The Push for Light Performance

GemEx Systems of Mequon, Wis., is offering $1.5 million in advertising to a select number of retail jewelers who will promote its new Guide Light Performance Analysis diamond report. The GemEx BrillianceScope measures the light performance of a diamond, allowing for a "what you see is what you get" analysis report. "[The report] does two things," says Bob DuBois, GemEx vice president of marketing. "First, the consumer instantly becomes clear on the 'cut' issue. Second, the presentation regarding 'cut' goes back to discussing light performance as they actually see it and imagine it, vs. talking about a whole lot of numbers and letters. "As long as I've been in the industry, I've heard that 'the romance is gone,' and 'all they are talking about are numbers,' " he adds. "When consumers see a technology that's easy to understand and that deals with how light performs in a diamond, they g

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