Incorporating new elements and improvements, Jewelers of America (JA) launched its new website, reports say. The redesigned online portal delivers enhanced consumer content and more trade resources.

As part of the enhanced consumer centric content, the website allows potential jewelry shoppers to be introduced to JA members and learn of the Code of Professional Practices upheld by them. A gallery showcases the fine jewellery by the JA Supplier Members which consumers can share and like, JA retail member store locations listed in a “Find a Jeweler” directory to push traffic to the stores, JA member company profile pages accompanied with their logos, information and some of their fine jewelry, to give the shopper an idea on the company and its offerings, promotion of JA supplier members that make or sell fine jewelry in the expanded Education & Care, Wedding & Engagement, and Gift Guides & Trends sections, as per reports.

A trade section on the site would serve as a resource for JA members and the jewelry industry. It includes a supplier showcase of member products wherein retailers can find new jewellery pieces; industry education section along with business tips and advocacy news are also part of this section.