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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.”
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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.
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