Jewelers of America (JA) has unveiled plans for an industry-wide collaborative marketing campaign, aimed at increasing consumer interest in jewelry. 

The new initiative will promote the unique and emotional aspects of owning jewelry, as opposed to spending one’s disposable income on other things, the US trade group said Wednesday. 

“The jewelry industry has voiced their needs for a generic consumer campaign that speaks with actionable, yet sentimental, messages about jewelry,” said JA CEO David Bonaparte. “We are excited to be moving forward with the campaign that our industry has been so passionate about. We are also 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 group is raising funds to create a test campaign that will run in a targeted region, after which it will review the results before launching the program on a national scale. 

Companies partnering with the JA on the initiative include the American Gem Society, Forevermark, the Gemological Institute of America and the JCK Industry Fund. 

Image: Woman shopping for jewelry. (Shutterstock)

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