Articles and News

New York, NY--Jewelers of America (JA) has introduced a new resource to support retail jewelry store associates in presenting factual information about natural and lab-grown diamonds.

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According to a news release, the newly launched "Counter Intelligence: Just the Facts about Natural & Lab-Grown Diamonds" is a laminated, full-color brochure designed to serve as a quick-reference guide at jewelry store counters. The resource provides objective insights into the distinctions and similarities between the two types of diamonds, equipping sales associates with knowledge to assist customers in making informed decisions.

Per the announcement, the initiative is backed by Synchrony and was developed based on industry feedback. Regina Ciarleglio, Director of Membership at Jewelers of America, stated that the guide was created in response to jewelers seeking a reliable tool to offer clear, unbiased diamond-related information to consumers.

"One copy will be mailed to each JA Member store, with up to 10 copies available per store," the report noted. The content covers various aspects, including diamond valuation, appraisals, environmental impact, and the journey of a diamond from source to sale. The guide aims to enhance customer trust and clarity in the buying process.

In addition to the main brochure, Jewelers of America has introduced a smaller, folded version titled "What You Should Know About Natural & Lab-Grown Diamonds: Just the Facts" for direct customer distribution.

As per the association's announcement, JA members can pre-order bulk copies in packs of 50 for $49.99. Pre-orders will remain open online until March 31, 2025, with shipments beginning in April.

Learn more in this news release on JA's website.