4 STAGES OF CUSTOMER DIAMOND CONNECTION How to maximize the diamond's potential SARINE SUMMER 2016 THE MAGAZINE From rough to polished to love story: THE DIAMOND EVOLUTION Sarine Profile™ Get the world's leading diamond sales platform to work for you! EVERMORE… How to make customer relationships that last See Sarine Behind the scenes of diamond tech development The Customer Journey Edition JCK 2016, BOOTH #L118 Personalize Your
Sarine Magazine, Customer Journey edition, published June 2016. Find out all about the latest retail technologies for the diamond & jewelry industry.
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4STAGES OFCUSTOMER
DIAMONDCONNECTION
How to maximize the diamond's potential
SARINESUMMER 2016
THE MAGAZINE
From rough topolished tolove story:THEDIAMONDEVOLUTION
SarineProfile™Get the world'sleading diamondsales platform towork for you!
EVERMORE…How to make customerrelationships that last
From mine to consumerSarine's advanced products touch millions of diamonds around the world
Sarine Technologies is the world's leading developer of technologies for the diamond industry. With three decades of experience in the global diamond trade, Sarine is serving the diamond retail arena with advanced, accurate tools designed to enhance the digital experience.
ake a ride with us through the concept of the 'customer journey', bringing sales and marketing of diamonds
and jewelry to new levels. Enjoy a series of articles by Tzafrir Engelhard, VP Biz Dev at Sarine, continued on pages 13 and 15 of this magazine edition.
Once there were a few TV
channels. Then there
was cable television.
Once there was
dial-up internet.
Then there was
Wi-Fi, smartphones
and social media.
Suddenly, we are all
connected, with 24/7
access to the information
galaxy. Within one genera-
tion, we've become exposed
to every possible idea and
product choice, in every aspect of
our lives. There is no escape.
Yet here lies the irony: all these possibili-
ties have made life infinitely more complex –
and there is a body of scientific research that
shows how more options actually lead to a reduced
sense of happiness. Translated to the retail world, the complexity of
options creates confusion, wariness and indecision. Applied to the
diamond jewelry industry, where high price tag meets high emotion, it
is clear we are faced with an urgent challenge: how to create purpose
and meaning in the purchase process. And even more importantly, how
to connect to the individual customer, in order to build the trust that
leads to sales.
In professional marketing, there is a concept that helps to weave the
customer experience (CX) into an orderly, user-friendly pattern. It’s
called the 'customer journey'. Every brand or business provides a
journey for customers (whether they realize it or not!). It should incorpo-
rate a range of sales strategies and techniques, integrated with
purpose-built technologies for the diamond retail arena. In the world of
diamond jewelry, no less than any other retail sector, the time to define,
develop and deepen the customer journey is now. With three decades
of experience in the global diamond trade, Sarine Technologies is
disrupting traditional approaches to diamond
selling with advanced, accurate
tools designed to enhance the
customer journey.
Published at
JCKonline.com,
March 30, 2016.
SARINE THE MAGAZINE SUMMER 2016 | 09
CUSTOMER JOURNEY
CUSTOMER JOURNEY
eep in the earth under high heat and intense
pressure, a diamond is created. From the year
1000 BC to today, diamond technology has
grown tremendously. In 1000 BC, the power
of a diamond’s hardness was discovered, and
it was first used as a cutting tool.
In 300 BC, we find the first mention of
diamonds in ancient Indian manuscripts. Later,
diamonds were brought from India over to the Europe-
an continent where they became an integral part of Western Culture.
The years continued and in 200 AD, diamonds were traveling along the
Silk Road, the ancient trade route from India and China to the Mediterra-
nean Sea. While still being used as cutting tools, diamonds were also
being worn as adornments and to ward off evil. The Romans believed
diamonds held supernatural forces and forbade cutting them lest they
lose their powers.
In 480 AD the Roman Empire fell and took Europe’s diamond trade with
it. Centuries later the merchants of Venice reopened trade routes to the
East and the diamond trade rose.
