The Gemological Institute of America (GIA) is unveiling its first new global consumer marketing campaign in more than a decade.

The campaign includes print, radio, digital, and video components. The ads will run in three major diamond markets: the United States, India, and China, in both consumer and trade channels. They feature 12 diverse couples and seven self-purchasers.

It discusses the famous diamonds the GIA lab has graded—such as the Hope and Taylor-Burton—and then notes it also grades “the most valuable diamond of all—yours.”

In a statement, Mark Buntz, GIA senior vice president and chief marketing officer, said the ads will “elevate the GIA brand.”

(Photo courtesy of GIA)