Kimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
Jewelry Is About to Get its Own ‘Got Milk’ Ads
Spearheaded by Jewelers of America, a group of industry players is getting ready to test an advertising campaign to raise interest in jewelry among consumers.
New York—A group of industry players has banded together to create a campaign that will promote the jewelry category as a whole to consumers.
Jewelers of America confirmed at its first National Convention just held in New York that, along with a group of industry associates, it has successfully raised $300,000 in funding to test a national consumer-facing campaign.
At one of the convention’s education sessions held Sunday to highlight the advertising effort, JA Director of Public Relations and Special Events Amanda Gizzi lamented that the emotional aspect of jewelry purchases “has been completely taken out of our industry advertising,” despite the fact that “we have the most amazing stories to tell and the best product.”
To rectify this, JA, along with industry consultant and JCK magazine publisher Mark Smelzer (brought on specially to assist on the project) took a pragmatic approach to decipher the desires of today’s consumer.
First, they consulted with consumer market research firm Provoke Insights to identify a target consumer.
The firm grouped her into two categories: the “jewelry enthusiast,” a woman in her 30s who is married with children with a combined household income upwards of $100,000, and the “young and indifferent,” a woman in her 20s who is single, without children and making less than $100,000.
Both live in cities and suburbs, watch TV and engage in social media. The former makes up 8 percent of the U.S. population, or about 25 million people, and the latter 11 percent of the U.S. population, or about 35 million.
Provoke Insights’ campaign suggestion was to focus on these women who buy jewelry for themselves, with particular emphasis on reaching them through digital media via social media platforms and influencers.
The firm also advised targeting consumers outside of gift-giving holidays, when media is the most saturated with jewelry advertising.
JA then enlisted advertising firm Cramer-Krasselt, which has worked with companies like Porsche, Nikon and Corona, and created industry campaigns for Paper & Packaging, Cotton USA and the Alzheimer’s Association, to take a national campaign from the drawing board to the digital world.
The ad firm tapped into particular values that resonate with the target group of consumers, like authenticity.
It advocated for crafting a narrative that would stress “buying into jewelry” rather than simply buying jewelry, i.e., emphasizing jewelry’s inherent emotional and personal qualities, something that your “grandma’s cell phone” doesn’t have, Smelzer explained.
From this train of thought emerged the campaign’s tagline, its “Got Milk?” or “A Diamond is Forever” catchphrase—“Another Piece of Your Story.”
It highlights a piece of fine jewelry as being not just a material purchase but an emotional aspect of the wearer’s identity.
Beginning in September, JA and its partners will roll out a six-week test social media campaign in the Los Angeles-area across five different ZIP codes, selected by Cramer-Krasselt for their volume of JA member stores, high household income, number of women who fit the target demographic and their fashion-forward sensibility.
The test will consist of Instagram and Facebook posts, both paid and organic, some in conjunction with three to four selected social media influencers with large national followings.
The campaign will direct viewers to a not-yet-launched micro-site, YourFinest.com, which will have a directory of JA member stores.
When the test is concluded, JA will assess its performance by surveying women in the target market, with hopes of rolling out a national campaign across social media, television and print media in early 2020.
In addition to its own contribution, JA raised the $300,000 test budget with the help of the following industry partners: American Gem Society, Artistry Ltd., Ashi, Chow Tai Fook North America, Hearts On Fire and Memoire, Emerald Expositions, Forevermark, Gabriel New York, Fortunoff Fine Jewelry, GIA, Greenland Ruby, Gumuchian, H. Watson Chicago, InStore, JCK Industry Fund, Jewelers Mutual, Krombholz, Midas, Rahaminov Diamonds, Royal Chain Group, Silver Promotion Service, Shy Creation, Synchrony and The Plumb Club.
In order to execute the full 2020 campaign, it will require additional partners to invest.
JA’s Gizzi and Director of Marketing and Communications Molly Fallon are leading the campaign. Inquiries may be directed to them at agizzi@jewelers.org and mfallon@jewelers.org.
The Latest
As a token of womanhood, this necklace depicts when Venus was born from the sea.
The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
Show your mother some love with a piece of fine jewelry.
The company’s Easton location will remain open.
Brian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
Meet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
Sponsored by the Las Vegas Antique Jewelry and Watch Show
Tobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
Stars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
The branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
The six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
The highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
The “Venetian Link” series modernizes the classic Veneziana box chain in its bracelets and necklaces.
The Seymour & Evelyn Holtzman Bench Scholarship will provide tuition assistance to two low-income students.
The Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.
The executive talked about the importance of self-purchasers and how fuel cell electric vehicles are going to fuel demand for platinum.
The Indian jeweler’s new store in Naperville, Illinois marks its 350th location, part of its ongoing global expansion plans.
It will award a graduating high school student with about $10,000 toward a GIA diploma and an internship with the Seattle-based jeweler.
Wheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
PGI partnered with four new and seven returning designers for its annual platinum capsule collection.
Nicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
Karina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
The men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.