“It’s a New Dawn for diamonds,” announced Marc Geller, founder and CEO of M. Geller, Ltd. “Younger consumers are already walking into jewelry stores asking for man-made, lab grown diamonds. The New Dawn brand will engage them with a comprehensive digital marketing initiative and drive more consumers into New Dawn jewelry retailers throughout the USA and Canada.”
The New Dawn Diamonds brand will target a younger consumer audience, marketing a sustainable, eco-friendly alternative to traditional mined diamonds. The strategy is to engage consumers digitally with content marketing and funnel them through clicks to bricks into New Dawn retailers to learn more about and purchase man-made, lab grown diamonds.
The New Dawn consumer marketing initiative will be driven by digital engagement, social media content, video and ads all targeted to drive consumers to websites and landing pages of Authorized New Dawn Retailers and onward into brick and mortar locations for in person presentations and sales. Additionally, there will be a strong emphasis on Cause Marketing with every sale of a New Dawn Diamond at retail generating a contribution to an environmental non-profit.
“Rogers & Hollands and Ashcroft and Oak are excited to partner with M. Geller as a Charter Authorized Retailer for New Dawn Diamonds,” said CEO Craig Stern. “We recognize the need to engage with a younger consumer and offer them a new jewelry shopping experience and we feel the New Dawn man-made, lab grown diamond product and brand will help us to bring that consumer into our stores.”
Other Charter Authorized Retailers for New Dawn Diamonds include: Kassab Jewelers of Portland, Oregon, The Gem Lab of Rochester, New York, The Jewelry Factory of North Hollywood, California, Joseph Jewelry of Bellevue, Washington, and McCoy Goldsmith & Jewelers of Dubuque, Iowa.