The campaign will be delivered by an external PR agency, for a five-figure sum, to influence a targeted group in society to browse and ultimately buy more jewellery this Christmas.
The NAJ is now asking its members to complete a short poll to prioritise their target Christmas customer segments for the campaign. The poll closes at midday on Monday 21 September and will directly influence the PR campaign’s specific brief.
The direct press and PR campaign was presented as a recommendation in the recent NAJ report, ‘The role of Jewellery in the lives of UK consumers’.
Chair of the NAJ Consumer Focus Group, Adam Jacobs, said: “This campaign is arriving at a time when the trade really needs it. As a jewellery retailer, I understand how important Christmas is to business, and with events of the last six months, this years’ festive trading is all the more important.
“A good retail Christmas boosts the entire supply chain, and all linked services to the industry, such as valuations.”
He added: “Many Christmas marketing campaigns start in just six to eight weeks, so we have to move on this rapidly. It’s important members of the NAJ take the time to fill in the short poll, to tell us who they think should be targeted with the campaign.”