The American Gem Society was established
in 1934 by a select group of independent jewelers and Robert M.
Shipley, founder of the prestigious school of gemology, the Gemological
Institute of America (GIA). It was their vision to create an association
dedicated to setting and maintaining the highest possible standards
of business ethics and professionalism in the jewelry industry.
Today, American Gem Society members continue their dedication
to ethics, knowledge and consumer protection.
The American Gem Society affords the customer additional reassurance
and peace of mind
by enforcing a grievance and review process of its members. The
Membership Committee
has the responsibility to ensure that all members of the Society
adhere to the established
standards and ethics of the Society.
To ensure AGS members practice the highest standard of business
ethics, the Society
prohibits certain business practices, including:
Advertising or setting artificially high prices as the regular
prices to allow a
fictitious sale price or supposed discount.
Advertising which in any way is not the truth or has the intent
to be misleading.
Representing itself as a wholesaler and selling to the consumer.
Employing the technique of bait and switch, which is attempting
to influence
customers to buy an article carrying a high mark-up in place of
the article requested.
Failing to advertise in accordance with recommendations set forth
by the Council of
Better Business Bureaus, Inc.
Only a small percentage of those who apply for membership in the
American Gem Society
are awarded membership. In order for a firm to become a member
of the
American Gem Society they must meet the following criteria:
The firm owners, principals, or employees
must have a high level of gemological knowledge. This includes
successfully completing the prescribed courses and classes in
diamonds and colored stones.
The first must hold a reputation for unquestioned
integrity in the business community and must be operated
in a way that will enhance the confidence of the public in the
jewelry industry.
The owners and principals must demonstrate
that they are genuinely interested in ethical business practices,
and the firm exemplifies this belief.
Learn more about the American
Gem Society >>
