JA Consumer Marketing Campaign Reaches 3 Million; Boosted by Influencers

(IDEX Online) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, has announced that its "Another Piece of Your Story"  marketing campaign reached 3 million unique consumers in just six weeks. 

The test campaign ran in Los Angeles and was an industry-wide collaboration to increase consumer desire for jewelry by connecting consumers to the emotional aspects of jewelry ownership.

It focused on female self-purchasers outside of traditional gift giving times. The test campaign media comprised paid social ads including Facebook and Instagram posts, an influencer program and www.yourfinest.com - a website connecting consumers to the stories and jewelry from the campaign. The site also connects consumers with a retail jeweler.

As part of the campaign, four LA-based influencers were hired as campaign contributors. They each shopped at a retail jeweler, selected jewelery and shared the campaign on their social media channels and on yourfinest.com. 

The influencer posts had high positive sentiment and engagement from their followers. They created 13 pieces of content over the six weeks, generating over 17,500,000 million impressions (out of 28,912,531 million impressions). 

According to a post-campaign survey, respondents who saw the ads, visited the website or interacted with influencers were more likely to believe jewelry becomes more meaningful with wear and believe you should have nice pieces of jewelry. 

Those exposed to the campaign were 22 percent more likely to consider purchasing jewelry for themselves than those that were not exposed to the campaign. 

JA has assembled a Consumer Marketing Committee, made up of representatives from across the jewelry industry, to create a funding mechanism that will support a multi-year, national campaign. 

The current Consumer Marketing Committee members include: Sarin Bachman, JCK & Luxury; Katherine Bodoh, American Gem Society; David Bonaparte, JA; Gannon Brousseau, Couture; David Bouffard, Signet Jewelers; Caryl Capeci, Chow Tai Fook North America; Kirsten Darrow, Fred Meyer; Dominic Gabriel, Gabriel & Co.; Michael Lerch, GoldStar & Plumb Club; Mark Smelzer, Mark Smelzer; Dominick Sorresso, Rogers Enterprises, Inc. 

"The industry came together and we were able to execute a campaign by the industry, for the industry," said "The success of the test campaign gives us great promise for the future of a national campaign that can do so much for the jewelry industry," said David J. Bonaparte, JA president & CEO.