International Gemological Institute (IGI) North America has begun a national advertising campaign on U.S. cable TV to raise consumer awareness about, and confidence in, the diamond and fine jewelry industry. The adverts started airing on Fox News, MSNBC, CNBC, CNN, HLN and Time Warner Cable NY1 News from March 14, according to an IGI statement Monday. They are focused on educating consumers about the need for independently graded and evaluated diamonds, which would in turn provide peace of mind and incentivize them to buy fine gemstone jewelry. “The advertising campaign positions IGI as a brand consumers can trust when making a jewelry purchase,” Jerry Ehrenwald, IGI’s president, said. “IGI assurance builds confidence among consumers, and credibility among retailers who offer IGI reports."