How GemEx Makes It Easy To Buy The Right Diamond

Using advanced optics to take the guesswork out of diamond buying. GemEx Systems, Inc. is a company committed to applying the latest in digital optics technology to the worldwide diamond industry. The industry has often been accused of applying highly subjective (and often confusing) standards to determine a diamond's value. GemEx represents a new approach to determining diamond quality. For both consumers and the industry, the solution is technology. Consumers can access this technology free of charge through a rapidly expanding list of qualified jewelry retailers.

One Simple Standard

Light Performance^TM The BrillianceScope^TM Analyzer and its companion "Viewer" have been developed and patented by GemEx engineers for the sole purpose of measuring a diamond's "Light Performance^TM". Why light performance^TM? Picture the following: You are at a party. There are many women there with diamond rings or other diamond jewelry. Suddenly a diamond catches your eye that seems to be generating its own light; it's so bright you feel compelled to stare or even comment. Every woman in the room thought she'd get this effect when she left the jewelry store. As with any expensive product, the seller displays diamonds under very bright lights that make all diamonds look beautiful. The diamond that caught your eye in the typical light of a party had superior Light Performance^TM.

Scientific Measurement Instead of Guesswork

To experts and consumers alike, Light Performance^TM is the overwhelming factor that determines diamond beauty. However, all the traditional "4C" information diamond shoppers receive assumes that color, cut, clarity and carat weight are the only criteria for judging a diamond's beauty. Prior to the recent development of the BrillianceScope^TM, light performance^TM or beauty...the most vital measure of diamond beauty...has never been quantified anywhere.

Your Assurance

The Light Performance^TM "Report" The BrillianceScope^TM means the entire buying process is changing from unreliable confusion to welcome simplicity. By breaking total Light Performance^TM down to three simple types of reflected light, consumers can achieve their goal of buying the largest superior diamond possible for their budget.

As you can see from the above Guide Light Performance^TM Analysis there is no single measure of total Light Performance^TM. That is because GemEx prefers to let diamond professionals and their customers decide on which of the three measured types of light (white light, colored light or scintillation) would carry the greatest weight. The choice is simply one of personal preference.

The crucial point is that superior performance in any one of the three light categories yields a beautiful diamond. Since it is extremely rare to find a diamond superior in all three categories (the few available are fabulously expensive), understanding light categories is critical to matching a diamond to your budget.

Double Assurance

The BrillianceScope^TM "Viewer" GemEx Systems has created a countertop "Viewer" that allows a jeweler to demonstrate how cut contributes to the brilliance of a diamond. The BrillianceScope^TM "Viewer" lets the consumer view the variations in Light Performance^TM among diamonds. Brilliance, dispersion, and scintillation are all apparent, even to first-time buyers.

The "Viewer" impresses shoppers more than machines that focuses solely on the "Hearts and Arrows" touted by certain diamond brands. For consumers, seeing 'hearts and arrows' is not the same as seeing a diamond's actual Light Performance^TM. A consumer is more likely to pay the difference for a higher-quality-cut diamond if they can clearly see that it's superior in reflecting light.

The Scientific Foundation of a BrillianceScope^TM Analyzer

Since light performance^TM is closely related to cut, the best scientific method available was to measure the geometry of the stone. However it has been known for decades that two diamonds of ideal proportions can have significantly different light performance^TM or beauty.

The BrillianceScope^TM Analyzer is an imaging spectrophotometer that measures how well a diamond refracts and focuses light. The diamond is measured in a controlled lighting environment consisting of multiple lighting angles. The instrument provides a scientific and objective method of evaluating how well the diamond has been faceted by measuring the light that is returned through the crown.

To evaluate a diamond's beauty, it is typically rocked back and forth in a well-lit room or under a diamond light. Tilting the stone changes the angle that light enters its facets. The BrillianceScope^TM standardizes this process by precisely changing the angle of a light source illuminating the diamond. It uses 6 such lighting angles to measure the stone; five positions are reflected light and one position is diffused light.

Thousands of diamonds were evaluated to determine the range of light performance^TM achievable. Working with THE GUIDE, Comparative Light Performance^TM Evaluation Scales have been developed. These scales are simple linear graphs which show how a particular diamond performs in relation to the industry standards for reflection performance.

(Page content courtesy of www.gemex.com)