EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
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A.I. Grading is Changing Conversations at the Retail Counter
Advanced technology levels the playing field, helping jewelers give customers what they want.
Brought To You By Rare & Forever Diamonds
By Chris Croteau of Rare & Forever Diamonds
Diamonds haven’t changed, but the ways jewelers market and sell them have evolved, as have customers’ expectations of the buying experience.
Serving customers for four generations, Lien's Jewelry has witnessed the industry’s evolution first-hand.
“Customers are spending more time researching diamonds on the Internet and it’s difficult for retail jewelers to communicate to them the difference between what they see on the internet and reality,” says Sheri Lien, co-owner of Lien’s Jewelry. “The diamonds that customers see represented in online grading reports often look entirely different when they see them in person. It’s our job to provide a better way.”
While the internet has shed light on grading inconsistencies, confusion and frustration over diamond grading reports are age-old problems. Based on human opinion, the reports are highly subjective and vary from one jeweler to the next, making it difficult for buyers to see what they are getting or to understand differences between diamonds. It makes it tough for jewelers to distinguish their inventory from the diamond deals shoppers find online.
Now, there are tools and technology to help jewelers communicate the value of the diamonds they offer. Computer grading diamonds with artificial intelligence provides the authenticity and assurance that can’t be found online. AI-grading uses unbiased algorithms and consistent standards to communicate exactly what shoppers are buying, helping jewelers earn their trust.
Rare & Forever diamonds, a brand of natural diamonds hand-selected for their brilliance and screened for the Brown, Green, and Milky (BGM) hues that detract from their value, are exclusively graded with cutting-edge A.I. technology to ensure standardization and accuracy. Rare & Forever provides authorized jewelers with the tools and training they need to convey that authenticity to customers and to share expertise to help them make a confident diamond purchase.
“A.I. Grading narrows the playing field by giving jewelers a reliable tool to explain to customers why some diamonds are less expensive than others,” says Sheri. “It helps us have an authentic conversation at the counter, showing customers exactly what they are getting and empowering them to see the difference.”
Rare & Forever is helping hundreds of jewelers across the country tell a new, powerful story at the diamond counter. Find out how you can join the Rare & Forever Family of Retailers by visiting become.rareandforever.com/learn-more or call 1-877-620-1333.
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