American Gem Society's stand on business and professional excellence
has been a force in the jewelry industry since 1934.
Its emphasis on the study and profitable merchandising of gemstones
has spread acceptance of gemological knowledge. AGS is best known
to jewelers and the public for protecting and educating the consumer
by those member jewelers who have earned Society titles. Most
Society activities involve the promotion of the title-holding
jewelers. The constant commercialization of RJ, RS, CG and CGA
makes these hard-earned titles useful tools in the marketplace.
For the consuming public, AGS provides professional and trustworthy
retail jewelers. When jewelers advertise their membership as Registered
Jeweler, Certified Gemologist or Certified Gemologist Appraiser,
they are separated from their competition as the true and trusted
gemologically trained experts. For the consumer, this is AGS'
most important activity.
In order to implement this service to the consumer, the AGS provides
many aids to its members. The AGS publishes an extensive array
of colorful booklets and brochures on gems for distribution to
the public. These contain interesting and informative discussions
about gemstones and include a section underscoring the importance
of a titleholder's knowledge, integrity and business competence.
The same messages are conveyed in national promotional programs
and in a newspaper ad service which the Society maintains for
use of titleholders.
The Society distributes a monthly newsletter on its activities
to all members. Also made available are copies of lectures and
TV and radio scripts.
In the spring of each year the Society holds a membership meeting
which draws hundreds of attendees from various parts of the United
States and Canada. This annual Conclave serves as a forum for
exchange of significant new information of interest to gemologists.
PRACTICES PROHIBITED TO MEMBERS
An applicant, either an individual or a firm, is not eligible
for membership if it participates in any of the following practices:
Representing itself as a wholesaler and selling to the consumer
Placing its primary advertising
and selling emphasis on credit terms rather
than the merchandise itself
Following a policy of selling merchandise
at prices lower than those at which
it is marked
Not offering merchandise at the
same price to all prospective purchasers
Advertising an artificial price
as the "regular price" and selling at a price
"marked down" from this
the technique of "switching," that is, attempting to
influence customers to buy
an article carrying a higher mark-up in place of the article
Using the nomenclature of any nationally
known gemstone grading system without
strictly adhering to the standards of that system
Offering trade-in allowances in
excess of the true value of the merchandise
turned in, or offering "throw-ins" or "give-aways"
Using blown-up illustrations in
its advertising, which enlarge one part of an
article out of proportion to other parts
Deliberately misrepresenting its
merchandise in anyway
Concealing carrying or credit charges
by an unduly high mark-up
Operating a loan business
Failing to adhere to all Federal
Trade Commission Recommendations and
Bureau of Standards Definitions as they relate to the jewelry
Failing to advertise in accordance
with recommendations set forth by the
Association of Better Business
Indulging in "sharp practices"
which have the effect of deceiving
CERTIFIED GEMOLOGIST TITLE
To achieve the Certified Gemologist title, the individual must
complete the following:
Be a Registered Jeweler or Registered Supplier for at least one
year, and one
of the following:
Be a Gemology Diploma recipient
or a Graduate Gemologist (contact G IA
regarding these diplomas).
Be a FGA with GIA Diamond Program
Be a Paris Jr. College graduate
with GIA Diamond Program
CERTIFIED GEMOLOGIST APPRAISER TITLE
Must be a Certified Gemologist and have an AGS accredited gem
Certified Gemologist Appraiser exams are offered several times
throughout the year & country, including the annual AGS Conclave.
The exam is based on the Handbook of jewelry and Gemstone Appraising
(available through Member Services Dept.) and successful completion
confers the Certified Gemologist Appraiser title.
Under unique, specialized circumstances, with the approval of
the AGS Examinations Board, a special written gemological examination
(including diamond grading and gem identification examinations)
may be requested in writing. This approach requires professional
recommendations and a detailed resume.