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With a new brand identity and a new strategy, Leading Jewelers of the World plans to expand its membership to include a retailer in each major market in the U.S. and also to expand worldwide. Leading Jewelers of the World relaunched its brand at the recent JCK Show in Las Vegas, with a new logo and new branding elements, a new advertising campaign, and new signage.

Leading Jewelers of the World is now a subsidiary of Digico, a DTC sightholder. Retailers in the program will now be referred to as “honorees,” rather than members. A retailer board of directors will have an active role in the organization. New candidate retailers will be nominated by existing members.

“All of us involved with this new initiative are very excited about the opportunity that it offers select retail jewelers who want to differentiate themselves in their respective markets,” says Michael Barlerin, Leading Jewelers executive director. “Becoming a Leading Jeweler of the World Honoree, and maintaining that designation on an annual basis, will provide significant benefits to a retailer.”