Rochester, NY - Diamond Packaging partnered with clean Branding LLC to win recognition in the 2009 American Package Design Awards.

The achievement, which is sponsored by Graphic Design USA, recognizes graphic design professionals for their best work and emphasizes the value that graphic design brings to business and society. It also celebrates the power of design to advance the brand promise and to form an emotional link with the buyer at the moment of truth. The companies were awarded a Certificate of Excellence in the Packaging category for the Joyn SheaFlex70 carton created for BSP Pharma. The carton's clean, white graphics gives the consumer a clear message that the product is exclusively positioned in a crowned environment. The graphics were achieved by offset printing four color method inks inline with UV gloss coating.

Since 1911, Diamond Packaging has devoted itself to providing the highest standard of quality, innovation and cost effective packaging solutions for companies including Avon, Bausch & Lomb, Beiersdorf, Coty, Godiva Chocolatier, L'Oreal, and Procter & Gamble. As part of the Global Packaging Alliance® (GPA), Diamond and its association members offer packaging solutions to companies operating on an international scale. Customers receive responsive, localized service, award-winning creative designs, identical product specifications and consistent brand recognition, resulting in supreme worldwide packaging support.

For more information about Diamond Packaging, contact Dennis Bacchetta at (585) 334-8030 x229 or visit the website at www.diamondpackaging.com. For more information about Pure Branding LLC visit the website at www.purebranding.com. For more information about Graphic Design USA visit the website at www.gdusa.com.

Effective instantly, the Gemological Institute of America (GIA) will include a description of a diamond's ultraviolet fluorescence in its GIA Diamond Grading Reports and Diamond Dossiers. The Institute will use in their recently revised diamond grading reports to help better educate the public on this "common, but little understood phenomenon in diamonds," the Institute said in a latest press release.

A separate, four-color insert chart will explain the properties of a diamond's fluorescence in consumer-friendly terms and includes comparison images of diamonds in both natural and UV light to demonstrate varying intensities of fluorescence. The five terms GIA uses to categorize the intensity of the fluorescence are: None, Faint, Medium, Strong, and Very Strong.

"Some diamonds show fluorescence and some don't," said Thomas Moses, GIA's senior vice president of Laboratory and Research. "Fluorescence is the emission of visible light by a diamond when it is inspired by invisible ultraviolet (UV) rays. It is a general characteristic of diamonds. The diamond simply glows under the UV lights, generally a blue color, which most often stops when the energy source causing it is removed."

For more than 50 years, GIA has indicated the presence of diamond fluorescence on its diamond grading reports, however described it on the report as an "identification characteristic only - not a grade," Moses said.

"This insert will help the public better understand diamonds in common, which gives them more self-confidence and knowledge when making a decision about a diamond," Moses added.

GIA has additional information on fluorescence on its website, including a scientific article, "A Contribution to Understanding Blue Fluorescence on the Appearance of Diamonds," by Thomas M. Moses, Ilene M. Reinitz, Mary L. Johnson, John M. King and James E. Shigley, which appeared in the Winter 1997 issue of GIA’s Gems & Gemology.

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