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IGI’s New TV Commercials Aim to Increase Consumer Confidence

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National ad campaign to hit major networks.

With the goal of increasing consumer awareness and confidence in the diamond and fine jewelry industry, the International Gemological Institute (IGI) North America has launched a national TV advertising campaign that will air on Fox News, MSNBC, CNBC, CNN, HLN and Time Warner Cable NY1 News.

According to a release from the IGI, the campaign is focused on educating consumers regarding the need for independently graded diamonds to provide peace of mind and incentivize them to purchase fine gemstone jewelry.

“The advertising campaign positions IGI as a brand consumers can trust when making a jewelry purchase. IGI assurance builds confidence among consumers and credibility among retailers who offer IGI reports,” says IGI President Jerry Ehrenwald.

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Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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