Cause-Related Marketing Firm Helps Jewelers Increase Exposure

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Press Release, NEW YORK: New York jewelers have a powerful new tool when it comes to getting valuable public relations exposure, burnishing their reputations, and reinforcing and building new relationships with their customers, with Jewelers That Care, moving forward in providing cause-related marketing guidance and opportunities. “Cause-related marketing” takes place when businesses and nonprofits team up to create relationships that benefit both. One example of this is the silent auction that Jewelers That Care will be holding at its JA New York show booth, number 2381, where pieces from Erica Courtney, Furrer Jacot, Finesse Diamonds, Mason Kay, Sandy Wallin and IPPOLITA will be on display, gaining their manufacturers visibility while generating revenue for the organization.

Working with Jewelers That Care, jewelers can:

• Set up dynamic, unique, exciting events that will feature attractive public speakers, images of projects underway, and information about the world of gems and jewelry that can be found nowhere else and which will fascinate and inspire customers.

• Gain valuable media exposure and visibility. Few local media outlets cover sales and conventional jewelry retailing events. But they are drawn to exotic events with fascinating messages such as those staged by Jewelers That Care.

• Secure cause-related marketing training and expertise. Cause-related marketing is one of the most cost-effective methods yet invented for promoting an organization. Stores working with Jewelers That Care will gain valuable insights into this world. The organization’s gemologist will also offer sales support, diamond and colored stone training, and key selling tools for sales professionals on the day of the event.

Jewelers That Care was founded by industry veteran and gemologist Alethe Clemetson, whose experience ranges from sales at Lazare Kaplan International to the appraisal offices at Tiffany’s executive suite. Clemetson sees the organization as a way to both support the people of Africa and to fill a key gap in the jewelry industry.

“The jewelry industry’s reputation is not as strong as it might be,” said Clemetson. “Jewelers That Care is committed changing that. At the same time, we are supporting the people of Africa in learning how to take full advantage of their marvelous mineralogical resources. We’ll also be introducing the jewelry industry to the tremendous opportunities provided by cause-related marketing.”

Jewelers That Care is a 501(c)(3) nonprofit whose mission is to energize development projects such as building boarding schools and water-well epicenters in rural villages of Africa. Jewelers That Care operates ethically and transparently, adhering to the highest standards of integrity in everything it does.

All money raised will go toward developing projects dedicated to training the African people to take advantage of their mineralogical resources or to creating an infrastructure that will assist them in doing this, from building boarding schools to digging wells. JTC will also ask that a retailer devote a week or one month in their store to “partnership promotions,” creating a mutually-rewarding relationship that will highlight the store’s commitment to higher goals and JTC’s mission and goals.

JTC was founded in 2007 by Alethe Clemetson; a gemologist who has worked in the jewelry industry for more than 18 years.  Alethe has worked with Tiffany & Co. for 13 years, then went on to work for Lazare Kaplan, David Yurman, H. Stern, Staurino Fratelli, and Valente Milano. After an overwhelming experience volunteering in the rural villages of Tanzania, Alethe decided to combine her expertise with a goal to improve the lives of Children that have fallen victims to HIV/AIDS, Malaria, and Tuberculosis. Support of Jewelers That Care’s 2009 goal of raising $300,000 will enable the organization to build three boarding schools and water wells.

Jewelers That Care’s booth at the JA New York show marks the first time it has exhibited at a major trade event. The show is taking place at the Jacob Javits Center at 34th Street and 11th Avenue in New York, July 26th- 29th. Visit JTC at booth number 2381.

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