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Continued to Pg 55 THERETAIL JEWELER 53 Byard F. Brogan Launches Unique Pearl Marketing Program Byard F. Brogan announced an innovative marketing campaign to promote their Princesse Pearls Legacy Collection that has already gained over 16000 brand advocates online. We engaged The Harmon Group to create a fresh approach to move our Princesse Pearl Line exclusively through social media instead of focusing on traditional advertising explains Byard Brogan President. Rather than targeting parents and grandparents The Harmon Group proceeded in a different direction. They developed a series of professionally written and illustrated full-length childrens e-books designed to encourage enlighten and entertain young girls. In twelve unique episodes the bubbly Princesse Pearl experiences adventure while traveling through her enchanted homeland. By the end of each episode she has performed a good deed and is rewarded with a magical pearl. Princesse Pearls necklace grows from episode to episode and by the end of her adventures she wears a full strand of pearls. The episodes are available online for free download making them easy and accessible for parents and grandparents to read with their children on a variety of digital devices. While reading these young girls gain an understanding of ideals like teamwork honesty and self-confidence and are encouraged to put these values into practice. They are excited to earn their pearls and build a necklace just like Princesse Pearl does. Families have shown their devotion to the character by engaging with the brand onlinePrincesse Pearl has organically gained a following of fans on multiple social media platforms and has been discussed across the mommy blogosphere. With an established consumer base and an increase in product demand an in-store marketing tool kit has been launched to help stores promote themselves as Princesse Pearl retailers. The kit includes printed hard cover collections of the first three Princesse Pearl episodes and character cutouts for in-case display. Customers will receive a book free with their starter necklace as an add-on value to their purchase. More printed books featuring other Princesse Pearl episodes will arrive as they go into next season allowing girls to collect Princesse Pearl books as they collect additional pearls. This unique marketing campaign has been designed to run indefinitely and will appeal to young girls for years to come. To sign your store up for a Princesse Pearl marketing kit email infolegacypearls.com NCDIA Appoints Barbara Wheat as Executive Vice President The Natural Color Diamond Association NCDIA the leading not-for-profit organization devoted to natural color diamonds announced today that industry veteran Barbara Wheat has been appointed as Executive Vice President. Ms. Wheats career spans nearly 25 years in the international diamond gem and jewelry industry. She served as executive director of the International Colored Gemstone Association and as adviser on international relations for the Thai Gem and Jewelry Traders Association. She has a Master of Science degree from Columbia University in Sustainability Management and is an Accredited Gemologist AIGS. Natural color diamonds offer something incredibly unique to consumers who are looking to complement their jewelry wardrobes which inspires me to work with suppliers and retailers on expanding markets in the United States and worldwide said Ms. Wheat. NCDIA president Jordan Fine said Barbara is the ideal choice for NCDIA because she is well known around the world by trade associations government entities miners suppliers manufacturers and retailers. As NCDIA grows she is able to assist at all levels of the supply chain from mine to market. She is also uniquely qualified to address sustainability issues and corporate social responsibility for the organization. In her role as executive vice president Ms. Wheat indicated that she plans to place emphasis on training and education as well as the benefits for jewelers to carry natural color diamonds. She will beinstrumentalinprovidinginformation on these mysterious gems garnered from collectors industry professionals and gemologists and has already begun developing new point-of-sale brochures that explain the wonders of natural color diamonds to consumers.