Trust remains the starting point of any jewellery purchase. A customer first walks into a store because of the jeweller’s reputation, legacy, and the way the brand presents itself. That initial trust is built over years of consistent business practices and relationships with customers.

However, when it comes to closing the final purchase, the customer looks for something more objective. Independent authentication in the form of a grading report or certificate plays a critical role at this stage. It provides transparency, and gives customers reassurance that the product they are buying has been verified by a third party. In many cases, this final layer of verification is what turns interest into a completed sale.

The newer generation of buyers, particularly millennials and Gen Z-ers, approaches jewellery very differently from earlier generations. While traditional customers relied primarily on the jeweller’s word, today’s buyers expect data, documentation and traceability.

Another major change is the growth of online jewellery sales. Customers are often buying jewellery without physically seeing it. In such cases, product descriptions, specifications, and certification become even more important. A grading report becomes the primary source of confidence for the buyer. It reassures them that what they are purchasing matches what has been promised.

GSI operates at the intersection of science, technology and trade. Our role is to provide reliable and consistent verification of  diamonds, gemstones and jewellery. We work with manufacturers, retailers and traders so that they can confidently present their products to customers.

Because we invest in research, grading standards, technology and education, we are able to support the industry in a structured way. The objective is not just to issue reports, but to help the trade build credibility with its customers through transparent and consistent certification.

GSI teams work directly with manufacturers, retailers and traders across India, and internationally. Our people regularly engage with the trade to understand operational challenges, product issues and evolving market needs.

The feedback thus generated plays an important role in shaping how we develop services, reports and training programmes. The objective is to ensure that certification, testing and education remain aligned with how the jewellery business is actually conducted on the ground.

Manufacturers face increasing pressure around quality assurance, stone verification and compliance. They need to ensure that diamonds are properly screened, gemstones are correctly identified, and finished jewellery meets required standards of workmanship.

Retailers, on the other hand, deal with product complexity. A single piece of jewellery may contain multiple diamonds, gemstones and design elements, each of which, traditionally, require separate documentation. Managing multiple reports creates confusion for both retailers and customers. Retailers also face challenges in training staff to confidently explain technical details to buyers.

One of GSI’s key initiatives is the development of integrated reporting. Through what we call a fusion report, diamonds, gemstones and craftsmanship details can be presented in one single document. This simplifies the process for retailers, and improves clarity for consumers.

From a technology standpoint, GSI has introduced digital certificates, barcodes, QR codes and GSI tags that link directly to secure electronic reports. These tools allow customers to access verified information instantly, and also support sustainability by reducing paper usage.

Yes. GSI has invested significantly in digital platforms and logistics systems. Submissions can now be made through online portals, reducing queues and processing delays. Reports can be printed remotely, which allows jewellery to be manufactured in one country, and sold in another without disrupting documentation.

For example, diamonds can be graded in India, set into jewellery in Hong Kong, and sold to a customer in New York, with the final report issued at the destination. This global connectivity supports modern jewellery supply chains.

Retailers invest heavily in store design and branding, but the most important interface with the customer remains the sales staff. A well-trained salesperson is better equipped to explain products, answer technical questions, and build trust with buyers. In a market where customers are increasingly knowledgeable and data-driven, staff training is no longer optional. It directly impacts conversion rates and customer confidence.

GSI runs different training programmes for manufacturers and retailers. Manufacturers receive technical training on diamond grading, gemstone identification, treatments, quality control and craftsmanship standards.

For retailers, GSI offers a structured retail sales programme that covers diamonds, gemstones and sales communication. The aim is to help sales teams speak accurately and confidently about the products they sell, improving both customer experience and business performance.

The jewellery industry is evolving rapidly, with new materials, treatments and consumer expectations emerging every year. GSI’s role is to support this change through science-based certification, advanced technology, and industry education. By strengthening verification, improving efficiency and building knowledge across the trade, GSI is helping the industry become more transparent and future-ready.