American Gem Society Fall Spectra Page 18

Feature

Cont.

John Pollard appreciates the additional portrait-
style Light Performance Map included in the AGSL
Platinum Diamond Quality

Document (DQD).

"The ASET is the only cut-grading tool endorsed
by the science community. All other cut grades are
based on two-dimensional distances from a single
measurement, or on fallible human opinion. No other
lab makes performance judgments with repeatable,
unbiased science. In the evolving digital world, the
AGSL option is a no-brainer," he said.

Consumers and retailers are not the only ones who
see the benefit of the detailed report. Robert Mason
of the Mason Wolf Company feels the reports prove
the quality of his diamonds to clients. "Although we
use a range of AGSL reports, the Platinum DQD is
the one which is most comprehensive and impressive
to our clients."

Continuing the idea of improved benefit to American
Gem Society Members, The AGS Diamond Quality

Certificate (DQC) is only available through American
Gem Society retail members. The document is a
guarantee of authenticity and quality, certifying the
cut, color, clarity, and carat weight of the diamond.
The record of authenticity is a tool to help members
establish their credibility and gain an advantage on
non-member jewelers.

Ronnie Cox, CG, Cox Jewelers, sees the advantage
of the report only offered to members. "It makes
good business sense for AGS members to use AGS
Lab products. The DQC is a valuable selling tool
that differentiates the AGS jeweler from all others. It
guarantees the authenticity and quality of a diamond
and builds a strong bond of trust and professionalism
between the jeweler and the customer."

Presented in easy and familiar terms for consumers,
the AGS Diamond Quality

Report (DQR) grades

diamonds with a maximum grade of "Excellent." The
grading is based upon light performance. The Gold
(DQR) rates a diamond similarly, but is proportion-
based. Diamonds are rated from Poor to Ideal.

For diamonds less than a carat, the AGS Lab offers
a pocket-size grading report. The AGS Diamond
Quality

Analysis (DQA) offers a complete diamond

grading analysis and instead of showing a diamond
plot, the report's unique number is laser inscribed on
the girdle of the diamond.

When selling diamonds up to 4.99 carats, The AGSL
Diamond Consultation

(DC) can be a huge benefit.

Thomas Wheeler, CGA, from Opal Fields, thanks
AGS Labs for the great service. "The DC is a
tremendous document combined with laser engraving
and great service from the Lab." He added, "I use this
to resell trade-in diamonds allowing me to represent
them with full and confident authority."

The DC provides Shape, Weight, Clarity, Color and
a plot of the diamond. The Diamond Consultation
report provides a concise snapshot of the diamond in
a fold-over credit card size document.

While the reports directly help with sales to
consumers, they are not the only benefit offered
by the Lab. The AGS Lab also is heavily involved
in research resulting in advances in the industry.
Positioning the beauty and value of diamonds in
a more scientific basis and removing some of the
subjectivity protects the consumer and gives qualified
and dedicated jewelers an advantage.

The ultimate goals of advancing research and issuing
quality reports are to help American Gem Society
retailers -- by protecting consumers.

Pollard sees the correlation. "Without AGSL, the
word "ideal" would not have become a buzzword
with consumers and far less public cut awareness
would have been spawned. From 1996 to the present,
AGS created and grew worldwide accountability for
cut quality in the round brilliant."

Pollard summed up his opinion -- echoed by many
reputable retailers and manufacturers -- of AGS
Labs. "AGSL stands alone at the cutting edge of
science and consumer protection."

SPECTRA

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