The 42-year-old independent gemological laboratory and appraisal institute hopes to enlighten this category of shoppers

After already airing a consumer-focused cable campaign, the International Gemological Institute (IGI) plans to produce five radio spots in select markets on iHeartMedia. Each ad aims to educate millennials on the importance of consumer awareness and confidence, including the need for independently authenticated and evaluated diamonds and gemstones. In doing so, shoppers can be assured that they are getting what they pay for—a priority for cost-conscious millennials. Ads will also offer tips for jewelry care and information about birthstones.

The radio spots will run Sept. 6 through Dec. 31, during morning and evening drive times. IHeartMedia reaches more than 245 million monthly listeners.

“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 jewelry,” said IGI president Jerry Ehrenwald.

JCK