WGC Promotes Third 'May is Gold Month'

The World Gold Council (WGC) is promoting the third 'May is Gold Month' retail promotion. 'May is Gold Month' has gained an average growth of over ten percent in year-on-year primary value gold jewelry sales per participating retailer.

The designation of May as gold month was conceived in 2004 by the WGC and Jewelry.com to inspire incremental sales of gold jewelry during the month. May was picked as gold month due to the number of traditional gift opportunities it presents, including Mother's Day, graduation and the bridal season.

This May, nine US retailers: Ben Bridge Jeweler, Finlay Fine Jewelry, Gordons Jewelers, Helzberg Diamonds,  JCPenney, Macy’s East, Macy’s West, Sterling Jewelers Inc. and Zales will unite with co-sponsors the WGC, Jewelry.com, Aurafin, and Bel-Oro International to launch all-new gold collections and increase consumer sales of gold jewelry. The program will also raise funds and awareness for the Jewelers for Children charity.

“The growing interest and participation in ‘May is Gold Month’ is a strong testament to its success,” said John Calnon, WGC’s managing director, USA. “The expansion of the program and the focus on new product this year coincides nicely with the American consumer’s renewed interest in yellow gold.  As the fashion world continues to embrace all things golden, from shoes and handbags to accessories and fine gold jewelry, today’s consumer is demanding newer and more innovative styles of gold jewelry.” 

The gold endorsement will be promoted in a national media campaign featuring the new tagline “May Is Gold Month: Treat Yourself And Those You Love”. The campaign will be supported at retail point-of-sale with signage, window displays, and catalogs, as well as on-line design competition sweepstakes. Over $2 million has been dedicated to advertising and marketing support by all the partners for the promotion.

Jewelry.com will host the design competition and sweepstakes, offering consumers the chance to vote on and win their favorite new design in gold jewelry. As part of the sweepstakes, Jewelry.com will make a contribution to the Jewelers for Children charity for each completed entry.

“The growing momentum behind the 'May is Gold Month' promotion serves to benefit the entire jewelry industry and its best customers,” said Michael Gusky, CEO of Aurafin.

“We are delighted to be a part of the promotion this year,” says Dennis Ulrich, President of Bel-Oro International. “Supporting spring gold jewelry sales while simultaneously raising awareness for the Jewelers for Children charity proves that the American jewelry community is indeed the industry with a heart.”