Beginning in the year 1300 new approaches to diamond cutting were
slowly introduced. The point cut, one of the earliest cuts, was made by
cutting the diamond to create an octahedral shape. From there, the table
cut was developed, with a little less than one half of the octahedron cut
off. Later, the single cut was designed by adding four corner facets. The
diamond was then polished to remove blemishes and smooth out the
facets. By 1375, a guild of diamond polishers had been created in
Nürnberg.
THE EVOLUTION OF DIAMOND TECHNOLOGY
Diamond cutting and polishing systems continued to advance into the
1400s. Lodewyk (Louis) van Berquem of Bruges invented a device
called the scaife. This tool was used to create absolute symmetry of the
diamond facets. The polishing wheel was also invented at this time. The
technique of cleaving was discovered in this century.
In the 1500s, improvements were made to the scaife tool and it was
able to polish stones at speeds of 1000 rpm. Better faceting techniques
to maximize a diamond’s brilliance developed and primitive form
bruting was introduced.
The 1860s brought the discovery of the Eureka Diamond in South
Africa. Miners found incredible amounts of diamond deposits, attracting
crowds and drawing the attention of the diamond world.
Henry Morse and Charles Field invented the bruting machine, bringing
diamond cutting to America in 1870.
The 1900s arrived and the motorized diamond saw and the circular
saw were created, revolutionizing the rough diamond cutting industry.
In 1919, Marcel Tolkowsky realized that if the cut of a diamond is too
shallow or too deep, light is lost and brilliance is diminished. Using this
knowledge, he devised the “ideal cut” of a diamond based on mathemati-
cal and optical measurements of the brilliance and fire of a diamond.
This came to be known as the American Standard Cut.
In 1953, the Gemological Institute of America (GIA) developed the 4C
diamond grading scale, measuring the Cut, Color, Clarity, and Carat.
This became the universal guide to determine the qualities of a
diamond.
Sarine entered the scene with the DiaMension™ scanning technology in
1992. The DiaMension™ had the unique capability to automatically grade the
diamond’s cut, via instant and accurate measurements and proportions.
Wikipedia History of Diamond Cuts, Diagram by Juergen Schoner
10 | SARINE THE MAGAZINE SUMMER 2016
SARINE THE MAGAZINE SUMMER 2016 | 11
CUSTOMER JOURNEY
In 1995, Sarine sparked a revolution with the Advisor™. With automated
planning and guidance technology based on accurate measurements,
the Advisor™ offered proof to maximize the value of a rough stone.
The Diamark™ was introduced to the diamond world in 1999 as a laser
marking system for diamond cutting instructions that set a new industry
standard for rough planning and precision.
In 2009, the Galaxy™ arrived on the market, breaking through new
frontiers in diamond inclusion mapping. Sarine took rough planning to
heights never before reached.
With the arrival of 2013, the Sarine Light™ took diamond grading beyond
the 4Cs. Presenting powerful scientific measurement of light
performance, the definition of a diamond’s beauty was expanded to
include the Brilliance, Sparkle, Fire, and Light Symmetry.
Diamond technology has grown tremendously through the millenniums,
the greatest heights being reached within only the last few centuries.
Modern science allows us to learn more every day about diamonds,
inspiring the creation of better systems for more defined grading
scales. The new Sarine Profile™ shows us the whole story of the
diamond, proving we’ve traversed galaxies from the days of diamond
talismans during the Roman Empire.
“Diamond is the substance that possesses the greatest value not only
among the precious stones but of all human possessions…”
Pliny the Elder, Naturalis Historia
DiaMension™
Automatic cut grading.
Advisor™
Automated, accurate rough planning.
Galaxy™
New frontiers in diamond inclusion mapping.
Sarine Light™
Powerful scientific measurement of light
performance.
Sarine Profile™
The diamond buyer's customer journey.
1992
1995
2009
2013
2015
SARINE – EVOLUTION OF EXCELLENCE
Sarine Profi leTM
Grow Your Business
Sarine Profi le offers more channels to help your business spread out and thrive. Trade online with accurate digital imaging, precise light performance and cut assessment. Retailers can embed Sarine Profi le in their websites and double down with in-store devices to give customers a new view of the diamonds they’re considering. Images and reports are sent to mobiles and shared on social media, or attractively printed. Sarine Profi le is a whole new way to extend your reach.
