MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
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How to Bring Authenticity, Ethics and Social Responsibility to the Diamond Counter
Help customers feel good about the diamonds they're buying by creating a transparent counter experience.
Brought To You By Rare and Forever Diamonds
Customers want to feel good about the diamond they buy. Authenticity, ethical sourcing and social responsibility are among their key expectations, yet they can be challenging for jewelers to convey.
“Diamond buying has been a mystifying process wrought with inconsistencies that make it difficult for customers to truly know or trust the authenticity of a diamond and its journey from the mine to the jeweler’s case,” said Chris Croteau, Vice President of Marketing and Sales for Rare & Forever.
“Technology, including blockchain and artificial intelligence, is taking the mystery out of diamond buying, giving consumers trustworthy, credible data and peace of mind so that they can feel confident in their purchase.”
Jewelers can have authentic, transparent conversations with customers by offering diamonds that embody these beliefs. Rare & Forever, a brand of natural diamonds selected for their high quality, was created to provide just that, forever changing the diamond shopping experience through innovation and a commitment to trust.
Blockchain technology outlines the unique journey of each Rare & Forever diamond—from ethical sourcing to ownership—and demonstrates proof that the diamond was graded with cutting edge A.I. technology, screened for brown, green and milky hues (BGM) that detract from its value, and inscribed with Rare & Forever’s permanent ionic table inscription.
Rare & Forever is committed to sustainability, using recycled metals in its bridal line, and offers an Upgrade for Life Program that guarantees buyers the value of their purchase and facilitates upgrades.
The brand brings its belief in social responsibility to life through support 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.
The Rare & Forever diamond collections are available only through Rare & Forever authorized jewelers because purchasing from a local business, rather than a large online retailer, enables buyers to view their diamond in person and receive guidance and expertise from a knowledgeable, trustworthy source.
For more information on how you can deliver authenticity and earn your customers’ trust by becoming an authorized Rare & Forever jeweler, see https://become.rareandforever.com/learn-more/.
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