'May is Gold Month' is an event, expecting to hype the purchase of gold jewellery throughout 30 days. This event is being held for the fifth successive time this year across the U.S. It is being co-sponsored by the World Gold Council, Jewelry.com and the Richline Group. The three have tied up with retailers including Belks, Ben Bridge Jeweler, BJ's, J.C. Penney, Jewelry Television, Macy's, QVC, ShopNBC and Sterling Jewelers, as partners in the programme. Each of these partners would create new gold jewellery collections to be sold as the festival collections%% To promote the collections, campaigns will be launched in magazines such as Elle, Good Housekeeping, Harper's Bazaar, In Style, People and Redbook. Also, retail point-of-sale with signage, window displays and direct-mail catalogues will be drafted. All partners would spent a cumulative of about $3 million on advertising and marketing the programme.%% The Independent retailers can participate in the programme by downloading the May is Gold Month (MIGM) logo and point-of-sale materials from the WGC's Web site, Marketing.gold.org. Sweepstakes on the website are also part of the event, which offer consumers the chance to vote and win their favorite new gold jewellery design. In return the website would donate to Jewelers for Children, 10 cents—up to $50,000—for each completed entry in the sweepstakes. The online sweepstakes will be supported with digital marketing.%% According to the WGC, the positioning of the event was correct in anticipation of Mother's Day, graduation, spring romance and the bridal season scheduled for the month. Sales were surely going to step up.