‘Color Seal of Confidence’

According to Doug Hucker, executive director of the American Gem Trade Association (AGTA), "The consumer is crying out for confidence." In response, AGTA has developed a new program called the Color Seal of Confidence, a multi-pronged campaign aimed at increasing colored stone and cultured pearl purchases. It will include online training in both colored gemstones and cultured pearls to give the retail sales force more confidence in the gems they sell. It also will include coordinated consumer/trade advertising and public relations efforts. Everyone is prepared to sell diamonds, Hucker points out, thanks to De Beers and promotion of the "four Cs." And customers know more about diamonds because of information obtained from the Internet and from jewelers. But if you want to sell more color, says Hucker, you have to chain your employees to the colored gemstone case. Hucker advises ensuri

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