Jewelers of America has introduced a sales tool designed to educate store staff and help them confidently present natural and lab-grown diamond facts to customers. 

The new resource, titled “Counter Intelligence: Just the Facts about Natural & Lab-Grown Diamonds,” is a comprehensive guide that provides sales associates with “unbiased, credible information” about both types of diamonds, enhancing the customer buying experience, the group said. Jewelers of America is the national trade association for fine jewellery businesses in the US.

“We recognise the importance of empowering our members with the tools they need to serve their customers with confidence,” said Regina Ciarleglio, director of Membership at Jewelers of America. 

The full-colour, laminated brochure is a valuable reference tool for jewellery store counters, offering clear, objective information about the differences and similarities between natural and lab-grown diamonds, according to the association. The Counter Intelligence guide, sponsored by Synchrony, equips retail staff with the knowledge they need to help customers make informed decisions based on their personal preferences and values.

One copy will be mailed to each Jewelers of America member store, with up to 10 copies available per store. The content includes details about how diamond options differ, understanding value, the importance of appraisals, a diamond’s journey, and the environmental impact of diamonds. The brochure provides a clear and objective explanation of the key distinctions between natural and lab-grown diamonds, helping retailers create trust with their customers, the group noted.