TAKE THE ROAD LESS TRAVELLEDHow Building a Strong Customer Journey Leads to Success
echnology makes life easier, right? Think cars and – of
course – computers. But, hey, it's the 21st century.
Between smartphones, laptops, tablets, email, social
media and apps, at times it feels as if the customer is
out of reach, lurking somewhere behind an impenetra-
ble matrix of technologies.
According to a study conducted by SAP, 90% of people
move between devices to accomplish a goal, and 45%
of customers use social platforms on their mobile devices while in the
store to help their purchase decision. Today, customers don't just go to
your shop and buy. They go on a journey with your
brand. It may begin with the laptop on
the sofa at home, researching
diamond rings on your
website. Next stop is
social media on
the smartphone,
when she
shares her
f a v o r i t e s
with her
sister. It
doesn't even
end in store,
when the
couple finally
takes the plunge and
buys the ring. The
journey rolls on into the
post-sale zone, ripe with opportunities
to reach out to the customer, cement your relation-
ship, and sell more.
The customer journey is made up of a multitude of 'touchpoints'. These
touchpoints are all the online and real world interactions between your
brand and your customers, offering precious opportunities for engage-
ment.
How? By optimizing your customer journey. Communicating a unique
brand image. Strengthening your online presence. Connecting with
customers on social media. Personalizing your offerings to thrill the
customer. And by managing your marketing message across all
channels to create consistency and to build trust.
Ask yourself: What does my customer journey look like today? Use this
as the springboard to create the customer journey you want to offer
tomorrow.
Published at JCKonline.com, April 4, 2016.
CUSTOMER JOURNEY
Visit the Sarine Diamond Storybook @ JCK booth L118 to experience it for yourself
The best stories are thosethat touch the heart.
the diamond story.See
the diamond story.Sense
the diamond story.Touch
SARINE THE MAGAZINE SUMMER 2016 | 15
HE AIN'T HEAVY, HE'S MY CUSTOMER
here's a well-known saying, "Life is not a sprint; it's a
marathon". In other words, it demands sustained – and
sustainable – effort. The same can be said about the
customer journey.
Did you know that an existing customer is 70% more
likely to purchase than a new customer?* That's one
reason enough to invest in the customer journey.
When creating your customer journey, here's a few golden rules.
According to Ernst & Young research, brand loyalty measures below
25% as a determining factor in the purchase decision. Being a brand
name is no longer enough. The key to the customer's heart is delivering
the right information to enhance their experience and create
confidence, at every point along the journey. The journey lasts for years
and perhaps even a lifetime. Rule number 1: The customer journey is a
long haul.
The 'long haul' may seem overwhelming, but there's an upside: tons of
different opportunities to reach customers. And you can build the
journey any which way. Online, offline or both? Emailer, social media
ad, or in-store giveaway? The
choices are endless, and the
journey can be adapted fast to meet
changing needs. Rule number 2:
Make every moment of the journey
count.
How? By leveraging all the
channels available in our connected
world. Ten years ago, this meant
having a website. Today, with social
networks, mobile apps, and data
analytics available 24/7, there's
much more that businesses can do
online to spark a dialogue with
customers, improve the in-store
experience, and optimize
post-sales activity. Rule number 3:
Digital can take you to places you never dreamed of.
The road is long, but the rewards are within reach. With this inspiration
in mind, the marathon can be won.
Source: MarTech Advisor
Published at JCKonline.com, May 2, 2016.
CUSTOMER JOURNEY
Diamond Seekers Journey
THEThere are 50 million members of the millennial generation in the US alone.
™ is designed to connect you with contemporary customers at every stage of their love story – from desire, to diamond decision, and beyond.
DESIRE SEARCH &EXPLORE
SEE &COMPARE
Sources: US Chamber of Commerce Foundation, The Millennial Generation Research Review, 2012 / https://en.wikipedia.org/wiki/List_of_coffee_drinks / Source: The Knot 2015 Jewelry Engagement Study / Perspectives of the Diamond Industry, McKinsey & Company, September 2014 / The Global Diamond Industry 2015: Growth Perspectives amid Short-Term Challenges, Bain & Company, December 2015 / http://www.forbes.com/sites/sap/2016/02/17/customer-experience-
DIAMONDS = LOVE
The millennial generation’s highest priority: Being a good parent and having a successful marriage.
