The Women’s Jewelry Association is once again encouraging women to buy jewellery for themselves in Spring 2021, with its second annual “March is Me Month” promotional initiative. The campaign is specifically aligned with International Women’s Day on 8th March, 2021, which celebrates women around the world. “March is Me Month,” however, will play out through the entire month of March.
Marketing assets, which are available for spring planning starting in December 2020, will allow participants to advertise, use email and social media, and incorporate website and in-case signage to align with the national campaign. The association invites retailers, designers, suppliers, manufacturers, and trade associations to share its messaging.
The March is Me Month initiative was developed by the WJA Women’s Executive Leadership Forum, a group of high-level female executives in the jewellery, gem, and watch industries. The group has been working to build partnerships across the industry, as it prepares for the future of jewellery retail and the increased purchasing power of the female consumer.
“Our campaign is all about women giving themselves permission to purchase jewellery for themselves – they deserve it!” said WJA President Jacqueline Cassaway.
For 2021, WJA is offering March is Me Month assets to all its members – not just corporate members. “We had so many requests from the general membership to use the marketing assets during our first year, as they recognised the value of the campaign,” says WJA Executive Director Jennifer Markas. “As a result, all materials are available this year to individual members for a minimal fee.” WJA corporate members will once again receive the assets free of charge as a benefit of corporate membership.
All participants will have the flexibility to promote and sell their own products as part of the campaign. WJA encourages users to utilise the branding, taglines, and logos developed for the campaign by Richline Group, a wholly owned subsidiary of Berkshire Hathaway. The campaign’s hashtags include #MarchIsMeMonth #CelebrateYou, #LiveBeautifully, and #WomensJewelryAssociation.