Look Book

40 www.thejewelrybook.com A G S R E S P O N S I B I T Y In our industry, we deal with incredibly rare, precious, and very costly creations that the consumer holds in exceptionally high esteem. With this, we've noticed a recurring theme in our industry: you are responsible for what you sell. It's a premise that says something about your business, your business standards, and your brand. Adding to this shift in thinking is an increasingly vocal segment of buyers, the Millennials. This well-informed group relies on companies to provide trusted brands and services—and they talk about their happiness and dissatisfaction to their friends and family online. The larger perspective, however, is their infl uence on those they never meet. With the ability and reliance of online resources such as social media, online critic review sites and discussion forums literally at our fi ngertips, Millennials have proven to be a generation that utilizes these mediums to discuss their satisfactions, dissatisfac- tions and general opinions – for the better or worse. With the need for brand awareness at an all-time high and constant attention focused on businesses today, com- panies must utilize the best resources available to elevate their standards, their credibility, and their consumers' perception. The diamond grading reports that you use represents your business principles. Trust is a critical factor for consumers, and the right diamond grading report can distinguish your business immediately. Utilizing a trusted grading report, such as one from AGS Laboratories, gives you one less thing to worry about. It's even more impor- tant to have the knowledge needed to review that report with your customer. In fact, many of our AGS members will tell you that they leverage their knowledge and credentials with reports they can stand by, thereby establishing themselves as reliable, well-informed, and trusted business professionals. The American Gem Society and a dedicated group of members formed AGS Laboratories in 1996 because we saw a need for a nonprofi t diamond grading lab that shared the AGS mission of consumer protection. By offering reports that offer consistency and accuracy, you are taking an important step in ensuring your store has a reputation as a trusted business. Trust is paramount for any consumer when making a meaningful jewelry purchase. If you are aligning your business with a brand and diamond grading report you trust, then you are giving yourself peace of mind and passing it along to your customer. About the American Gem Society The American Gem Society, founded in 1934 by Robert M. Shipley, is a nonprofi t trade association dedicated to proven ethics, knowledge, and consumer protection within the jewelry industry. The American Gem Society is a profes- sional organization awarding credentials for its members, who are held to the highest ethical and professional standards in the industry and must pass annual recertifi ca- tion examinations to maintain their titles. Less than one in twenty jewelers in the country have chosen to meet the exacting standards necessary for membership. Website: americangemsociety.org Facebook: AmericanGemSociety1934 Instagram: @AmericanGemSociety Twitter: @AmerGemSociety RUTH BATSON You Can't Earn Trust Without Responsibility: By: Ruth Batson, CEO AGS and AGS Laboratories You Are Responsible for What You Sell

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