September 2004 Precious Metals/News Made in Italy An ad touting Italian jewelry debuts next month The Italian Trade Commission and major Italian jewelry trade associations will launch a consumer campaign to promote Italian jewelry in the U.S. in the fourth quarter of 2004. ITC says it needs to strongly reaffirm the quality, tradition and importance of the phrase “Made in Italy” in light of increased competition. An advertising campaign and special shows on the major TV shopping networks will launch this initiative. A new logo will accompany every piece of Italian jewelry sold in the U.S. ITC says in the future it hopes to offer financial incentives to U.S. retailers who endorse Italian products. At press time, retailer partners in the new campaign included QVC, Metal Market, Clover and Belloro. An “Italian Jewelry Week” will be held at prominent independent retail jewelry stores, including Mayfair, Lee Michaels and Lux Bond & Green. – by Lorraine O’Donnell, A.J.P. The Italian Trade Commission’s ad promoting Italian jewelry will appear in consumer magazines this fall. ITC also redesigned its logo, which will accompany every piece of Italian-made gold sold in the U.S.