GIA launches The Difference Between Wondering and Knowing”

In the backdrop of the coming holiday and wedding season, and purchse of diamond engagement rings increasing, The Gemological Institute of America (GIA) has launched “The Difference Between Wondering and Knowing” - its first-ever national public awareness campaign which aims at educating people about their diamond purchase. The programme demonstrates the importance of the famous GIA-created Four Cs and GIA Diamond Grading Reports, which will define for the consumer the exact gemological qualities of the stone he or she is intending to purchase.

The campaign has three parts to it: a national print and online advertising campaign targeted at affluent jewellery buyers and men looking for wedding rings. These ads would be published in major publications in the U.S., and prominent websites, and would be a link to the second part, a new GIA website: www.gia4cs.gia.edu. This website will provide information about diamonds, the Four Cs, how GIA diamond grading reports. The third aspect of the campaign is a kit for retailers to help them educate customers with confidence and accuracy about diamonds, the Four Cs and the International Diamond Grading System™. The kit includes quantities of Four Cs brochures, a grading report tool and a new "Grading the 4Cs" video.

Ralph Destino, GIA chairman, said, “We are a public-benefit institution and, as such, we want people to see us as a resource with tools to help them. People want more information, especially now as new technologies advance and synthetics and new diamond treatments begin to emerge in the market. Moreover, new jewellery 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.”