The objective of the marketing campaign is to build demand for the firm's Guide Light Performance Analysis Report, a certification that accompanies a diamond and accurately details its light performance. The report is consumer-friendly in its use of simple bar graphs to illustrate a diamond's complete light performance, including white light (brilliance), colored light (fire) and scintillation.

Initiated Sept. 1 through print and direct-mail advertising, the marketing campaign targeted the first 1,000 jewelers who answered a past survey conducted by GemEx, which polled 6,700 retailers. (Any established retail jeweler can join, however.)

To encourage retailers to respond to the marketing campaign early, GemEx offered the first 200 signed retailers an incentive package of services, including discounts in generating exclusive Guide Light Performance Analysis Reports, a discount on the diamond comparison BrillianceScope Viewer, and aggregate marketing and advertising support like in-house training and public relations backing.

"A qualified retailer who wants the technical, yet simple, ability to show the beauty of a diamond and who responds quickly to the GemEx program will receive all the support necessary to dominate diamond sales in [his or her] market," said DuBois.

GemEx Systems provides tools for the jewelry industry to evaluate diamonds and gemstones such as the BrillianceScope Analyzer, an instrument that scans, measures and quantifies the light return of diamonds, and the BrillianceScope Viewer, a smaller, countertop tool that allows consumers to see the brilliance of a diamond.

"Comprehensive retailer testing has proven unequivocally that the Guide Light Performance Analysis Report produced by our BrillianceScope demystifies for the consumer the relationship between cut and beauty," explained DuBois. "The return of light ratings gives consumers a standard benchmark to compare stones of similar size, color and clarity."