Quietly building and expanding in an industry that has no shortage of labs, GCAL continues to to take on the competitive challenges, and plans to set an example for all to follow. The question of course, is will they actually follow?GCAL will soon celebrate its 20th Anniversary. However, to commemorate the anniversary, co-founders Donald and Pamela Palmieri, partner and Chief Operating Officer Angelo Palmieri, have decided to share their unique “story” with the global jewelry industry.
GCAL is about to launch an important marketing campaign to tell the GCAL “story”. And to lead this effort, the Palmieris have enlisted the services of Steve Feldman Marketing. Industry veteran Steve Feldman knows GCAL as a customer, having certified the FireMark Princess diamond with GCA.
“I’m genuinely excited and privileged to spearhead this project for GCAL,” explained Feldman. “It’s no secret that consumers, as well as many retailers and suppliers have questions about lab grading consistency and reliability. As a result of TV investigative reports, trust has unfortunately become a serious issue, especially in the diamond industry. Trust, accuracy, and gemological transparency are the focal points of GCAL’s reputation. We will not only get this message out to retailers,” continued Feldman, “but we will provide support and training so retailers can convey this important message to their customers.”
GCAL’s training will also feature those products and services they offer that no other labs do or can. “GCAL will remain the most accurate, reliable, consistent and honest lab in the world,” promised Angelo Palmieri. “We will continue to issue Grading Certificates, not just grading reports, with our renowned money-back Guarantee. Gemprint®, [pictured: left], to safeguard your diamonds like no one else can… cert customization, with your logo and other graphics… close-cropped, stunning 360° stone and jewelry videos… and many other tried and true favorites.”
“For our 20th Anniversary, we’re truly excited to provide NEW products and services to the industry as well,” continued Angelo. “Extensive sales training to help salespeople close more sales; one for selling the benefits of the GCAL cert, and a second general seminar on selling lab grown diamonds…a new chain of custody program…certifying finished jewelry... live fire and sparkle analysis videos… and so much more.”
As president Don Palmieri explains, “Over 20 years ago I set out to do what I could to make certain gemological labs were held accountable to the general public. Protecting the ultimate consumer with uncompromising integrity and unparalleled customer care has always been at the forefront of what motivates me. The “Assurance” in our name will always speak to the peace of mind we provide the public.”
The new GCAL marketing campaign,[pictured: right], is set to launch at the JCK and CBG Shows in Las Vegas this June.
