A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
CPAA Launches $250,000 Digital Marketing Campaign
It focuses on social media advertising to promote its online pearl education course.
New York--The Cultured Pearl Association of America has launched a digital marketing campaign to help drive interest in pearl education and consumer demand.
The $250,000 campaign, funded by the Tahitian Pearl Association of French Polynesia, will promote the organization’s online pearl education course, PearlsAsOne.org.
Jeremy Shepherd, CPAA treasurer and founder of PearlParadise.com and Pearl-Guide.com, created the CPAA’s Pearl Specialist Certification Course in 2016 in partnership with some of the world’s largest pearl producers, including the Tahitian Pearl Association of French Polynesia, Jewelmer, the Japan Pearl Exporters’ Association and Atlas Pearls.
The course brings together expertise from pearl farmers, retailers, processors, wholesalers and importers.
It is divided into 10 modules and covers topics like the history of the pearl industry, pearl valuation and current production methods.
“Most industry education focuses on diamonds and colored gemstones, and we discovered that many jewelry experts don’t have a deep understanding of pearls and how to appraise them,” Shepherd said about its creation.
The CPAA said to date, more than 20,000 people have taken the English-language course (it’s also available in six other languages).
Now, its marketing initiatives will focus heavily on social media to drive interest in the course as well as demand for pearls.
“Pearls have the most inspiring story in all of jewelry, and the monies made available by the TPAFP are being strategically spent to create knowledgeable collectors and fans all over the world,” said CPAA Executive Director Jennifer Heebner.
The Latest
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The selected nine organizations have outlined their plans for the funds.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
It’s ultra-feminine and filled with gold, pearls, and soft pastels.