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AGS introduces new diamond-buying DVD

April 18, 2008

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Seattle—American Gem Society (AGS) Laboratories is taking the consumer back to school when it comes to buying a diamond.

At AGS Conclave held last week in Seattle, representatives from the organization announced the release of "Diamond Buying 101," a new DVD that is free to retailers and is intended for in-store use. The video also is available at the AGS Web site, Agslab.com, and on popular Internet video site You Tube.

The 12-minute video features commentary from real-life, would-be diamond buyers, and also educates consumers on the Four C's and industry terms such as brilliance, fire and scintillation, gives them questions to ask retailers and highlights the advantage of shopping at an AGS-member retailer.

Commentary from AGS Labs President and CEO Frank Dallahan, AGS Labs Executive Director Peter Yantzer and AGS Executive Director and CEO Ruth Batson also is featured in the DVD.

"Taking on the task of writing and producing the most honest and informative diamond-buying resource for consumers could have been overwhelming," Dallahan said. "However, the process, to a degree, provided cathartic. It's not uncommon to lose sight of the mission of one's company while managing day-to-day operations and activities. This project reminded us that the American Gem Society Laboratories' mission has been, and always will be, to protect and serve the consumer with the most accurate documents, the highest standards in diamond grading and the most unbiased information. Diamond Buying 101 envelops all of these things."
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