GCAL to Hold Clarity and Light Performance Demos at the JA New York Show, and Unveil New Electronic Diamond Grading Certificate System.
GCAL will be conducting demonstrations for clarity and light performance in
diamonds during the JA New York Summer Show. In addition, GCAL will test an
innovative new Electronic Diamond Grading certificate that can serve as a
sales trainer and a "silent salesperson".
NEW YORK, NY ― July 26, 2007 ― Gem Certification & Assurance Lab (GCAL), the
Official Diamond Laboratory of JA New York and the Couture Pavilion and Club at JA
New York, will be conducting demonstrations for clarity and light performance in
diamonds during the JA New York Summer Show (July 29 – Aug. 1, 2007). In addition,
GCAL will test an innovative new Electronic Diamond Grading Certificate that can serve
as both sales trainer and “silent salesperson” at the retail counter and help jewelers
increase margins and make faster sales.
Throughout the show, GCAL will hold alternating demonstrations on direct assessment
light performance and key clarity grades at the GCAL booth in the Crystal Palace
entrance to the show (Hall 3B) at the Jacob K. Javits Convention Center. These demos
will start at 8 a.m. on Sunday, July 29, and at 10 a.m. during the other show days, and
will run every hour on the hour during the show.
The demos will feature two microscopes with cameras mounted on them, projecting
images onto a screen. In the optical light performance demo, attendees will have a
chance to see GCAL’s proprietary direct light assessment system in action on actual
diamonds – demonstrating how the system quickly and consistently measures and analyzes
actual light return (brilliance) and optical symmetry revealing the cutter’s craft, and allowing
buyers and sellers to judge the mosaic of facets behind a diamond’s beauty.
In the clarity demo, GCAL will demonstrate for attendees the subtle but important difference
between the critical diamond clarity grades of SI2 and I1, as well as between VS2 and SI1.
According to Don Palmieri, GCAL President, the transition between these key clarity grades
can represent as much as a 30% difference in the value of a diamond.
“We selected these two demos because they are the areas that people have shown the
most interest in,” Mr. Palmieri said. “We want people to learn how they can increase their
diamond business using our services. We are starting the demos before the show opens
on the first day to allow exhibitors and New York diamond dealers to participate. Our
booth is located right outside the main Crystal Palace entrance to the show, so they
don’t even need a badge to come in, see our demos, and ask us questions about our
GCAL also will introduce its new patent pending Electronic Certificate system at the JA
Show. The system offers an online search function that can pull up any GCAL Diamond
Certificate. It also features a touch screen LCD monitor that can be mounted in the store
and will still function behind a glass display case. Each certificate in this proprietary
online system is intuitive, as 19 quality “touch points” pull up additional information explaining
specific sections of the certificate, including interpreting “4Cs” quality indicators, the meaning
behind “conflict-free” diamonds, and much more.
“This Electronic Certificate system was designed to answer any basic questions a
customer may have concerning their diamond and the diamond grading process,” Mr.
Palmieri said. “It’s a wonderful sales tool to help salespeople, and it’s a great way to train
them in the store as well. And because the system is digital, stores don’t have to worry
about losing certificates, which is a chronic problem. All the certificates are stored
together electronically, away from the diamond counter. The salesperson doesn’t have
to touch the actual certificate until the sale is made. We expect to roll out the system to
retail stores later this year.”
About Gem Certification and Assurance Lab
Gem Certification & Assurance Lab (GCAL) is a subsidiary of Collectors Universe, Inc., a NASDAQ Global Markets traded
company (NASDAQ: CLCT). GCAL provides guaranteed diamond certification with bundled services including Gemprint™
and direct light performance analysis as well as Source Veritas™ and Ideal Cut certificates (www.gemfacts.com). GCAL is
the Official Diamond Laboratory of JCK-Las Vegas, JCK invitational Show, Couture 2007, the International Colored
Gemstone Association for North America and the JA New York Shows. GCAL is also the Oasis Lounge sponsor of the
Premiere, the Prestige Promenade and the Luxury by JCK Shows.
Donald A. Palmieri
Gem Certification & Assurance Lab