Jewelers of America (JA), the national trade association for businesses in the fine jewelry marketplace, has launched a new sales tool designed to help retail jewelry store associates confidently present natural and lab-grown diamond facts to customers. The new resource, titled “Counter Intelligence: Just the Facts about Natural & Lab-Grown Diamonds”, is a comprehensive guide that provides sales associates with unbiased, credible information about both types of diamonds, enhancing the customer buying experience.

This full-color, laminated brochure is designed to be a valuable reference tool for jewelry store counters, offering clear, objective information about the differences and similarities between natural and lab-grown diamonds. The Counter Intelligence guide, sponsored by Synchrony, equips retail staff with the knowledge they need to help customers make informed decisions based on their personal preferences and values.

“We recognize the importance of empowering our members with the tools they need to serve their customers with confidence,” says Regina Ciarleglio, Director of Membership at Jewelers of America. “The Counter Intelligence guide was created from feedback we received from jewelers who were seeking an effective way to present unbiased and factual information on natural and lab-grown diamonds. This resource is designed to enhance the customer experience by providing clear, accurate information that helps both the associate and the customer make informed, meaningful decisions.”

One copy will be mailed to each JA Member store, with up to 10 copies available per store. The content includes details about how diamond options differ, understanding value, the importance of appraisals, a diamond’s journey, and the environmental impact of diamonds. The brochure provides a clear and objective explanation of the key distinctions between natural and lab-grown diamonds, helping retailers create trust with their customers and ensure they make well-informed purchasing choices.

In addition to the main brochure, Jewelers of America is offering a reformatted, convenient 5.5” x 8.5” folded version titled “What You Should Know About Natural & Lab-Grown Diamonds: Just the Facts”, which can be distributed to customers directly.

Jewelers of America members can now pre-order bulk copies of the guide, available in packs of 50 for $49.99. Pre-orders are open online until March 31, 2025, and brochures will begin shipping in April.