Gem Certification & Assurance Lab (GCAL) has introduced three new services recently, which aim at enhancing selling skills of sales professionals in the diamond and jewellery industry. A one-to-one chat service is offered, wherein one can interact with Linda Osofsky, GCAL’s Marketing Manager, who would guide one on how in-store training, Certified Diamond Exchange or specific marketing collateral can drive diamond-buying customers to one’s store. Extending its tutorials, beyond eLearning through its website www.gemfacts.com/elearning, GCAL has created a new training manual and video offered free of charge to GCAL customers. The tutorials suggest tips on how to sell with GCAL features and benefits. The video, a GCAL exclusive, briefs one on the company’s state-of-the-art lab that brings store associates up close and personal with GCAL’s expert staff and services. This video is also offered as a loop available to run in-store. %% DiamondID.com will be launched as a consumer-focused website in late summer, which will promote GCAL as the premiere independent certification authority, merging the idea of marking a diamond with an identification number along with the optical fingerprint “Gemprint®” and then registering it to a specific consumer. The site will include a DiamondID® registry (over a half million diamonds currently registered) based on the Gemprint® and DID® international database, allowing your customers peace of mind that their stone is further protected from switching, and has a greater chance of recovery if lost or stolen. A printable Diamond Buying Guide will also feature on the website, to answer important consumer queries when shopping. This guide will explain the concept of a diamond’s visual signature through both basic and in-depth 4Cs education: Like a fingerprint, no two diamonds are alike. DiamondID.com will feature a consumer referral to retailers worldwide who offer GCAL Guaranteed Certified Diamonds. “In offering Guaranteed Diamond Certificates, we are already showing our commitment to consumer confidence,” says Donald A. Palmieri, GCAL President. “But we want to take it a step further by creating specific strategies that will build your bottom line.”