Gembrıdge launches global marketıng and educatıon campaıgn to grow the gemstone trade
Digital marketplace Gembridge has launched #KnowYourGems, a global marketing and education campaign to boost trade in coloured gemstones. The campaign will help sellers overcome hurdles, such as how to package effectively for a digital sale and will help buyers plug gaps in their knowledge to recognise a good deal.
The Gembridge tips cover gem characteristics, expressed as short, easily accessible soundbites with bold visuals to increase awareness and build knowledge in the global trade, as well as among enthusiasts and collectors. #KnowYourGems, published on Instagram, Facebook, LinkedIn, and Twitter, will be seen by millions of potential buyers and sellers. Gembridge’s reach through social media in 2022 has already exceeded 6 million qualified buyers and sellers, with plans to greatly increase this audience throughout the year.
The campaign incorporates podcasts, InstaLives, video broadcasts on YouTube, live education events, and articles and posts on LinkedIn, drawing upon the expertise of Gembridge’s many experienced gemstone Ambassadors and registered traders. This year alone, Gembridge plans to reach 50 million qualified potential buyers. “By communicating bite-sized pieces of knowledge, created and curated by industry experts, Gembridge is demystifying the process of buying coloured gemstones and helping potential buyers to make better decisions,” said Gembridge Storyteller and Marketer, Jason Hodges.
“A key insight that inspired #KnowYourGems was that new buyers were unaware of the questions they needed to ask about coloured gemstones. Through these tips, Gembridge is opening up the market to a far wider global audience,” Jason added.
The top-performing #KnowYourGems tip so far, reaching 322,000 viewers, focused on beryl. Other popular tip topics are inclusions, and sapphire colour trends. Gembridge Instagram followers are up more than 108 percent since January. The largest audiences came from India, US, UK, and South America. Other communications initiatives include Featured Stones, selected from Gembridge’s inventory by gem experts, and specific Collections, such as the Christmas campaign, The Spring Collection and MEGA GEMS that ran in the past six months and showcased stunning gemstones and jewellery pieces.
“#KnowYourGems campaign will increase the confidence of buyers and sellers. This will help to open up the coloured gemstones market to increased participation by gem enthusiasts who are passionate about gemstones,” said Helen Molesworth, Gembridge Head of Business Development.
“One of the pillars of the Gembridge model – together with trust and transparency – is education, helping consumers to understand gemstones and feel like an insider within the trade.
“The coloured gemstone industry has evolved over time, becoming very fragmented, with different business models worldwide and inconsistent terminologies for things as basic as gem materials. For this reason, Gembridge adopts a tight disclosure policy for all gems sold, and assists buyers through education and transparency,” Helen said. While much of the campaign is available to everyone, content will also be made available exclusively to Gembridge Members.
Gembridge offers digital marketplaces for both the international coloured gemstones trading community, and for consumers, known as Friends of Gembridge, who register on gembridge.com.