Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
BriteCo Rewards Program Turns Appraisals into Gift Cards
Jewelers can earn points for every completed appraisal, then redeem them for a gift card.

The jewelry insurance company’s new program, BriteCo Rewards, lets its jeweler partners earn points for completed appraisals.
The points can then be redeemed for digital gift cards from several retailers, including Apple, Target, Best Buy, and Starbucks, or for a Mastercard gift card.
“One of the hallmarks of our BriteCo mission has always been finding ways to make appraisals more fun,” said Dustin Lemick, BriteCo founder and CEO, in a press release about the program.
“Creating a points-based rewards program was the logical next step to add value and reward our jeweler partners.”
The BriteCo Appraisal Management System is a free, cloud-based software tool to help retail jewelers provide professional appraisals to their customers.
When users log into the BriteCo Appraisal Management System, there is now a “Rewards” tab where they can see their current points balance and available rewards.
To celebrate its launch, users can earn double the points with every finalized customer appraisal from now until June 13.
For more information about the program, visit the BriteCo website.
The Latest

Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.

The jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.

Criminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.

The new features include interactive flashcards and scenario-based roleplay with AI tools.


Family-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.

The Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.

How Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.

Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.

Ella Blum was appointed to the newly created role.

Sponsored by RapNet

Investment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.

It explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.

Retail veteran Sindhu Culas has stepped into the role.

Taylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.

Was 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.

Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.

Plus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.

Morris’ most cherished role was being a mother and grandmother, her family said.

“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.

The third edition will be held in Half Moon Bay, California, in April.

The grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.

Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.

Heath Yarges brings two decades of experience to the role.

Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.

Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.

Our Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.





















