July 12, 1999
IJO Urges Members To Market for Millennium
The Independent Jewelers Organization kicked off its Fall Buying Show in Cincinnati, OH, this weekend with new programs and benefits designed to help its members "Ring in the New Millennium," the show's theme.
"The Millennium celebration is upon is, so make sure you incorporate it into your fall marketing plans. Your competition will," said Jeff Roberts, IJO's president and CEO, during the general session Sunday morning.
Among the new products and buying opportunities rolled out at the show, IJO touted the Kaylee Edition, an addition to its Own a Masterpiece Collection, an exclusive line of jewelry for members. Showcased at the show's opening cocktail party, the Kaylee Edition is a collection of diamond and 14k and 18k gold and platinum jewelry by Wilkerson & Associates and is backed by a full advertising package. Also at the show, manufacturer Diamwag offered its new, 80-facet diamond cut called Spirit of Flanders first to IJO members, while Overseas Diamonds, one of the few U.S. sightholders picked to carry De Beers' Millennium diamonds, waived its minimum purchase requirement and let members buy single quantities of the branded diamonds.
The Diamond Promotion Service's Bob Wheeler gave a sneak preview of its upcoming TV ad campaign, dramatic 30- and 60-second commercials depicting a man giving his lover a diamond necklace at the stroke of midnight on New Year's Eve. Wheeler also showed upcoming postcards and billboards with Millennium themes ("A Thousand Years From Now, It Will Still Say I Love You"). DPS offered a marketing resource guide, CD-ROM of
tag lines and images for complementary advertising, and a starter kit of postcards and hang tags to help jewelers cash in on DPS' efforts.
IJO also gave its new consumer Christmas catalog, which some members customize with their own names and send to customers, a timely title "Trimmings for the New Millennium."
- by Stacey King