Jewelers of America recently introduced redesigned lines of
its consumer education brochures—the “What You Should Know About” brochures
and gemstone leaflets.

Both sets of brochures provide product information for
jewelry consumers and can be used by retailers at the sales counter. The new
brochures are available only to Jewelers of America members. JA designed the
brochures to support professional sales presentations as an aid to closing
more profitable sales.

The “What You Should Know About” brochures now cover five
topics of key interest to customers: colored gemstones and birthstones,
diamonds, fine jewelry metals, fine watches, and cleaning and protecting fine
jewelry. Each brochure answers frequently asked questions, introduces terminology,
and provides jewelry care tips.

The redesigned gemstone leaflets demystify the complex world
of gemstones and were developed in partnership with the Gemological Institute
of America, the world’s foremost authority on gemology. They cover 14 of the most popular
gemstones, from aquamarine to tanzanite. Each leaflet explains important
gemstone facts—like enhancement techniques and cleaning tips—to make
customers even more confident in their gemstone jewelry purchases.

Jewelers of America is currently offering a special
introductory discount on these brochures to its members. Prices for the “What
You Should Know About” brochures and gemstone leaflets vary according to
quantity ordered; special pricing is also available for orders of complete sets.
For more information, visit jewelers.org.

JCK