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May Now Golden for Independents


For the first time, World Gold Council is inviting independent retailers to participate in its "May is Gold Month" retail promotion. Co-sponsors World Gold Council, Jewelry.com, Aurafin, and Bel-Oro International will unite with 11 majors—Ben Bridge Jeweler, Finlay Fine Jewelry, Fred Meyer Jewelers, Helzberg Diamonds, J.C. Penney, Macy's East, Macy's West, ShopNBC, Sears, Sterling Jewelers, and Zales—to launch a national advertising campaign featuring new gold jewelry collections during the month.

Independent retailers can join in this year by downloading the gold month logo and point-of-sale materials from World Gold Council's www.marketing.gold.org web site. "The growing interest and participation in 'May is Gold Month' is a strong testament to its success," says John Calnon, WGC's managing director in the U.S. "The expansion of the program to include independent retailers will allow smaller retailers to take advantage of the resurgence in popularity of yellow gold."

Now in its fourth year, the program is designed to capitalize on the gifting and self-purchase occasions for gold jewelry during the month of May, including Mother's Day and graduation. The campaign will feature the tagline "May is Gold Month: Treat Yourself & Those You Love." The campaign will run in magazines like Glamour, Good Housekeeping, Harpers Bazaar, InStyle, Lucky, Redbook, and Self and will be supported at retail point-of-sale in the 11 participating retailers with signage, window displays, and direct mail catalogs. More than $3 million has been dedicated to advertising and marketing support by all the partners in 2007.

Co-sponsor Jewelry.com, an on-line consumer portal to retail partners, will also host a "May is Gold Month" design competition and sweepstakes, offering consumers the chance to vote on and win their favorite new design in gold jewelry. As part of the sweepstakes, the site will make a contribution to Jewelers for Children for each completed entry.





A new consumer ad from the World Gold Council’s May gold promotion
A new consumer ad from the World Gold Council’s May gold promotion.