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'May Is Gold Month' opens to all retailers

February 20, 2007

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New York—"May Is Gold Month," the national retail campaign that aims to increase gold-jewelry sales during the month of May, is now inviting independent retailers to participate for the first time since the campaign launched four years ago.

The campaign represents a collaboration among co-sponsors the World Gold Council (WGC), Jewelry.com, Aurafin and Bel-Oro International, and 11 U.S. retailers: Ben Bridge Jeweler, Finlay Fine Jewelry, Fred Meyer Jewelers, Helzberg Diamonds, J.C. Penney, Macy's East, Macy's West, Sears, Shop NBC, Sterling Jewelers and Zales.

This May, the 11 official participating retailers will launch their new, fashion-forward gold-jewelry collections in a national print campaign featuring the tagline "May is gold month: Treat yourself and those you love." The campaign will run in magazines, including Glamour, Good Housekeeping, Harpers Bazaar, In Style, Lucky, Redbook and Self, and will be supported at retail point-of-sale with signage, window displays and direct-mail catalogs. In total, more than $3 million has been dedicated by all the partners to promote the campaign.

Independent retailers can capitalize on the buzz generated by the campaign by downloading the May Is Gold Month logo and point-of-sale materials from the WGC's Web site, Marketing.gold.org, starting March 15.

May Is Gold Month will also raise money and awareness for Jewelers for Children through a design competition and sweepstakes hosted on Jewelry.com, which will offer consumers the chance to vote on and win their favorite new gold-jewelry design. The site will make a contribution of 10 cents, totaling up to $50,000, for each completed entry in the sweepstakes.

May Is Gold Month was conceived in 2004 by the World Gold Council and Jewelry.com to capitalize on the gifting and self-purchase occasions for gold jewelry during the month of May, such as Mother's Day, graduation, spring romance and the bridal season.
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