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
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
