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RAPAPORT... Jewelry Television® (JTV) developed a new branding initiative that it expects will connect with existing consumers and attract new fans for gems and jewelry. JTV licensed the song ''Beautiful Life'' from Ace of Base for this new campaign that is centered on the theme of ''Jewelry Love'' and focuses on the intensely emotional reasons consumers purchase jewelry and gemstones. (Watch an introductory video.) "We discovered that jewelry is uplifting and reminds her of emotional high points throughout her life," said Jill Johnson, the vice president of marketing for JTV. "Many women truly share a love for jewelry that makes it easy to relate to each other and our passion is to lead them on a journey to experience what JTV has to offer." The campaign incorporates five compelling reasons women said they purchase jewelry and gemstones, according to JTV's research. Those reasons were to celebrate a momentous occasion, such as an engagement, wedding, anniversary or birth; a reward for an achievement or accomplishment; to feel empowered and self-confident; show status and to complete a wardrobe. "The overwhelming response was emotional," said Johnson. "Our research was founded on interviews and behavioral observations of women from all walks of life -- some current JTV customers and others." JTV's creative punch will focus on using music and simple messages to attract and inspire current and future customers, while building and nurturing its base and their friends whose common bond is a love of jewelry and gemstones.
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