Celebrate Coloured Stones with GIA’s Retailer Support Program


Retailers participating in GIA’s Retailer Support Program can now use an enhanced collection of coloured stone materials to tell the story of these beautiful gemstones to their customers. The materials – including brochures, counter displays and a birthstone flipchart – further the program’s mission to help retailers educate consumers about diamonds, coloured stones and pearls, and the value of GIA grading and identification reports.

New ruby and sapphire brochures, along with existing materials on emeralds and pearls, help educate consumers about colour, clarity characteristics, sources and treatments. All brochures are conveniently available from the program website as downloadable PDFs and printed handouts. In addition, gemstone counter displays, available in acrylic or cardboard, let customers know that a retailer carries gems with GIA reports. The new birthstone flipchart celebrates each month’s birthstone with detailed information about the gemstone’s colour, geographic sources and mineral specifics. With a paid retailer support order, the new birthstone flipchart is currently included as a free gift and global shipping is also included at no cost with all orders made between April 1 and May 10, special promotion rules apply.

“GIA provides retail jewellers with tools and resources backed by GIA’s decades of research and experience to help them educate consumers about diamonds, coloured stones and pearls and the value of knowing what they are buying through a GIA report,” said Tali Nay, manager of the GIA Retailer Support Program. “These new tools will help retailers match their point-of-sale tools with their individual inventories and businesses.”

In addition to point-of-sale tools, the Retailer Support Program offers free videos, images, logos and interactive downloads for use in advertising, and on a retailer’s website and social media. The program also offers a series of staff training modules to help retailers educate their staff on topics including the 4Cs of diamond quality and GIA laboratory reports. Participants can also register for the Retailer Lookup – a free service that helps consumers find retail stores – visit https://www.gia.edu/retailer-lookup-registration.



An independent nonprofit organization, GIA (Gemological Institute of America), established in 1931, is recognized as the world’s foremost authority in gemology. GIA invented the famous 4Cs of Color, Clarity, Cut and Carat Weight and, in 1953, created the International Diamond Grading System™ which is recognized around the world as the standard for diamond quality.

Through research, education, gemological laboratory services and instrument development, the Institute is dedicated to ensuring the public trust in gems and jewelry by upholding the highest standards of integrity, academics, science and professionalism. Visit GIA.edu.