Jewelers of America (JA) has introduced a new sales tool aimed at equipping jewelry store associates with clear information on natural and lab-grown diamonds.
The resource, titled Counter Intelligence: Just the Facts about Natural & Lab-Grown Diamonds, is designed to help retail staff address customer inquiries, helping customers understand key differences when making purchasing decisions.
Overview of the CounterIntelligence Guide
The guide is a full-color, laminated brochure intended to serve as a reference tool at jewelry store counters. Sponsored by Synchrony, the resource presents objective insights on the similarities and differences between natural and lab-grown diamonds. Topics covered include diamond value, the importance of appraisals, a diamond’s journey, and environmental considerations.
JA created the guide based on feedback from jewelers who wanted a resource to help explain diamond differences to customers. Regina Ciarleglio, Director of Membership at Jewelers of America, stated:
“We recognize the importance of empowering our members with the tools they need to serve their customers with confidence. The Counter Intelligence guide was created from feedback we received from jewelers who were seeking an effective way to present unbiased and factual information on natural and lab-grown diamonds. This resource is designed to enhance the customer experience by providing clear, accurate information that helps both the associate and the customer make informed, meaningful decisions.”
Distribution and Availability
JA will provide one copy of the CounterIntelligence guide to each member store, with up to 10 additional copies available upon request.
To further assist retailers, JA is also offering a smaller, folded version titled What You Should Know About Natural & Lab-Grown Diamonds: Just the Facts. This version is designed for direct distribution to customers, reinforcing the key points covered in the main brochure.
JA members can pre-order bulk copies in packs of 50 for $49.99. Pre-orders are available online until March 31, 2025, with shipments beginning in April. For more information or to place an order, JA members can visit the organization’s website or contact Member Services at (800) 223-0673 or members@jewelers.org.
