The International Gemological Institute (IGI) will be launching a series of commercials on radio from September 6, 2016, through to the end of the year.  Five radio spots – in select markets - are slated to aired on iHeartMedia, which is said to have an audience of over 245 million listeners per month.

"The IGI spots emphasise educating consumers on the need for independently authenticated and evaluated diamonds and gemstones, ultimately providing assurance they are truly getting what they are paying for – which is top-of-mind for cost-conscious millennials,” the IGI said. “The ads also offer jewellery care tips and information on birthstones.”

IGI President Jerry Ehrenwald commented: “Our consumer-focused advertising initiatives continue to highlight the importance of confidence and, specifically, that IGI is an authoritative resource when purchasing diamonds and fine jewellery. Building that assurance is essential for both consumers and retailers.”