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GIA launches consumer diamond-awareness campaign

October 15, 2007

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Carlsbad, Calif.—As consumers shop for the perfect diamond engagement ring this holiday season, the Gemological Institute of America (GIA) has launched its first-ever national public-awareness campaign to help better educate people about diamonds.

The new campaign, "The Difference Between Wondering and Knowing," explains the GIA-created Four C's (color, clarity, carat weight and cut) and the importance of a diamond-grading report in informing consumers of the gemological qualities of the stone they intend to purchase.

"We are a public-benefit institution and, as such, we want people to see us as a resource with tools to help them," GIA Chairman Ralph Destino said in a statement. "Our purpose in initiating this new awareness campaign is to help educate the public about diamonds and diamond-grading reports so they are able to make more informed buying decisions."

Destino said consumers want more information, especially as new technologies, synthetics and diamond treatments emerge in the market.

"New jewelry-distribution channels make diamonds more visible and available to more of the general public than ever before. People see and hear more about diamonds, and therefore want to know more about diamonds," he said. "This campaign will help answer their questions."

The campaign has three components. These include a national print and online advertising campaign targeted to audiences with an immediate need to know more about diamonds, such as high-end jewelry buyers and men on the market for wedding rings. Ads will run in select major publications in the United States and on prominent Web sites.

Another component—which the ads will direct consumers to—is a new GIA Web site: Gia4cs.gia.edu. The site will offer information on diamonds, the Four C's, how the GIA grades stones and how to read a GIA diamond-grading report. It will offer basic and unbiased information about diamond origins, the difference between natural, man-made and look-alike stones, and details on diamond care and other diamond essentials.

The last part of the campaign is a kit for retailers to help educate consumers and includes info on the Four C's and the International Diamond Grading System.

"Retailers are key providers of diamond information to the public," Destino said. "We've had many requests from retailers for these kinds of tools, and we're glad to provide them and make it easy for stores to respond to their customers."

This kit includes: Four C's brochures, a grading-report tool to help explain what's on a GIA report, and a new "Grading the 4Cs" video. The kit, and other materials, including posters, will be available in mid November on a special retailer Web site.
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