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Consumers Want Ethical Diamonds

The JCK Jewellery Show in Las Vegas, held between 31st May – 3rd June has been an eye opening event which revealed what diamond shoppers are looking for in their diamond rings and precious gem jewellery. Executives from the world’s leading diamond corporations opened discussions about ethical sourcing, urging retailers to make this their number one focus for this year.

2013 has seen a huge shift in the promotion of the 4 Cs and focus on typical diamond grading which has led the diamond market for many years. According to consumer research, buyers are interested in the story of a diamond first and foremost, followed by the colour, cut, clarity and carat.

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