Jewelers Mutual Ramps Up Personal Jewelry Program

December 27, 2005

Jewelers Mutual Ramps Up Personal Jewelry Program

As analysts forecast strong jewelry sales over the next 10 years, Jewelers Mutual Insurance Co,, Neenah, WI, is taking steps to capitalize on the trend. "Millennials, along with their baby boomer parents, are expected to lead this trend," said Darin Kath, president and COO of JM. "Jewelers Mutual has made a conscious decision to be aggressive in the market for personal lines jewelry coverage," said Donna Syverson, JM's new director of personal lines marketing . "Homeowner insurance companies are excluding coverage for luxury items in many states – we're looking to fill that gap," she added.

With more than 18 years experience in marketing, Syverson will lead the company's strategy to substantially grow its personal lines market share. One way she'll do that is by further strengthening JM's relationships with jewelers. Traditionally, they've been Jewelers Mutual's biggest advocates. "Jewelers who are insured with us are able to recommend us to their customers based on their own positive experience with us," said Syverson. "That's important, because we've learned from past research our clients trust and enjoy working with their jewelers." Additionally, she plans to increase public awareness of Jewelers Mutual's online personal jewelry application, available at

Syverson began her working career in a jewelry store and later ran her own jewelry business. "Her sales energy and her jewelry background combine to make her a great fit for this position," Kath said. A graduate of the University of Wisconsin at Stevens Point, she most recently worked as the vice president of marketing at Capital Credit Union in Kimberly, WI. She was responsible for planning and directing all aspects of the organization's marketing strategies, policies, and objectives, including matching strategic goals to marketing needs and new product development.

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