The New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”
GIA Appoints Duncan Pay to Lead Education
He succeeds Bev Hori, who is retiring in May.

Carlsbad, Calif.--The Gemological Institute of America has named Duncan Pay as vice president and chief academic officer, effective immediately.
He succeeds Bev Hori, senior vice president and chief learning officer, who is slated to retire in May.
Previously serving as the senior director of gemology content strategy, Pay now will now oversee the GIA’s global education courses in gemology, jewelry design and manufacturing.
In his 20 years at GIA, Pay led the conversion of coursework to e-learning and strengthened the institute’s gemology courses by facilitating the sharing of findings among research and lab teams, it said.
He also has served as the editor-in-chief of Gems & Gemology, the institute’s quarterly professional peer-reviewed journal, since 2013 (he will continue in that role). In this position, Pay helped renew interest in and build quality content for the 84-year-old journal, expanding the range of research-based articles and building print and online readership.
Prior to joining the GIA in 1998, Pay had held various roles in the industry for 13 years, including in jewelry and gemological instrument retail sales, jewelry manufacturing and colored stone buying and wholesaling.
He also was previously the course development manager for the Asian Institute of Gemological Sciences in Bangkok.
Pay holds a bachelor’s degree in geology from the University of Wales, Great Britain and a Graduate Gemologist diploma from GIA. He is also a fellow of the Gemmological Association of Great Britain.
As responsibilities are transitioned, Hori will continue to be responsible for the digitization project of the Richard T. Liddicoat Library and Information Center as well as engagement with the GIA’s global network of 120,000 alumni.
“I am immensely pleased that Duncan has taken on this very important role to carry on Bev’s incredible work to establish professional standards and strive for continuous improvement through education for the gem and jewelry industry,” GIA President and CEO Susan Jacques said. “Throughout her career, Bev demonstrated a passion for bringing people together to find ways to collaborate, not only for their benefit but also for the benefit of the industry. Her many contributions serve as a model for others to emulate. I have the utmost confidence that Duncan will further enhance GIA’s education offerings.”
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