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Marie Claire

Marie Claire to promote JAA Awards

Posted March 09, 2010 |

Jewellery designers will receive unprecedented exposure after the JAA Australian Jewellery Awards secured Marie Claire as a promotional partner.

The media partnership was negotiated with the help of Pandora, the official sponsor of the JAA Awards, in a bid to gain greater exposure for the awards and the jewellers involved.

JAA CEO Ian Hadassin was delighted to have signed the popular consumer magazine.

“We’re extremely happy that we have Pandora as the major awards sponsor, and through Pandora, Marie Claire as our media partner,” he said. “We’re going to have a level of publicity that the awards have never had before”.

Hadassin said that previous awards evenings have been more trade-oriented, with the sole purpose of acknowledging and rewarding manufacturers and designers. This year’s awards will go one step further and aim to increase the public visibility of jewellery designers and manufacturers.

“These awards will be about showing jewellery off to the consumer,” Hadassin said. “It’s about time that the general public is made aware the tremendous talent we have in Australia”.

Pandora marketing manager Jeff Burns said that the extensive publicity would elevate the awards to new levels.

“We want the evening to be a celebration of Australian jewellery,” he said, “and we feel that Marie Claire is the perfect partner to ensure that the awards get the star treatment they deserve”.

The awards will be showcased in a 32-page supplement, reverse-bound onto the October issue. All the designs will be featured, and the winning pieces will be shot on models.

Jackie Frank, Marie Claire editor and publisher, said that Marie Claire was pleased to be involved in this year’s JAA Jewellery Awards.

“As Australia’s number one fashion magazine, Marie Claire is committed to supporting and celebrating up-and-coming apprentice jewellery designers as well as established jewellers in Australia” Frank said.

The coverage will also include promotion of “The People’s Choice Awards” – a new category to complement the existing 10.

“The People’s Choice Awards will be presented by Jackie Frank” Burns said. “Jackie will choose ten designs which she feels represent the unique beauty of Australian jewellery. Then people will be able to go onto the Marie Claire website and vote for their favourite piece”.

To increase consumer awareness, Marie Claire will also feature a supplement in its September issue urging readers to vote.

Burns cited the strong correlation between coverage in Marie Claire and real-world sales.

“Consumers really respond to products in Mare Claire. Customers often walk into stores with an issue wanting to purchase a product they’ve spotted,” he said.

More reading: Jewellery design awards "open"

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