The diamond market has a confusing array of titles and acronyms, leaving consumers with a daunting list of grading reports and certifications with stone-quality grades like EGL, IGI, GIA or AGSL.
The American Gem Society (AGS), a diamond industry grading association, wants to enlighten consumers, while promoting its own diamond lab appraisal prowess.
Idea: The organization approached the campaign "as a service to the consumer to help them make sense of the 'alphabet soup' out there," said Ruth Batson, AGS, ...