Jewelers of America (JA) introduced a new sales tool designed to help retail jewellery associates confidently educate customers on both natural and lab-grown diamonds. The resource, titled Counter Intelligence: Just the Facts about Natural & Lab-Grown Diamonds, serves as a comprehensive guide offering unbiased, factual information on the key differences and similarities between the two diamond types.

The brochure is intended for use at jewellery store counters, providing a quick and reliable reference for sales associates, JA said. It equips retail staff with the knowledge needed to support customers in making informed purchasing decisions based on personal values and preferences.

“We recognise the importance of empowering our members with tools that enhance customer trust and confidence,” said Regina Ciarleglio, Director of Membership at JA. “The Counter Intelligence guide was developed in response to jewellers’ requests for a clear, factual way to present information on natural and lab-grown diamonds. This resource ensures both customers and associates have access to accurate, objective details that aid in meaningful decision-making.”