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.
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
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
