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JIC to debut consumer marketing initiative

November 24, 2008

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New York--The Jewelry Information Center (JIC) has announced plans to launch a new consumer marketing initiative designed to increase interest and excitement for jewelry in the new year.

The initiative, which is set to officially launch at the JIC's GEM Awards gala on Jan. 9, 2009, will use viral marketing and Web-based advertising to encourage consumers to visit the JIC Web site and share their own jewelry tales in an area titled "Tell Your Jewelry Story."

The JIC Web site, JIC.org, is currently being redesigned and redeveloped by The Shand Group. The site will house the new campaign and is intended to become a consumer portal for information about all things jewelry.

Through a series of educational and marketing modules, consumers will absorb a variety of positive messages about jewelry and watches, the JIC said in a media release, while also having the opportunity to create jewelry wish lists and identify favorite styles.

Supporting marketing materials for retailers will allow them to connect to the campaign as well and encourage their own customers to tell their jewelry stories.

"The scale of this initiative is unprecedented for Jewelry Information Center," JIC Board Chairman David Bouffard said in a media release. "And, it comes at time when the jewelry industry needs it more than ever."  

Tickets are still available for JIC's GEM Awards gala, and the JIC encourages those who have not yet made plans to consider attending. For more information, contact the JIC at (646) 658-0240 or send an e-mail to info@jic.org.
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