New logo and website spotlight members’ stores, jewelry, and expertise
The American Gem Society (AGS) has launched a redesigned AGS.org and a new logo built around two goals: making it easy for consumers to find and choose an AGS member and helping members quickly access their benefits.
The new logo keeps AGS’s heritage colors with a refreshed, modern feel.
The new site is built to be found. Its member listings and educational content are structured so search engines and AI assistants can surface them when consumers look for a trusted jeweler.
“When someone is shopping for an engagement ring, they ask Google or an AI assistant where to go. We want the answer to be an AGS member,” said Katherine Bodoh, RJ, CEO of the American Gem Society. “Our members earn their standing by investing in their credentials, their ongoing education, and the excellence of their businesses. The new website shows consumers what that means, and it makes it easy for members to get the most from their membership.”
The redesign was guided by the AGS Marketing Task Force, composed of members from the AGS International Board of Directors, who helped make key decisions throughout the project.
“We asked the Marketing Task Force for ideas, and that’s exactly what we got,” said Bryan Moeller, CGA, AGS Board President. “For example, one great idea was the creation of a Member Toolkit with customizable, shareable copy for consumer or trade audiences, to help members tell the AGS story. I am proud of the way this site represents all of us.”
New for members:
Enhanced Find a Jeweler: Consumers can search for an AGS member near them. Members can now add more photos and details, so their listing works like a second storefront.
- Member Toolkit: Ready-to-share copy for consumer and trade audiences, so members can tell the AGS story on social media, in email, and at the counter without starting from scratch.
- Membership Manual Hub: A new search tool that gives members quick answers.
- Member Benefits: Benefit of membership in one place, so members can see and use its full value.
For consumers, the site carries forward the purpose AGS was founded on in 1934: consumer protection, education, and ethics. Guides to diamonds, gemstones, and trends help shoppers buy with confidence.
Members can update their Find a Jeweler listing and explore the Member Toolkit today at ags.org.
