GIA launches its first-ever outreach campaign.

CARLSBAD, Calif.--(BUSINESS WIRE)--'Tis the season − from now through the holidays and into early spring – for many couples to begin the hunt for the perfect diamond engagement ring. For some, it can be an intimidating process.

With this in mind, the Gemological Institute of America (GIA) − a nonprofit, gemological research and academic institution – today launched its first-ever national public awareness campaign to help better educate people about diamonds, the famous GIA-created Four Cs and GIA Diamond Grading Reports.

The name of the campaign is "The Difference Between Wondering and Knowing" and it explains the Four Cs of diamond elements (Color, Clarity, Carat Weight and Cut), and the importance of having a diamond grading report, which will define for the consumer the exact gemological qualities of the stone he or she is intending to purchase.

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. Our purpose in initiating this new awareness campaign is to help educate the public about diamonds and diamond grading reports so they are able to make more informed buying decisions."

Since its founding in 1931, GIA has been setting the international standards used by the jewelry industry throughout the world. These standards have been set through continuous advances in research, education of jewelers, and through the Institute's laboratory services, including diamond grading.

"People want more information," Destino said, "especially now as new technologies advance and synthetics and new diamond treatments begin to emerge in the market. Moreover, new jewelry 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," he said. "This campaign will help answer their questions."

The Difference Between Wondering and Knowing campaign has three parts: a national print and online advertising campaign targeted to audiences with an immediate need to know more about diamonds such as affluent jewelry buyers and men looking for wedding rings. Ads will run in several select, major publications in the U.S., and prominent websites.

The ads are designed to direct the public to the second feature, which is a new GIA website: www.gia4cs.gia.edu.

This website will provide a wealth of information about diamonds, the Four Cs, how GIA grades diamonds and how to read a GIA diamond grading report. It will offer basic and unbiased knowledge about diamond origins; the differences between natural diamonds, synthetics and look-alikes, details about diamond care, and other diamond essentials.

The third aspect of the campaign is a kit for retailers to use to help them educate customers with confidence and accuracy about diamonds, the Four Cs and the International Diamond Grading System™.

About GIA

An independent nonprofit organization, the Gemological Institute of America (GIA) is recognized as the world's foremost authority in gemology. Established in 1931, GIA has translated its expert knowledge into the most respected gemological education available. In 1953, the Institute created the International Diamond Grading System™ which, today, is recognized by virtually every professional jeweler in the world. Through research, education, gemological laboratory services, and instrument development, the Institute is dedicated to ensuring the public trust in gems and jewelry by upholding the highest standards of integrity, academics, science, and professionalism. GIA can be found on the web at www.gia.edu. Media queries contact: Laura Simanton 760-603-4112 or Jessica Sachariason 760-603-4197.