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Unveiling Mimetic Desire: The Marketing Tactic You Already Employ (and May Not Realize It)

By Donna Jolly, RJ, Director of Marketing, American Gem Society About sixty years ago, the French academic René Girard introduced a radical theory that changed marketing as we know it. Girad proposed that human desire is not innate. Instead, we mimic the desires of others, often without realizing it. He called this idea “mimetic desire.” Mimetic desire is a psychological behavior that can explain why we crave the latest gadgets, fashions, or experiences that our friends, celebrities, or influencers have. Marketers have employed mimetic desire tactics in their campaign strategy for decades. With today’s social media saturation, it’s more predominant

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Wells Fargo and AGS Provide Enriched AGS Fraud Protection Program with Intellicheck

Wells Fargo and American Gem Society (AGS) offer a value-added service that will be available to AGS credit card program members through Intellicheck. This program enhancement provides a fast and easy-to-use mobile app for in-store transactions that supports the prevention of fraudulent credit account openings. Intellicheck’s proven, state-of-the-art identity validation app gives participating jewelers a clear competitive advantage. It makes it easy to confidently extend credit to customers with a frictionless experience that validates identity documents like drivers’ licenses and state-issued IDs from every state in under a second. The importance of this new program benefit is already being realized

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Registered Jeweler | July 2023

The following individuals have recently earned the prestigious title of Registered Jeweler (RJ) by the American Gem Society: Munim Arshad, RJ Helzberg Diamonds #211 Buford, GA Kalin Barney, RJ Helzberg Diamonds North Kansas City, MO Bradley W. Boatright, RJ Helzberg Diamonds North Kansas City, MO Carlos Bravo, RJ Helzberg Diamonds North Kansas City, MO Brianna T. Carboy, RJ Helzberg Diamonds #357 King Of Prussia, PA Julie Clepper, RJ Helzberg Diamonds North Kansas City, MO Christine Connolly, RJ Helzberg Diamonds #113 Blaine, MN Barbara G. Farrell, RJ Helzberg Diamonds North Kansas City, MO Brennon Fleagle, RJ R.F. Moeller Jeweler Saint Paul,

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Certified Sales Associate | July 2023

The following individuals have recently earned the prestigious designation of Certified Sales Associate (CSA) by the American Gem Society: Dina Cornelow, CSA Davidson’s Jewellers Ottawa, ON Canada Tram Le, CSA Johnson Jewelers Puyallup, WA Franca Leafe, CSA Cornell’s Jewelers Rochester, NY Haley S. Lutz, CSA David Gardner’s College Station, TX Leigh Naifeh, CSA Naifeh Fine Jewelry Nichols Hills, OK Hannah E. Rhodes, CSA Northeastern Fine Jewelry Glens Falls, NY

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Certified Gemologist® Appraiser | July 2023

The following individuals have recently earned the prestigious designation of Certified Gemologist® Appraiser (CGA) by the American Gem Society: Brian J. Hunt, CGA Victoria Jewelers Orlando, FL Eva-Michelle Spicer, CGA Spicer Greene Jewelers Asheville, NC Andrea F. Venn, CGA Kirk & Company Jewelers Milford, OH Gretchen L. Wallner, CGA Tapper’s Diamonds & Fine Jewelry West Bloomfield, MI

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Sustaining Firm Spotlight: TechForm Advanced Casting Technology

TechForm Advanced Casting Technology began in aerospace and medical casting, where technological innovation, extreme precision, and quality requirements were standard. In the 90s, the demand for platinum jewelry collided with the difficulty of casting platinum alloys, presenting challenges to the jewelry industry and opportunities for TechForm’s newly-created high-temperature casting process. “In 1995, we were approached by Heraeus Precious Metals after they heard about our success with high-temperature alloys,” says Sarah Loveland, Vice President of TechForm. “Our first platinum castings were actually human bone staples, the only small wax patterns we had on hand for the test pour! They turned out

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Improve Jewelry Store Security with a Door Buzzer System or Mantrap

Improve Jewelry Store Security with a Door Buzzer System or Mantrap By Jewelers Mutual® Group As retail jewelry crime continues to increase across the U.S. and Canada, it’s important for jewelers to acknowledge the possibility of being impacted at some point. Make your store a hard target for criminals by installing a door security system like a door buzzer or mantrap to deter would-be thieves and even prevent unauthorized access to your store. To help you determine whether a door buzzer or mantrap is right for your business, Jewelers Mutual Group highlights the differences between the two and offers tips

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Embrace the Power of AI: Mastering ChatGPT Prompts

By Donna Jolly, RJ, Director of Marketing, American Gem Society In an era of rapid technological advancements, it’s important to leverage the power of AI and master ChatGPT prompts to unlock the full potential of this innovative tool. ChatGPT and other AI chat tools like Bard and Bing revolutionize how we do business by generating creative ideas, providing practical solutions, and offering valuable insights. Crafting detailed and concise prompts is the key to harnessing the full potential of ChatGPT. Here are 10 curated prompts specifically designed for AGS members (and tested with ChatGPT). By utilizing these prompts effectively, you can

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