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New Four Cs brochure helps holiday selling

November 07, 2006

Carlsbad, Calif.—As shoppers get ready to buy their holiday gifts, the Gemological Institute of America (GIA) is offering a new brochure to assist retailers in explaining the Four Cs of diamond quality to customers.

The two-sided, four-panel brochure underscores the beauty and rarity of diamonds with easy-to-understand descriptions, illustrations, GIA color and clarity scales, and the new GIA cut scale for round brilliant diamonds. The selling tool also includes several photos of diamonds in the normal color range to help jewelers explain the differences.

"With so much information available on the Internet, the consumer has become increasingly interested in learning about diamonds and needs a trusted source to turn to," said Tom Moses, senior vice president and head of GIA Laboratory and Research, in a statement. "Because people prefer to learn about complex topics from experts, this concise and comprehensive brochure serves as a convenient communication tool that jewelers can use to educate their customers about each of the qualities and characteristics of diamonds."

For a limited time, retailers can receive a free package of 100 brochures (one free order per shipping address). Additional brochures may be purchased in quantities of 100 for $12.50 plus shipping, handling and applicable sales tax. Payment by credit card is required for processing orders.

To order the brochure, send an e-mail to myorder@gia.edu. Retailers must include their name, company name and mailing address. Partial orders are not available at this time. To view a sample of the new brochure or to download an order form, visit www.gia.edu.
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