Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association ConventionMajorsMar 05, 2025
Jewelers of America Unveils 3-Year Strategic Plan
The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.
Following its first-ever strategic planning retreat, Jewelers of America has announced the rollout of a new strategic plan and a new mission statement.
New York—Jewelers of America announced this week that it has a new three-year strategic plan and a new mission statement that centers promoting success, ethics, and professionalism in fine jewelry.
JA developed the strategic plan through research, member and industry surveys, and discussions with stakeholders.
In October 2024, the organization held its first-ever strategic planning retreat in Napa, California, bringing together board members and senior staff for critical discussions on market trends, member priorities, and emerging industry challenges.
Guiding the organization and its board in developing the plan and refining its mission statement was association strategist Elisa Pratt, CEO and chief strategist at Brewer Pratt Solutions LLC.
JA said the process resulted in “a clear three-year roadmap that will help propel the association forward, allowing it to serve the industry and its members for another 100 years.”
It also resulted in a new mission statement.
While the organization’s prior mission statement focused on improving consumer confidence, JA said its new one reflects an expanding role in the industry.
The new mission statement is: “Jewelers of America, the most trusted and influential voice of the jewelry industry, empowers and unites its members through expert guidance and advocacy, driving excellence, integrity, and success in an ever-changing marketplace.”
Related stories will be right here …
JA developed the strategic plan through research, member and industry surveys, and discussions with stakeholders.
In October 2024, the organization held its first-ever strategic planning retreat in Napa, California, bringing together board members and senior staff for critical discussions on market trends, member priorities, and emerging industry challenges.
Guiding the organization and its board in developing the plan and refining its mission statement was association strategist Elisa Pratt, CEO and chief strategist at Brewer Pratt Solutions LLC.
JA said the process resulted in “a clear three-year roadmap that will help propel the association forward, allowing it to serve the industry and its members for another 100 years.”
It also resulted in a new mission statement.
While the organization’s prior mission statement focused on improving consumer confidence, JA said its new one reflects an expanding role in the industry.
The new mission statement is: “Jewelers of America, the most trusted and influential voice of the jewelry industry, empowers and unites its members through expert guidance and advocacy, driving excellence, integrity, and success in an ever-changing marketplace.”
In addition to the new mission statement, JA said it has developed growth strategies in three key areas: energize and serve the member community, advance education, and amplify advocacy.
“Jewelers of America is fully committed to our membership and the industry, and this was an imperative step in our history,” JA President and CEO David Bonaparte said.
“Through an updated mission statement, the renewed focus underscores JA’s role in promoting professionalism, ethical standards, and business success within the fine jewelry sector.”
The unveiling of the plan comes just ahead of a major milestone for the trade association.
In 2026, JA will celebrate 120 years of serving the industry.
National Jeweler is a for-profit subsidiary of Jewelers of America, which purchased the publication in 2015. The two organizations act independently of each other.
Editors' Picks
Sponsored by
More on Majors
The Latest
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
SourcingJan 15, 2026
Nearly 42-Carat Blue Diamond Discovered in South AfricaPetra Diamonds unearthed the 41.82-carat, Type IIb blue diamond at the Cullinan Mine.
CollectionsJan 14, 2026
Marie Lichtenberg Lassos Leather for New BraceletsThe brand is trading its colorful fabric cords for Italian leather in its “Lasso” baby locket bracelets.
TechnologyJan 14, 2026
“My Next Question” Enters Its Podcast Era National Jeweler and Jewelers of America’s popular webinar series is evolving in 2026.
MajorsJan 14, 2026
Saks Files for Bankruptcy, Names New CEOThe department store chain owes millions to creditors like David Yurman, Roberto Coin, Kering, and LVMH.
CollectionsJan 14, 2026
Boucheron Names Colman Domingo as Brand AmbassadorThe award-winning actor’s visionary approach and creativity echo the spirit of Boucheron, the brand said.
