RAPAPORT...  Press Release, NEW YORK:  GemEx® Systems Inc., the global leader in diamond brilliance, fire and sparkle certification, today announced an agreement with M. Geller to use GemEx to certify its diamonds for superior brilliance, fire and sparkle. Since its founding in 1984, M. Geller has been committed to providing the finest in diamonds to jewelry retailers across America and is now providing GemEx to its customers to ensure that their diamonds have superior brilliance, fire and sparkle. 

M. Geller provides a web-based retail program that gives retailers an easy, cost-free way to offer their customers access to a guaranteed inventory of 35,000 certified diamonds, a choice of settings and the ability to create their own ring design. The program, called Bridal Ring Builder, debuted in 2006, and retailer jewelers are experiencing great success. The program is easily integrated into a retailer’s existing website and can be customized to fit the store’s brand. It allows retailers to offer the research capacity, multiple shopping channels and ready inventory their customers demand — while maintaining control of their own pricing and marketing. 

“With this program, M. Geller becomes a stakeholder in the retailer’s success,” said Jay Gerber, Geller’s executive vice president of sales and marketing. “We’re giving the retailer virtual ownership of a $100,000-plus web-based retail program without charge. Bridal Ring Builder equates to, literally, easy money for retailers.”

At the upcoming JCK Show in Las Vegas, GemEx certification will debut on Bridal Ring Builder. The GemEx certificate highlights diamond brilliance, fire and sparkle, and is proven to help retailers increase diamond sales and margins. Jewelers and their customers will be able to search by brilliance, fire and sparkle in addition to shape and 4C information.  

GemEx Live Report (www.gemexlive.com) will also premiere on Bridal Ring Builder at JCK. Live Report is the interactive, online version of the GemEx certificate and every diamond with a GemEx certificate is available. With Live Report, consumers will see the light performance images and ratings of the diamond in addition to the other information provided on Bridal Ring Builder.  Instead of relying on numbers and proportions, the program allows the retailer and consumer to view and compare diamond brilliance, fire and sparkle while they choose a diamond and create the ring. Live Report is used online or in the store and is free to all jewelers using Bridal Ring Builder and GemEx.      
 
“We are excited to work with M. Geller and Bridal Ring Builder. As a leader in the industry, we are always looking for new ways to meet the consumer desire for beautiful diamonds.” said Randall Wagner, chief executive officer (CEO) of GemEx. “Bridal Ring Builder featuring GemEx Live Report lets the jeweler and consumer chose diamonds with superior brilliance, fire and sparkle for their ring.”  

There is no way to accurately predict the light performance of diamonds, unless you measure it. Only GemEx independently measures each and every diamond for brilliance, fire and sparkle. GemEx appeals to consumers by focusing on the beauty of diamonds, rather than their rarity. By increasing customer confidence and trust, GemEx helps drive sales and increase margins on every diamond sold. The GemEx System marries the romance of the diamond-buying process with a solid foundation for making a confident choice — a win-win for consumers and retailers. 

More information is available at the JCK Show, May 30 to June 2, by visiting GemEx in booth 4069 and M. Geller in booth DC-20138

About M. Geller
M. Geller, Ltd., a diamond importer, was founded in Chicago in 1984 by Marc Geller. The company supplies loose diamonds to jewelry retailers across America.  www.mgellerdiamonds.com

About GemEx
GemEx® Systems is the global leader in diamond brilliance, fire and sparkle certification.  Founded in 1998, GemEx introduced the concept of scientifically measuring the light performance of diamonds, and consumers have embraced this method of diamond evaluation as demonstrated by the great success that GemEx customers have had selling diamonds with the GemEx Certificates. www.GemEx.com

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