Why do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
Tiffany Announced as a 2019 Gem Award Winner
The retailer will be honored for its innovative jewelry marketing campaigns, including the new “Believe in Dreams.”
New York—Tiffany & Co. has been added to the list of Gem Award winners for 2019.
Jewelers of America announced Tuesday that the New York-based jeweler will receive the Gem Award for Marketing & Communications at the 17th annual jewelry industry awards gala, which is scheduled to take place early next year.
While Tiffany has been a leader in jewelry marketing for decades, the retailer outdid itself with the spring 2018 “Believe in Dreams” campaign, JA President and CEO David J. Bonaparte said, describing it as “brilliant” as well as “fresh, focused and fearless.”
Believe in Dreams started with Tiffany painting objects closely associated with New York City life—like taxi cabs, bodegas and MetroCards (the passes used to ride the city’s subway system)—its signature blue and wiping its Instagram account clean of previous images and videos as it teased the social launch of the jewelry marketing campaign.
Elle Fanning fronts Believe in Dreams. The 20-year-old actress can been seen in advertisements across print and social, and stars in the campaign’s video, which opens with a nod to “Breakfast at Tiffany’s.”
Tiffany will be honored alongside Rolex U.S.A President and CEO Stewart Wicht, who is receiving the 2019 Gem Award for Lifetime Achievement, at the annual jewelry awards ceremony, as well as the nominees for excellence in media, jewelry design and retail, revealed live at the event.
The Gem Awards are scheduled for Friday, Jan. 11, at Cipriani 42nd Street in New York City. For more information, visit Jewelers.org/GemAwards.
National Jeweler is a for-profit subsidiary of Jewelers of America, which purchased the publication in 2015.
The Latest
Owner David Mann is heading into retirement.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
Despite the rising prices, consumers continue to seek out the precious metal.
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.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
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.
Three fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
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.
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 Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.