Rewinding four years ago, the gem lab industry saw the invention of a highly customer-focused, technologically advanced website, created by Gemological Science International (GSI). Debbie Azar - Executive Vice President at GSI explains the uniqueness of the GSi contribution, saying “As our reputation among the trade and consumers has grown, that technology strategy paid off in significant traffic increase to GSI’s website in 2008. We are still the only lab that offers a digital report with plotting that retailers can load onto their servers to share with their customers 24/7—or on some websites can be accessed directly by consumers” said Ms. Azar. “We also have the unique ability to track the progress of our customers’ goods in the lab in real time.”%% GSI believes that these one-of-a-kind customer-centric online tools helped to drive the dramatic increase in its website traffic over the past year. Also, it increased the consumer’s need for information and verification, about grading reports, the 4Cs, and the GSI Virtual Vault™ security service. Virtual Vault ™ is one of GSI’ services geared toward consumers, where the Virtual Vault™ consumers can register their GSI grading report numbers for a one-time fee, and can access the data online if at all their report or jewellery is missing. %% The lab plans to add more benefits for its customers in the first quarter of 2009, with plans to increase its online presence with a series of “minisites” dedicated to specific GSI services.