A. Jaffe redefines its brand

February 12, 2008

New York—Bridal manufacturer A. Jaffe is launching a new advertising campaign, a comprehensive retail-training program and a new approach to customer service.

The aggressive redevelopment of the brand began in December 2007 with the appointment of Jim Grohn as executive vice president of sales and marketing. Grohn joined the company with more than 20 years of experience in the jewelry industry, most recently as director of sales at Hearts On Fire.

Also new to A. Jaffe is Kate Peterson, who will serve as an independent consultant to provide training and innovative sales solutions to A. Jaffe retailers. Peterson is the president and co-founder of Performance Concepts with more than 30 years of retail experience.

Jaffe has also hired Kinney and Kinsella to create a new brand image for the company through a new ad campaign, packaging and retail displays. The new campaign, which will debut in June, spotlights "intimate relationships" and reminds consumers that the everyday moments in life are the most worthwhile. The campaign includes print, outdoor and interactive components.

Later this year, LGI Network will be coming on board to improve forecasting and production processes so that retailers may be better connected to the A. Jaffe manufacturing and fulfillment processes. LGI will help the brand and its retailers gauge product penetration, overall product performance, distribution, promotion effectiveness and price sensitivity.

In addition, A. Jaffe will also be offering a new range of bridal and fashion jewelry.

"I am confidant in the direction A. Jaffe is headed," Grohn said in a media release. "We will demonstrate to the market what 100 years of superior craftsmanship and exceptional service has taught us."

For more information about A. Jaffe, visit its Web site, Ajaffe.com.

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