Gembridge Launches Global Marketing, Education Campaign
The digital marketplace has also hired industry veteran Larry Schaffer as regional sales director of the Americas.

The campaign, #KnowYourGems, is designed to help sellers overcome challenges like packaging effectively for digital sales and helping buyers strengthen their colored stone knowledge to guide purchasing.
The tips cover gem characteristics, communicated in short, easily accessible soundbites with eye-catching visuals.
It also features podcasts, Instagram Lives, videos on YouTube, live education events, and articles and LinkedIn posts, all drawing upon the expertise of the Gembridge’s ambassadors and registered traders.
The campaign will be shared via Instagram, Facebook, LinkedIn, and Twitter, reaching millions of buyers and sellers through Gembridge’s social media channels.
Most of the campaign is available to everyone, though Gembridge said there will be some content made available exclusively to its members.
“By communicating bite-sized pieces of knowledge, created and curated by industry experts, Gembridge is demystifying the process of buying colored gemstones and helping potential buyers to make better decisions,” said Gembridge marketer Jason Hodges.
“A key insight that inspired #KnowYourGems was that new buyers were unaware of the questions they needed to ask about colored gemstones. Through these tips, Gembridge is opening up the market to a far wider global audience.”
Since it debuted in early 2021, Gembridge has rolled out other initiatives like Featured Stones, which were chosen from its inventory by gem experts, and collections like the Spring Collection and Mega Gems.
In other company news, Gembridge also announced the appointment of industry veteran Larry Schaffer as regional sales director of the Americas.
In the new role, he will be tasked with building partnerships and growing the digital gemstone and jewelry marketplace in the region.
Schaffer will also build ties between gemstone suppliers in the Americas and the growing online platforms selling to East Asian consumers.
“I am looking to develop a strategy in North America to build collaborations which will enable suppliers across the Americas to sell directly to the Asian online luxury consumer, a market that’s growing at 20% per annum,” Schaffer said.
“We will be signing on more gem dealing trade partners and uploading their inventory onto the marketplace to sell as loose stones and bespoke jewelry.”
Schaffer, who previously spent 15 years in Swarovski’s gemstone division, will serve as Gembridge’s lead representative at the upcoming JCK Las Vegas trade show.
The Latest

Sponsored by the Gemological Institute of America

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.


JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.