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JA Offering Some ‘Counter Intelligence’ on Diamonds
Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.
Jewelers of America is sending this new laminated brochure to member stores. Titled “Counter Intelligence: Just the Facts About Natural and Lab-Grown Diamonds” and sponsored by Synchrony, it is designed to help customers make an informed decision when buying a diamond.
New York—Jewelers of America is providing a new brochure to member stores that outlines the differences and similarities between natural and lab-grown diamonds.
Titled “Counter Intelligence: Just the Facts About Natural and Lab-Grown Diamonds,” the full-color, laminated brochure includes information about how diamond options differ, understanding value, the importance of appraisals, and a diamond’s journey.
JA Director of Membership Regina Ciarleglio said the organization created the brochure after receiving feedback from members who were “seeking an effective way to present unbiased and factual information on natural and lab-grown diamonds.”
It is designed to equip jewelry store sales associates with the knowledge they need to help customers make informed decisions based on their personal preferences and values, JA said.
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Titled “Counter Intelligence: Just the Facts About Natural and Lab-Grown Diamonds,” the full-color, laminated brochure includes information about how diamond options differ, understanding value, the importance of appraisals, and a diamond’s journey.
JA Director of Membership Regina Ciarleglio said the organization created the brochure after receiving feedback from members who were “seeking an effective way to present unbiased and factual information on natural and lab-grown diamonds.”
It is designed to equip jewelry store sales associates with the knowledge they need to help customers make informed decisions based on their personal preferences and values, JA said.
JA mailed one copy of the brochure to each member store, with up to 10 copies available per store.
In addition to the main laminated brochure, JA is offering a smaller (5.5”x 8.5”) folded version titled “What You Should Know About Natural & Lab-Grown Diamonds: Just the Facts,” which can be given to customers.
JA members can pre-order bulk copies of this guide, which is available in packs of 50 for $49.99.
Pre-orders are open online until March 31, and the guide will begin shipping in April.
For more information, visit Jewelers.org or contact JA Member Services at 800-223-0673 or members@jewelers.org.
National Jeweler is a for-profit subsidiary of Jewelers of America, which purchased the publication in 2015. The two organizations act independently of each other.
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