The idea of owning a natural diamond which is a billion years old is enticing – and this is exactly what International Gemological Institute (IGI) is setting out to promote. In their 360 Degree Campaign, IGI will collaborate with fine jewellery retailers across the country to promote the rarity of natural diamonds. ‘Lab grown diamonds is an issue now and that is at the top of the mind with both consumers as well as retailers. Since both types of diamonds have the same characteristics and are identical, it is very difficult to differentiate them and at IGI using our state of the art technology we are able to detect the difference between both,’ said Tehmasp Printer, MD, IGI, India.

With the essentiality being the beauty and legacy of a diamond, the campaign initiates communication among retailers and diamond lovers by spreading awareness and instilling a sense of pride on being the owner of a billion-year-old natural wonder. ‘The need of the hour is to convey to the consumers that the youngest natural diamond is a billion years old.  We believe in transparency and we certify natural diamonds. Lack of transparency and non disclosure is fraud and people need to pay the right price for the diamonds they buy,’ added Printer.

Today, IGI in collaboration with Khurana Jewellery House marked the beginning of its brand new campaign. ‘Khurana is the first store with 100 per cent natural diamonds all certified by IGI in Punjab. Every piece in the store is graded and certified by us,’ said Printer.

The campaign will be on from October 10 to November 5, 2018. To know more details about IGI and the Natural Diamond Campaign, call 022 403 52550 or mail at india@igi.org