Jewelers of America Enhances Its Brand

January 20, 2000

Jewelers of America Enhances Its Brand

When Jewelers of America surveyed its membership in 1995, it learned what its members most needed: educational help, a way to achieve certification for their unique skills and a way to market their skills and JA membership to consumers.

As a result, JA plans to launch a campaign to clearly brand itself and help jewelers enhance their own images through the JA brand. The retail association categorized each program and service into education, certification, marketing and member savings to help jewelers understand and find the programs that best meet their needs. The categories are organized into four color headings that appear in the new JA Directory of Products and Services and other new JA materials.

The second step in the branding initiative was coordinating an identity campaign to inform consumers a JA member store is the place to shop with confidence. All JA identity materials (door sticker, counter sign, showcase clings, logo sheet, ad slicks and postcards) were created to show how involvement with JA makes a retailer stand out from the competition. The material includes the tag line "Buy With Confidence From Your Jewelry Professional."

To reflect JA's new emphasis on practicing ethical behavior, membership stickers are dated, and members must sign an ethics statement that's returned with their annual dues. JA backs up its commitment to ethics by offering a mediation service consumers can use to settle complaints against JA-member jewelers. The service is committed to dealing fairly with the JA member as well as the consumer.

- by Caroline Stanley, Jewelers of America