Third Year of "May Is Gold Month" Adds Retailers


February 10, 2006

Third Year of "May Is Gold Month" Adds Retailers

The third "May Is Gold Month" promotion, cosponsored by the World Gold Council, Jewelry.com, Aurafin and Bel-Oro International, has added retailers to its existing roster. More than $2 million has been earmarked for the intitiative. "May is Gold Month" is timed to dovetail with Mother's Day, graduations and the bridal season to plant the idea of gifts of gold. It also promotes self-purchase.

Joining this year's campaign are Ben Bridge Jeweler, Finlay Fine Jewelry, Gordon's Jewelers, Helzberg Diamonds, J.C. Penney, Macy's East, Macy's West, Sterling Jewelers Inc. and Zales. In preceding years, participating retailers have seen gold jewelry sales growth of more than 10%, said WGC.

"The growing interest and participation in 'May Is Gold Month' is a strong testament to its success," said John Calnon, WGC's managing director, USA. "The expansion of the program and the focus on new product this year coincides nicely with the American consumer's renewed interest in yellow gold. As the fashion world continues to embrace all things golden, from shoes and handbags to accessories and fine gold jewelry, today's consumer is demanding newer and more innovative styles of gold jewelry."

There will be national media campaign featuring the new tagline "May Is Gold Month: Treat Yourself And Those You Love." It will be supported with signs, window displays and catalogs at the retail level.

Jewelry.com will host the design competition and sweepstakes, offering consumers the chance to vote on and win their favorite new design in gold jewelry. As part of the sweepstakes, Jewelry.com will donate to Jewelers for Children.



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