Independents

JA Launches Consumer Marketing Campaign for Spinel

IndependentsAug 02, 2016

JA Launches Consumer Marketing Campaign for Spinel

The campaign, which introduces spinel as an additional birthstone for August, includes print, social media, radio and email.

20160802_JA-Spinel.jpg
These are the red spinel earrings from Carelle that Jewelers of America is offering in its “Spectacular Spinel” jewelry giveaway, which is designed to drive consumer awareness of the gemstone.

New York--Jewelers of America officially has launched its consumer marketing campaign announcing that spinel has joined peridot as a birthstone for the month of August.

The new birthstone is being unveiled to consumers through public relations and marketing outreach, including print media, online platforms, social media, radio and emails.

JA also has created a variety of materials for its members to incorporate into their own marketing to announce spinel as a new August birthstone.

The materials also promote JA’s “Spectacular Spinel” sweepstakes, designed to create more consumer awareness and excitement around the gemstone and provide shareable content for members.

The winner of Spectacular Spinel will receive a pair of 18-karat gold and red spinel earrings valued at $1,250 from Carelle’s “Stacked” collection. It is running at Jewelers.org/SpinelSweeps through Aug. 19.

The retail materials available for members to download are an email HTML, email or web images, a printable sign, social media graphics and revised digital gemstone leaflets.

As part of the campaign, JA also is calling on both its members and the industry to update their birthstones lists, adding spinel for the month of August.

“As an industry, we have a great opportunity to capture consumer excitement, wonder and enthusiasm for jewelry,” JA President and CEO David Bonaparte said. “It is our hope that everyone will join together in announcing spinel as a new birthstone for August, and the industry will have one united voice and message about birthstones.”

Prior to the official rollout of the spinel-as-birthstone marketing campaign, JA showcased August birthstone gift guides and additional spinel jewelry coverage on its website and across its social media channels.

The American Gem Trade Association and JA jointly announced that spinel would join peridot as an August birthstone about two months ago.

This is the third update to the modern birthstone list since it was officially created in 1912 by the American National Retail Jewelers Association, now known as JA.

It was updated in 1952 to add alexandrite, citrine, tourmaline and zircon as birthstones and again in 2002 when tanzanite was added as a birthstone for December.

For more information on the promotional opportunities related to spinel’s debut a birthstone, visit the JA website.

Information about the gemstone also can be found on the AGTA website, and a full list of birthstones is available on Jewelers.org.

Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Jade Ruzzo Tennessee Drop Earrings
CollectionsFeb 21, 2025
Piece of the Week: Jade Ruzzo’s ‘Tennessee’ Oval Drop Earrings

Heidi Gardner, an SNL cast member, wore the smoky quartz earrings on the “SNL50: The Anniversary Special” red carpet on Sunday.

Rough emerald mined by Gemfields
SourcingFeb 21, 2025
Zambia Lifts 15% Export Duty on Gemstones, Metals

The reversal comes less than two months after the Zambian government reinstated the tax in an effort to bring in more money.

Jeffrey Cohen, Steven Lagos, Michael Benavente, Monica Elias
MajorsFeb 21, 2025
24 Karat Club of New York Names New President

The organization also announced its newly elected officers and directors.

Header Image.jpg
Brought to you by
Get Ready for the JA New York Spring Show

This year will feature a new MJSA Showcase and partnership with Piazza Italia.

A polished diamond in tweezers
SourcingFeb 20, 2025
Anglo Writes Down Value of De Beers by $2.9B

As anticipated, Anglo took another impairment charge on the diamond miner and marketer, which saw revenue sink 23 percent in 2024.

Weekly QuizFeb 21, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
The 2.33-carat fancy red “Winston Red” diamond
SourcingFeb 20, 2025
Harry Winston’s Son Donates Fancy Red Diamond to the Smithsonian

Ronald Winston is giving the 2.33-carat “Winston Red” to the Smithsonian, 67 years after his father donated the Hope Diamond.

Kirit Bhansali
SourcingFeb 20, 2025
GJEPC Names New Chairman, Vice Chairman

Kirit Bhansali, a partner in Smital Gems and chairman of India Jewellery Park, will take on the role of chairman.

Top Image.png
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored Gems

Colored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?

Brink’s Truck
CrimeFeb 19, 2025
Brink’s to Pay $42M After Admitting to Illegally Transporting Money

The company has to pay the Justice Department and FinCEN for violating the Bank Secrecy Act, the U.S.’s main anti-money laundering law.

