Press Release

GCAL to Hold Clarity and Light Performance Demos at the JA New York Show, and Unveil New Electronic Diamond Grading Certificate System.

GCAL will be conducting demonstrations for clarity and light performance in diamonds during the JA New York Summer Show. In addition, GCAL will test an innovative new Electronic Diamond Grading certificate that can serve as a sales trainer and a "silent salesperson".

NEW YORK, NY ― July 26, 2007 ― Gem Certification & Assurance Lab (GCAL), the Official Diamond Laboratory of JA New York and the Couture Pavilion and Club at JA New York, will be conducting demonstrations for clarity and light performance in diamonds during the JA New York Summer Show (July 29 – Aug. 1, 2007). In addition, GCAL will test an innovative new Electronic Diamond Grading Certificate that can serve as both sales trainer and “silent salesperson” at the retail counter and help jewelers increase margins and make faster sales.

Throughout the show, GCAL will hold alternating demonstrations on direct assessment light performance and key clarity grades at the GCAL booth in the Crystal Palace entrance to the show (Hall 3B) at the Jacob K. Javits Convention Center. These demos will start at 8 a.m. on Sunday, July 29, and at 10 a.m. during the other show days, and will run every hour on the hour during the show.

The demos will feature two microscopes with cameras mounted on them, projecting images onto a screen. In the optical light performance demo, attendees will have a chance to see GCAL’s proprietary direct light assessment system in action on actual diamonds – demonstrating how the system quickly and consistently measures and analyzes actual light return (brilliance) and optical symmetry revealing the cutter’s craft, and allowing buyers and sellers to judge the mosaic of facets behind a diamond’s beauty.

In the clarity demo, GCAL will demonstrate for attendees the subtle but important difference between the critical diamond clarity grades of SI2 and I1, as well as between VS2 and SI1. According to Don Palmieri, GCAL President, the transition between these key clarity grades can represent as much as a 30% difference in the value of a diamond.

“We selected these two demos because they are the areas that people have shown the most interest in,” Mr. Palmieri said. “We want people to learn how they can increase their diamond business using our services. We are starting the demos before the show opens on the first day to allow exhibitors and New York diamond dealers to participate. Our booth is located right outside the main Crystal Palace entrance to the show, so they don’t even need a badge to come in, see our demos, and ask us questions about our certification programs.”

GCAL also will introduce its new patent pending Electronic Certificate system at the JA Show. The system offers an online search function that can pull up any GCAL Diamond Certificate. It also features a touch screen LCD monitor that can be mounted in the store and will still function behind a glass display case. Each certificate in this proprietary online system is intuitive, as 19 quality “touch points” pull up additional information explaining specific sections of the certificate, including interpreting “4Cs” quality indicators, the meaning behind “conflict-free” diamonds, and much more.

“This Electronic Certificate system was designed to answer any basic questions a customer may have concerning their diamond and the diamond grading process,” Mr. Palmieri said. “It’s a wonderful sales tool to help salespeople, and it’s a great way to train them in the store as well. And because the system is digital, stores don’t have to worry about losing certificates, which is a chronic problem. All the certificates are stored together electronically, away from the diamond counter. The salesperson doesn’t have to touch the actual certificate until the sale is made. We expect to roll out the system to retail stores later this year.”

About Gem Certification and Assurance Lab

Gem Certification & Assurance Lab (GCAL) is a subsidiary of Collectors Universe, Inc., a NASDAQ Global Markets traded company (NASDAQ: CLCT). GCAL provides guaranteed diamond certification with bundled services including Gemprint™ and direct light performance analysis as well as Source Veritas™ and Ideal Cut certificates ( GCAL is the Official Diamond Laboratory of JCK-Las Vegas, JCK invitational Show, Couture 2007, the International Colored Gemstone Association for North America and the JA New York Shows. GCAL is also the Oasis Lounge sponsor of the Premiere, the Prestige Promenade and the Luxury by JCK Shows.


Donald A. Palmieri
Gem Certification & Assurance Lab