The Gemological Institute of America (GIA) has launched its first-ever national public-awareness campaign to educate consumers about diamonds. The new campaign, “The Difference Between Wondering and Knowing,” explains the Four C’s and the importance of a diamond-grading report in informing consumers of the gemological qualities of a stone.
The campaign is three prong. First, a national print and online advertising campaign targeted to audiences will run in select major U.S. publications and websites.
Another component is a new GIA website that offers information on diamonds, the Four C’s, how the GIA grades stones and how to read a GIA diamond-grading report. It will offer information about diamond origins, the difference between natural and man-made diamonds, and details on caring for diamonds.
Finally, the GIA is offering a kit for retailers to help educate consumers on the Four C’s and diamond grading. It includes Four C’s brochures, a grading-report tool to help explain what’s on a GIA report, and a new video. The kit, and other materials, including posters, will be available to retailers in November.