Jewelry Television® Launches Major Branding Initiative
Campaign Inspired by Customer’s Passion for Jewelry and Gemstones
The 20-year-old jewelry retailer is embarking on the brand image campaign using the song, ‘Beautiful Life,’ licensed from the pop group ‘Ace of Base,’ and the theme line ‘Jewelry Love.’ The campaign is motivated by an intense passion for jewelry and gemstones shared by Jewelry Television® and its customers.
“We discovered that jewelry is uplifting and reminds her of emotional high points throughout her life,” said Jill Johnson, vp of marketing for JTV. “Many women truly share a love for jewelry that makes it easy to relate to each other, and our passion is to lead them on a journey to experience what JTV has to offer.”
Utilizing external creative resources and in-depth research, JTV discovered 5 compelling reasons women said they purchase jewelry and gemstones:
- In celebration of a momentous occasion such as an engagement, wedding, anniversary, or birth
- As a reward for an achievement or accomplishment—“I deserve it”
- To feel empowered and self-confident
- As a status symbol
- To complete her outfit or ‘look’
“The overwhelming response was emotional,” described Johnson. “Our research was founded on interviews and behavioral observations of women from all walks of life---some current JTV customers and others not.”
The creative output from the findings will focus on using music and simple messages to attract and inspire current and future customers. The goal is to build and nurture a community of friends whose common bond is a love of jewelry and gemstones.
About Jewelry Television® Jewelry Television® (JTV) is one of the largest multichannel retailers of jewelry and gemstones in the U.S. appealing to fashion-conscious women, jewelry-making enthusiasts and private collectors. The privately-held shopping network broadcasts high definition programming, 24 hours a day, seven days a week, to nearly 85 million U.S. households. Committed to consumer education, the network employs numerous Graduate Gemologists and Accredited Jewelry Professionals.