=
EXPLORE THE DIAMOND STORY ONLINE
Nothing compares with seeing their actual diamond choices online with every aspect of each diamond revealed interactively.
ANYWHERE, ANYTIME
accurate diamond information is aways TM technology
that tells the complete diamond story.
27They switch attention between platforms 27 times per hour. They live online and don’t favor traditional media.
61% search diamond rings online
80% ‘Beauty’ and ‘Rarity’ of diamonds are the most important to them (80%).
360º viewing
45% use social networks in-store to help with purchase decisions.
They can rely on friends’ opinions by sharing online 3D
The Diamond Story provides proof of their diamond’s beauty and its uniqueness.
86% are willing to share opinions and brand preferences online.
They visit an average of 7 jewelry stores before deciding.
™ presents a precise visual & sensual experience with every Diamond’s Story.
89% of grooms used the words “Will you marry me?”
83% buy wedding jewelry too…
with their hearts and minds. They will enjoy the
PRESENT THE DIAMONDSTORY IN-STORE
ONE OF A KIND
They view an average of 25 diamond rings.
DECIDE PROPOSAL & SHARING
EVERMORE
FOR A DEMONSTRATION OF SARINE PROFILE CALL 646.727.4286 or visit JCK BOOTH L118
79% share their proposal on social media.
Hearts & Arrows and Lab Report.
Diamond ring purchase process takes an average of 8.5 months.
7
!
!!
!
!
!
!
love
like
love
™ is a powerful digital sales platform that offers consumers instant access to a diamond’s unique
25
Visit Sarine @ JCK booth L118 to become a part of your customers' love story
Life is about the special momentsthat you never forget.
Sarine Profile™: A Platform for SuccessMake Your Customer Experience Count
s technology evolves, so do contemporary sales
systems and approaches. The Sarine Diamond
Report, powered by the Sarine Profile™
platform, offers the perfect blend of technolo-
gy and romance that today’s diamond
buyers are searching for.
How does the Sarine Profile™ integrate with all of the upcoming
technology?
The Sarine Profile™ is designed to tell the diamond story, and it is made
up of various ‘chapters’ that expose the diamond's unique appearance
and character, based on Sarine world-renowned diamond measure-
ment technologies.
The Sarine Diamond Report includes the diamond's Light Performance,
Diamond Imagery, Hearts & Arrows, Cut & the gem lab report with 4Cs
information. Diamond sellers can also add integrated video or images to
the Sarine Report, to enhance their brand positioning and differentiate
their diamond offerings. Sarine Profile™ gathers all the diamond
information and transforms it into a user-friendly, intuitive diamond
story experience that can be enjoyed by your guests in store or online.
How do the parts of the story work together?
Light Performance by Sarine Light™
What is light performance? When you see that flash of fire and sparkle
as the light interacts with a diamond; that is the light performance. Light
enters, refracts and exits a well cut diamond, creating a dazzling
twinkle. Launched in 2013, Light Performance by Sarine Light™ grades
the light performance of every diamond using four parameters:
Brilliance, Sparkle, Fire, and Light Symmetry. The light performance
grade is entirely dependent on the cut of the diamond. Marcel Tolkowsky
is credited for having discovered the importance of the cut and
craftsmanship of the diamond. The Sarine Light™ is based on light
performance research to understand how light performance works and
how to best grade it. Over 20,000 stones were examined during the
development of the Sarine Light™. The results of the research and
testing means Sarine Light™ offers a reliable, comprehensive grading of
the diamond’s light performance.
Diamond Imagery by Sarine Loupe™
What if your guest could view a diamond from their mobile device and
feel as if they are physically holding in their hand while looking through
a loupe? This is exactly what Diamond Imaging by Sarine Loupe™
accomplishes. Launched in 2014, the Sarine Loupe™ presents the
consumer with an accurate visual presentation of the diamond. The
Sarine Loupe™ system takes 360 degree scans of the diamond and
creates a shareable digital file. There are several views created by the
Sarine Loupe™. Real View allows the viewers to experience the
diamond virtually, offering a look at the overall appearance of a
diamond, including the tinge and inclusions. Top View shows the viewer
what the diamond looks like when seen from above, as if wearing it on
the hand. 3D View offers a comprehensive visual of the diamond,
including 3D manual rotation and magnification. ID Inscription View
SARINE PROFILE™ & YOU
SARINE THE MAGAZINE SUMMER 2016 | 21
gives the customer an easy sighting of the diamond ID and personal
engraved message.
