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Effective Marketing of Jewelry
• MORTON R. SAREn
The jewelry business is vulnerable because of the image of jewelry
as a luxury. And the jewelry industry must constantly be on the alert to
meet competitive threats to its traditional supremacy in the gift markets.
Since jewelry of one kind or another plays some role in the life of
nearly all of us, the potential market is enormous. However, the author
points out that constant changes in the style of modern life have tre-
mendous repercussions on the jewelry industry.
EWELRY is a generic term which em- dustry ar e directed to selling sentiment
Jbraces a wide range of products—from and romanc e within every gift.
a modest bauble selling for a few dollars
all the way to pne-of-a-kind creations in CHRISTMAS-GIFT MARKET
dazzling precious stones that retail in the
five-figure bracket. There are as many as Th e Christmas-gift market account s for
fifty different kinds of merchandise that nearly half th e jewelry annua l volume ,
may be classified as jewelry, or at least as and in recent years th e jewelry industry
products generally sold in jewelry stores, has intensified its Christmas-promotion ef-
with a gross retail sales value of about forts. In 1955, "Operation Cherub " was
$1.5 billion dollars annually. designed by the Jewelry Industry Council
This fact
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