Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
TechnologyDec 19, 2019
The Jewelry Marketing Campaign’s Test Run Is Done
Conducted in the L.A. area this fall, the consumer-facing campaign reached more than 3 million people.
One of the social posts from “Another Piece of Your Story,” the consumer-facing jewelry marketing campaign that just finished its test run
New York—“Another Piece of Your Story,” the consumer-facing marketing campaign designed to be the “Got Milk?” of the jewelry industry, reached more than 3 million unique consumers in its trial run, Jewelers of America said.
Aimed at women who buy jewelry for themselves, the campaign ran in the Los Angeles-area market from Sept. 23 to Nov. 3.
It consisted of paid social ads on Instagram and Facebook, a “rich” influencer program and YourFinest.com, a website where consumers can read stories, browse jewelry from the campaign and find a retail jeweler where they can buy it.
The campaign included contributions from four L.A.-based influencers: @chrishanxoxo, @lizhernandez, @daniellamonet and @alesiacarterxo.
All four women shopped at a retail jeweler where they selected jewelry they liked, then were given the pieces to wear and promote on social media as well as on YourFinest.com.
According to JA, the results of the “Another Piece of Your Story” test run include:
-- 28.9 million impressions from 3 million unique consumers across all media;
-- 17.5 million impressions from the influencers, who created 13 pieces of content over the six weeks;
-- 18 percent of visitors to YourFinest.com searched for a retail jeweler, with 27 percent of those clicking through to the jeweler’s website; and
-- Those exposed to the campaign were 22 percent more likely to consider buying themselves a piece of jewelry than those who didn’t see it.
“Another Piece of Your Story” was an industry-wide collaboration spearheaded by JA.
Advertising agency Cramer-Krasselt, whose clients include the paper and packaging and cotton industries, created the campaign.
“The industry came together, and we were able to execute a campaign by the industry, for the industry,” said JA President and CEO David Bonaparte.
“The success of the test campaign gives us great promise for the future of a national campaign that can do so much for the jewelry industry.”
In 2020, the newly assembled Consumer Marketing Committee will work on finding a way to fund a multi-year national campaign and will move forward with bringing the campaign to more markets next year.
Current committee members are: Sarin Bachman, JCK and Luxury; Katherine Bodoh, American Gem Society; David Bonaparte, Jewelers of America; Gannon Brousseau, Couture; David Bouffard, Signet Jewelers Ltd.; Caryl Capeci, Chow Tai Fook North America; Kirsten Darrow, Fred Meyer; Dominic Gabriel, Gabriel & Co.; Michael Lerch, GoldStar and Plumb Club; Mark Smelzer, Mark Smelzer; and Dominick Sorresso, Rogers Enterprises Inc.
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.
More on Technology
The Latest
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
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.
SourcingNov 18, 2025
Another Diamond Company CEO Steps DownMark Wall, president and CEO of Canadian mining company Mountain Province Diamonds, will vacate his position next month.
Weekly QuizNov 13, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
AuctionsNov 12, 2025
Historic Rolex Oyster Fetches $1.7M at Sotheby’sMercedes Gleitze famously wore the watch in her 1927 swim across the English Channel, a pivotal credibility moment for the watchmaker.
GradingNov 12, 2025
It’s Time: GIA’s Express Holiday Service Is Back GIA is offering next-day services for natural, colorless diamonds submitted to its labs in New York and Carlsbad.
MajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
SurveysNov 10, 2025
5 Things Retailers Should Know About Holiday Shoppers This YearThe National Retail Federation is bullish on the holidays, forecasting retail sales to exceed $1 trillion this year.
AuctionsNov 10, 2025
300+ Colored Diamonds Up for Auction at Christie’sLate collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
