When shopping for jewelry, it is important to understand the value and quality of the gemstone as well as the jeweler’s work. If a jewelry sales associate tells you a gem is “investment grade,” or puts pressure on you to buy, you’re consulting the wrong person. Unfortunately, many jewelers don’t have the credentials and training to make your jewelry-buying experience a memorable one. There’s only one secret to buying jewelry — buy from a reputable, experienced, respected, and certified jewelry professional. When you shop for diamonds and jewelry, make sure the firm or individual you’re shopping with is a member of the American Gem Society. You’ll have the peace of mind that American Gem Society jewelers are educated, tested, and recertified annually. They have the equipment on site to help you understand the factors that determine a gemstone’s value. And, most important, they are committed to promoting the highest ethical standards in order to give you confidence and satisfaction.