• Advertising which in any way is not the truth or has the intent to be misleading.
• Advertising or setting artificially high prices as the regular price to allow a fictitious sale price or supposed discount.
• Representing itself as a wholesaler and selling to the consumer.
• Employing the technique of bait and switch, which is attempting to influence customers to buy an article carrying a high mark-up in place of an article requested.
• Failing to advertise in accordance with recommendations set forth by the Council of Better Business Bureaus, Inc.

Any member found in violation of the Society’s code of ethics is subject to investigation and possible expulsion.

The Most Knowledgeable Professionals, AGS Members:

Only a small percentage of those who apply for membership in the American Gem Society are awarded membership. In order for a firm to become a member of the American Gem Society they must meet the following criteria:

• The firm owners, principals, or employees must have a high level of gemological knowledge. This includes having studied and completed an Accredited or Graduate Program from the GIA or Gemmological Association of Great Britain.
• The firm must hold a reputation for unquestioned integrity in the business community and must be operated in a way that will enhance the confidence of the public in the jewelry industry.
• The owners and principals must demonstrate that they are genuinely interested in high business ethics and the firm exemplifies this belief.
• The firm must be a retail or supplier jewelry business that has been established for at least two years and has demonstrated financial stability.
  
  

Jewelry Buying 101

The Benefits of Shopping with a Member of the AGS

American Gem Society membership is your guarantee that you are doing business with jewelry professionals: a staff and store that is committed to on-going gemological training; customer service of the highest caliber; and above all, integrity.

Since 1934, the American Gem Society has been promoting the highest professional standards of ethics, education, and service in the jewelry industry. AGS members are tested and retested to make sure that the working professionals you meet in AGS member stores can give you the best information possible about your diamond and jewelry purchases.

AGS members are respected leaders in the jewelry industry, and long-term members of your community. Your satisfaction is important to them because they know that, to build trust and confidence, they must provide you with the very best service and information available. Their success is enhanced by your satisfaction.

When you shop for diamonds and jewelry the first thing to look for is the firm's membership in the American Gem Society.

• When you buy a diamond from an AGS jeweler, you have the security of working with an experienced and respected jewelry professional.
• You know that AGS jewelers are trained, tested and re-tested annually. You know that AGS jewelers are members of the community in which they live and work. And you know that AGS jewelers are consummate professionals.
• AGS member jewelers understand, and they can help you understand all the factors that determine a diamond's value. They have the equipment in their stores, and they can repeat and explain their results.
• For more than six decades, the American Gem Society has served the public through on-going education for members, an emphasis on quality customer service, and promoting high ethical standards in the jewelry industry.