JIC Announces Winner of Ultimate Proposal Contest
As part of JIC's Consumer Marketing Initiative,
contest inspired thousands of consumers to connect with jewelry
Jewelry Information Center (JIC), the consumer education arm of Jewelers of America, is thrilled to announce that America has voted and chosen "Gloves at the Shoe," a proposal story submitted by Ohio-resident Hayley Wood, as the Ultimate Proposal Story. JIC's Ultimate Proposal Contest, a nationwide search for the best proposal story, allowed couples to submit their special proposal stories at JIC's website, www.JIC.org.
"The Ultimate Proposal Contest gave the jewelry industry a united message and cohesive national marketing platform that promoted jewelry's connection to life's most precious moments," says Robert Headley, Jewelers of America Chief Operating Officer. "The contest was so successful that planning is already underway for another contest to be launched later this year."
JIC's Consumer Marketing Initiative: Expressing Jewelry's Special Significance
The contest's success illustrates how JIC is connecting consumers to their special jewelry moments and reinforcing the unique meaning behind gifts of jewelry. Consumers entered more than 1,200 stories at JIC.org, and over 6,000 votes were cast during the 10-day voting period. The contest provided a marketing opportunity for JA-member retailers to reconnect with their engagement-ring customers and more than 2,000 jewelry stores participated. In addition to the marketing exposure, JIC offered prizes to the sales associates who referred the most jewelry stories in the contest.
The contest is part of JIC's Consumer Marketing Initiative, launched in January 2009, to increase awareness and excitement about fine jewelry and timepieces. Jewelers of America and JIC developed the initiative – which includes the interactive and educational jewelry website ww.JIC.org, regular jewelry contests and professional marketing materials for retail jewelers – to provide a comprehensive and unified jewelry marketing message to consumers on behalf of the jewelry industry.
Industry members interested in participating in future Consumer Marketing Initiative events and contests should contact JIC at firstname.lastname@example.org.
The Ultimate Proposal
As the winner of JIC's 2010 Ultimate Proposal Contest, Ms. Wood and her fiancé receive a getaway for two in Santorini, Greece, a platinum-and-diamond necklace and a $1,000 gift card. To win the top prize, she poignantly told her engagement story – which involved a special after-hours trip to Ohio State University's famed football stadium – detailing the emotion and events that created the "Ultimate Proposal Story."
Hayley Wood and her fiancé, Daniel
"Our proposal story always felt like an ultimate proposal story to us," says Hayley Wood. "Having our family, friends, and the public vote and help us win a getaway in Greece is the icing on the cake! Thank you to everyone who voted for us."
Sponsors of JIC's Ultimate Proposal Contest include Platinum Guild International, USA; Jewelers Mutual Insurance Company; and Onewed.com. Visit www.JIC.org/proposalcontest to read "Gloves at the Shoe" and the other top proposal stories and get creative proposal ideas
About Jewelry Information Center:
Jewelers of America is the national trade association for businesses serving the fine jewelry retail marketplace. Jewelers of America's primary purpose is to improve consumer confidence in the jewelry industry. JA's consumer education arm, Jewelry Information Center (JIC), has provided public relations and marketing services on behalf of the fine jewelry and watch industry since 1946. JIC's website, JIC.org, is the source for fine jewelry and watch information. Visit www.jewelers.org and www.JIC.org for more information.