Anchorcert in Demand

AnchorCert Diamond Certification has enjoyed its most successful Christmas ever with sales over 50% up on last year during the last three months of 2006.

Additional staff had to be recruited to maintain the five-day turn round time and ensure that every customer received the high standard of service they deserved.

The growth of the business is the result of a number of factors, particularly the growing authority and higher profile of the AnchorCert brand. Retailers are also under pressure from the ever-increasing need to offer the consumer something extra and verify that they are offering good value for money.

The continual increase in internet sales is also a major driver. As Marion Wilson, Marketing Director explains: “Independent research undertaken by The Birmingham Assay Office showed that the reputation of the jeweller was the most important factor in establishing customer confidence. This was closely followed by an independent certificate.

Without the personal interaction and physical reassurance offered by a well-established ‘bricks and mortar’ business, internet sellers rely on independent certificates to add credibility to their products. Those customers who check out products and prices on the internet before going to shop in the High Street then expect to find the same kind of ‘guarantee’ elsewhere.

The amount of regular repeat business which AnchorCert is seeing confirms that Independent Diamond Certification is definitely adding value and helping sales at every level of the market and through every sector whether it is High Street, Internet or TV shopping.”

”Using AnchorCert has other advantages too. Fiercely proud of its independence and integrity AnchorCert graders will only grade the stones as they find them. Some new customers to the service have been surprised to find that the stones they are submitting do not match up to the grades they requested from their supplier and have been charged for.

Laser drilling and fractures filling is regularly exposed in parcels which are meant to be untreated. Just as hallmarking controls the level of under-carating in precious metals so the knowledge that diamonds are to be sent for independent certification will control the quality of stones supplied in the long term.”

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