CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
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.
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.
More on Technology
The Latest
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
