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Saturday, November 8, 2008

Is a certificate forever??

Being on several mailing list by several jewellers, I recently got this advert with a huge, screaming slogan that read: "A Certificate is Forever - Accept no substitutes"

Diamonds are the only precious gems with a clearly defined, internationally recognized evaluation process that allows for independent verification. The value for each individual gem can therefore be retained.

As creators of the 4Cs and the International Diamond Grading System™, the G.I.A. is known for unbiased, scientific information that has guided Diamond buyers for generations. It is regarded as the "Supreme Court" of Diamond grading. G.I.A. certificates add to the liquidity of your Diamond and should be accompanied with every purchase you make. Accept no substitutes.

At XYZ shop, we always provide G.I.A. certificates. This report gives the most technologically advanced Diamond evaluation possible. It is a unique blueprint of your Diamond’s attributes, and illustrates an indisputable record of its quality - thereby providing the world’s most comprehensive analysis of a Diamond.

What puzzles me most is that how can a certificate be forever???

Another smart marketing ploy? While it can be true that in today's technological advanced era, back ups of such certificates can be stored easily on a server, and accessed can be granted 24/7, we should not forget the fact that gradings of a diamond is done as of the point when it was sent to the lab, and over time, due to frequent wear and knocks, there could be little stress fractures that form within the stone and are generally classified as inclusions. Diamond is the hardest substance on earth, but it is not unbreakable!

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