American Gem Society Fall Spectra Page 15

SPECTRA

| The American Gem Society

With an in-house advertising division, the Group has created a complete brand for independent
retailers, Canadian Rocks. From display to video, the brand tells the story of a diamond with a

"birth certificate" in Canada. "Every diamond is unique, but Canadian diamonds can be traced from the exact mine of
origin through the polishing process to the consumer. The more the consumer can identify with a story like this, the less
they are concerned about the diamond as a commodity," says Dylan Dix, Marketing Director of the Group. "We have
seen a need for retailers to look for a new way to sell diamonds and we have had tremendous success with our Mine of
Origin concept," says Dix.

Beyond Canadian diamonds, the Group also is an innovator of patented diamond cuts that enhance light performance in
a diamond. The premiere square cut diamond that exhibits the famed Hearts & Arrows pattern is the Princess of Hearts
that was designed by Roni Rydlewicz, group director of Manufacturing. The AGSL has analyzed this new shape and
has developed a Cut Grade for this diamond so that Princess of Hearts diamonds receive an AGS Cut Grade of 0 or 1.

The Princess of Hearts has received an extremely positive response from retailers in both Canada and the USA as it
is one of the best performing square shaped diamonds in the market. Diamonds are available in 0.30 carats to 4 carats
and predominantly originate from Canadian rough crystals.

The HRA Group is an industry leader in the area of branded origin-based products and one of the most innovative
diamond companies in the market providing unique marketing programs that incorporate both origin and cut. The
HRA Group is a 21st century diamond company.