The American Gem Society Laboratories has introduced its new icon, a chocolate brown Labrador retriever, as part of its 2001 advertising campaign. The concept is an effort to spread the message of AGSL in a lighter, more entertaining fashion. The ads are scheduled to run in trade and consumer publications in domestic and international markets. AGSL will target consumer markets, beginning with bridal and luxury. The campaign's goal is to further educate consumers on the importance of obtaining an independent diamond grading report when purchasing a diamond.