AGS to Debut New Consumer-Facing Ad Campaign



The ads aim to increase consumer awareness of AGS and drive traffic to its website and, in turn, its members’ stores

The American Gem Society (AGS) has created a U.S. ad campaign designed to raise consumer awareness of the organization and drive traffic to its consumer-facing website, in particular its “Find a Jeweler” search feature.

The campaign features ads targeting both men and women. The tagline for the ads targeting men is: “Buy It With Confidence.” Ads targeting women will feature the tagline “Love What You See. And What You Can’t.”

The print ads are slated to run in GQ, Glamour, and Vogue in the first half of 2016. Ads will also run in top regional markets for Valentine’s Day, Mother’s Day, and bridal season. The campaign will also run in print and digitally on The Knot throughout 2016.

“With the support of our retail members in-store and in their social media outlets, this fully integrated campaign is designed to make a powerful impact,” said Ruth Batson, CEO of AGS and AGS Laboratories.  “Promoting consumer confidence and the ethics of the reputable jewelers that make up the AGS membership is critical to attracting younger consumers and ensuring the future strength of our industry.”

The custom hashtag for the campaign is #BuyWithConfidenceAGS. Counter cards of the ads will be available for members to display in their stores. 

(Photos courtesy of AGS)