The American Gem Society Laboratories, which has created a consumer guide for diamond buying namely “Diamond Buying 101”, launched its initiative at the International Conclave in Seattle. The guide is incorporated into a DVD format with a commentary by Frank Dallahan, President and CEO of the American Gem Society Laboratories; Peter Yantzer, Executive Director of the American Gem Society Laboratories; and Ruth Batson, Executive Director and CEO of the American Gem Society. It also contains candid interviews with would-be diamond buyers. %% Dallahan said “This project reminded us that the American Gem Society Laboratories’ mission has been, and always will be, to protect and serve the consumer with the most accurate documents, the highest standards in diamond grading, and the most unbiased information. “Diamond Buying 101” envelops all of these things.” %% The viewing lasts for over 12 minutes. “Diamond Buying 101” provides a comprehensive overview with examples and demonstrations, of the 4Cs, industry terms such as brilliance, fire, and scintillation, questions to be asked at the retail store, benefits of shopping with an American Gem Society jeweler; and a summary of the American Gem Society Laboratories, its capabilities, and grading reports. It is available at no cost and can be viewed on the official website www.agslab.com.