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Diamond DNA to allow greater buying transparency
The innovation has been launched by Venus Jewels
By: Diamond World News Service
Mar 9 2011 4:45PM
Reference: 5822  


A new program that inspires transparency in the diamond trade and called ‘Diamond DNA’ is launched by Venus Jewels, a noted diamond manufacturing company that has craved a niche in the genre of Solitaires. Through its new launch, the company intends to add to consumer confidence. It offers possibilities of viewing details of the diamond on its website www.venusjewel.com, for the buyer / consumer to be well are of its features before purchase. Mr. Anil D. Shah Partner, Venus Jewel adds “It is a big opportunity for the diamond industry if we could generate consumer confidence in Diamonds by making them as popular as other luxury goods. All Consumers do not have the desire to know all the details of the product that they are buying, but they should feel that all the details are readily available to them.”

The Diamond DNA functions exemplify the meaning of the ‘DNA’ word, and graphically illustrate it in extensive detail, with a characteristic profiling of diamonds manufactured at the company, and allowing minute scrutinizing of diamonds on the website www.venusjewel.com, prior to purchase.

The features of Diamond DNA include - Diamond Diagram (it provides a profile view of the diamond mirroring the Actual diamond); Diamond Description (shows the Venus Grading System (VGS) 18 grading attributes informing about Inclusion Pattern/Internal Graining/ Opens / Placement of Inclusion etc); high resolution Digital Image (helping view the diamonds’ exact appearance); Plotting Image (displaying it’s clarity characteristics); ASET image (uses the Angular Spectrum to display and evaluate the optical performance of diamonds); AGS Parameters (to identify and understand AGS cut grade according to brilliance and other cut grading attributes).

The focus of consumer transparency has been highlighted in online sales, as Mr. Shah adds, “In online selling, providing maximum transparency on the website is what really counts”. The focus of this new innovation is to make online buying “a simple process as well as enjoyable and confidence building experience,” as Mr. Shah puts across. Readily downloadable from the website, their customers can refer required details further downstream to clients thereby introducing more transparency in online buying and simplifying purchases.

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