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American Gem Society Introduces Tech Initiative to Raise Jewelry Awareness

Aug 19, 2015 9:55 AM   By Rapaport News
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RAPAPORT... The American Gem Society (AGS) has introduced its first gamification application to raise awareness about jewelry and increase engagement with customers.

Gamification is a process of applying game mechanics such as levels and timing to non-game contexts like a website, the AGS said in a statement issued August 12. The app includes five quizzes that comprise timed multiple-choice questions that are fun yet challenging, and consist of jewelry facts, celebrity jewelry, jewelry in music and movies, as well as royal jewelry.

"The American Gem Society is always looking for new ways to engage and inform the consumer," said Ruth Batson, CEO of the American Gem Society and AGS Laboratories. “Creating an enjoyable environment while promoting jewelry and gemstone interest assists in our effort to raise consumer awareness of the AGS and its credentialed jewelers.”

Each quiz tests the user’s knowledge and awards various levels, from bronze to platinum, the statement said. A sample question from a game is: Jewelry in Pop Culture - This movie's classic opera scene featured a $250,000 ruby necklace that required an armed security guard on set. Answer choices: The Great Gatsby, Breakfast at Tiffany’s, Pretty Woman, and Cleopatra.

American Gem Society, founded in 1934, is a not-for-profit trade association dedicated to proven ethics, knowledge, and consumer protection within the jewelry industry.
Tags: American Gem Society, applications, Rapaport News, technology
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