The concluding seminar of the IGJME was devoted to one of the most cutting-edge technologies that was on display at the show – the advances in digital imaging of diamonds and the potential changes this could bring about in the way the precious stones are distributed and sold.
Sutariya’s presentation was based on his experiences in using videography as a form of visual merchandising while preseting the company’s products to global audiences. He said that the project had begun in 2008, and the use fo the 3D visuals of the diamonds had helped Dharmanandan reach customers in even the most remote areas. Sutariya said that the introduction of this technology had given a boost to online sales. However, this had more to do with the uniqueness of the experience in seeing a diamond presented in this way than in any additional information being coneyed over and above what was already contained in the certificate.
Efrat, on the other hand, introduced the audience to some of what he called the “inefficiencies” involved in the way that the diamond industry does its B2B sales. Very often stones have to be physically examined by potential buyers sitting thousands of miles away. The new Sarine Light was all about using microscope-based videography to analyse the way light passes through a diamond, and offer a buyer additional information that he could otherwise have secured only through a physical examination of the stone. “We do not aim to replace what labs are doing, but merely developing a new technology that will provide a boost to online B2B sales while removing some of the current inefficiencies of the system,” he concluded.
The session ended with an interesting Q & A and Panel discussion.