Professional Jeweler Archive: May Is Gold Month

May 2005

Trend Spotting


May Is Gold Month

Get ready for a rush of consumer interest in gold during the spring selling season


National retailers Finlay Fine Jewelry, J.C. Penney, Macy’s West, Sterling Jewelers Inc. and Zales have united with the World Gold Council, Aurafin-OroAmerica and Jewelry.com to present “May Is Gold Month” for the second consecutive year.

Media Roll-Out

A national media blitz, united by WGC’s “Speak Gold” theme, will run in leading consumer magazines such as In Style, Lucky and Marie Claire to reinforce the message that May is the perfect time for consumers to adorn themselves or the ones they love with fine gold jewelry. The media campaign will be supplemented with in-store and in-mall messaging, as well as direct mail and online marketing.

Gift for the Season

Though the ads tag the specific retail partners in this event, all fine jewelry retailers should feel a bounce in interest in gold jewelry because of the widespread marketing. The ads clearly target spring gift-giving opportunities such as Mother’s Day, graduations and weddings.

The partners in “May Is Gold Month” also hope to represent May as a great occasion for women to buy gold for themselves – to update the summer wardrobe or treat one’s self for surviving the winter doldrums.

Exclusive Designs

The participating retailers in the “May Is Gold Month” campaign will feature exclusive gold jewelry collections that evoke gold’s ability to speak a language of its own – to express warm and enduring emotional connections for mothers, graduates and brides or to convey a woman’s individual sense of style.

“Given the participating partners’ success with the ‘May Is Gold Month’ program in 2004, we are pleased to continue the promotion in spring 2005 and to enlist new retail partners to stimulate occasion-driven demand for gold jewelry,” says John Calnon, WGC’s managing director, USA.

“The promotion will coincide with the fashion trend toward yellow gold that is emerging from the runways of New York, Paris and Milan, as well as the celebrity red carpet in Hollywood,” he adds.

More than $1 million has been dedicated to advertising and marketing support by all the partners to promote “May Is Gold Month.”

National retailers have joined the World Gold Council, Aurafin-OroAmerica and Jewelry.com to blitz consumer magazines with the message that “May Is Gold Month.” The ads feature exclusive gold jewelry collections.

Copyright © 2005 by Bond Communications