“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.
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.
Gemological Institute of America
marketing@alchempro.com
