BEST FASHION-FOCUSED MERCHANDISE PROGRAM

The new Gold Expressions collection features Italian design reinterpreted for the American market. It comes with a shop-in-shop merchandise program including packaging, display materials, case floor decor, and advertising opportunities.

Taking a cue from the diffusion concept popular in the apparel industry, the new Gold Expressions collection is a multitiered merchandise program designed for a wide variety of jewelers. Previous World Gold Council programs often were targeted to volume retailers, but the new Gold Expression collection of Italian trends reinterpreted for American tastes has something different for everybody, from department stores to majors to independents. Merchandise is tailored to the retailer’s needs, but the common thread is an emphasis on the Gold Expressions brand, which is supported with high-quality Italian—inspired packaging, display, and marketing materials.