For the Industry, By the Industry

To answer the call from the industry, Jewelers of America spent several years developing funding and campaign research to launch a generic jewelry advertising campaign, in the mold of the iconic “Got Milk?” campaign. This campaign, "Another Piece of Your Story," is intended to benefit the entire jewelry industry by branding and promoting the unique and emotional aspects of jewelry purchase and ownership versus other disposable income purchases. 

Get all the details below on where to find the campaign, how to gain exposure and perks for JA Members.

Campaign & Audience

Advertising agency Cramer-Krasselt developed the campaign theme, “Another Piece of Your Story,” to reach 20- to 30-something self-purchasers. The campaign is intended to be a hyper-targeted, digital advertising campaign to be run primarily on social media. Social media ads and buzzy influencer marketing will drive consumers to the campaign's home at, and then encouraged to find JA Member jewelers. 

How To Follow & Engage

  • PROMOTE JEWELRY SALES: Use the following materials in your store and in promotions to encourage jewelry sales. 
  • FOLLOW fashion and lifestyle influencers promoting the campaign on Instagram to see how fine jewelry is another piece of their story. You can find them at
  • FOLLOW our Social Media accounts on Facebook and Instagram to see and share the campaign posts.
  • UPDATE JA Members are featured on the's Jeweler directory. To make sure your JA Company Profile page is up to date.
    • Search your company at
    • This email address is being protected from spambots. You need JavaScript enabled to view it. with a company description, company logo, store photo and any website or social media accounts to make your profile complete.

Thank You To Our Industry Pioneers

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