Gemesis launches grassroots marketing effort

Gemesis is getting the word out about its lab-grown diamonds at the local level, starting with jewelers in Cleveland.

According to a release from the Sarasota, Fla.-based company, it launched the ground-level campaign in December at Chagrin Fine Jewelers, Kleinhenz Jewelers, Rinaldi Jewelry and Sheiban Jewelers.

The retail jewelers held in-store events showcasing the Gemesis lab-grown fancy-color yellow diamonds.

"Part of the success of this program was to get each store to carry an assortment of fancy-color cultured-diamond jewelry from our partners to make an impact in the store," Gemesis Marketing Director Martin DeRoy said in the release.

Each store invited customers to the event using a direct-mail piece that stated: "Transform the way you think of diamonds." The direct-mail piece also included information about Gemesis, an explanation of the term "cultured" as it relates to diamonds and a list of similarities between lab-grown and natural diamonds.

Supporting the in-store events was a cover ad on Cleveland magazine and local television appearances by Gemesis brand ambassador Joan Parker, both on the Channel 5 news and on WKYC's "Trendy Tuesday" segment.

In addition, two local newspapers, the Cleveland Plain Dealer and the Chagrin Valley Times, ran an article on the event.

According to the release, Gemesis plans to have public relations play a strong role in its local grassroots marketing efforts, which the company is planning to bring to more markets.

"We believe that supporting the local retailers is a direction that Gemesis will follow in the future as several markets are already under consideration," Gemesis President and CEO Steve Lux said in the release.