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Rare & Forever Diamonds Launches Website to Bring New Technology to Traditional Retailing December 03, 2021 (0 comments)


Rochester, NY—The Rare & Forever brand of natural diamonds announces the launch of its new website, offering authorized Rare & Forever retail jewelers accurate, unbiased grading using artificial intelligence (AI) technology. 

Rare & Forever leverages a proprietary screening process to identify the brown, green, and milky (BGM) hues that devalue a diamond and detract from its sparkle. This website will help jewelers show consumers exactly what they are buying in a transparent experience.

Chris Croteau, vice president of sales and marketing for the brand—a division of New York-based RDI Diamonds—says diamond buying is too focused on paper certificates instead of the stone’s beauty, creating a challenge for brick-and-mortar retailers competing against online jewelers selling diamonds based on certificates. Reports also don’t necessarily disclose BGM hues that can detract from a diamond’s appearance, says the company.

With the new technology and website, the Rare & Forever brand is seeking to shift the diamond business back to local diamond experts–the businesses customers know and trust–and help jewelers establish a relationship with each customer for future jewelry purchases, repairs, and cleanings. 

Features of the new website include: 

Rare & Forever diamonds also offers an Upgrade for Life Program that guarantees buyers the value of their purchase and facilitates upgrade purchases. 

Purchases also come with the satisfaction of giving back: knowing Rare & Forever is a proud supporter of Diamonds Do Good, a global nonprofit organization whose mission is supporting programs that develop and empower people in natural diamond communities and sharing these stories of positive impact. Rare & Forever also is a supporter of C.U.R.E. Childhood Cancer Association.   

For more information on Rare & Forever or to become an authorized jeweler, click here.


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