Technology

The Jewelry Marketing Campaign’s Test Run Is Done

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.

20191219_JA-campaign.jpg
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.
Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

National Jeweler columnist Emmanuel Raheb
ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s Day

Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.

Hannoush Jewelers Queensbury NY location
IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York

Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.

Aerial shot of the Diavik Diamond Mine in Canada’s Northwest Territories
SourcingApr 23, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues

The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.

1-(3.18).JPG
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry Retail

With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.

203-carat, 116-carat, and 42-carat diamond
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024

A 203-carat diamond from the alluvial mine in Angola achieved the highest price.

Weekly QuizApr 19, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these seven questions.
Take the Quiz
William Ruser: The Jeweler Who Charmed Hollywood book cover
GradingApr 23, 2024
GIA Has a New Book About William Ruser

Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.

Adam Levine and Behati Prinsloo modeling Jacquie Aiche’s Rebel Heart collection
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati Prinsloo

The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

American Gem Society Conclave logo 2024
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024

Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.

Virtual Diamond Boutique
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’

The overhaul includes a new logo and enhanced digital marketplace.

Signet Jewelers employees and St. Jude Children’s Research Hospital
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research Hospital

The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.

Retrouvaí’s Treasure Necklace
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure Necklace

A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.

Stock image crime handcuffs
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO Show

Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.

China Pearl collage
MajorsApr 19, 2024
Unique Designs Acquires China Pearl

The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.

Printed and digital AGS Ideal grading reports
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed Form

From now through mid-May, GIA will be offering the reports at a 50 percent discount.

Stock image of a polished diamond in tweezers
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic Uncertainty

De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.

LVAJWS24_carousel_images_1872x1052_1.jpg
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch Show

Sponsored by the Las Vegas Antique Jewelry & Watch Show

Kelly Yoch
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly Yoch

The Patek Philippe expert will serve as personal curator for the brand-focused company.

Interior of TAG Heuer Boutique on Carnival Cruise Ship
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at Sea

The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.

 Stock image of a gavel
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond Advertising

NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”

John Carter, 2024 Shipley Award winner
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is …

John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.

Visual from Tiffany & Co.’s With Love Since 1837 campaign
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%

LVMH said the company performed well despite an uncertain geopolitical and economic environment.

 B&D ribbon cutting in RI
MajorsApr 17, 2024
Stuller’s B&D Opens New Headquarters

B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.

Model Wearing Eat Cake Collection
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ Collection

It’s ultra-feminine and filled with gold, pearls, and soft pastels.

Emily Highet Morgan, Emily Bennett
MajorsApr 16, 2024
Loudr Adds 2 Directors

Emily Highet Morgan and Emily Bennett have joined the agency’s team.

Stuller catalogs
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry Catalog

Its updated book for mountings is also now available.

Headshot of Karen Rentmeesters
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDC

She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy