Enhancement Brochure Now Available

Retailers must be hungry for a new enhancement brochure, because they're snapping up the American Gem Trade Association's new one quickly, according to AGTA executive director Doug Hucker. The new consumer brochure, "Gemstone Enhancements: What You Should Know," is a redesign of AGTA's six-year-old original. Retail jewelers provide it to customers to inform them about the common enhancements and treatments applied to the gemstone they're purchasing. Research indicates that customers are seeking more information, and they prefer printed materials, says Hucker. Surveys also suggest that consumers want to get that printed information from their local jeweler. In the brochure, words such as enhancements, heat, permanent color, bleach, irradiation, and dye are discussed professionally and reassuringly. A subtle negative attitude toward diamond's high pressure–high temperature and coru

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