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 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
“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.”
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.
The Latest

Sponsored by the Gemological Institute of America

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.


The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

“The Jewelry Book” comes out this September.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.