Gemesis launches grassroots marketing effort

Diamonds

Save

E-mail

Gemesis launches grassroots marketing effort

January 13, 2009

Similar Stories | Topics

STORIES

Pintura launches new lab-grown diamond line

New Gemesis site offers 'retailer locator'

Gemesis to increase production of lab-grown diamonds

Gemesis goes pink

Gemesis appoints new board member

Direct-mail pieces were sent out to customers of four jewelry stores in Cleveland as part of a local marketing campaign by lab-grown diamond company Gemesis.

Sarasota, Fla.--Gemesis is getting the word out about its lab-grown diamonds at the local level, starting with jewelers in Cleveland.

According to a release from the Sarasota, Fla.-based company, it launched the ground-level campaign in December at Chagrin Fine Jewelers, Kleinhenz Jewelers, Rinaldi Jewelry and Sheiban Jewelers.

The retail jewelers held in-store events showcasing the Gemesis lab-grown fancy-color yellow diamonds.

"Part of the success of this program was to get each store to carry an assortment of fancy-color cultured-diamond jewelry from our partners to make an impact in the store," Gemesis Marketing Director Martin DeRoy said in the release.

Each store invited customers to the event using a direct-mail piece that stated: "Transform the way you think of diamonds." The direct-mail piece also included information about Gemesis, an explanation of the term "cultured" as it relates to diamonds and a list of similarities between lab-grown and natural diamonds.

Supporting the in-store events was a cover ad on Cleveland magazine and local television appearances by Gemesis brand ambassador Joan Parker, both on the Channel 5 news and on WKYC's "Trendy Tuesday" segment.

In addition, two local newspapers, the Cleveland Plain Dealer and the Chagrin Valley Times, ran an article on the event.

According to the release, Gemesis plans to have public relations play a strong role in its local grassroots marketing efforts, which the company is planning to bring to more markets.

"We believe that supporting the local retailers is a direction that Gemesis will follow in the future as several markets are already under consideration," Gemesis President and CEO Steve Lux said in the release.

Save

E-mail

Diamonds

Industry calling for swift action on Zimbabwe

Jewelers of America is calling on the Kimberley Process to fully and quickly implement a work plan to address the serious concerns surrounding Zimbabwe's non-compliance with the Kimberley Process Certification Scheme, the system designed to keep conflict diamonds out of the international trade, and the reported human rights abuses in the Marange diamond fields. Read More

Sotheby's reports record-breaking sales in Geneva

Diamond symposium focuses on 'new normal'

More Diamonds

More Like This

Pintura launches new lab-grown diamond line

June 22, 2007 | National Jeweler Network

New Gemesis site offers 'retailer locator'

September 15, 2008 | National Jeweler Network

Gemesis to increase production of lab-grown diamonds

September 10, 2007 | National Jeweler Network

Gemesis goes pink

June 03, 2008 | National Jeweler Network

Gemesis appoints new board member

June 11, 2007 | National Jeweler Network

Video

Retailer Toolbar

America's Best Jewelers
Join the ONLY Social Network for Jewelry Retailers. Get access to expert content, peer best practices, and more.
Start networking today.

Newsletters
Topic-specific newsletters that deliver the latest news on jewelry, diamonds, wholesale operations and high-volume buying directly to your in-box.

ReaderConnect
Supplier information presented with every article, bringing you related, actionable content on every topic.

Yellow Pages
A comprehensive listing of associations, organizations, suppliers and services for the jewelry industry.

Classifieds
A comprehensive listing of job postings, product offerings and other materials for sale for the jewelry industry.

CustomerConnect
The most sophisticated suite of marketing services available for jewelry retailers, from Internet tools to data marketing.