November 15, 2004
JCOC and Jewelry.com Team Up
MVI Marketing, owner and developer of the Jewelry Consumer Opinion Council, formed a joint cooperation agreement with New York City-based Andin International, owner and developer of Jewelry.com. MVI says the alliance will expand its market research position in the gem and jewelry arena through access to a larger pool of consumers. The two companies say the agreement, effective Nov. 1, will also benefit the jewelry industry by providing greater knowledge of consumer buying habits and expectations.
MVI, through JCOC, assumes selected responsibilities for the consumer market research functions of the Jewelry.com consumer Web site. Jewelry.com appoints JCOC its sole external market research provider. Jewelry.com and MVI, through the JCOC, will cross-promote via e-mails, Web sites and other promotions.
"We are extremely excited about this opportunity with Jewelry.com," says Martin Hurwitz, cofounder and CEO of MVI. "Bringing together the JCOC's research vehicle and Jewelry.com's consumer base will provide the industry with more insight and predictive capabilities than ever before. Without a doubt, valuable market information will emerge from this cooperative agreement."
Kristian Chronister, vice president of marketing for Andin/Jewelry.com, says: "We're both leveraging on our capabilities and working together to provide greater insight into consumer jewelry purchasing behaviors. In the past, we conducted our own research, but working with a specialized research house like MVI will dramatically increase the scope and frequency of research we can accomplish. Moreover, Jewelry.com is exposed to new users through the JCOC. And, the JCOC is exposed to 2.2 million people, who are registered users on Jewelry.com, bolstering it a few notches in awareness."
Jewelry.com does not sell jewelry. It helps consumers buy from participating national retailers including J.C. Penney, Zales, Macy's, Helzberg Diamonds, The May Co. Department Stores and Sears and provides informational material on gems and jewelry, trends, fashion, and gift ideas.
JCOC was founded in 2001 with the mission of providing MVI Marketing clients with market intelligence about their jewelry products and their respective end use consumers. JCOC is an e-panel of fine jewelry consumers throughout North America representing all ages, genders, income levels, buying categories and geographic regions.