Headlines

IGI’s New TV Commercials Aim to Increase Consumer Confidence

Published

9 years ago

March 16, 2016

INSTORE Staff

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.

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”