JA to Launch Consumer Marketing Initiative

RAPAPORT... Jewelers of America (JA) has unveiled plans for anindustry-wide collaborative marketing campaign, aimed at increasing consumerinterest in jewelry. The new initiative will promote the unique and emotionalaspects of owning jewelry, as opposed to spending one's disposable income on otherthings, the US trade group said Wednesday. "The jewelry industry has voiced their needs for a genericconsumer campaign that speaks with actionable, yet sentimental, messages aboutjewelry," said JA CEO David Bonaparte. "We are excited to be moving forwardwith the campaign that our industry has been so passionate about. We are alsocalling on all levels of the supply chain to band together for this initiativethat will truly be by the industry, for the industry." The group is raising funds to create a test campaign thatwill run in a targeted region, after which it will review the results beforelaunching the program on a national scale. Companies partnering with the JA on the initiative includethe American Gem Society, Forevermark, the Gemological Institute of America andthe JCK Industry Fund. Image: Woman shopping for jewelry. (Shutterstock)