Cut and Hearts & Arrows by DiaMension™ HD
A key criteria when selecting a diamond is the Cut & Craftsmanship.
Because the cut grade so completely affects the visual beauty of the
diamond, it is crucial that there be accurate measuring and analysis
behind the cut. The Sarine DiaMension™ technologies were first offered
in 1992 and have maintained cutting edge precision throughout the
years. The Sarine DiaMension™ technology supports both polished and
semi-polished diamonds of all shapes and sizes with accurate measure-
ment results. The DiaMension™ HD uses a high resolution camera that
is specially designed with interchangeable optical lenses for a precise
3D modeling of the diamond. These images also enable the DiaMension™
HD to accurately measure and reproduce the Hearts & Arrows pattern,
revealing the diamond’s hidden symmetry secret, and deepening the
diamond story experience. Apart from the romance of the diamond
story, DiaMension™ HD delivers all-important peace of mind to your
guests, enhancing trust and confidence during the purchase process.
Integrating With the Latest Technology
How does the Sarine Profile™ work with the latest trends? Consumers
are more often researching diamonds online, and the Sarine Diamond
Report tells the diamond’s full story. From diamond imaging to Light
Performance grading, to cut measurement and Hearts & Arrows
renditions, the Sarine Diamond Report wraps the diamond in a unique
cloak of diamond information to help your guests make the right choice
and to advance your sales.
The age of digital technology and the personality of the new consumer
means that jewelry store guests are more wary than ever when it
comes to making those large ticket, once-in-a-lifetime purchases. When
a diamond is purchased, it is a gift of love and appreciation with a high
price tag. Reliability and trustworthiness are top priority. Sarine Profile™
offers the accurate diamond story. And since the information remains
available in a cloud-based server, the owner of the diamond can
experience the diamond story over and over again, and even share it
with family and friends on social media – anytime, anywhere.
Rough OriginsExperience images of the original rough diamond that birthed
the beautiful polished gem. Unique Sarine imaging allows
customers to visually experience the raw origins of the
diamond, as it was after it was mined and on its journey to the
beautiful world of diamond jewelry.
CraftsmanshipDiscover precise images of the diamond during the cutting
process, as it transformed from its rough origins to the polished
gem it is today. Only Sarine has the capability to present diamond
views along the entire journey from rough to polished, helping
customers feel the ongoing essence of the diamond story.
DocumentationThe Sarine Diamond Report is the ultimate result of all the
diamond data gathered and analyzed by Sarine precision
technology. It provides a trustworthy, accurate and objective
description of the diamond's appearance and character, making
the diamond's unique personality stand out, enabling customers
to truly fall in love with their choice.
ConnectionOnce the diamond choice is made, the customer's connection to
the diamond grows and deepens. As the diamond becomes part
of the love story, customers share their diamond story online
and on social media. And they connect with you, the jewelry
seller, over and over again, as the Sarine Profile™ diamond story
continues to be a part of their lives, and a lasting link between
you and your customers.
The 4 Stages of Diamond
Customer Connection
SARINE PROFILE™ & YOU
FOR EVERMORE: MAKE YOUR CUSTOMER CONNECTIONS LASTHow Technology and Social Media Can Help You Create Long-Term Customer Relationships
22 | SARINE THE MAGAZINE SUMMER 2016
FOR EVERMORE: MAKE YOUR CUSTOMER CONNECTIONS LASTHow Technology and Social Media Can Help You Create Long-Term Customer Relationships
here are many new trends emerging in the retail environ-
ment, but time and again they all lead back to one
primary and predominant factor: the customer
experience. The popular phrases "customer journey"
and "customer experience" point to the idea that today’s
customer expects a streamlined and seamless
experience. With online purchasing becoming more and
more popular, customers are able to shop whenever
and wherever they want, even across the world.
Therefore creating an easy and frictionless experience will help
maintain brand loyalty and create long-term customers that will return
over and over to your business, because they know they will get what
they need, and they will get it easily.
In today’s age of online shopping and advertising as well as social
media, reaching your target audience may seem even more difficult and
further away than ever before. Especially in an industry which is quite
often considered to be traditional. But in order to thrive in this technolog-
ical day and age, it’s necessary for jewelry businesses to keep up with
the new generation customer. The trick is finding a balance, and
pinpointing simple ways for traditional diamond retailers to appeal to the
new era of customer experience, customer connection and the need for
long-term lasting relationships that lead to future sales.
Toot Your Own Horn
Highlight the features that make your business special. Use all social
media and traditional marketing channels that are available to you. From
your website, social media profiles and blog, to the in-store experience
and post sales marketing efforts, make your unique message stand out,
and make sure it is reflected throughout your entire customer journey.
Go Social
The younger generation lives on social media, and to reach them, you
must as well. Social media marketing software, available online, provides
a centralized location for your social media activity, so that you can run
all your sites out of one place, making it easier to manage. In addition,
sites such as Instagram require less work to maintain because the posts
are comprised of pictures rather than word content, and are highly
popular with the younger generation, comprising more than 300 million
users who spend an average of 21 minutes daily on the site. A simple
post, such as a well-known celebrity wearing a diamond pendant next to
a similar pendant from your store might do the trick. Or even something
cute like a smile made out of jewelry – two rings for the eyes and a
necklace for the mouth with the hashtag #DiamondsMakeMeSmile.
Blog, Blog, Blog, Blog, Blog
It can’t be said often enough: Connecting with potential customers is
key. A weekly blog can help your business in many aspects. First, it
creates a voice for your company and creates a level of authority about
SARINE PROFILE™ & YOU
SARINE THE MAGAZINE SUMMER 2016 | 23
Retailer apps take up the most of
consumers’ time at
Of the 70% of shoppers who used a
mobile phone while in a retail store during the holidays, 62
percent accessed that store’s site or app and only 37 percent
of respondents accessed a competitor’s site or app. (Source:
ForeSee, 2013)
Retailer apps with store mode gather 5 times more
engagement. (Source: Point Inside, 2013)
27% , followed by online marketplace at
20%, purchase assistant at 17%, price comparison at 14%,
and daily deals at 13%. (Source: AdMedia Partners, 2013)
Consumers spent 6 times as much time in retailers’
apps in December compared to a year earlier.
(Source: Flurry, 2013)
80% of smartphone owners want more
mobile-optimized product information while they’re shopping
in stores. (Source: Moosylvania, 2013)
62% of shoppers search for deals
digitally for at least half of their shopping trips
(Source:GMA/Booz & Company Shopper Survey)
over 21 million, or 36 percent, plan to make purchas-
es directly from their mobile devices.
(InMobi Holiday Mobile Shopping Study)
Not only will consumers use mobile to
research products but,
Retail on Mobile:
The Facts & Figures
the service you offer. It also creates content that is easily shared on
social and other sites via a link to your blog. It helps build loyalty and
serves in the customer connection dynamic, and best of all, it helps your
rankings on Google, whose bots love new, fresh and original content.
And blogs can be very inexpensive to manufacture.
The truth is that nothing stays the same forever, and although it may
seem hard, changing with the times is necessary for business growth
long-term. This doesn’t mean that businesses must take a radical
approach in order to survive. Merely changing a few key items could put
you well on the road to improving your communication with your target
audience and helping your business find its voice.
Go Mobile
Just when you thought that you had conquered the online shopping
market, we are about to turn your website up-side down. This transition
is all because of a 5.5 inch gadget, the mobile phone. The iPhone 6+,
Note, and other “phablets” have taken online shopping to another level,
making it accessible everywhere and anywhere and at any time of the
day or night. Mobile devices enable people to get access to online data
no matter where they are, which means jewelry retailers have almost
endless opportunities to build and strengthen their customer relation-
ships. People are now turning to their mobiles when considering
purchases even when they are already in a store. Some statistics point
to a figure of up to 57 percent of website visitors are accessing the
website via a mobile device. With numbers such as this, mobile can
simply not be ignored.
