You know the awful feeling when you find a cheap airfare, only to discover that with all the hidden fees, it’s really not cheap at all? This is an example of brand non-transparency.
Transparency can mean different things for different brands and industries. For companies in the food industry, providing certified assurance that packaging is sustainable or ingredients are sourced according to fair trade practices is an important part of brand transparency.
In the diamond industry, the Kimberley Process is a perfect example of brand transparency, enabling retailers to certify that they do not trade in conflict diamonds.
But recent developments in technology, particularly AI and machine learning, have enabled the diamond industry to take a massive leap forward in transparency. Namely, with the introduction of AI-based diamond grading and digital reports, customers are shifting their expectations of brand transparency in the way they shop for diamonds. That shift began at Sarine in 2017, with the launch of the world’s first devices for automated, objective Clarity and Color grading, and it continues today.
As the world moves towards digital, our bank statements, pharmacy prescriptions, and bills are all now digital too. The same applies to diamond reports.
Digital diamond reports are convenient, accessible, and shareable. You can store them on your phone or cloud drive, and they will never get lost. But a truly powerful digital diamond report is more than simply a paper report in digital form. It is based on AI diamond grading, which adds an entirely new dimension to brand transparency and customer experience.
For a customer buying a diamond, this is a high-stakes purchase. Not just in terms of money but also emotionally and symbolically. At the same time, the diamond manufacturing pipeline is long and complex, and the average customer has little to no idea about the provenance or quality of a diamond. Over the years, consumers have learned to rely on diamond reports for the assurance they want of the authenticity and value of their purchase.
But customers today are demanding much more.
With AI-based grading reports, customers can get the true assurance that their diamond is accurately and objectively graded. Diamond grading is no longer the domain of a manual, flawed process that relies on human subjectivity. Now with machine learning, the expertise of human diamond graders is coupled with intelligent, computerized measurement and analysis of Clarity, Color and Cut. The result is diamond grading that reaches proven levels of objectivity, repeatability and accuracy than have ever been achieved before. As the machine learning technology develops further, AI-based diamond grading will only get smarter and more accurate. And that is excellent news for retailers and the reason why the shift to AI-based diamond grading is inevitable.
AI-based diamond grading reports are the only source of scientifically validated proof of the true quality, characteristics, and value of a diamond, and it is exactly what today’s consumers crave.
For diamond and jewelry retailers, providing this assurance via a Sarine digital report is the key to brand transparency, which can ignite the engine of consumer satisfaction, trust, and loyalty.
Brand transparency is not just a buzzword, it’s what customers today really want.
Learn more about Sarine’s AI-driven digital reports Here!