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New Campaign Highlights Manufacturers

Trade organization targets millennials to raise interest in the industry.
Jan 17, 2018 5:10 AM   By Rapaport News
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RAPAPORT... Manufacturing Jewelers & Suppliers of America (MJSA) has launched a social-media marketing drive aimed at increasing millennials’ interest in the jewelry industry, the trade alliance said Tuesday.

The Jewelers Do It Better campaign strives to raise awareness and interest in various jewelry styles. It also seeks to highlight the role of manufacturers and designers by featuring different types of jewelry along with background profiles on their designers on MJSA’s website. The site will also give advice on how to work with jewelers to create customized pieces.

“Consumers have always loved jewelry, but they also want to know the stories of the people who create it,” said MJSA CEO and president David Cochran. “That’s especially true for the millennial buyers, who, as a Forbes magazine article put it, connect best with people rather than logos. When consumers learn the stories behind the creations, that instills confidence.”

Customers who like a jewelry design they see on the website have the option to view more information on the piece, including a link to the retail locations where the products, as well as others by the same designer, are available.

This is the second in a string of campaigns launched by the MJSA. The first, BEaJEWELER, connects aspiring jewelers with careers in the industry.
Tags: BEaJEWELER, David W. Cochran, Jewelers Do It Better, Jewelry, Manufacturing Jewelers & Suppliers of America, Millennials, MJSA, Rapaport News
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