GEMEX introduced its GemEx BrillianceScope Analyzer to Israeli diamantaires at a seminar held at the Israel Diamond Technology Center. “We are not trying to sell the system itself, but to highlight the services it offers diamantaires.” said Gal Babayoff, who presented the companys technology. The GemEx BrillianceScope Analyzer measures a diamond’s white light (brilliance), colored light (fire) and scintillation (sparkle). It then rates each of these three in comparison to other diamonds of the same shape.

The scale for each shape was set by measuring thousands of diamonds to determine the highest and lowest amount of white light, colored light and scintillation possible for each shape. The result is produced in the form of a "Light Performance Report" that includes three bar graphs, and also shows images of the diamond under 5 different light views used for measurement of Light Performance.

According to Gal Babayoff these reports can be easily understood by laymen, therefore serving as a valuable marketing tool to promote sales on the retail or wholesale level. In addition, these reports can also be accessed online through the GemEx website.