Last updateTue, 19 Jun 2018 9pm

Jewelers of America introduces new Consumer Education Brochures for retailers


(NEW YORK) – Jewelers of America (JA), the national trade association for businesses serving the fine jewelry retail marketplace, has introduced completely redesigned lines of its popular consumer education brochures – the “What You Should Know About” brochures and gemstone leaflets.

JA-brochure-FebBoth sets of brochures provide product information for jewelry consumers and are designed to be used by retailers at the sales counter. The new brochures are available only to Jewelers of America members, as they emphasize the importance of shopping at a professional, trustworthy jewelry retailer – a JA-member store. JA designed the brochures to support professional sales presentations, as an aid to closing more profitable sales. They are also very effective marketing tools that encourage return visits when given to browsing customers, used as a valuable “bag stuffer” or included as a mailer insert.

“Jewelers of America’s consumer education brochures are invaluable in-store sales and marketing tools that excite customers about fine jewelry and help sales associates generate greater confidence in jewelry purchases,” explains Director of Education & Member Services David Peters. “The gorgeous, full-color designs and updated content make our new brochures even more appealing to today’s shoppers.”

The “What You Should Know About” brochures now cover five topics of key interest to customers: Colored Gemstones & Birthstones, Diamonds, Fine Jewelry Metals, Fine Watches, and Cleaning & Protecting Fine Jewelry. Each brochure answers frequently asked questions, introduces terminology and provides jewelry care tips.

The redesigned Gemstone Leaflets demystify the complex world of gemstones and were developed in partnership with the Gemological Institute of America, the world’s foremost authority on gemology.  They cover 14 of the most popular gemstones, from aquamarine to tanzanite. Each leaflet explains important gemstone facts – like enhancement techniques and cleaning tips – to make customers even more confident in their gemstone jewelry purchases.

The development of the new brochures was made possible in part from the funding of two of JA’s partner associations, the Gemological Institute of America and Jewelers Mutual Insurance Company.

Contact Member Services at 800-223-0673 to order or visit www.jewelers.org for more information.