Though its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
JA to Launch Consumer-Facing Jewelry Campaign in 2019
Jewelers of America is raising funds to launch a test of the digital ad campaign early in the year, followed by a national rollout.
New York—Jewelers of America has announced that it will coordinate the launch of a consumer marketing program next year.
The digital advertising campaign will be a collaboration among the industry to increase consumer demand for jewelry and drive sales by promoting the unique and emotional aspects of jewelry ownership as compared with other disposable income purchases, JA said.
“The jewelry industry has voiced their needs for a generic consumer campaign that speaks with actionable, yet sentimental messages about jewelry,” JA President and CEO David J. Bonaparte said. “We are excited to be moving forward with the campaign that our industry has been so passionate about. We also are calling on all levels of the supply chain to band together for this initiative that will truly be by the industry, for the industry.”
The association currently is raising funds for a test campaign, slated to run post-Valentine’s Day.
The campaign will run primarily on social media in a targeted region first, allowing the industry to see the campaign creative in real time and “establish key learnings.” JA said its goal will be to show a return on investment by measuring pre- and post-campaign awareness and jewelry perception among consumers, monitoring traffic to the campaign's website, press coverage, jewelry influencer coverage and more.
It will then likely launch nationally some time in 2019, targeting the non-major jewelry buying holidays to capture the attention of the female consumer who buys jewelry for herself.
To raise funds, JA has created a “Pioneer Program” for the companies that want to contribute to the campaign.
Pioneer companies will be recognized through press coverage, inclusion in trade advertising, in all digital content related to the program and during the 2019 Gem Awards in New York.
Companies that already have signed on as part of the Pioneer Program are: American Gem Society, Emerald Expositions, Forevermark, Gemological Institute of America, Gumuchian, Jewelers Mutual Insurance Group, JCK Industry Fund, Rahaminov Diamonds, Royal Chain Group and Greenland Ruby.
JA announced in August it had hired longtime publisher of JCK magazine and JCKOnline Mark Smelzer as a consultant to assist in the strategic development of the consumer marketing initiative.
To learn more about JA’s jewelry ad campaign and the Pioneer Program, visit Jewelers.org.
The Latest
Despite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
Lilian Raji gives advice to designers on how to make the most of great publicity opportunities.
Despite the rising prices, consumers continue to seek out the precious metal.
The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
Why do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
The “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
The annual list recognizes young professionals making an impact in jewelry retail.
While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
Christie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
The ad aims to position platinum jewelry as ideal for everyday wear.
Retailers can customize and print the appraisal brochures from their store.
The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
The site has been down since Thursday evening, just ahead of its spring auctions.
The late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
Kimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
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.
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.
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.