The Finsch diamond mine in South Africa
SourcingFeb 19, 2025
Diamond Mining Company CEO Steps Down Amid Sales Slump, Layoffs

Petra Diamonds Ltd. CEO Richard Duffy resigned as the diamond miner reported a 30 percent drop in sales to start its fiscal year.

Emmanuel Raheb
ColumnistsFeb 19, 2025
The Smart Lab: Maximizing Your Jewelry Brand on Pinterest

Pinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.

Cartier LAX Storefront
MajorsFeb 19, 2025
Cartier Opens New Store Inside LAX

The boutique is the French luxury brand’s first airport store on the West Coast.

Swarovski NYC flagship Ariana Grande collab
CollectionsFeb 19, 2025
Swarovski’s NYC Flagship Celebrates Ariana Grande Collab

The store’s facade now features the iconic swan logo and campaign images of the “Wicked” star.

Stock image of loose polished diamonds
Policies & IssuesFeb 18, 2025
New Customs Requirements for Diamond Imports: What We Know

Beginning in April, companies importing diamonds into the United States will have to list the country in which the diamonds were mined.

 Fabergé Animals
AuctionsFeb 18, 2025
A Menagerie of Fabergé Coming to Sotheby’s

Around 30 whimsical Fabergé animal carvings will go up for auction at Sotheby’s Geneva in May.

Celine Assimon, departing CEO of De Beers Jewellers
SourcingFeb 18, 2025
Celine Assimon Stepping Down as CEO of De Beers Jewellers

Assimon will be leaving at the end of February after nearly five years with De Beers.

Tabayer Men’s Oera Collection Selections
CollectionsFeb 18, 2025
Tabayer Debuts Its First Men’s Jewelry Selections

Designs from the brand’s “Oera” collection have been reimagined with modern masculinity in mind.

Navneet montana sapphire
SourcingFeb 14, 2025
Navneet Gems Now Offering Unheated Montana Sapphires

The wholesale collection features material from the Rock Creek mine in a variety of colors.

Theresa Caputo &LIVY jewelry
CollectionsFeb 14, 2025
Carolyn Rafaelian Partners with ‘Long Island Medium’ Star

The “Divinely Guided” collection, created in collaboration with Theresa Caputo, features symbols that celebrate the power of connection.

Lorraine West Diamond Open Heart Ring
CollectionsFeb 14, 2025
Piece of the Week: Lorraine West’s Diamond ‘Open Heart’ Ring

Show some love on Valentine’s Day with this 14-karat yellow gold ring that features pavé diamonds.

Surveillance image of Macy’s jewelry thief
CrimeFeb 13, 2025
Macy’s Employee Foils $1.5M Jewelry Theft

The employee confronted the thief, causing the suspect to flee and leave behind the suitcases full of jewelry.

Namdia rough diamonds
SourcingFeb 13, 2025
Namibian Diamond Co. Suspends CEO, COO After Deadly Heist

Namib Desert Diamonds also put its security manager on leave following last month’s robbery that left one employee dead.

Spectrum and Cutting Edge Buyer’s Choice awards
Events & AwardsFeb 13, 2025
AGTA Announces Buyer’s Choice Award Winners for Spectrum, Cutting Edge

AGTA recently concluded its 2025 GemFair event in Tucson and is already gearing up for next year’s show, set for Feb. 2-6, 2026.

Royal Chain models in 14-karat gold fashion links
CollectionsFeb 13, 2025
Royal Chain Releases Its Spring 2025 Catalog

More than 400 new pieces are featured in the supplier’s latest catalog.

Azra Mehdi pink sapphire ombré heart dog tag necklace in 14-karat rose gold
TrendsFeb 13, 2025
Amanda’s Style File: Hearts for Valentine’s Day

This curation celebrates love with heart-shaped jewelry of all shapes and sizes.

Jewelers Relief Fund logo
Policies & IssuesFeb 13, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires

The fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.

3 natural diamond engagement rings by Marrow Fine, Stephanie Gottlieb, Single Stone, and Sylvie Jewelry
TrendsFeb 12, 2025
5 Engagement Ring Trends Expected to Rule 2025

From chunky bands to vintage diamond cuts and bezel settings, these are the trends experts are seeing take over the bridal market.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy