Consumer-facing marketing campaign will encourage women to buy jewelry for themselves
The Women’s Jewelry Association (WJA) has announced a bold, new, industry-wide marketing initiative entitled March is Me Month to align with International Women’s Day, March 8th 2020. Created by the industry, for the industry, this annual initiative will be supported by many if not most of the biggest names in jewelry and watch manufacturing and retail.
The campaign was developed by over 30 members of WJA Women’s Executive Leadership Forum, who initially met in New York City on March 8, 2019. One of the goals developed out of the meeting included building purposeful and strong partnerships across the jewelry and watch industries in order to prepare for the future of jewelry retail and the rise of the female self-purchaser. There have been several meetings of this group of C-suite, female jewelry executives since March in preparation of this nationwide campaign.
March is Me Month presented by Women’s Jewelry Association will launch on March 1st, 2020 with the goal of empowering women to celebrate herself, visit a retail jeweler, and treat herself to a piece of fine jewelry no matter the reason.
“The Women’s Jewelry Association is thrilled for the opportunity to collaborate with retailers and brands across the industry to bring this campaign to life and to inspire thousands of women to celebrate themselves,” said Jennifer Markas, Executive Director of WJA.
Jenny Luker, outgoing WJA international president, added “It’s been a remarkable achievement to bring women leaders representing every facet of our industry together to develop and support this campaign.”
WJA will offer a March is Me Month original logo and several taglines, including a brand guide with appropriate colors for the campaign, for the entire jewelry and watch supply chain to use in their March advertising campaigns. Following research conducted on the concept, the group decided that any fine jewelry product - either presently in showcase or newly developed, as well as a company’s own brand message - can be included with the logo. All marketing materials were created gratis by Richline Group.
The only requirement to participate in March is Me Month is to become a WJA corporate member. Current members can receive the materials as part of their corporate membership. All marketing collateral will be available for download on WJA’s website.
“March is Me Month is more than just an opportunity to promote the self-purchasing of fine jewelry - it is about empowering women to have a voice at the table, use that voice, and be a part of the conversation about doing things for ourselves,” said Ramona Genao-Archibald, EVP Sales/Merchandising/Marketing at Richline and the March is Me Month campaign executive leader. “In that vein, the task force behind the campaign does not represent one woman’s (or one company’s) voice - but all of our voices collectively. We hope our efforts will support everyone in the jewelry community and pave the road for others to follow,” added Genao-Archibald.
About the Women’s Jewelry Association:
WJA’s mission is to help women in the jewelry and watch industries advance and develop professionally through networking, education, and leadership development. For more information, visit www.womensjewelryassociation.com.