The Success of the consumer program relies upon retailer collaboration and support for the growth of the Karat Gold jewelry category during this traditionally favorable
selling period. The goal of the Richline Brands’ development and investment is to increase the visibility of Karat Gold through an omni-channel program of original photography, design and media placement.
May Is Gold Month Promo Guide 2014
May Is Gold Month: Nothing feels like Real GoldTM
Gold provides a universal language of emotional connections. The gift of Karat Gold Jewelry enables consumers to express the warmth and depth of the human relationship. We have long believed that consumers connect on a personal, emotional and human level. And we have the research to prove it… even with Millennials. In describing their most recent jewelry purchases, almost everyone told of buying Gold jewelry for a special occasion, special event or a special remembrance.
Understanding and selling, to this ‘specialness’ of the jewelry buying experience is key.
Gold has real intrinsic value and true meaning. Gold is...
• Precious
• Everlasting (lasts forever)
• Expensive
• Status
• Prestigious
• Sentimental (represents meaning)
• Rich • An Heirloom