The Gemological Science International (GSI), headquartered in New York City adopted advanced QR barcodes, also called 2D barcodes, technology which facilitates real-time marketing and data tracking, and is the first diamond laboratory to do so. It will now include a QR (“Quick Response”) barcode on its reports, which will allow suppliers, retailers and consumers real-time verification of GSI diamond reports.

The barcode on the report can be scanned by any smart phone, and a person can instantly be directed to the GSI webpage that shows the actual document. GSI is the only gem lab that offers an image of the actual grading report online.

“QR technology provides a rapid, third-party verification for the consumer and others, which can help overcome considerations regarding authenticity at the sales counter,” said GSI CEO Mark Gershburg, who founded the lab in 2000. “In addition scanning is relevant across all age and income groups,” said Mr. Gershburg.

the use of barcodes has been gaining popularity amongst consumers, according to a new consumer adoption study from ScanBuy, a barcode technology industry leader. Use of barcoding scanning was up 700 percent in 2010, wherein linking to a website featured most popular action delivered by 2D barcoding. High-tech barcodes have also been used on print ads, in-store displays, ticketing and tracking, couponing, business cards, email marketing, and even on cookies as the inventor of the QR code, Denso, did for a Japanese trade show promotion. “This is just the tip of the iceberg in terms of uses for QR coding,” said Mr. Gershburg. “We’re very excited about this new technology and its uses in our industry.