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Did You See “GMA Investigates” Last Week?

A news story recently appeared on Good Morning America’s “GMA Investigates” about a consumer who bought a laboratory-grown diamond believing it to be a natural one. Should this story spark interest with your clients, and you receive questions about whether the diamonds they are purchasing (or have purchased) are natural or not, you can click here to view our Natural Versus Laboratory-Grown Diamond Fact Sheet.

Also, you can refer to our Industry Information Center on the Member Portal of You’ll find a variety of industry articles, abstracts, and other tips, that you can use as a reference. Click below to review the material.

Additionally, we’ve created this sample statement that you can use with your customers as needed. Feel free to use it or modify it to fit your messaging:

As members of the American Gem Society (AGS), a nonprofit association with a mission of consumer protection, educating our customers on the jewelry that they are buying is very important to us. We deeply value the trust that is placed in jewelers for their important purchases and we are committed to providing this community with the knowledge, service, and dedication they deserve.

We take special care and effort to disclose information to our customers so that they have a good understanding of the product they are buying. We believe it is also important to have grading reports from a reliable, third-party, nonprofit diamond grading laboratory to verify whether your diamond is a laboratory-grown diamond or a natural one. This is especially true as viewing a diamond through a loupe is not a reliable method to determine if a diamond is natural or not, nor is the presence or absence of inclusions in a diamond.

Thank you for upholding the AGS mission of consumer protection, ongoing education, and your commitment to business ethics. We value your support greatly.