Consumer Marketing Initiative
For the Industry, By the Industry
To answer the call from the industry, Jewelers of America (JA) is working on launching a generic jewelry advertising campaign, in the mold of the historic “Got Milk?” campaign. This campaign 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.We are seeking industry leaders willing to help support the creation and execution of a hyper-targeted, digital advertising campaign, to be run primarily on social media in a test market. Our goal is to show a true return on investment, through such measures as pre- and post-campaign awareness and perception of jewelry, traffic to a website hosting the campaign’s story, press coverage, jewelry influencer coverage, and more.
It is our hope to then expand the campaign nationally, with a percent-of-revenue voluntary contribution model for the entire industry.
Become an Industry Pioneer
To raise funding for a test campaign, JA has established a “Pioneer Program” for those companies wishing to contribute in four sponsorship categories:Founders: $50,000 | Principals: $25,000 | Sponsors: $10,000 | Supporters: $5,000
These Pioneer companies will be recognized through a variety of mechanisms, including trade press and events.
Thank you to the companies that have already made financial commitments and are part of the Pioneer Program.
- Jewelers of America
- American Gem Society (AGS)
- Emerald Expositions
- Forevermark
- Gemological Institute of America
- Gumuchian
- Jewelers Mutual Insurance Group
- JCK Industry Fund
- Rahaminov Diamonds
- Royal Chain Group
- Greenland Ruby
