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Conference highlights need for generic jewelry ads

April 16, 2008

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Dubai, United Arab Emirates—The president of the World Jewellery Confederation (CIBJO) is calling on the industry to band together and create a generic advertising campaign for fine jewelry.

Addressing the crowd at the 6th Dubai City of Gold Conference earlier this week in Dubai, CIBJO President Dr. Gaetano Cavalieri said major industry players should gather under the CIBJO umbrella to create a joint industry body that focuses on advertising.

Cavalieri's speech, titled "Enhancing the Marketing Message of Fine Jewelry and the Need to Invest in Promotion and Advertising," was just one of the speeches of the day focused on the need for generic jewelry promotion.

Dr. Naji al Mahdi of the United Arab Emirate's (UAE) National Institute of Vocational Education spoke about the educational needs of the jewelry industry in the UAE; Moaz Barakat, a senior World Gold Council official, addressed marketing issues surrounding gold; Paul Walker of GFMS Ltd. presented a survey of gold production and take off; and Kevin Williams, a former Anglo Ashanti executive, spoke about gold jewelry's performance.

This is not the first time a sector of the industry has expressed the need for general jewelry advertising.

The International Diamond Manufacturers Association is planning to discuss a generic marketing campaign for diamonds at the May diamond congress in Shanghai, China.

In addition at the conference, CIBJO's executive committee and assembly of delegates unanimously approved publication of the CIBJO Blue Book on Precious Metals.

The book covers standards for precious metal alloys, finenesses, weights, colors, tolerances, solders, coatings/platings and markings, and is designed to give the public and trade complete transparency when it comes to buying precious metals.

"This is the first time there is an internationally recognized standard for the description and marking of precious metal jewelry, flatware and hollowware," Michael Allchin, the newly elected president of CIBJO's Precious Metals Commission, said in a media release issued on Wednesday.
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