Technology

Jewelry Is About to Get its Own ‘Got Milk’ Ads

TechnologyJul 31, 2019

Jewelry Is About to Get its Own ‘Got Milk’ Ads

Spearheaded by Jewelers of America, a group of industry players is getting ready to test an advertising campaign to raise interest in jewelry among consumers.

2016-JA-logo.jpg

New York—A group of industry players has banded together to create a campaign that will promote the jewelry category as a whole to consumers.

Jewelers of America confirmed at its first National Convention just held in New York that, along with a group of industry associates, it has successfully raised $300,000 in funding to test a national consumer-facing campaign.

At one of the convention’s education sessions held Sunday to highlight the advertising effort, JA Director of Public Relations and Special Events Amanda Gizzi lamented that the emotional aspect of jewelry purchases “has been completely taken out of our industry advertising,” despite the fact that “we have the most amazing stories to tell and the best product.”

To rectify this, JA, along with industry consultant and JCK magazine publisher Mark Smelzer (brought on specially to assist on the project) took a pragmatic approach to decipher the desires of today’s consumer.

First, they consulted with consumer market research firm Provoke Insights to identify a target consumer.

The firm grouped her into two categories: the “jewelry enthusiast,” a woman in her 30s who is married with children with a combined household income upwards of $100,000, and the “young and indifferent,” a woman in her 20s who is single, without children and making less than $100,000.

Both live in cities and suburbs, watch TV and engage in social media. The former makes up 8 percent of the U.S. population, or about 25 million people, and the latter 11 percent of the U.S. population, or about 35 million.

Provoke Insights’ campaign suggestion was to focus on these women who buy jewelry for themselves, with particular emphasis on reaching them through digital media via social media platforms and influencers.

The firm also advised targeting consumers outside of gift-giving holidays, when media is the most saturated with jewelry advertising.

JA then enlisted advertising firm Cramer-Krasselt, which has worked with companies like Porsche, Nikon and Corona, and created industry campaigns for Paper & Packaging, Cotton USA and the Alzheimer’s Association, to take a national campaign from the drawing board to the digital world.

The ad firm tapped into particular values that resonate with the target group of consumers, like authenticity.

It advocated for crafting a narrative that would stress “buying into jewelry” rather than simply buying jewelry, i.e., emphasizing jewelry’s inherent emotional and personal qualities, something that your “grandma’s cell phone” doesn’t have, Smelzer explained.

Cramer-Krasselt said the campaign needed to be grounded, personal and real, that “the most powerful opportunity we can leverage is to connect fine jewelry to her sense of identity,” per Smelzer and Gizzi’s presentation.

From this train of thought emerged the campaign’s tagline, its “Got Milk?” or “A Diamond is Forever” catchphrase—“Another Piece of Your Story.”

It highlights a piece of fine jewelry as being not just a material purchase but an emotional aspect of the wearer’s identity.

Beginning in September, JA and its partners will roll out a six-week test social media campaign in the Los Angeles-area across five different ZIP codes, selected by Cramer-Krasselt for their volume of JA member stores, high household income, number of women who fit the target demographic and their fashion-forward sensibility.

The test will consist of Instagram and Facebook posts, both paid and organic, some in conjunction with three to four selected social media influencers with large national followings.

The campaign will direct viewers to a not-yet-launched micro-site, YourFinest.com, which will have a directory of JA member stores.

When the test is concluded, JA will assess its performance by surveying women in the target market, with hopes of rolling out a national campaign across social media, television and print media in early 2020.

In addition to its own contribution, JA raised the $300,000 test budget with the help of the following industry partners: American Gem Society, Artistry Ltd., Ashi, Chow Tai Fook North America, Hearts On Fire and Memoire, Emerald Expositions, Forevermark, Gabriel New York, Fortunoff Fine Jewelry, GIA, Greenland Ruby, Gumuchian, H. Watson Chicago, InStore, JCK Industry Fund, Jewelers Mutual, Krombholz, Midas, Rahaminov Diamonds, Royal Chain Group, Silver Promotion Service, Shy Creation, Synchrony and The Plumb Club.

In order to execute the full 2020 campaign, it will require additional partners to invest.

JA’s Gizzi and Director of Marketing and Communications Molly Fallon are leading the campaign. Inquiries may be directed to them at agizzi@jewelers.org and mfallon@jewelers.org.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Jeweler setting a diamond into a ring
MajorsJul 21, 2025
Rio Grande Expands Personalization Offerings

As demand for custom jewelry grows, the company is expanding its services to support retailers.

National Associate of Jewelry Appraisers Logo
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go Virtual

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Jacquie Aiche graduated turquoise beaded necklace
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

24th Gem Awards Show Logo
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Weekly QuizJul 17, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

Gina Ferranti
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

Rio Tinto Chief Executive Simon Trott
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at Diavik

Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

Jewelers of America Learning Workship Logo
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This Fall

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

Gold bracelets and bangles
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers List

The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

Buccellati Opera high jewelry bracelet
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

Rolex Datejust ref. 16233
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

Jean Dinh Van Orgue Ring
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With Exhibition

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Jake Duneier and Danielle Duneier
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth Generation

Jake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.

Boucheron Impermanence Boucheron Dragonfly Earrings and Wisteria Hair Piece
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s Impermanence

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

James Avery Cedar Park
MajorsJul 15, 2025
James Avery Expands to 2 More States

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford, Couture’s new brand director and former fine jewelry buyer at Neiman Marcus
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director

Eric Ford will step into the role, bringing with him decades of experience.

Bench jeweler holding a ring and a tool
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic Manufacturing

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

Guzema Celestial Blue
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone Jewelry

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

Nanis Mykonos Store Exterior and Interior
MajorsJul 14, 2025
Nanis Opens First Store

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

Long’s Jewelers Summer of Love promo
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s Jewelers

The New England jeweler is hosting a bridal event for the month of August.

×

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