The Tanzanite Foundation commissioned the Jewelry Consumer Opinion Council (JCOC) to conduct consumer research on tanzanite and tanzanite jewelry. This program is meant to help the Tanzanite Foundation's manufacturer members develop additional business opportunities in the United States. Research results will hit upon tanzanite’s desirability and jewelry style preferences with consumers. “Every retailer is interested in consumer research about their store(s) based on their customers,” said Liz Chatelain, president of JCOC's parent company MVI Marketing Ltd.

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