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.
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
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 mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
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.