Rare & Forever, a brand of natural diamonds that are hand-selected for their highest quality and consistency, has just announced the launch of its new website, which will be designed to bring transparency, authenticity, and trust to diamond buying.

Rare & Forever is changing the diamond industry by offering authorized retail jewellers more accurate, unbiased grading utilizing Artificial Intelligence (A.I.). The company leverages a proprietary screening process to identify the Brown, Green, and Milky (BGM) hues that devalue a diamond and detract from its sparkle. This website will empower jewellers to show consumers exactly what they are buying and offer a completely transparent experience.

Chris Croteau, Vice President of Sales and Marketing at Rare and Forever, a division of RDI Diamonds Inc in New York, commented:

“Traditional diamond buying has been mystified by inauthentic sales processes, inaccurate and inconsistent grading reports, and a focus on paper versus beauty and quality. Rare & Forever is changing the approach by providing authorized jewellers with new technology and services that give customers exactly what they want—transparent advice, knowledgeable expertise, and access to the world’s most accurately graded diamonds. Our enhanced website makes it easy for buyers to see the unbiased difference A.I. brings to grading and takes the friction out of the consultation process so customers know what they are getting and trust that it is superior to anything they can find on the Internet.”

Bringing Authenticity and Trust 

The diamond industry has long focused customers’ attention on the Four Cs of a diamond represented in confusing grading reports and certificates. Nearly 99% of diamonds are graded based on human opinion and reports do not disclose imperfections such as BGM hues that detract from the quality. This leads to inconsistent and inaccurate representations. It can also confuse customers and cause mistrust.

Rare & Forever now shifts the diamond business back to local diamond experts providing customers access to the highest quality diamonds that are prescreened for imperfections and graded with A.I. technology. Purchasing from a local small business, rather than a large online retailer, enables buyers to view their diamond in person or via a virtual visit. This method provides diamond education from a knowledgeable, trustworthy source, and establishes a relationship for future jewellery purchases, repairs and cleanings.

Enhanced Rare & Forever Website 

The Rare & Forever website applies this new approach to the diamond market, helping consumers gain peace of mind and confidence in their jewellery purchases. Features of the website include:

  • Expert Consultations
    Consumers can enter their zip codes and be matched with the closest Rare & Forever retailer so they can see the diamonds in person (or through a virtual visit) and benefit from the knowledge and expertise that only a well-qualified, authorized Rare & Forever jeweller can provide.
  • Education–Beyond the 4C’s of Grading
    Animation to help consumers understand how A.I. technology is replacing antiquated grading methods, utilized by online sellers.
  • Live Rare Community
    Rare & Forever strives to create a community of new adopters that buy diamonds that are graded based on unbiased innovation. This community will help potential buyers identify idea concepts for proposals and for celebrating life’s most important milestones.

Rare & Forever offer an Upgrade for Life Program that guarantees buyers the value of their purchase and facilitates upgrade purchases.

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