Building on the “Glow with Gold” advertising campaign launched in 2001, the World Gold Council, New York, will debut new sales support materials at The JCK Show –Las Vegas, May 31-June 4. John Calnon, vice president, Jewelry-Americas for the Council, announced the launch.

The new materials include:

• A consumer-oriented brochure, “The New Gold,” which presents gold jewelry as a sensual and subtle jewelry accessory and explains all about fine gold jewelry, including karatage, colors, and finishes. This brochure also can be used as a training tool for sales staff.

• A sales training CD-ROM, “The Insider’s Guide to Selling Gold: From Basics to Beyond,” covers gold’s history, what constitutes real gold, popular items in gold jewelry, finishes, craftsmanship, care of gold jewelry, and sales tips.

• The Council’s new “goldmark” logo blocks for in-case usage.

• New photography captured in Duratrans for use in retail environments.

• “14 Karat Gold” and “18 Karat Gold” in-case signage to identify karat gold jewelry.

Contact WGC at (212) 317-3800 or visit the WGC booth at The JCK Show ~ Las Vegas (Booth #13033).