The Natural Color Diamond Association (NCDA) has introduced its first educational video, “Natural Yellow Diamonds.” The association chose yellow diamonds for its inaugural course because this category constitutes the largest opportunity in the colored diamond industry for growth in affordable jewelry.
The video, which is appropriate for both consumers and members of the trade, discusses the causes of yellow in diamonds, basics on light and color, ranges of color, systems for describing and grading colored diamonds, locations where yellow diamonds are found, differences between natural and synthetic stones, and comparisons between yellow diamond and other yellow gems, such as sapphire.
Taught by Thomas Gelb, education director of the NCDA, the video’s goal is to enable consumers and retailers to communicate with each other about yellow diamonds. Facts are presented in a way that is both easy to understand for the layman and accurate for professionals.
“It is important to go beyond the standard explanations that the scientific analysis of a grading report provides,” says Alan Bronstein, president of NCDA. “While it is important to break down some of the technical information, which we do, the public needs to feel encouraged and free to make a personal decision, based on the affordability and beauty of the color for them.”
The 30-minute video, which costs $100, will be useful for anyone in the trade who wants to romance yellow diamonds. Its information provides confidence to consumers and is meant to trigger conversations, giving retailers the chance to answer any additional questions their customers may have. “We feel confident that this tool will increase the desire and demand for natural yellow diamonds,” says Bronstein.
The NCDA has also redesigned its website to provide transparency and up-to-date scientific and trade information to both retailers and consumers. The site is meant to facilitate fair trading, consumer education, and the confidence to buy products in this genre of precious stones.
“Our goal is to keep our followers up-to-date on scientific data affecting our members, changes in the market that affect values and availability, and how to create enthusiasm for sharing the unusual experiences of natural color diamonds,” says Bronstein.
Visit www.ncdia.com for more information.
