© 2008 World Gemological Institute JCK Las Vegas May 30, 2008.

© 2008 World Gemological Institute

JCK Las VegasMay 30, 2008


Who is the World Gemological Institute (WGI)?• Over 30 years of diamond grading

experience

• Assured accuracy and reliability in diamond grading

– A minimum of 2-3 experienced diamond graders examine every diamond

– Six month training program for all new diamond graders

• State of the art measurement, grading and identification equipment

• Non-Profit Organization

• Highest level of ethics and transparency


Institute for Gemological Research

• The World Gemological Institute is conducting several diamond-related research projects around the globe

• Diamond research is meant to benefit the diamond jewelry industry as well as the industrial sector’s use of diamond

• Results of research projects will be presented in peer-reviewed trade journals


Continued Importance of Diamond Grading Reports

• Retail diamond business has changed much in the last 30 years

• Most consumers require independent verification of a diamond’s attributes and nature

• Customers come to sale self-educated by internet, friends and magazines

• More than anything else, customers are looking for assurance

• A diamond grading report from an independent laboratory should be an essential selling tool


Goals of WGI’s Diamond Grading Report Program

• The World Gemological Institute engaged the research division of MVI Marketing Ltd., Jewelry Consumer Opinion Council (JCOC), to discover ways in which diamond grading reports could be used as a sales tool to increase the value and volume of diamonds and diamond jewelry sales

• The World Gemological Institute plans to apply findings from consumer-targeted research and extensive industry dialogue to all aspects of diamond grading report use, including:

– Gemological and grading services

– Sales staff training

– Consumer education and marketing


Who is the Jewelry Consumer Opinion Council (JCOC)?

• The Jewelry Consumer Opinion Council (JCOC) is an Internet-based, niche market research service exclusive to the gem and jewelry industries.

• The JCOC is made up of a sampling panel of consumers throughout North America representing all ages, genders, income levels, buying categories and geographic regions.


Consumer Research Summary

Methodology:

• The Jewelry Consumer Opinion Council (JCOC) conducted this study for WGI between the dates of March 31 and May 21, 2008. The survey was completed by 2,879 JCOC Panel Members.

• Respondents in this study were from the United States.• The results of this study were weighted to match U.S. Census

figures.

• In exchange for completing this survey, panel members received one entry into the current JCOC sweepstakes.


50%

17%33%

Yes No I do not shop for fine jewelry

Conducting Online Research

When shopping for fine diamond jewelry, do you first conduct research online?

Base: All respondents (n = 2,879)


Knowledge of 4Cs


53%

47%

Yes No

Are you familiar with the 4Cs of diamonds?


Topics of Online Research

Which of the following do you research online before you make a fine diamond jewelry purchase? Select all that apply.

Base: Respondents who conduct online research when purchasing fine jewelry (n = 945)

56.1%51.0%

32.4%26.0%

29.9%

37.5%

72.4%

84.2%

0.9%0%

10%

20%

30%

40%

50%

60%

70%

80%

90% The diamond quality characteristics (4Cs)

Information about the retailers where I plan toshop

Previous shoppers' experience w ith the storewhere I plan to shop

Previous shoppers' experience w ith theproduct I plan to purchase

Comparisons about different diamond gradinglaboratories (gemological laboratories)

Information about diamond brands

Different styles or products that may beavailable

Pricing comparisons

Other


Online Research - Reassurance

When purchasing diamond jewelry set with a significant diamond (1/3 carat or larger), which of the following gives you the greatest reassurance that the diamond you are purchasing is exactly as

described?

33.6%

4.9%

29.2% 30.0%

2.3%

0%

10%

20%

30%

40%The reputation of the retailers I shopat

The brand of the diamond (Leo,Keepsake, Hearts on Fire, etc.)

The report or certificate that comeswith the diamond

I do not purchase diamond jewelrywith significant diamonds (1/3 carat orlarger)

Other



Grading Report Timing

When would you most prefer to see diamond grading reports when shopping for diamond jewelry set with a significant

diamond (1/3 carat or larger)?

14.4%

18.7%

46.5%

12.9%

1.20%

5.00%

1.30%

0%

10%

20%

30%

40%

50% As soon as the salesperson brings thediamond out

Once we start talking about thedifferences between diamonds

Once we have narrowed it down tomy top 2-3 choices

Only after I have selected thediamonds, but before the sales iscompleteOnly after I have made the purchase

Grading reports are not important atany point during the purchase

Other



Support for Branding Initiatives

• Companies are employing new and exciting branding opportunities to maintain and increase sales

• Co-branded diamond grading reports strengthen brand equity while also assuring independent certification

• The World Gemological Institute’s distinctive and luxurious report design sets your product apart

• The World Gemological Institute provides many customized options to support existing and new branding initiatives

– Co-Branded Reports

– Custom Inscription Service

– Categories for “Ideal” and “Hearts & Arrows” cut classifications


Diamond Grading Report

• Full size diamond grading report

• Distinctive and luxurious design

• 4 Cs clearly displayed

• “Ideal” and “Hearts & Arrows” cut classifications

• Diamond profile

• Plotting diagrams

• Branded, personal, and/or numeric inscriptions available

• Store specific or diamond brand available on report


Diamond Precis

• “Passport” size diamond grading report

• Distinctive and luxurious design

• 4 Cs clearly displayed

• “Ideal” and “Hearts & Arrows” cut classifications

• Diamond profile

• Inscription included

• Branded, personal, and/or numeric inscriptions available

• Store specific or diamond brand available on report

• Available for all size diamonds


Speed & Convenience for Israeli Sourced Diamonds

• $3.73 billion in net polished exports to United States from Israel in 2007

• The best and most efficient choice for your diamonds supplied through Israel

• The World Gemological Institute provides grading results in 3-4 days, guaranteed

• Quickest supply of needed out-of-stock diamonds with grading reports

• Faster inscription service for newly ordered diamonds

© 2008 World Gemological Institute JCK Las Vegas May 30, 2008.

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Transcript of © 2008 World Gemological Institute JCK Las Vegas May 30, 2008.