New global campaign on diamond-grading awareness

The Gemological Institute of America (GIA) has launched its new global marketing campaign after more than a decade, which is aimed at empowering consumers in their diamond purchase journeys.

The advertisments were rolled out in trade and consumer media, which features seven self-purchasers and 12 diverse couples designed to target the top three diamond markets in the world- China, India, and the US.

The marketing campaign is aimed at establishing the “trust, confidence, and pure joy that come with choosing a diamond graded by the experts at GIA,” Mark Buntz, senior vice president and chief marketing officer, GIA told Diamond World.

The campaign components include radio, print, video, and digital ads. Online resources were developed and contained images and details of GIA-graded diamonds to help educate consumers with their diamond purchase decisions.

According to Susan Jacques, GIA president and CEO, “This exciting new campaign marks a significant evolution in how every GIA grading report demonstrates our dedication to protecting consumers.”

“GIA brings the same passion and independent, research-based diamond grading expertise to every gem, whether it is the world-famous Hope Diamond or the special diamonds which people choose to celebrate the most important events in their lives,” she added.

The GIA established the International Diamond Grading System-also known as the “4Cs”- which became the global standard for grading diamond quality based on cut, clarity, colour and carat weight.


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