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September 1999


Helping Hand

Don't shoulder the burden of advertising alone

As a member jeweler of one of the industry trade associations, you can take advantage of a helping hand in the promotion of your business. Many of these associations offer cooperative advertising programs for members. Following are some major ones.

Jewelry Information Center
The Jewelry Information Center publishes a packet of camera-ready black-and-white ad slicks as part of its Retail Newspaper Advertising Program for the fall and spring holiday selling seasons. The packet contains more than 30 advertisements, many of them promoting jewelry from JIC member manufacturers (including Kazto, Leach & Garner Gold, Barnett Robinson Inc. and more). Other ad slicks advertise more generic products (platinum, signet rings and emergency medical jewelry, for example). And there's a page of holiday clip art for your own ad design. The packets are $95 each for retail members.

  • JIC, New York, NY; (800) 459-0130, jic@

Jewelers of America
Black-and-white ad slicks from Jewelers of America Inc. are built around the slogan "Jewelry Makes the Occasion." The ads are designed to promote fine jewelry for five special occasions: Valentine's Day, Mother's Day, Father's Day, graduation and the winter holidays. The ads show jewelry next to the more usual "cop-out" gifts, such as ties for Father's Day and candy for Valentine's Day. A set of five slicks is $25 for JA members.

  • JA, New York, NY; (800) 223-0673,

Independent Jewelers Organization
The Independent Jewelers Organization gives members a free folder of camera-ready ad slicks for specific events and products as well as for generic use. The association also prints postcards and publishes a quarterly consumer newsletter, leaving a place for your store's name and logo. Another notable opportunity is IJO's catalog program: the association prints and mails professionally designed catalogs, then offers retailers a package deal on the line of merchandise featured inside.

  • IJO, Norwalk, CT; (800) 624-9252,

American Gem Society
The American Gem Society allocates more than $100,000 a year on a first-come, first-served basis to help support retailers' local advertising efforts. If jewelers use AGS ad slicks, the society will supplement a percentage of the store's ad spending. AGS also runs a co-op ad program that helps retailers advertise at a national level. For instance, a 48-page AGS advertising section in the Robb Report this fall gave retailers a chance to run their own ads or share ads with other jewelers for prices that are "next-to-nothing," says marketing director Adam Graham.

  • AGS, Las Vegas, NV; (702) 255-6500.

– by Stacey King

Copyright © 1999 by Bond Communications.


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