GemEx Archived News

The Push for Light Performance

GemEx Systems of Mequon, Wis., is offering $1.5 million in advertising to a select number of retail jewelers who will promote its new Guide Light Performance Analysis diamond report. The GemEx BrillianceScope measures the light...

Fancy This

Zales Jewelers trumpets the arrival of its fancy-cut octagonal diamond brand

One of the majors has energized the world of fancy-cut diamond brands. In a significant break from the industry’s many branded round cuts, Zales Jewelers...

Zales Introduces Eight-Sided Diamond

Irving, Texas—Zales Jewelers recently debuted an eight-sided diamond highlighted by 82 facets, 24 more than a standard diamond. Called the Zales diamond, this stone also features a platinum setting with the Zales name engraved on the inside...

GemEx Initiates Marketing Campaign to Recruit Retailers

Mequon, Wis.—GemEx Systems recently launched a $1.5 million national marketing campaign in an effort to recruit 1,000 independent retailers and establish them as authorized GemEx dealerships by early next year, according to Robert DuBois,...

What They're Up To

De Beers' Alan Campbell says there is "no right or wrong way" for sightholders to respond to De Beers' initiatives. And sightholders are taking a variety of approaches. Consider the following:

One of the most ambitious attempts at...

The "Beauty Report"

"It's revolutionary!" exclaims Gary Gordon, an AGS jeweler from Oklahoma City, Okla. Gordon is excited about the "beauty report" generated by the BrillianceScope, a spectrophotometer that reveals the light performance of...