GCAL and Now AGS…How Long Will it Take GIA?

I feel our industry has overcome many issues and grown as a whole. Yes, there are many ways we hurt our image at times, and still issues that need to be overcome, but connecting the jeweler to the consumer is one that our industry has long awaited.

I believe the average customer is bombarded with too much information. You have one jeweler who pulls out Rap, another who explains proportions and how important cut is, the jeweler with the pricing tricks, and finally the well-educated retail merchant who, in-depth, can explain a GIA report, GCAL certificate, and finally the AGS diamond grading document, with romance of course.

“AGS’s diamond grading document—only available to AGS members is designed to guarantee diamond authenticity and to cement the relationship between jewelers and their customers,” National Jeweler.

“The DQC is a guarantee of authenticity and performance by the jeweler,” JCK.

What does this all mean? Jewelers are finally getting the credit they deserve and showing consumers that we are professionals in our industry. The DQC must be signed by an American Gem Society titleholder in the presence of the consumer thereby connecting the jeweler to the consumer.

Consumers do come in asking for GIA reports more than GCAL and AGS (this is accurate of my store), but GIA is behind when it comes to creating a bond between the consumer and the jeweler. Shouldn’t we be able to show the consumer all they need is our word and that this document only adds to our professionalism and backs our education?

I’ve said it over and over again and have offended some but I truly believe, “GIA needs to consider a rigorous system for admission, and a demanding system for passing and obtaining a Graduate Gemologist degree.” Being allowed to take the final 20 stone test 5 times and still being able to obtain a GG degree is not helping our industry.

To me this this means AGS trusts their jeweler’s with the education they’ve received from AGS to be able to sign this document, letting customers know that an AGS member is an expert in the industry. How long will it take GIA to trust their gemologists? How long will it take GIA to form the bond between the jeweler and the consumer?