FinancialsJan 17, 2025
Richemont’s Jewelry Sales Rise 14% in Holiday QuarterThe company, which owns Cartier and Van Cleef & Arpels, had a record Q3, with sales topping $6 billion.
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.
Editors' Picks
Sponsored by
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
CollectionsJan 17, 2025
Piece of the Week: Picchiotti’s Transformable ‘Classic Blue and Green’ NecklaceThe necklace features a sapphire drop weighing more than 9 carats that detaches to transform into a ring.
MajorsJan 17, 2025
Tiffany & Co., CFDA Name First Winner of Jewelry Designer AwardJameel Mohammed, founder of Afrofuturist brand Khiry, will receive a cash prize and a one-year paid fellowship with Tiffany & Co.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
IndependentsJan 16, 2025
Lux Bond & Green to Open Sixth LocationThe 127-year-old jeweler is planning to open a new store in Mystic, Connecticut.
Weekly QuizJan 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJan 16, 2025
Timex Launches Collection of National Park WatchesThe watches’ dials feature artwork celebrating the vibrant energy and unique landscapes of six of America’s national parks.
AuctionsJan 16, 2025
Elizabeth Taylor’s Diamond Line Bracelet Going up for Auction Offered by U.K. auction house Woolley & Wallis, the yellow diamond bracelet was a gift from Taylor’s good friend Michael Jackson.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
Events & AwardsJan 16, 2025
JCK Las Vegas 2025 Open for RegistrationThe jewelry trade show returns to The Venetian Expo and The Venetian Resort in Las Vegas from June 6 to 9.
EditorsJan 15, 2025
The Jewelry I’d Bid On in Christie’s Iris Apfel AuctionAssociate Editor Natalie Francisco highlights her favorite fashion jewelry pieces from the upcoming “Unapologetically Iris” auction.
MajorsJan 15, 2025
Macy’s to Close 66 Stores as Part of Turnaround StrategyThe closures are part of the retailer’s plan to close 150 locations over a three-year period.
Policies & IssuesJan 15, 2025
JVC Debuts Guide to Americans with Disabilities Act ComplianceThe online guide is available for free and written with the jewelry industry in mind.
Events & AwardsJan 15, 2025
Jose Hess Design Awards Open for SubmissionsThe awards honor the late Jose Hess, a founding member of AJDC and an award-winning jewelry designer.
GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
ColumnistsJan 14, 2025
Jules Kim: Building Bridges Between Creators and IndustryIn this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
Policies & IssuesJan 14, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief From raffles to auctions to donations, the industry is working to aid charities in Los Angeles amid the raging wildfires.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
MajorsJan 14, 2025
Edouard Schneider Joins Messika as Chief Brand OfficerSchneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
SourcingJan 13, 2025
Zambia Reinstates 15% Export Duty on Precious Gemstones, Shocking GemfieldsGemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
Policies & IssuesJan 13, 2025
Brandee Dallow Elected President of Ethical MetalsmithsThe executive brings more than two decades of industry experience to the role.
IndependentsJan 13, 2025
The Seven Pops Up in Palm BeachThe New York City-based retailer is bringing its curation of jewels to a pop-up shop at Love Binetti in Palm Beach, Florida.
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsJan 10, 2025
Piece of the Week: Elsa Jin’s ‘Mozi’ BroochAdrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.
SourcingJan 10, 2025
De Beers, GJEPC Partner to Promote Natural DiamondsThe pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. JewelsOfficers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the MoonThe “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.
