New York—Jewelers of America is making the rounds across the country to promote fine jewelry for Mother’s Day.
Amanda Gizzi, JA’s spokesperson and director of public relations and events, appeared on more than 30 morning shows to share Mother’s Day gift ideas, from floral and initial jewelry to pearls.
The segments, sponsored by Jewelers Mutual Group, featured jewelry from JA supplier members and delved into how to protect those gifts with jewelry insurance.
Gizzi displayed jewelry from a variety of members, including Campbell + Charlotte, Dilamani, Gabriel & Co., GiGi Ferranti Jewelry, Le Vian, Lika Behar, Mastoloni, Shy Creation, Syna Jewels and Valani Atelier.
Jewelry cleaner, courtesy of The Kingswood Company, also made an appearance as Gizzi spoke about at-home jewelry maintenance.
In addition to the television appearances, JA has been sending out email promotions and compiling online gift guides.
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“Jewelers of America’s primary mission is to maintain consumer confidence for jewelry. One important aspect of that mission is to ensure fine jewelry is in front of consumers throughout the year,” Gizzi said in a press release about the campaign.
In another push to promote fine jewelry, JA launched the “Make Mom Shine” sweepstakes on Instagram.
The contest, sponsored by Jewelers Mutual Group, ran from April 28 to May 1 and then again from May 2-5.
Shoppers entered to win two GiGi Ferranti blue sapphire bracelets or two Brevani amethyst necklaces, one for the winner, and one for a special mother figure in their life.
“These media tours and sweepstakes allow JA to reach a wide number of consumers and encourage them to buy fine jewelry from a Jewelers of America member retailer,” said Gizzi.
For more information about the Mother’s Day campaign or to watch the segments, visit the JA website.