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CEO DATELINE – Jewelers association to launch campaign to drive up jewelry sales

Oct. 10, 2018
By Walt Williams

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Jewelers of America will launch a marketing initiative in 2019 to encourage consumers to buy more bling.

The association announced Wednesday it is raising funds for a test campaign to increase consumer demand for jewelry and drive up jewelry sales. The campaign will run in an undisclosed geographic region, with the results used to guide a larger campaign to be rolled out next year.

“The jewelry industry has voiced their needs for a generic consumer campaign that speaks with actionable, yet sentimental messages about jewelry,” JA CEO David Bonaparte said in a statement. “We are excited to be moving forward with the campaign that our industry has been so passionate about.”

JA has established a “Pioneer Program” for companies that wish to contribute funds to the campaign. The program’s current members are the American Gem Society, Emerald Expositions, Forevermark, Gemological Institute of America, Gumuchian, Jewelers Mutual Insurance Group, JCK Industry Fund, Rahaminov Diamonds, Royal Chain Group and Greenland Ruby.