fashion shows for the press. It provides jewelry fashion feature ideas to national publications. Its staff promotes jewelry on TV. It’s combating negative publicity by spearheading a new program to change bad trade practices. Ironically, however, the organization has an even tougher task – promoting itself and building its own membership. The four-person organization based in New York has fewer than 800 members. “There’s no other group like the JIC that represents the entire industry, and yet we’re supported by only a tiny fraction of the industry,” notes Lynn Ramsey, JIC’s president and CEO. “One of our hurdles in getting more support from the industry, especially retailers, is that they don’t understand the value of a ge
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