Business will soon be sparkling for the Jewelry Club House (JCH) MACC diamond, now being introduced to the jewelry market. That's the prediction of Kalpesh Jhaveri, a director of the JCH and president of K.R.Gems & Diamonds International. This is largely due to the fact that JCH, a worldwide Internet membership-based supply chain network engaged in jewelry wholesale and retail distribution, is now using the BrillianceScope gemstone analyzer to qualify the brilliance and scintillation of MACC diamonds for their customers, he says.

The JCH provides independent jewelers with a wide range of products, technological tools such as the BrillianceScope, Internet links, database services, web hosting, packaging and shipping, as well as the marketing and advertising support that enables them to compete with super sellers and large discount chains.

"It's our mission to unify qualified jewelers to form the largest independent online chain," says Jhaveri.

"In order to qualify as a MACC diamond, a gemstone must meet the very highest standards of quality. The BrillianceScope is a high tech analyzer. Prior to its invention, there was no precise way to quantify a diamond's beauty," he says. "People had to trust their own eyes. But now this analyzer verifies that they are purchasing an exceptionally brilliant and beautiful diamond. We are using it to select only extremely well cut, high end gemstones with superior light performance to be MACC diamonds."

Created by GemEx Systems, Inc., Mequon, WI, the analyzer applies spectrophotometry technology to rate a diamond's brilliance and sparkle, according to Randall Wagner, GemEx president.

This scientifically based process for grading the "life" or brilliance of a gemstone, provides the consumer with a detailed analysis of how its "beauty" compares to other diamonds, explains Jhaveri.

"Our business philosophy at JCH is not just to sell high quality jewelry to our customers but to educate them and enable them to make educated decisions in purchasing diamonds. Using the BrillianceScope report helps to educate them and significantly helps us in our marketing efforts.

"The analyzer replicates the lighting conditions used in a stone's evaluation and allows us to 'see' and compare the actual brilliance of the diamonds. Customers can see the difference immediately," he says.

According to Wagner, the BrillianceScope analysis goes beyond the standard "four C's" system of evaluating diamond quality. Traditionally diamonds are judged based on Carat weight, Clarity (lack of impurities), Cut (the geometry of the diamond cut) and Color (white vs. yellow).

The four C's determine the rarity and price of a diamond. Many of these measurements, prior to the use of spectrophotometry, were subject to the judgment of the individual person grading the gem.

"Now we can go beyond the four C's and actually evaluate and compare the results scientifically," states Wagner. "These variables, when optimized, result in diamonds with brilliant reflective qualities and that's exactly what the BrillianceScope measures. We can now show customers two diamonds with similar characteristics side by side, but one will have superior 'brilliance' or 'light performance' ratings, making it a much better value," he adds.

"We use our technology to measure a diamond's light performance--its white light and color light. It also separately measures a diamond's scintillation," he says. "When it comes to buying diamonds, consumers are most concerned with the appearance, the play of light in the diamond. They want to get that 'wow' effect. Our system actually measures the light performance and sparkle or scintillation of a diamond. If it's well cut it has lots of light performance. If it it's poorly cut it doesn't have much light. The diamond crystal and the craftsmanship affect the light performance as well. If either is lacking, the diamond will not have good light performance. GemEx's light measurements incorporate both characteristics, and it is Light Performance that we perceive as beauty."

He explains that GemEx has developed a simple linear scale, from low to very high for, for rating white light, color light, and scintillation. "We measured thousands of diamonds of each shape and found what the best light performance was and what the worst was. It's a kind of bench marking," he explains.

Diamonds that have been analyzed by the BrillianceScope are issued a complete light performance analysis report, which includes the comparative bar graphs. The diamond is rated from "low" to "very high" in each of the categories: white light, color light and scintillation.

The report also shows five images (similar to pictures), which are taken with the BrillianceScope from various distinct light angles.