New York City, May 7. On April 19, Amanda Gizzi spent five hours doing a mix of live and recorded press interviews in a studio in New York City. The reason? It was time for the director of public relations and events for Jewelers of America (of which CPAA is a member) to conduct one of her biannual television media tours. During these tours, Gizzi connects directly with consumers to let them know the best jewelry pieces to consider buying, this time for the upcoming Mother’s Day holiday. Among her picks? Pearls.

“Pearls are having a big resurgence in popularity,” she told viewers from her perch behind a table filled with tony keepsakes, including a gold cuff with pearls from CPAA and JA member Mastoloni. “Jewelry is a beautiful reminder of the people, places, and memories from our life.”

Gizzi’s recorded two-and-a-half-minute segment aired on myriad morning shows nationwide—she appeared in 30 different markets, including Tucson, Ariz.; Cape Coral, Fla.; Omaha, Neb.; and Richmond, Va. She spoke to CPAA about how she prepares for the segments, how your merchandise can be featured, and if it’s at all nerve-wracking to conduct live TV interviews!

Amanda Gizzi of Jewelers of America conducts a biannual TV tour promoting jewelry--including pearls--to consumers nationwide.

CPAA: Why did you include pearls in your most recent TV tour?

Amanda Gizzi: I choose jewelry that fits the current trends, so in this case pearls were a natural choice for what we’re seeing in fashion. Plus, with Barbara Bush and her love of pearls in the news, it’s a reminder to how pearls are one of those icon items for women—mothers, women in power. This fits perfectly into a Mother’s Day trend.

CPAA: What styles of pearls did you choose to show and why?

AG: I showed open-style cuffs, including one from Mastoloni, and open-style chokers as well as modern statement earrings like pearl studs with earring jackets and pearl drop earrings. I look for a combination of what I consider to be popular from a message and trend standpoint and pieces that are easy to visually scale for both TV and price range.

Open-style cuff bracelet in gold with diamonds and
a freshwater pearl from Mastoloni

CPAA: How are the segments conducted? Do you get nervous doing live TV?

AG: The segments are a mix of live and recorded, with some question-and-answer sessions from the on-air personalities. Ninety percent of them are done live, which I love! The live ones are much better because they’re not perfect and you get the feedback from the anchors—you get the ‘oohs’ and ‘aahs’ and the ‘Tell me more!’ comments. It’s an intimate conversation between you and 30,000 of your closest friends.

CPAA: How do you actually procure the air time?

AG: We work with a producer who pitches the morning shows. We’ve been working with 90 percent of them for 16 years—since I joined JA—so they are loyal to us.

CPAA: What is the most high-profile on-air segment you ever did?

AG: Helena Krodel, my former partner at JA, and I were on the Rachael Ray show in 2012!

CPAA: How can others possibly get their pearl jewelry in front of consumers?

AG: Join JA! These TV tours are part of benefits for our supplier members who submit jewelry through an editorial selection process. (Learn more about JA on its website.)

CPAA: What other upcoming opportunities exist to get jewelry in front of consumers?

AG: Right now, JA members are supplying jewels for the Bachelorette to wear on the next season of “The Bachelorette.” Plus, we provide editors with jewels for photo shoots, we work on web and radio placements, and we have an editor event happening at the end of September.

Watch Amanda’s entire recorded segment by clicking here and look for another one to happen later this year as we get closer to the fourth-quarter holidays.