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W.B. David Announces Leading Jewelers of the World Program
Jun 1, 2001 2:23 PM
By Amber Michelle
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(Rapaport…June 1, 2001) New York-based sightholder W.B. David has announced a new marketing initiative that will enhance the position of diamonds and diamond jewelry as a luxury item. The program is also designed to increase advertising and marketing efforts to consumers about diamonds and diamond jewelry and to increase sales of high quality diamonds in the U.S.
The two-tier program partners with retailers who will either be designated as Leading Jewelers of the World ™ or as Preferred American Jewelers ™. Membership in the program will ensure that these stores have a supply of high- quality diamonds in desirable sizes. The stores will carry an exclusive diamond jewelry collection available only to retailers participating in the program. Membership is limited to 50 stores at the start of the program and 100 stores by 2004 for the Leading Jewelers of the World. The Preferred American Jewelers will start with 100 retailers and increase to 500 participants by 2004.
Participating retailers must meet five criteria: Executives of the stores will be considered Ambassadors-at-Large for the diamond industry and must participate in and contribute to marketing efforts for diamond jewelry. Participants must have outstanding quality diamonds and diamond jewelry. The store must have a luxe environment, five-star customer service and active involvement in charitable or civic activities in the community.
An extensive advertising campaign funded by W.B. David, participating jewelry manufacturers and retailers, will back the project. It will launch with a $21 million media expenditure that will increase to $41 million by 2004.
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Tags:
Consumers, Jewelry
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