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Jewelers of the World launches Check Your Diamond Certification campaign
Encourages consumers to ask for certificates from a reputed international diamond laboratory
By: Diamond World News Service
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Sep 23 2011 5:04PM
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Reference: 6347  

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Encouraging consumer confidence through transparent practice, Leading Jewelers of the World (LJOW), a platform committed to quality and transparency in jewellery retail, has launched the ‘Check Your Diamond Certification’ campaign. The campaign educates the consumer to always ask for a certificate from a reputed international diamond laboratory when buying their diamond jewellery, as such being aware of the diamonds being purchased.

The campaign tells that while consumers need to be aware of the basics of the 4C’s – cut, colour, clarity and caratage, they need not struggle with the intricate details of these parameters, rather rely on the certificates provided by experts – established and well known international diamond laboratories. As there are many certificates provided to consumers in the country which are not based on these accepted international norms, they do not correctly reflect the valuation of a diamond. This is the reason why only an internationally renowned certificate proves your diamond’s true worth.

The campaign is being presented by Bollywood personalities Sharmila Tagore and Soha Ali Khan (the mother daughter duo) who are chosen for the stature and class they lend to the message. The LJOW campaign is being presented in association with International Gemological Institute (IGI) and Independent Gemological Laboratories (IGL).

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Clare Diamond
(Hong Kong)
Hi, I definitely agree about the importance of diamond certification. Since not everyone understands what is written on a diamond certificate,EGL Asia has prepared an Interactive Diamond Lexicon with a Flash pop-up definition for each term that is used in a generic diamond certification report. The interactive tool is free and is available at http://www.eglasia.com.hk/cn/diamondLexicon.html Try it out. It is quite amazing! I am curious to know what you think about the Interactive Diamond Lexicon. Do you think the rest of your readers would find it interesting? Please get back to me and let me know what you think.
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