Jewelry Top Gift Women Want for Valentine's Day


February 12, 2003

Jewelry Top Gift Women Want for Valentine's Day

The Jewelry Information Center reports on a Valentine's Day video news release that men's and women's fantasies continue to diverge. The JIC cites a finding that only 2.5% of American women want lingerie for Valentine's Day, while jewelry comes in as the most desired gift of all. The video release had already reached over 14 million viewers by Feb. 10, reports JIC, which partnered on the release with the Chocolate Manufacturers Association and Liz Claiborne.

JIC also is promoting Valentine's Day on radio airwaves with an audio news release available via satellite called "Shop Smart, Then Pop the Question," helping men select the perfect diamond engagement ring. The release is being played on a variety of radio programs, from drive time talk programs to classical, rock, and country music stations.

JIC Media Liaison Helena Krodel just completed an intensive, four-city media tour for Valentine's Day. During visits to St. Louis, MO; Minneapolis/St. Paul, MN; Denver, CO; and Colorado Springs, CO; Krodel appeared on eleven television shows, three radio programs, and held five print interviews with local newspapers. Krodel offered fine jewelry trends, gift ideas, savvy jewelry shopping tips and celebrity jewelry news. She also gave JIC member local designers and retailers an on-air "plug" while in each city. "After the JIC's Valentine's Day appearances in St. Louis, we had 4 clients call our store and order pieces directly from the segments where we received local plugs!" says Leo Anglo, Vincent's Jewelers, St. Louis, MO.

JIC Executive Director Elizabeth Florence appeared on New York area News 12 Westchester with retailer Wilson & Sons, a JIC charter member since 1946. Florence spoke about diamond buying in tandem with the Wilson & Sons' in-store event featuring the Rand branded diamond, produced by Codiam, New York City. Florence also appeared in a live segment on the WB11 (WPIX) Morning News in New York City that featured engraving and diamond laser inscription.

In addition to several Valentine-related magazine placements which were secured earlier in the fall, the JIC also secured jewelry placements in publications such as USA Today, The New York Times, The Dallas Morning News, The Wall Street Journal and Newsweek. Internet placements included CNN.com, stylewiz.com, and MSNBC.com.

In its last fiscal year, the JIC has reached over 702 million consumers with its message, the most in the history of the JIC. The group carries out its media campaigns on behalf of the entire industry with industry-supported funding. For information on how to become a member of the nonprofit group, contact JIC at (800) 459-0130 or at info@jic.org.

by Peggy Jo Donahue



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