And remember, understanding your customer and how they interact
with your business both directly and indirectly is of the utmost
importance when it comes to driving improved value, increasing custom-
er base, ensuring loyalty and longevity of relationship and creating
repeat customers.
Retailer apps take up the
most of consumers’ time at
Of the 70% of shoppers who used a
mobile phone while in a retail store during the holidays, 62
percent accessed that store’s site or app and only 37 percent
of respondents accessed a competitor’s site or app. (Source:
ForeSee, 2013)
Retailer apps with store mode gather 5 times more
engagement. (Source: Point Inside, 2013)
followed by online marketplace at 20%, purchase assistant at
17%, price comparison at 14%, and daily deals at 13%. (Source:
AdMedia Partners, 2013)
Consumers spent 6 times as much time in retailers’
apps in December compared to a year earlier.
(Source: Flurry, 2013)
80% of smartphone owners want more
mobile-optimized product information while they’re shopping
in stores. (Source: Moosylvania, 2013)
62% of shoppers search for deals
digitally for at least half of their shopping trips
(Source:GMA/Booz & Company Shopper Survey)
or 36 percent, plan to make purchases directly from their
mobile devices.
(InMobi Holiday Mobile Shopping Study)
Not only will consumers use mobile
to research products but, over
27%
21 million,
Retail on Mobile:
The Facts & Figures
SARINE PROFILE™ & YOU
24 | SARINE THE MAGAZINE SUMMER 2016
iamonds are a girl’s best friend – and a
stressful purchase decision.
When a couple enters a jewelry store, or surfs
an online diamond retail website, they are
often overwhelmed by the choices before
them. Of course, with prior research, they
know what diamond shape they like, what their
budget is, and the approximate carat weight they
can afford. But this is not enough to really know the
diamond, in the most intimate way, to ensure their choice is the right
one.
The diamond story begins with the birth of the rough stone.
Producing a polished diamond from the rough is an art and a science.
A diamond is beautiful because of the way it appears in the light to the
human eye. However, the diamond’s unique appearance is a direct
result of the skill of the diamond cutter, who transforms the rough
diamond, with its unique natural form and inclusions, into a polished
gem displayed in a jewelry store.
This is where Sarine Profile™ comes in.
Sarine Profile™ is a comprehensive online platform to enhance the
diamond buying process. It uses cutting-edge technologies to provide
an accurate, objective and science-based story of the diamond’s appear-
ance, qualities and character – presented in a fun, user friendly, interac-
tive way: the Sarine Diamond Report. With the launch of Sarine Profile™,
a new age of diamond buying has begun.
THE ONE THING THAT FINALLY MAKES BUYING A DIAMOND EASIER, LESS SCARY AND MORE FUN
SARINE PROFILE™ & YOU
SARINE THE MAGAZINE SUMMER 2016 | 25
Once upon a diamond….The Diamond Story
With a few clicks of the mouse, or a few swipes of the touchscreen of a
tablet or mobile device, the Sarine Diamond Report presents the individ-
ual diamond’s story – including its Light Performance grading, Diamond
Imaging that offers magnified views of every millimeter of the
gemstone, the hidden internal Hearts & Arrows pattern that indicates
the diamond’s symmetry, the dimensions and proportions that demon-
strate the Cut & Craftsmanship of the diamond, the authorized Lab
Report information, and the diamond seller's integrated marketing
media, whether video or images, to strengthen brand identity and
differentiate their diamonds. Together, this information provides all the
detail about the individual stone that reveals its character, true appear-
ance and desirability. Completely buildable and personalizable, diamond
sellers can choose to include those parts of the story that best meet the
needs of the customer, the brand identity and the marketing goals.
Sarine Diamond Report can be tailored in terms of the components, and
also in its graphic display and branding theme. With Sarine Profile, the
Diamond Report is your own to give to customers, based on the
outstanding accuracy and reliability of objective diamond information,
powered by world-leading Sarine technology.
The Sarine Diamond ReportMore than the Sum of its Parts
DIAMOND IMAGERY
The customer views the virtual diamond with accuracy from every
angle, for an intimate and comprehensive display. Based on Sarine
Loupe™.
