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Lab Celebrates 10th Anniversary through Educational Campaign LAS VEGAS, Nevada - March 14, 2006 - Representatives from the American Gem Society Laboratories, LLC, are pleased to announce the launch of a consumer public relations initiative slated to hit national consumer media in April 2006. "Today's consumers are hungry for information to help them understand and feel confident with the diamond-buying process," stated Peter Yantzer, Executive Director, AGS Laboratories. "This initiative will arm consumers with the knowledge necessary to make an informed diamond purchase." Two initiatives are planned as part of the campaign. The first, titled Alphabet Soup is designed to demystify the acronyms in the jewelry industry, from labs to documents. Targeting consumer protection writers at newspapers and magazines across the country, as well as national business and technology publications, national television networks, radio networks, wire services, major daily newspapers, publishing houses, professional business and specialty publications, websites, databases and online services, the American Gem Society Laboratories will provide the media with valuable information and quotes about grading report differences – leading to increased consumer confidence and comfort. The second initiative, titled So Many Cuts, So Little Time will focus on the cut of a diamond and the fashion opportunities that exist in today's marketplace. Targeting consumer fashion magazines, lifestyle news programming, and broadcast outlets, So Many Cuts, So Little Time will include a ninety-second Video News Release to pique media interest. AGS launched their Performance-based Cut Grading System in 2005, and since then, AGS Laboratories has been implementing the Cut Grade in their Diamond QualityTM Documents. In the new Cut-Grading System, all facets of a diamond are measured in three dimensions rather than two dimensions. The measurements are used by a computer program to trace light rays traveling through a diamond. The ray-tracing program shows the quantity and quality of the light being returned to the viewer. In addition to proportion, symmetry, and polish, AGS Laboratories will also consider brightness, dispersion, leakage, contrast, and spread in assigning the final cut grade. For more information regarding AGS Laboratories products and services, please visit agslab.com. |
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