LAS VEGAS, Nev., Dec. 5, 2019 (SEND2PRESS NEWSWIRE) — The American Gem Society (AGS), a nonprofit association dedicated to consumer protection and the ongoing education of jewelers, is providing tips for consumers to keep in mind this holiday season before hitting the stores to make significant diamond and jewelry purchases.

AGS Tips for Holiday Jewelry Purchases

  • Be aware of inflated pricing. If a discount seems too good to be true, it probably is. AGS member jewelers must adhere to standards of business conduct that strictly prohibit inflating a price by a certain percent, then advertising that it is that same percentage off.
  • See it. Touch it. Feel it. Though the prices for jewelry found online are sometimes lower, AGS recommends that consumers see, touch, and feel the jewelry they are considering purchasing – especially diamonds. Online purchases can look different in person than on a screen.
  • Ask for a diamond grading report. It’s important to ask for a diamond grading report from an independent laboratory. A thorough grading report covers all 4Cs—cut, color, clarity, and carat—so that the jewelry buyers know and understand the quality of what they are purchasing. AGS Laboratories was founded in 1996 by AGS as a nonprofit diamond grading laboratory that shares their mission of consumer protection. This mission ensures jewelry buyers will receive an unbiased opinion on the quality of their diamond.
  • Ask for Credentials. AGS encourages jewelry buyers to shop with a credentialed, professional jeweler, who is a member of an organization with a strict code of business ethics, such as AGS. By shopping with a jeweler who knows and understands gems and metals, jewelry buyers will feel less stress and more confident with their purchase.

To find a credentialed AGS jeweler, visit

About American Gem Society:

The American Gem Society, founded in 1934 by Robert M. Shipley, is a nonprofit trade association dedicated to proven ethics, knowledge, and consumer protection within the jewelry industry. The American Gem Society is a professional organization awarding credentials for its members, who are held to the highest ethical and professional standards in the industry and must pass annual recertification examinations to maintain their titles. Less than one in twenty jewelers in the country have met the exacting requirements necessary for membership.

Website: Twitter: @AmerGemSociety. Facebook: AmericanGemSociety1934.

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News Source: American Gem Society