Chatham Gems
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 continues to manage Chatham’s online brand presence—creating a unified digital program that supports both the trade and consumer markets. Our work includes Shopify website management and optimization, migration to the Edge theme, a store locator that routes shoppers to authorized retailers, perpetual Google Ads, Meta, and Pinterest paid media, an SEO program expanded for AI search visibility, a dedicated LinkedIn B2B strategy, trade marketing around JCK Las Vegas, fractional digital strategy with monthly and annual reporting, and a consistent, image-led social media presence across Instagram and Facebook that generated more than 267,000 Instagram profile views in a year. Today, that foundation continues to scale with a dedicated audience-growth budget.
Selected Work
“A partner who already speaks your world.”
Specialists, not generalists · Discretion by default · Beauty that performsThe Disciplines Behind This Work
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