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
Shy Creation
Synchrony
Greenland Ruby

Independent Retailers:

H. Watson Jewelry Inc
Krombholz Jewelers

For the Industry, By the Industry

Participate in the Pioneer Program

Become an Industry Pioneer

Jewelers of America