In a significant move taking its eBayAuthenticate™ services forward, e-tailer eBay announced the expansion of  its authenticating service to take in the luxury jewellery category. As a result, holiday shoppers will have access to “more than 45,000 high-end diamond and other gemstone jewellery, verified by professional authenticators”, eBay said.

This should come as welcome news for the Millennials, who more than any consumer demography before, demand trust, transparency and authenticity, especially in the jewellery category.

eBay’s authentication service, currently covers the luxury handbags category – launched in   2017 -- and luxury watches category – launched earlier this year.

Henceforth, listings for necklaces, earrings, rings, and bracelets, will all be marked with an “Authenticity Verified” label.

“The 45,000 authenticated jewellery items span engagement and wedding bands, loose diamonds and gemstones, and fine, vintage and fashion jewellery at eBay.com/authentic/jewelry,” the e-tailer stated. “These items – ranging in price from US$ 250 to upwards of US$ 20,000+ – are verified by third-party authentication experts and sourced from more than two dozen of eBay’s top-rated sellers.”

James Hendy, Senior Director of eBay Authenticate commented: “eBay is home to the largest selection of luxury goods, which includes tens of thousands of jewellery items, fine watches, and rare and designer handbags. Expanding the eBay Authenticate service provides customers an added layer of trust and confidence as they shop for fine jewellery this holiday and beyond.”

 eBay also announced special deals and discounts on select authenticated jewellery items to “celebrate” the launch of the service for fine jewellery.

“Whether purchasing jewellery for themselves or a loved one, shoppers turn to eBay for a wide selection of options at incredible prices,” eBay noted. “In fact, 50,000 jewellery items are sold per day on eBay – that’s more than 2,000 sold per hour – and one diamond ring is sold per minute.”

The most popular gemstones on eBay are: diamond, sapphire, aquamarine, amethyst, onyx, tanzanite, citrine, ruby, topaz and emerald.