'May is Gold Month' for fifth year running

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'May is Gold Month' for fifth year running

March 12, 2008

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New York—"May is Gold Month" will return for its fifth year as a national retail promotion aimed at increasing consumer sales of gold jewelry throughout the month of May.

Co-sponsors of the program, which include the World Gold Council, Jewelry.com and the Richline Group, will unite with leading U.S. retailers Belks, Ben Bridge Jeweler, BJ's, J.C. Penney, Jewelry Television, Macy's, QVC, ShopNBC and Sterling Jewelers to launch the promotion featuring new gold jewelry collections.

The official participating retailers will be launching their new, fashion-forward gold assortments through a national media campaign in magazines such as Elle, Good Housekeeping, Harper's Bazaar, In Style, People and Redbook. This will also be supported at retail point-of-sale with signage, window displays and direct-mail catalogs.

In total, about $3 million will be spent by all the partners on advertising and marketing the program.

Independent retailers can also capitalize on the program by downloading the May is Gold Month (MIGM) logo and point-of-sale materials from the WGC's Web site, Marketing.gold.org.

"The continuing interest and participation in 'May is Gold Month' is a strong testament to its success," WGC Managing Director, USA, John Calnon said in a media release. "As we celebrate the five-year milestone, we strongly encourage more independent retailers to take advantage of the marketing opportunity, as well as the ongoing resurgence of yellow gold's popularity in fashion."

May is Gold Month will also raise funds and awareness for Jewelers for Children, an organization benefiting children who have been affected by illness, abuse of neglect, through a sweepstakes hosted on Jewelry.com.

The sweepstakes offers consumers the chance to vote on and win their favorite new gold jewelry design, with the Web site making a contribution of 10 cents—up to $50,000—for each completed entry in the sweepstakes.

The online sweepstakes will be supported with digital marketing.

"Inspiring incremental spring gold jewelry sales, while simultaneously raising awareness for Jewelers for Children, proves that the American jewelry community is indeed the industry with a heart," Jewelers for Children Executive Director David Rocha said in a media release.

The WGC said the month of May is a fitting time to market traditional gifting opportunities with Mother's Day, graduation, spring romance and the bridal season all occurring within the month. They also said it's a great time for self-purchases.

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