Venus Jewels has launched a new technology – the ‘Diamond DNA’, aiming to maintain total transparency for the industry processes and in turn adding to consumer confidence. It offers possibilities of viewing details of the diamond on its website www.venusjewel.com, for the buyer / consumer to be well are of its features before purchase. Mr. Anil D. Shah Partner, Venus Jewel adds “It is a big opportunity for the diamond industry if we could generate consumer confidence in Diamonds by making them as popular as other luxury goods. All Consumers do not have the desire to know all the details of the product that they are buying, but they should feel that all the details are readily available to them. Further if any customer is interested in full details, we should also be providing the same for his ready reference. All this will ultimately lead to a great customer satisfaction.” %% The Diamond DNA functions define the meaning of the ‘DNA’ word, and graphically illustrates in extensive detail, characteristics of diamonds manufactured at the company, enabling virtual minute scrutinizing of diamonds on its website www.venusjewel.com, prior to purchase. The innovation joins the league of several other innovative features that have become path breaking trends and revolutionized the entire diamond industry. %% Diamond DNA displays features like Diamond Diagram (it provides a profile view of the diamond mirroring the Actual diamond); Diamond Description (shows the Venus Grading System (VGS) 18 grading attributes informing about Inclusion Pattern/Internal Graining/ Opens / Placement of Inclusion etc); high resolution Digital Image (helping view the diamonds’ exact appearance); Plotting Image (displaying it’s clarity characteristics); ASET image (uses the Angular Spectrum to display and evaluate the optical performance of diamonds); AGS Parameters (to identify and understand AGS cut grade according to brilliance and other cut grading attributes). Mr. Shah adds, “In online selling, providing maximum transparency on the website is what really counts. Rather than be driven by competition, our objective has always been to continually innovate for delighting customers. Rather than making the online buying experience rocket science, we aim to make it a simple process as well as enjoyable and confidence building experience.” Readily downloadable from the website, their customers can refer required details further downstream to clients thereby introducing more transparency in online buying and simplifying purchases. %% Venus Jewels, establish in 1969 has grown as a leading company in Solitaires. It receives direct rough supply from mining companies like DTC, Rio Tinto, and BHP Billiton and is the authorized supplier of the diamond programs run by mining companies such as the DTC’s Forevermark, Rio Tinto’s Mine of Origin & BHP Billiton’s Canada Mark. It has earned a repute for its perfect Cut, Polish and Symmetry standards. In 2010, its total sales valued USD 306 million, while online sales were worth USD 136 million.