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VBJ Ensures Consumer Confidence with GIA’s Melee Analysis Service VBJ ensures consumer confidence with GIA’s Melee Analysis Service.Chennai-based leading jewellery entity Vummidi Bangaru Jewellers (VBJ) announces the use of Melee Analysis Service by GIA (Gemological Institute of America) to verify and state the authenticity of diamonds it deals with. The retailer is a 117 year old company reputed with outstanding designs, exquisite workmanship and impeccable purity. It takes consumer confidence seriously and endeavours to protect consumer interest. In this vein it has its diamonds tested at GIA to identifying synthetic diamonds in its parcel. It has submitted many parcels containing 50,000 diamonds, altogether weighing 1,600 carats to GIA for its Melee Analysis Service, between September 2017 and February 2018. The service is both quick and cost-effective. It has supported VBJ to address concern over authenticity of a diamond and the possibility of synthetic or treated diamonds being mixed with melee diamonds. GIA opened its Melee Analysis Service in December 2016. Around 1,800 to 2,000 stones are processed per hour, round the clock. It incorporates GIA’s decades of research into an examination of treated and synthetic diamonds. The service sets apart natural, untreated diamonds from simulants, synthetic and HPHT treated natural diamonds. Screened diamonds are sorted basis colour range. Mr. Vummidi Amarendran, Managing Director, Vummudi Bangaru Jewellers reiterated VBJ’s commitment towards ‘quality and service’, to ‘protect the interests of our customers’ and to build ‘their trust in our diamond jewellery’. He also noted, “GIA is recognised as the leader in gemmological laboratory services and we’re happy to have benefited from their expertise by submitting our melee diamonds for their Melee Analysis Service.” Nirupa Bhatt, managing director for GIA in India and Middle East highlighted the industry concern of the ‘possibility of undisclosed synthetics – particularly melee size’. “To address these concerns, GIA introduced the Melee Analysis Service. GIA is committed to fulfilling its mission to ensure public trust in gems and jewellery. We wish VBJ great success in their endeavours to protect the interests of the gem-buying consumer,” she noted.

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