IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
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
Editors' Picks
Sponsored by
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
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
Weekly QuizAug 13, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
IndependentsAug 11, 2026
Polly’s Fine Jewelry Co-Owner Richard Moore Dies at 69Moore, Polly’s husband, is remembered as a family man with an easygoing spirit and a love for sports and the outdoors.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
Events & AwardsAug 11, 2026
NAJA Announces Lineup For 2026 Fall Virtual ConferenceThe mid-year conference for jewelry and watch appraisers will take place Sept. 5-6 on Zoom.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
