The national “May is Gold Month” retail promotion continues in its fifth year as an industry-wide promotion for gold in the month of May.

Co-sponsors World Gold Council, Jewelry.com, and the Richline Group will unite with leading U.S. retailers—Belks, QVC, Ben Bridge Jeweler, JCPenney, Jewelry Television, Macy’s, ShopNBC, BJ’s, and Sterling Jewelers Inc.—to launch a national retail promotion featuring new gold jewelry collections with the aim of increasing consumer sales of gold jewelry in the month of May.

Independent retailers will also be able to download the MIGM logo and point of sale materials from World Gold Council’s www.marketing.gold.org Web site. The promotion will also raise funds and awareness for Jewelers for Children through a sweepstakes hosted on Jewelry.com. The sweepstakes offers consumers the chance to vote on and win their favorite new design in gold jewelry, with Jewelry.com making a contribution of ten cents, up to $50,000, for each completed entry in the sweepstakes.

“The continuing interest and participation in ‘May is Gold Month’ is a strong testament to its success,” said John Calnon, WGC’s managing director, USA. “As we celebrate the five year milestone, we strongly encourage more independent retailers to take advantage of the marketing opportunity, as well as the on-going resurgence of yellow gold’s popularity in fashion.”

May is Gold Month was conceived in 2004 by the World Gold Council and Jewelry.com to capitalize on the gifting and self-purchase occasions for gold jewelry during the month of May. The month of May is filled with traditional gifting opportunities that are particularly appropriate to gold—Mother’s Day, graduation, spring romance and bridal season. Springtime also represents the perfect occasion for self purchase—to update the summer wardrobe with a sunny glow or treat yourself with a wearable delight. Co-sponsors Jewelry.com (Andin International) and the Richline Group will work with the participating retailers to supply innovative, new gold jewelry styles which are suitable for every self-purchase and gifting occasion.

This May, the official participating retailers will be launching their new, fashion-forward gold jewelry assortments through a national media campaign in consumer magazines, including Elle, Good Housekeeping, and Harpers Bazaar, and will be supported at retail point-of-sale with signage, window displays, and direct mail catalogs. The online sweepstakes will also be supported with digital marketing. In total, about $3 million will be dedicated to advertising and marketing support by all the partners.

JCK