Institute reaches consumers through targeted media campaign
(NEW YORK) - As a result of its efforts to directly reach consumers through an ongoing, targeted education and awareness program, The International Gemological Institute (IGI) saw high-profile media exposure with numerous respected consumer publications to close out 2017.
Noteworthy media coverage on high-traffic websites includes Business Insider, Financial Times, InStyle, Yahoo Style, Martha Stewart Weddings, Yahoo Finance, Style Me Pretty and Refinery29.
IGI President and CEO Jerry Ehrenwald is frequently quoted in the consumer press and utilized as a trusted resource for stories related to diamonds, lab-grown diamonds, gemstones and fine jewelry. Of late, there has been a recognized need to educate the future of the jewelry industry - millennial shoppers - on the value of jewelry evaluation services and trusted independent information. This past summer, Ehrenwald was cited in an online article for InStyle, which sees almost 10 million unique monthly visitors (mainly female and half of which are millennial women), sharing IGI’s top six summer jewelry care tips. The placement also won a regional award for excellence in communications.
“Educating consumers, especially millennials, and serving as a leading industry resource is core to our mission,” said Ehrenwald. “Through our ongoing media campaigns, we have been able to educate and inform consumers on buying and care tips, best practices for securing jewelry-related insurance policies and the importance of obtaining a trusted, independent evaluation with each fine jewelry purchase.”
The range of topics IGI has provided guidance on over the last year is a testament to its knowledge and industry expertise. David Weinstein, IGI gemologist and executive director of the New York office, was recently cited in Business Insider, which reaches an online audience of over 36 million unique monthly visitors, on the identification of lab-grown diamonds.
In 2018, IGI will remain focused on instilling consumer confidence by providing reliable and accurate independent information.
For more information on IGI and its offerings, please visit www.igi.org.