New Campaign Highlights Manufacturers

RAPAPORT... Manufacturing Jewelers & Suppliers of America (MJSA) haslaunched 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 raiseawareness and interest in various jewelry styles. It also seeks to highlight the role of manufacturers and designers by featuring different types of jewelry along withbackground profiles on their designers on MJSA's website. The site will alsogive advice on how to work with jewelers to create customized pieces."Consumers have always loved jewelry, but they also want toknow 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 Forbesmagazine article put it, connect best with people rather than logos. Whenconsumers learn the stories behind the creations, that instills confidence."Customers who like a jewelry design they see on the websitehave the option to view more information on the piece, including a link to theretail locations where the products, as well as others by the same designer, areavailable.This is the second in a string of campaignslaunched by the MJSA. The first, BEaJEWELER, connects aspiring jewelers withcareers in the industry.