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.
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