REIMAGINING MEMBER EXPERIENCE TO STRENGTHEN CONNECTIONS IN THE JEWELRY INDUSTRY

Founded in 1906, Jewelers of America (JA), is the leading and oldest nonprofit association in the American jewelry industry, connecting and serving more than 3,000 businesses in the gem and precious metal trade as well as the jewelry design and sales industries. Following a decline in membership growth in recent years, JA engaged a team to evaluate member satisfaction and recommend a strategy to increase the value and usage of member benefit offerings. The team conducted industry research, surveys, and interviews of active, former, and prospective members to understand their perceptions of the value of JA membership. Based on its research, the team developed strategic recommendations to refine benefits, revamp the member experience, and restore satisfaction and confidence in the association.