Nationwide’s exclusive Tolkowsky collection of diamonds is the first collection in Australasia to use the GemEx light certification system to guarantee the highest light performance.
According to GemEx CEO Randall Wagner, the certificates mean all Tolkowsky diamonds of 50 points and above are guaranteed to have the highest possible rating in all three categories of Brilliance, Fire and Sparkle; terms used to explain the way each diamond affects the light passing through it.
Wagner says that only about 0.15 per cent, or 15 out of every 10,000 cut diamonds in the world achieve the highest rating in all three categories of light performance.
“It is important to understand what GemEx actually is,” Wagner said. “We are not a standards organisation that endorses a diamond cut or diamond brand. GemEx makes no statement or representation regarding any cut or diamond line. We simply make statements about that one particular diamond that was measured and comes with a GemEx Report.”
In other words, Wagner says the certification for each diamond scientifically explains what many consumers could see but not describe, making it easier for them to find the diamond they want.
Tolkowsky global brand manager James Maxwell said the certification of GemEx combined with the results of the cut, polish and symmetry of the brand’s diamonds on their gemmological certificates providing consumers with the confidence that the Tolkowsky diamonds perform at the highest levels measurable.
“GemEx certification enables us to demonstrate the cutting perfection of the diamond, and provides the retailer with a tool to be able to show the customer that their diamond has the highest light performance,” Maxwell said.
“Achieving the highest certification of 'triple very high', in addition to the triple excellent in cut, polish and symmetry on the gemmological certificate shows that across the six assessment criteria of two certification houses, Tolkowsky diamonds are guaranteed to score the highest in every single assessment,” he added.
Customers often do not understand the difference between cuts of diamonds and the effect this has on light performance. Wagner says it’s a little like being at a cocktail party and noticing that one or two diamonds grab your attention. “Why do those one or two grab your attention? Those are the ones with great light performance. The consumer can see it. They may not be sure of what they see, or how to describe it, but a brighter stone sells easier and at better prices.”
“The diamond seller can tell the customer it’s a brighter stone, or that it has the right color or clarity, or right angles, but that does not resonate with the consumer. Start talking Brilliance, Fire and Sparkle, show the measured results interactively online and start talking about others noticing how bright this diamond is. Now you are getting their attention,” Wagner said.