I was recently quoted in an article in the Wall Street Journal regarding the legal claims made by Sterling Jewelers, Inc. against another industry giant, Zale Corporation. Sterling is alleging false advertising on Zale for touting its Celebration Fire stones as the “most brilliant diamonds in the world.” I was asked by the reporter whether there is a specific system or standard by which a company can claim that its diamonds are the most brilliant.

The most sophisticated systems analyze the cut of a diamond based on technologically-sound computer ray-tracing models. The one developed by the American Gem Society, a pioneer in diamond cutting technology, is scientifically based and is arguably the most stringent, yielding a light performance that is second to none with its famous Triple Zero Cut. GIA is very well-known for its triple excellent cut, yet no leading lab makes claims that one diamond is “more brilliant” than another. This is a very slippery slope to traverse.

I believe it is dangerous to base marketing claims of brilliance by any one so-called expert in the field. There are several competing systems that use selected criteria to establish their own standards of brilliance. I view some of this as “pseudoscience.” If it was that easy to measure brilliance, one of the pillars of diamond beauty along with dispersion and scintillation, the most sophisticated gemological laboratories in the world would have already done it. Rather than rely on a marketing technique to differentiate their diamonds, I would advise retailers to sell with diamond grading reports from the most credible labs in the world, where GIA and AGS stand on top.

Got an employee who seems distant, one that you can’t connect with?

We Are What We Buy!

If you’re a retail jeweler, your store takes on the look of what you buy. If you’re a jewelry designer, you are what you design. If you’re a jewelry manufacturer, you are what you manufacture. If you want to be better at what you do, you need to stock, design, or manufacture what people want to buy….

Ashxarihi Hayere interviews Bill Boyajian in Yerevan, Armenia

My family and I took a trip to Yerevan, Armenia just a couple months back. It was an incredible experience for us and we made many memories that we will always treasure. While there, I remained busy – Ashxarihi Hayere interviewed me on my family’s history and the influence of Armenians in the gem and jewelry industry. The interview was featured on Shant TV.

Here are a few Business and Life Tips to think about:

Business Tips

• Learn to deal with the things you can control. Do that well, and you’ll be better able to deal with things outside your control.
• To perpetuate your business, mentor people so you can replicate yourself. You won’t last forever, but your business can far outlast you.
• Don’t strive for perfection. No one can afford it. Instead, insist on excellence. That will get it done.

Life Tips

• People who don’t do anything fear making a mistake. I would rather make a mistake than do nothing. What about you?
• What we do is much more important than what we say. In fact, it’s really the only thing that matters.
• You can’t please everybody, nor should you try. Try pleasing yourself by taking time for you. Time is golden. Use it wisely.

Sapphire & Diamond Band courtesy of Universal Jewellery Design Centre
http://www.ujdc.com/

Tags: Business Development, Business Tips, Crisis Management, Developing Leaders, Family, Knowledge, Leadership Problems, Leadership Skills, Reputation, Values, Vision