The Jewelry Information Center, the consumer-education arm of Jewelers of America, announced its fifth annual Ultimate Proposal Contest this week with a new platinum hook. In the annual nationwide search for the best proposal story, which aims to drive awareness to Jewelers of America retail-member stores, consumers are encouraged to share the meaning behind their platinum engagement rings—a twist sponsored by Platinum Guild International and Jewelers Mutual Insurance Company.

The grand prize of the Ultimate Proposal Contest Platinum Edition is $5,000 of platinum jewelry from any Jewelers of America retail-member store. In addition to JIC’s national promotion—which includes a media tour in at least 30 markets nationwide—email templates and social media materials are available to all JA members so they can promote the contest to customers. 

“The Ultimate Proposal Contest…generates a lot of media exposure and consumer awareness of Jewelers of America members and the jewelry industry as a whole,” says Amanda Gizzi, JA director of public relations and special events.

The entry period started June 9 and ends July 7, 2014.

JCK