ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
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Preparing for Proposal Season with High-Quality, A.I.-Graded Natural Diamonds
Rare & Forever is helping to create an enjoyable diamond buying experience for the millions of newly-engaged couples.
Brought To You By Rare & Forever Diamonds
Written By Chris Croteau of Rare & Forever Diamonds
It’s proposal season for the more than 2.5 million couples that are projected to tie the knot this year, the most since 1984. When shopping for an engagement ring, they expect to see a beautiful diamond to celebrate their love.
It’s proposal season for the more than 2.5 million couples that are projected to tie the knot this year, the most since 1984. When shopping for an engagement ring, they expect to see a beautiful diamond to celebrate their love.
“As a fourth-generation jeweler, my priorities are to earn customers’ trust and provide them with beautiful diamonds they can feel good about buying,” said Larry Sanders, Registered Jeweler American Gem Society, IJO Master Jeweler, and President and CEO of Sanders Jewelers.
“The diamonds we offer are a reflection of who we are. We want to be proud of their quality and have a better standard to help customers understand what they are buying.”
While diamond grading, the process of evaluating a diamond and determining its value based on its cut, clarity, color and carat weight, has long been the standard in diamond buying, it’s often wrought with inconsistencies and inaccuracies. It’s because traditional diamond grading is based on human opinion and no two humans are exactly alike. The inherent inconsistencies make it difficult for customers to understand grading reports and challenging for jewelers to earn their trust.
Rare & Forever eliminates the stress from diamond buying, creating a more enjoyable shopping experience. Unlike 99 percent of diamonds that are graded based on human opinion, Rare & Forever diamonds are prescreened for imperfections—like Brown, Green and Milky (BGM) hues that devalue a diamond and detract from its sparkle—and graded with unbiased artificial intelligence (A.I.) technology for greater accuracy and consistency.
“Rare & Forever enables us to offer our customers the best quality diamonds—a difference they can see—and garners the trust they need to feel comfortable and confident in their selection,” says Sanders. “Seeing that a diamond is graded with A.I. technology puts their minds at ease and makes the buying process far easier to understand.”
Rare & Forever diamonds are only offered through authorized Rare & Forever jewelers, local family jewelers customers know and trust. Shoppers can view Rare & Forever diamonds in person or via a virtual visit, receive expert advice and establish a relationship for future jewelry purchases, repairs and cleanings.
Rare & Forever diamonds offer an Upgrade for Life Program that guarantees buyers the value of their purchase and facilitates upgrades. Purchases also come with the satisfaction of knowing Rare & Forever is a proud supporter of Diamonds Do Good, a global non-profit organization supporting programs that develop and empower people in natural diamond communities, and C.U.R.E. Childhood Cancer Association, a local organization that provides emotional, educational, social, and financial assistance to families with children who have cancer or a blood disorder.
For more information on becoming an authorized Rare & Forever jeweler, see https://become.rareandforever.com/learn-more/.
Or visit us at JCK Las Vegas Booth #10075.
Or visit us at JCK Las Vegas Booth #10075.
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