About the AGS

The American Gem Society's stand on business and professional excellence has been a force in the jewellery industry since 1934. Its emphasis on the study and profitable merchandising of gemstones has spread acceptance of gemological knowledge. AGS is best known to jewellers and the public for protecting and educating the consumer by those member jewellers who have earned Society titles. Most Society activities involve the promotion of the title-holding jewellers. The constant commercialization of RJ, RS, CG and CGA makes these hard-earned titles useful tools in the marketplace.

For the consuming public, AGS provides professional and trustworthy retail jewellers. When jewellers advertise their membership as Registered Jewellers, Certified Gemologist or Certified Gemologist Appraiser, they are separated from their competition as the true and trusted gemologically trained experts. For the consumer, this is AGS' most important activity.

In order to implement this service to the consumer, the AGS provides many aids to its members. The AGS publishes an extensive array of colourful booklets and brochures on gems for distribution to the public. These contain interesting and informative discussions about gemstones and include a section underscoring the importance of a titleholder's knowledge, integrity and business competence. The same messages are conveyed in national promotional programs and in a newspaper ad service which the Society maintains for use of titleholders.

The Society distributes a monthly newsletter on its activities to all members. Also made available are copies of lectures and TV and radio scripts.

In the spring of each year the Society holds a membership meeting which draws hundreds of attendees from various parts of the United States and Canada. This annual Conclave serves as a forum for exchange of significant new information of interest to gemologists.

• Representing itself as a wholesaler and selling to the consumer
• Placing its primary advertising and selling emphasis on credit terms rather than the merchandise itself
• Following a policy of selling merchandise at prices lower than those at which it is marked
• Not offering merchandise at the same price to all prospective purchasers
• Advertising an artificial price as the "regular price" and selling at a price "marked down" from this
• Employing the technique of "switching," that is, attempting to influence customers to buy an article carrying a higher mark-up in place of the article requested
• Using the nomenclature of any nationally known gemstone grading system without strictly adhering to the standards of that system
• Offering trade-in allowances in excess of the true value of the merchandise turned in, or offering "throw-ins" or "give-a ways" in any transaction
• Using blown-up illustrations in its advertising, which enlarge one part of an article out of proportion to other parts
• Deliberately misrepresenting its merchandise in anyway
• Concealing carrying or credit charges by an unduly high mark-up
• Operating a loan business
• Failing to adhere to all Federal Trade Commission Recommendations and Bureau of Standards Definitions as they relate to the jewellery industry
• Failing to advertise in accordance with recommendations set forth by the Association of Better Business Bureaus
• Indulging in "sharp practices" which have the effect of deceiving prospective purchasers

• Be a Registered Jewellers or Registered Supplier for at least one year, and one of the following:
• Be a Gemmology Diploma recipient or a Graduate Gemologist (contact GIA regarding these diplomas).
  OR-
  Be a FGA with GIA Diamond Program
  OR-
  Be a Paris Jr. College graduate with GIA Diamond Program