April 16. 2012 6:00AM - Last modified: April 16. 2012 6:59AM

NEENAH - Jewelers Mutual aims to raise profile with consumer insurance line

Selling a service or product direct to consumers isn't a new business strategy, but it is unexplored turf for Jewelers Mutual.

Since the Neenah-based provider of insurance services to jewelry businesses and individuals launched Perfect Circle, its new personal insurance line, last month, company executives say response has been better than expected.

Perfect Circle is a different approach for the company. It is now actively marketing the line directly to potential customers through mainstream bridal magazines, email campaigns, social media and online advertising.

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