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AGS, JA Join Forces For Consumer Campaign To Boost Retailers’ Jewelry Sales October 19, 2020 (0 comments)


Las Vegas, NV and New York, NY—The American Gem Society (AGS) and Jewelers of America (JA) have joined forces for a consumer campaign designed to generate excitement among consumers about jewelry this holiday season and help drive traffic to their members’ stores. 

The campaign, which will go live October 26, will be promoted on both the AGS and JA websites, as well as through their respective social media platforms. The campaign is designed to enable all levels of the jewelry industry to get involved and share their own “My Jewelry Wish List” with their clients and followers. The organizations have created a toolkit for members featuring website and social media templates, how-to guides, sample posts, and will feature a digital “Wish Book” spotlighting both AGS and JA member jewelry. 

The campaign also features two sweepstakes where four lucky winners will each receive a gift card to an AGS or JA jeweler near them. Consumers can enter the sweepstakes through either the AGS or JA website or through Instagram. There will be daily social media posts featuring jewelry from AGS and JA members, along with consumer e-blasts and posts in both organizations’ publications. The winners will search for a jeweler near them through AGS and JA’s jewelry store searches found on their respective websites. 

“By joining together and combining resources, we can make a bigger impact and drive more consumers to our members’ stores,” said Katherine Bodoh, RJ, CEO of the American Gem Society and AGS Laboratories. “It has been a challenging year and our wish is to help our members this holiday season.” 

“We are looking to get consumers thinking about jewelry ahead of the busy holiday season. The ‘My Jewelry Wish List’ enables consumers to dream about jewelry and head to their local jeweler to build a wish list,” says JA president and CEO, David Bonaparte. “We are excited to work with AGS on this campaign. Together we can have a larger voice and help the industry command more of the gift-giving share.” 

Along with the “Wish List” idea will be a “Gift List” component. Both features will help holiday jewelry shoppers avoid last-minute gift-giving. Jewelry lovers can build the wish and gift lists to find more meaningful gifts. AGS and JA saw this campaign as not only a way to drive awareness to their members, but to give consumers something inspirational and positive to look forward to this holiday season, especially as we near the end of 2020. “My Jewelry Wish List” is a reminder that jewelry is the ultimate gift. 

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