Titled Counter Intelligence: Just the Facts about Natural & Lab-Grown Diamonds, the new guide serves as an unbiased, fact-based reference tool designed to enhance the customer buying experience. Sponsored by Synchrony, the full-color, laminated brochure provides clear, objective insights into the differences and similarities between natural and lab-grown diamonds, ensuring retail staff can offer well-informed guidance tailored to individual customer preferences.
“We developed the Counter Intelligence guide in response to feedback from jewellers looking for a straightforward, factual resource to share with customers,” said Regina Ciarleglio, Director of Membership at Jewelers of America. “By equipping sales associates with accurate information, we aim to build trust and confidence at the jewellery counter, making the shopping experience more transparent and meaningful.”
The guide covers key topics such as diamond origins, value considerations, the importance of appraisals, and the environmental impact of different diamond options. To further support retailers, JA is also introducing a compact, customer-friendly version of the guide, What You Should Know About Natural & Lab-Grown Diamonds: Just the Facts, in a convenient folded format for direct distribution.
Each JA member store will receive one complimentary copy of the Counter Intelligence guide, with additional copies available—up to 10 per store. Retailers can also pre-order bulk packs of 50 for $49.99, with pre-orders open online until March 31, 2025. Brochures will begin shipping in April.
