Chatham is the house that invented an industry. As a boy, Carroll Chatham dreamed of growing diamonds — an early garage experiment famously ended in an explosion — so he turned to emeralds and, in the 1930s, created the first commercially successful lab-grown emerald. The company he founded would later realize his original dream, developing its first lab-grown diamond, and today leads in lab-grown diamonds and fine fashion jewelry — more than 80 years of craft few brands in the world can claim. Marketing a house like this demands a singular discipline: grow reach and revenue across two very different audiences without ever compromising the prestige of the name.

The Challenge

Chatham operates in two worlds at once — a wholesale business supplying loose lab-grown gems and diamonds to jewelers and retail partners (IJO/CJG, the Plumb Club, the JCK show), and a consumer-facing brand that builds desire among affluent shoppers and guides them to Chatham's network of authorized retailers. Every consumer campaign had to protect and feed the retail channel, never bypass it. Reaching both the trade buyer and the affluent consumer — while low-cost lab-grown competitors flood the category — required a partner who understood luxury, understood the gemstone trade, and could deliver across every channel without diluting the brand or competing with its own retailers.

What We Did

Luxury Brand Marketing built and runs Chatham's full digital program: Shopify brand-site management and the migration to the new Edge theme, with a store locator that routes shoppers to authorized jewelers; always-on Google Ads, Meta, and Pinterest paid media; an SEO program extended into AI-search visibility; a dedicated LinkedIn B2B program and trade marketing around JCK Las Vegas; fractional strategy with monthly and annual reporting; and a consistent, image-led social presence on Instagram and Facebook that drew 267,000+ Instagram profile views in a year — now scaling on a dedicated audience-growth budget funded for the first time in 2025.

We also grew Chatham's consumer following across search and social and routed that demand to its retailers. Chatham captured 243,000+ organic Google sessions and now appears across AI-driven discovery surfaces — including referral traffic from ChatGPT — reinforcing brand authority before a shopper ever reaches a jeweler. As part of Chatham's PR and content-authority program, Luxury Brand Marketing also helped get the brand published on Wikipedia — securing a dedicated article on founder Carroll Chatham, the original pioneer of lab-grown gemstones, on the web's most-cited source for both Google and AI answer engines.