ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
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Buying a Diamond is More Than Knowing the 4C’s
Buyers may be excited about online diamond deals, but there are uncertainties surrounding the authenticity and clarity of the diamonds.
Brought To You By RDI Diamonds
Compare a silk wedding gown with one hastily constructed from polyester and there’s no denying the difference. It jumps out at you.
The same is true for diamonds.
Trust and authenticity are important, especially for younger diamond buyers who tend to value provenance over value. But, buying diamonds online—sight-unseen—makes that difference tough to see. And grading reports are inconsistent and subjective, based on human opinion. Buyers may be excited about the diamond deals they find online, but they are left to wonder about the authenticity and the clarity of the diamond they are purchasing.
Technology is changing the game by offering retail jewelers a tool—accurate, consistent, unbiased AI grading screens against impurities that detract from sparkle and a proprietary process to screen for lower value, brown, green and milky hues (BGM) makes the Rare & Forever selection process a game changer. It brings transparency and trust to diamond shopping and educates consumers on exactly what they are buying.
“Buying based on cut, color, quality and carat weight are important factors in determining the value of a diamond, but they mean little if it’s a poor quality diamond, and certainly do not tell the full story,” says Chris Croteau, Vice President Sales and Marketing at Rare and Forever, a division of RDI Diamonds. “BGM screening rules out impurities that are difficult to identify when researching diamonds online because they are never included in grading reports. Jewelers get unbiased grading to help earn their customers’ trust and help them to make a confident purchase.”
Rare & Forever are natural diamonds that are ethically-sourced and hand-selected for their highest quality and consistency. They are carefully prescreened for BGM qualities that devalue a diamond and are exclusively graded with cutting-edge proprietary technology. For added peace-of-mind, each Rare & Forever diamond is marked with a diamond table inscription, only visible with a diamond viewer, that matches its report number.
Rare & Forever diamonds are sold only through authorized local jewelers. They can meet with customers in-person or via virtual visits to provide the expertise, integrity and service that only a knowledgeable local community business can provide. To find out how you can become an authorized Rare & Forever jeweler, visit: rdidiamonds.com/randf
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