SourcingAug 26, 2021
De Beers Is Bringing Back Its ‘A Diamond Is Forever’ AdsGradingDec 06, 2021
In New Campaign, GIA Emphasizes Emotion Over Education
The untitled marketing campaign tells consumers GIA has graded some of the most important diamonds in the world, including theirs.
The Gemological Institute of America has a new consumer marketing campaign that will run across three markets: the United States, China and India. Pictured here is the first ad rolled out for the U.S. market. (Photo courtesy GIA)
Carlsbad, Calif.—The Gemological Institute of America has rolled out a new consumer marketing campaign, its first in more than a decade.
The digital-first, video-centric campaign, which has no formal title, launched last week and will run across three markets—the United States, China, and India—into 2022.
It will emphasize GIA’s expertise in diamond grading while also tapping into the emotion inherent in every diamond jewelry purchase.
That emotional element, GIA Chief Marketing Officer Mark Buntz said in in an interview last week, was missing in GIA’s previous campaign, which focused on educating consumers about the four Cs.
“We have not focused on the human connection,” he said. “We have not really tied into that love and trust and confidence that we, as GIA, are trying to bring to the marketplace.”
The campaign’s first U.S. video features a couple, and it opens by letting consumers know the lab is “trusted to grade some of the rarest, most precious diamonds in the world,” like the Hope Diamond and the Taylor-Burton, as well as “the most valuable one of all”—the one they receive as an engagement ring.
WATCH: GIA’s New Consumer Campaign
The digital-first, video-centric campaign, which has no formal title, launched last week and will run across three markets—the United States, China, and India—into 2022.
It will emphasize GIA’s expertise in diamond grading while also tapping into the emotion inherent in every diamond jewelry purchase.
That emotional element, GIA Chief Marketing Officer Mark Buntz said in in an interview last week, was missing in GIA’s previous campaign, which focused on educating consumers about the four Cs.
“We have not focused on the human connection,” he said. “We have not really tied into that love and trust and confidence that we, as GIA, are trying to bring to the marketplace.”
The campaign’s first U.S. video features a couple, and it opens by letting consumers know the lab is “trusted to grade some of the rarest, most precious diamonds in the world,” like the Hope Diamond and the Taylor-Burton, as well as “the most valuable one of all”—the one they receive as an engagement ring.
WATCH: GIA’s New Consumer Campaign
New videos and display ads featuring different couples and single people buying jewelry for themselves will continue to roll out into 2022.
“It’s a big part of our industry today and we want to celebrate that,” Buntz said of self-purchasers. “We want to shine a light on that.”
“It’s a big part of our industry today and we want to celebrate that,” Buntz said of self-purchasers. “We want to shine a light on that.”
Buntz said the marketing campaign was shot over two days in Los Angeles and features 12 different couples as well as seven self-purchasers, all of whom will be divided up among the campaign’s three markets.
The actors featured are diverse not just in terms of race and ethnicity but also age, and the campaign features same-sex couples as well.
It will be seen across GIA’s social media channels in both paid and organic posts, as well as in online and print advertisements in the industry’s trade publications.
Related stories will be right here …
The actors featured are diverse not just in terms of race and ethnicity but also age, and the campaign features same-sex couples as well.
It will be seen across GIA’s social media channels in both paid and organic posts, as well as in online and print advertisements in the industry’s trade publications.
GIA also is putting money into radio, streaming services such as Hulu, and targeted online ads, meaning ads that will pop up on the computers of people with a certain demographic profile, for example, or who have recently made relevant searches.
The campaign’s print, video, online, and radio elements link consumers to the GIA website, where they will find more information about diamonds tailored to their market.
The launch of GIA’s new campaign comes at a time when both jewelry sales and, likely not coincidentally, jewelry advertising are on an upswing.
The Natural Diamond Council’s “For Moments Like No Other” campaign starring actress Ana de Armas is in its second iteration and has been well-received.
De Beers revived “A Diamond Is Forever,” considered one of the best taglines of all time, for a global marketing campaign that launched last month.
Editors' Picks
Sponsored by
Like GIA’s campaign, the rebooted “A Diamond Is Forever” ads incorporate diversity and target consumers buying jewelry for themselves, not just couples.
Buntz said GIA decided it was time to refresh its consumer campaign to “make a deeper connection” with consumers today.
The four Cs is now a widely adopted tool, and consumers have more access to information about diamonds than ever before.
GIA wanted to evolve its messaging beyond that, to emphasize the role GIA plays in their diamond purchase journey, he said, and to make the point: the same graders who have, and will continue to, grade important stones like the Hope Diamond can be grading your diamond too.
More on Grading
The Latest
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller’ Color of the Year Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
