WJH Women’s Empowerment Group Launches Jewelry Marketing Initiative

(IDEX Online News) – A group of women jewelers, who first met at the women’s empowerment session at the recent Second LATAM Jewelry and Diamond Week, has launched a grass-roots initiative in how to market to women.

The group calls itself “Mujeres Brilliantes” (Brilliant Women in Spanish) as the majority of them come from Latin America, although there are also members from Turkey, Russia, Italy, Romania and Israel.

The decision to meet after the jewelry and diamond week was borne out of the discussions at the empowerment session, which showed that many of the women felt similarly about how jewelry and gemstones are marketed to a female audience. WJH senior vice president Ali Pastorini said that the women felt that marketing efforts were falling short, particularly as the existing consumer base is predominantly women.

Victoria Kupfer, a Panamanian jeweler proposed a new marketing initiative called “My Jewels, My Story,” which the women thought would help renew emphasis on the consumer and the consumer’s experience.

"Our general feeling was that is industry is focusing too closely on the business of selling jewelry, and not on the experience of buying or receiving an item of jewelry,” said Pastorini.

“As women we instinctively understand that the act should be a special and intimate moment that transcends the mechanics of a commercial transaction. The experience should be unique and meaningful, just like the item of jewelry."