The holiday catalog by Leading Jewelers Guild, (LJG) a prestigious member owned jewelry organization of independent retailers, will be the first major consumer catalog to feature the “right hand ring,” in cooperation with the Diamond Promotion Service (DPS). Moreover, it will be the second year in a row that the catalog produces a full collaborative spread of three-stone jewelry pieces coordinated and sponsored by DPS.

“Aligning our advertising seems like such a natural thing to do,” says Jimmy West, Executive Director of Leading Jewelers Guild. “Our members ride the coattail effect of their advertising, plus each member receives their pro-rata share of the coop funds!” Tess Larsen, Merchandising Manager of Leading Jewelers Guild, adds, “We worked hard with our designers to create designs true to the DPS concept, but still appealing to our customer.”

While the title of this year's catalog reads, “Eleven Things at the Top of Her Christmas List,” the cover showcases the new three-stone, two-tone engagement ring from the Only You® collection of the Love Story® brand. The catalog highlights the three-stone princess bridal ensemble from the Romeo in Love® collection. Set in white gold with baguette melle, the ensemble is a new addition to the line. What's more is that the Legendary Love® Collection has been completely redesigned for Fall 2003 featuring all ideal cut diamonds in a variety of classic engagement rings, anniversary rings, three-stone rings, pendants and earring styles.

The Love Story® diamonds are the member's branded bridal line and are sold exclusively at Leading Jewelers Guild retailer locations. The line includes five Love Story collections, Romeo in Love®, Only You®, Epic Love®, Legendary Love® and Cleopatra's Passion®, each inspired by a famous love story.

As a principal benefit to its members, Leading Jewelers Guild offers full-color group run catalog services that give its members the option to pay a little extra to customize the catalogs even further. Several members coop with watch vendors while others coop with jewelry vendors such as Black Hills Gold, Krementz, etc. to create specially designed pages. One particular member does a unique two-page spread of “Elk Ivory” Jewelry for hunters, outdoorsmen and collectors.

Since its inception in 1955, Leading Jewelers Guild has produced over 1 billion catalogs, with a total circulation in excess of 20 million this year alone. It continues to be the longest running catalog in the industry.

Leading Jewelers Guild, an organization completely owned by its member jewelers, through its strategic relationships and collective buying power, offers their retail membership the opportunity to lower overall operating costs and increase buying power in a strong, relationship driven environment. A full service merchandising and strategic planning operation, Leading Jewelers Guild is an invaluable marketing, catalogue production and advertising resource dedicated to the overall business needs of their member companies. For more information contact Jimmy West, Executive Director, at (310) 820.3386




Leading Jewelers Guild Executive Director Jimmy West shows off the Right Hand Ring section of the catalog, while the ladies model the product (left to right) Tess Larsen, Merchandise Manager; Sue Teitle, Production Manager; Doris Perez, Graphic Designer and Tracy Newman, Merchandise Coordinator.


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Source: DPS Team w/Leading Jeweler Guild
November 2003