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AGS DEBUTS “THE PERFECT PROPOSAL”; MOVES BOARD MEETING TO SCOTTSDALE February 07, 2013 (0 comments)
Scottsdale, AZ—For the first time in its history, the American Gem Society held its winter quarterly board meeting at the Centurion Jewelry Show, instead of its usual venue in Tucson.
“So many of our board members attend the Centurion Show, it made sense to move the meeting here to the day before the Show,” said executive director Ruth Batson, adding the Society’s sincere thanks to Howard Hauben, president of Centurion, for hosting the organization for its Saturday meetings.
Big news for 2013 is the Society’s new “Perfect Proposal Toolkit,” an online resource for men planning to propose on or near Valentine’s Day.
It offers a range of suggestions to help make the moment of proposal a perfect one, ranging from what to wear to recipes for a perfect dinner if he’s planning to cook—and even includes a special hotline to call in the middle for grooms who are not sure things are going according to plan. The number is 1-855-GROOM2B.
“It’s kind of like the Butterball turkey hotline,” laughed Batson, referring to the “emergency” cooking advice hotline run by the poultry firm at Thanksgiving.
In conjunction with the proposal promotion, AGS partnered with Vegas.com to offer an incentive contest with a prize package of a three-day, two-night trip to Las Vegas, including a show, and a $1,000 gift certificate to the AGS jeweler of the winner’s choice.
The Perfect Proposal Toolkit banner on AGS's website.
The promotion has received tremendous exposure, including on NBC News, where Batson was interviewed by the local affiliate. Many bloggers have picked it up and mentioned it as well. And Batson isn’t the only AGS family member getting airtime over this—her son, Tyler, stars in the proposal video on the website.
“The focus of the web marketing is to bring consumers to the site to find an AGS jeweler,” she says. AGS refers about 14,000 consumers a month to jewelers.
In other AGS news, 2013 is shaping up to be the “year of the lab,” continued Batson. In late 2012, AGS completed the buyout of its laboratory, bringing management of it under Batson’s leadership along with the retail organization. Now, says Batson, the focus is on growing the lab’s business and building on the efficiencies of having both divisions under one management.
Plans also are underway for AGS’s 2013 Conclave, which is set for April 24-27 in Phoenix, at the Arizona Biltmore hotel. Keynote speakers include former Arkansas governor Mike Huckabee, Jim Stengel, former global marketing director of Proctor & Gamble, researcher Sally Hogshead, and Jason Young, author and former senior-level manager at Southwest Airlines.
Separately, AGS announced it will expand the Tech Center at Conclave. The new format will feature what the Society calls lab and industry “rock” stars, demonstrations, Q&A sessions, and more.
AGS Labs’ Peter Yantzer, CG, Alethea Inns, CG, and Jason Quick from AGSL’s research and development department will share knowledge and expertise on diamond light performance, diamond grading, and the latest technology provided by AGS and from around the industry.
A featured guest will be Dr. Jose Sasian, a professor at the University of Arizona College of Optical Sciences, and an expert in the light performance of diamonds. Dr. Sasian was instrumental in helping AGS Labs’ research and development team develop the AGS light performance cut grade.
Another featured guest in the Tech Center will be Philip Van Emmenis, a preeminent diamond cutter who is also an expert on the AGS cut grading system. He will be giving diamond cutting demonstrations and answering questions about cutting techniques.
Sarin Diamond Technologies is sponsoring the Tech Center, and will have professionals on hand to discuss the latest in diamond technology.