Jewelers of America Unveils New Strategic Plan

New York, NY – Jewelers of America (JA), the national trade association for businesses in the fine jewelry marketplace, announces the completion of a comprehensive strategic planning process, marking a pivotal moment in its 119-year history. With the unveiling of a newly refined mission statement and a forward-thinking strategic plan, Jewelers of America is reaffirming its commitment to empowering and uniting its members while continuing to serve as the most trusted and influential voice of the jewelry industry.

The Strategic Plan was developed through extensive research, member and industry surveys, and focused discussions with stakeholders. A key milestone in this process was Jewelers of America’s first-ever strategic planning retreat, held in Napa, California, from October 7-9, 2024. Bringing together board members and senior staff, the retreat fostered critical discussions on market trends, member priorities, and emerging industry challenges. The process resulted in a clear three-year roadmap that will help propel the association forward, allowing it to serve the industry and its members for another 100 years.

As part of this strategic evolution, Jewelers of America has introduced an updated mission statement that reflects the association’s expanding role: “Jewelers of America, the most trusted and influential voice of the jewelry industry, empowers and unites its members through expert guidance and advocacy, driving excellence, integrity, and success in an ever-changing marketplace.” In addition to the new mission statement, the organization has developed growth strategies in three key areas that make up the organization’s identity: energize and serve the member community, advance education, and amplify advocacy.

“Jewelers of America is fully committed to our membership and the industry, and this was an imperative step in our history. Through an updated mission statement – with the old mission statement that was focused on improving consumer confidence – the renewed focus underscores JA’s role in promoting professionalism, ethical standards, and business success within the fine jewelry sector,” says Jewelers of America President & CEO David J. Bonaparte.

As Jewelers of America embarks on this new chapter, its leadership remains dedicated to staying ahead of industry challenges and leveraging new opportunities.

“The successful execution of this strategic plan is more than an internal achievement for Jewelers of America, it represents a renewed commitment to members and the jewelry community it serves. With a foundation built on trust, advocacy, and education, the association will continue to champion policies and initiatives that strengthen jewelry retail, foster innovation, and support the business success of its members,” says Jewelers of America’s Board Chair Coleman Clark.

Guided by association strategist Elisa Pratt, CEO and Chief Strategist of Brewer Pratt Solutions, LLC, the strategic planning process provided Jewelers of America’s board and leadership with the tools to reassess the organization’s value proposition, challenge assumptions, and explore new initiatives. Her expertise in trade associations and industry nonprofits ensured a comprehensive and actionable approach to this engagement.

“Strategic planning is critical for any organization seeking to remain relevant and proactive amid shifting industry landscapes. For Jewelers of America, this initiative was a direct response to the evolving needs of its members, technological advancements, changing consumer behaviors, and the increasing importance of sustainability in the jewelry industry,” says Elisa Pratt.

For further information, visit www.jewelers.org or contact Jewelers of America’s Member Services at (800) 223-0673 or members@jewelers.org.