Jay Lell
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With 40 years of experience in the jewelry industry, Jay is a Graduate Gemologist, and former Resident & Extension Instructor of the GIA.  His training experience is deep, having held roles as Training Director for Mayor’s Jewelers of Florida, Director of Education for the AGS, Director of Training & Business Development for DWA Communications, managing training for the DPS (Diamond Promotion Service of DeBeers) throughout North America.

Jay’s experience also includes lead training roles for Rapaport Group Division for Training & Consulting Services and Key Account Development Manager – North America, for DeBeers sight holder Overseas Diamonds of Antwerp, Belgium. No stranger to fine jewelry, Jay was Territory Manager for Tacori, with responsibility for business development, training & trunk shows for the southwestern states. Jay’s sales experience includes regional sales management roles with Leo Frank & Sons Diamonds and Frederique Constant Swiss watches.

In his current role as Global Trainer with Hearts On Fire (HOF), Jay develops and leads in-depth training for Hearts On Fire retailers, in-store, at Hearts On Fire Academy and Hearts On Fire University.  An active consultant and frequent speaker presenter for many jewelry trade groups including the AGS, IJO, JA, JCK, RJO, Jay is committed to promoting education and professionalism in the industry.

A travel-enthusiast, when Jay isn’t in a store talking about HOF, you’ll likely find him out adventure bicycling and skiing.


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Mission Statement

The American Gem Society (AGS) is a nonprofit trade association of fine jewelry professionals dedicated to setting, maintaining and promoting the highest standards of ethical conduct and professional behavior through education, accreditation, recertification of its membership, gemological standards, and gemological research.

The Society is committed to providing educational products to inform and protect the consumer and to contributing to the betterment of the trade by creating industry standards to protect the jewelry-buying public and the fine jewelry industry as a whole.

AGS Laboratories, founded to support the AGS mission, is a nonprofit diamond grading laboratory with a mission of consumer protection. Adhering to the AGS Diamond Grading Standards, AGS Laboratories is dedicated to offering diamond grading reports that provide consistency and accuracy based on science.

American Gem Society

8881 W. Sahara Ave. Las Vegas, NV 89117

info@ags.org (866) 805-6500