May 12, 2005
Jewelry.com Forms More Strategic Alliances
Jewelry.com formed three strategic alliances for the month of May. The first is the "May is Gold Month" promotion with the World Gold Council. Jewelry.com also launched a month-long sweepstakes to celebrate the King of Rock and Roll, Elvis Presley, partnering with SONY BMG Music. Finally, Jewelry.com and the Ovarian Cancer Research Fund formed an alliance in honor of Mother's Day.
Elvis by the Presleys
Jewelry.com and SONY BMG collaborated to celebrate the May 3 release of the new CD "ELVIS BY THE PRESLEYS." The CD celebrates Elvis through the eyes of his daughter, Lisa Marie, and her mother, Priscilla Presley. The double CD contains 32 songs that were near and dear to the family. In conjunction with the release of this new CD, Jewelry.com offers the public an opportunity to log on to its site, www.Jewelry.com/elvis, and enter to win a prize package including a grand prize of a 14k gold and diamond bracelet worth $4,000 and a personalized Elvis record plaque with the winner's name. The site is also giving away 10 first prizes of the CD itself.
Ovarian Cancer Research Fund
In recognition of the fact that 70% of Jewelry.com's registered users are women, the site "wanted to find a special way to send a message of love that was worth its weight in gold," says Laurie Hudson, president of Jewelry.com. "It is our hope that [with] this month-long Mother's Day campaign, we can raise awareness about the threat of ovarian cancer and direct women to the Ovarian Cancer Research Fund 's site, where they can learn more about this disease." Ovarian cancer is the leading cause of death of all gynecological cancers in the United States.
Andin International, a wholesale manufacturer and distributor of fine jewelry, purchased the URL "Jewelry.com" to bring Andin's retail clients added value. Today, Jewelry.com, is the number one fine jewelry site with over 2.5 million visitors per month, 30 million annual visits by 26 million unique visitors and 2.2 million registered users.
Andin partners with nationally-known retailers such as Macy's, JC Penneys, Sears, Helzberg Diamonds and Zales to show fine jewelry at Jewelry.com, then the site connects the online consumer to the retailer who sells the piece. Consumers can either go to the retailer's web site and buy online, or visit a nearby store. Together, Jewelry.com's retail partners represent 4,500 individual storefronts with a combined $6 billion in annual sales.
Jewelry.com pioneered this cooperative online business strategy among retail competitors, which it calls "co-opetition." The site maximizes retailers' merchandising and marketing potential while improving their sell-through.