The De Beers-owned lab-grown diamond company dropped the price on its standard offerings from $800/carat to $600/carat.
WJA Launching First Consumer Ad Campaign
It targets women looking to buy jewelry for themselves.
New York—For the first time, the Women’s Jewelry Association has developed a consumer-facing advertising campaign to be used by its corporate members.
Titled “March is Me Month,” the campaign encourages women to buy jewelry for themselves, regardless of occasion.
The campaign consists of a logo, taglines and a brand guide.
Launching March 1 and meant to coincide with International Women’s Day on March 8, the campaign’s marketing collateral is available for use by all WJA corporate members.
Members can incorporate their own products and brand messaging into the marketing materials.
In a statement, WJA Executive Director Jennifer Markas said: “The Women’s Jewelry Association is thrilled for the opportunity to collaborate with retailers and brands across the industry to bring this campaign to life and to inspire thousands of women to celebrate themselves.”
WJA is the latest industry organization to zero in on women who buy jewelry for themselves in a consumer-facing marketing campaign.
Forevermark has done it, and so has the Diamond Producers Association.
And, solo women purchasers are the focus of the Jewelers of America-led marketing campaign that just completed its test run in Los Angeles.
“March is Me Month” is the fruit of a year-long project from the WJA’s Women Executive Leadership Forum, which met on March 8, 2019.
There, jewelry industry C-suite female executives realized the need for “purposeful and strong partnerships across the jewelry and watch industries in order to prepare for the future of jewelry retail and the rise of the female self-purchaser,” WJA said.
Richline Group created “March is Me Month” marketing campaign for free.
Richline Executive Vice President Sales, Merchandising, Marketing Ramona Genao-Archibald commented: “March is Me Month is more than just an opportunity to promote the self-purchasing of fine jewelry—it is about empowering women to have a voice at the table, use that voice, and be a part of the conversation about doing things for ourselves.
“In that vein, the task force behind the campaign does not represent one woman’s (or one company’s) voice, but all of our voices collectively. We hope our efforts will support everyone in the jewelry community and pave the road for others to follow.”
To become a WJA corporate member and access the campaign assets, visit WJA’s website.
The upcoming show will have an immersive “47th Street Experience” for attendees.
Distinguishing natural diamonds from laboratory-grown stones – now more available than ever – has been difficult for jewelers. Until now.
Ukrainian jewelry designer Valeriya Guzema’s charitable “Freedom” collection is inspired by hope for the country’s future.
The WaxJet 400, recognized as the world's fastest wax printer, is bringing in a new era of precision and efficiency to industry.
Set to be held in Venice, it’s a look through the maison’s history.
Sebastian Clarke and Katherine van Dell, frequent appraisers on “Antiques Roadshow,” will join the new office.
Sherry Smith dishes on the month’s highs and lows and the two categories consumers were loving ahead of Valentine’s Day.
Gorman was an industry trailblazer, serving as the first female treasurer of Jewelers of America.
The movement of the 18-karat gold and diamond “Tennessee Torque” necklace is subtle.
Industry veteran Gina D’Onofrio has rejoined the auction house.
“Power of Couture” recalls Frédéric Boucheron’s love of fabric using diamonds and rock crystal.