WJA Campaign Targets Female Self-Purchasers

RAPAPORT... The Women's Jewelry Association (WJA) has launched a new consumer-marketing campaign aimed at empowering women to buy jewelry for themselves.March Is Me Month will coincide with International Women's Day, which takes place on March 8, as well as Women's History Month. The goal of the campaign is to get women to buy themselves a piece of fine jewelry during the month, no matter the reason, WJA said last week.The association has partnered with a number of jewelry retailers, suppliers and trade associations to display the campaign throughout the month, including the American Gem Society (AGS), Signet Jewelers, Chow Tai Fook, the Diamond Producers Association (DPA), Stuller and Richline Group. The ads will feature in print and on social media, as well as in-store and through email marketing."The campaign was developed to connect with the consumers who wear our products," said WJA executive director Jennifer Markas. "WJA and its partners are committed to empowering women to purchase jewelry for themselves." Image: A woman trying on jewelry in a store. (Shutterstock)