Hey everyone, Daniel Gordon here. Hope everyone had a great weekend. I’m very excited about this post today. I’ve always felt very strong about Education being essential for the evolution of any industry. Diane Flora is a very important part of that in the jewelry industry. I have had the great privilege of getting to speak with Diane recently and I thought it would be informative and valuable to see how much work and what what goes into what she does with AGS to ensure that happens every single day. Here is some information about Diane, and then a Q & A about AGS and the important role it plays. Hope you enjoy.
Diane Flora is the Director of Education at the American Gem Society. She plans, directs, and coordinates the educational programs of the AGS both for completion of titleholder requirements and continuing educational opportunities for the members.
Diane has been a member of the American Gem Society since 1977, earning the prestigious title of Certified Gemologist in 1988 and Certified Gemologist Appraiser in 1992. She is also a GIA Graduate Gemologist.
Before joining AGS in 2002, she was an instructor of extension education for the Gemological Institute of America, where she presented courses in diamond grading, gem identification, and colored stone grading. She also developed and presented courses in pearl grading, synthetic diamond, and synthetic and treated gems. Prior to GIA, she was the co-owner of two AGS member retail jewelry stores — Flora Jewelers in Decatur, Illinois, and Alderson Flora Jewelers in San Diego, California.
Since 1934, the mission of the American Gem Society has been to maintain high educational standards of its members and promote ethical business practices that protect the consumer. Proven ethics, knowledge, and consumer protection — the AGS is committed to strengthening public confidence in the jewelry industry, enhancing the success of all.
(AGS Campus Located In Las Vegas, NV)
Q1 What is the history behind AGS? How did it get started and become what it is today?
Robert Shipley established the GIA in 1931. By 1934, there were groups of graduates that wanted to share their knowledge. Hence, he established the American Gem Society – much like the first alumni group of GIA graduates. As the school moved from a private school to be open to the public, AGS remained a Society by election. There were and remain requirements in education, experience, and ethics in order to become a member.
Q2 What types of services does AGS offer to the consumer and the jewelry industry?
To the consumer: a roster of professional jewelers who have proven their expertise and integrity through membership in the American Gem Society.
To the industry: The AGS sets a high standard of business professionalism and ethics, which raises the bar to all jewelers.
To our members: a shopping list of services such as credit card processing, private label credit cards, brochures, print and other advertising, continuing education programs, credentials. Our best benefits to our members (according to our members) are the professional credentials and our annual Conclave.
Q3 What goes into to grading a diamond at the AGS lab and how is the final grading process determined?
The AGS Laboratories employs a team of experienced diamond graders and is licensed to use the Diamond Grading Standards of the American Gem Society. Our Standards use grades of 0-10 — 0 being the best — to describe the cut, color, and clarity of a diamond. There is a set procedure that every diamond goes through once it is received in the lab – including screening for synthetics and treatments.
The grading system is a performance-based grading system which utilizes proprietary software to establish metrics for light performance and proportions. The diamond grader then must evaluate the symmetry and polish in order to establish the grade. This Performance-based grading was introduced in 2004 and is the only scientifically vetted diamond grading program.
Q4 What is the definition of a AGS Jeweler and how does that benefit a consumer?
The American Gem Society is an elite group of retailers who have met the highest professional standards in the industry. Each member store is required to employ at least one full time person who holds one of our professional titles of Registered Jeweler, Certified Gemologist, or Certified Gemologist Appraiser. This titleholder must renew their credential EVERY year by successfully completing a Recertification exam.
For the consumer, their benefit is that they can shop with confidence at a member’s store and the associates in that store are living up to our tenets of proven ethics, knowledge, and consumer protection.
Q5 What type of educational courses does AGS offer and how does one go about getting involved?
For members, we offer the AGS Way course, a signature course that all potential titleholders must complete. There is an additional requirement for a title in appraising, the CGA exam.
For members and non members, we offer the Graduate Sales Associate course, a concise home-study course in Diamonds, Color, Pearls, Metals, Watches, Vintage Jewelry, and Sales. We also offer the Advanced Personal Property Appraisal course for those interested in advanced appraising methodology.
To become a member, the store must make an application to the Membership department. The store must have been in business for a minimum of two years to be considered.
Q6 What can you share with us about future plans for AGS?
Our current project is a new look for our website, www.AmericanGemSociety.org, specifically designed with the consumer in mind. Our main purpose is to drive the consumer to the retailer. This is scheduled to go live Nov 30, 2010. We have our Facebook Fan page and Group page. There is an American Gem Society MEMBER ONLY group on LinkedIn. For the consumer, we also have the AGSBlingBlog, dedicated to educating the consumer in a fun forum of short stories.
Specifically for our members, we have developed the AGS One Minute Engagement, a completely new approach to showing and selling diamonds using technology from our performance based grading. The Presentation ASET, a device which demonstrates the light performance of a diamond, is exclusive to our members as is the training to best utilize this technology at the sales counter.
So that’s about it for this post. Thanks for taking the time stop by…I truly hope you enjoyed learning a bit more on how education and ethics play a huge role in today’s jewelry world. Diane is a shining example of this and one of the many industry leaders whom I have a huge amount of respect for. Her passion shows and it’s something I believe we must not forget how extremely important it is to ensure the future of our industry’s success.
Love to hear from you with Questions, Comments and/or any feedback you’d like to post in the comments section down below.
Have a great week!
Respectfully, Daniel Gordon
{ 6 comments }







