SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
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
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
