Consumer marketing plan includes print, online, social media, radio and e-mail distribution
(NEW YORK) – Jewelers of America (JA), a national trade association for businesses serving the fine jewelry marketplace, has launched a consumer marketing campaign to announce that spinel is joining peridot as an official birthstone for the month of August. The new birthstone has been debuted to consumers through public relations and marketing outreach including: print media, online platforms, social media, radio segments, and e-mail distribution.
JA established the official birthstone list in 1912. Answering a call from gem enthusiasts to expand birthstones to include spinel, JA added spinel to August in collaboration with American Gem Trade Association (AGTA), the authoritative source on natural colored gemstones.
JA is running a sweepstakes to generate even more consumer awareness and excitement for spinel. One lucky winner will receive a pair of 18K gold and red spinel earrings from Carelle’s Stacked Collection, valued at $1,250. The sweepstakes is running at www.jewelers.org/spinelsweeps through August 19, 2016, at 12pm EDT (sweepstakes rules are available on the contest page).
Retailer Marketing Materials
JA has created a variety of marketing materials for JA Members to use in their own marketing – both announcing spinel as an August birthstone and promoting the “Spectacular Spinel” Sweepstakes. Available for download are: e-mail HTML, e-mail or web images, printable sign, social media graphics and revised digital gemstone leaflets.
Industry Call to Action
Jewelers of America is calling on their members and the entire jewelry industry to update their birthstone lists, wherever they are referenced including their websites, adding spinel to August.
“As an industry, we have a great opportunity to capture consumer excitement, wonder and enthusiasm for jewelry,” says JA President & CEO David J. Bonaparte. “It is our hope that everyone will join together in announcing spinel as a new birthstone for August, and the industry will have one united voice and message about birthstones.”
For more information on the promotional opportunities related to spinel’s public launch as a new August birthstone, check Jewelers of America’s website at www.jewelers.org/ja.
For more information, contact AGTA at 800-972-1162 and firstname.lastname@example.org, or contact Jewelers of America at 800-223-0673 and email@example.com. Additional information on spinel can be obtained at http://agta.org/gemstones/variation-spinel.html. For the official list of birthstones, visit http://www.jewelers.org/gift-guides/birthstone-jewelry-guide.