LIGHT PERFORMANCE
The world's most comprehensive light performance grade that reveals
the diamond's unique light beauty. Based on Sarine Light™.
HEARTS AND ARROWS
Presents the hidden hearts & arrows
pattern with total precision, to give the
customer a deeper understanding of
the diamond symmetry. Based on
DiaMension HD™.
CUT
World leading accuracy delivers the
diamond's dimensions and propor-
tions in a user-friendly graphical
display. Based on DiaMension™ HD.
LAB REPORT
The 4Cs and other diamond informa-
tion, presented in the lab report from
an authorized gem lab, such as GIA.
INTEGRATED MEDIA
Video or images supplied by the
retailer, promoting their brand and
differentiating their diamonds within
the Sarine Diamond Report.
Take the Diamond Story with you
The beauty of the Sarine Profile™
diamond story is its accessibility and
shareability. The diamond story is
stored online in the ‘cloud’, so diamond buyers can go back to the
diamond story anytime they want to, simply by entering the Diamond
Report number at www.sarineprofile.com. Also, the diamond story can
be shared with family or friends on all social media sites, so buyers can
get all their loved ones involved in the excitement of the diamond
purchase.
SARINE PROFILE™ & YOU
What makes a diamond so priceless?
Rarity, difficulty of sourcing, color?
Sure, all of these things are key
when it comes to choosing the
perfect diamond, but one of the most
important factors is the light
performance the diamond exhibits. It is
one of the first things a customer will
notice, what catches their eye and draws
them in, and it is one of the most important characteristics they will
consider when they are buying a diamond. If a diamond doesn’t exhibit
proper light performance, the light leaks out of the stone, instead of
reflecting back, making the stone look dull and unattractive, rather than
bright and sparkly.
Refractive index (RI) and dispersion are the two attributes used when
calculating the light traveling through a diamond. Unlike other
gemstones, a diamond’s beauty is based on its interaction with light:
brilliance, fire, and scintillation. These measurements are highly
dependent on the cut. The better the cut, the better the light
performance of the diamond.
A diamond cutter by trade and an engineer by education, Marcel
Tolkowsky is known as the father of the round brilliant diamond cut.
Tolkowsky realized that if a diamond is cut either too shallow or too
deep it results in light loss and diminishes the brilliance of the
diamond. He developed mathematical calculations using both the
brilliance and fire of the stone to determine the optimal cut. His specifi-
cations came to be known as the American Standard or the American
Ideal Cut.
Beyond Tolkowsky’s revolutionary research, the Sarine Light™ is a
comprehensive light performance grading system. Development of
the Sarine Light™ is based on examination of over 20,000 diamonds,
computer analysis, process of trial and error, plus comparison with
traditional grading results to ensure consistency and a sensible result.
The Sarine Light™ uses a patented zig-zag pattern of black and white
zones of equal total areas within a hemispherical chamber to calculate
the light performance. During the measurement the hemisphere
rotates so that the light hitting the white portion of the hemisphere is
returned as diffused white light to the diamond, while the other half of
the light is absorbed by the black areas. During any phase of the
rotation some portion of the diamond will get just white light, some no
light, and the rest partial light.
While the hemisphere is rotating the Sarine Light™ is generating
multiple images. For each pixel in a digital image, three components
knowns as YUV are recorded.
Using this data, the Sarine Light™ is able to determine the light
performance grade based on four parameters: Brilliance, Fire,
Sparkle, and Light Symmetry.
Brilliance is calculated as the average
grey level (Y component) of the composite
image of the diamond.
Symmetry is calculated by measuring the
difference between the grey level (Y) of 8
pixels at specific intervals around the
image and their average grey level, adding
the differences for every pixel group, and
then adding the total sum. The higher the
total value, the lower the overall symmetry
26 | SARINE THE MAGAZINE SUMMER 2016
LIGHT PERFORMANCE AND ITS EFFECT ON A DIAMOND’S BEAUTY
POWER & PRECISION
Fire is derived by first calculating a ‘fire
value’ for each pixel in the multiple
images, based on color magnitude. If it is
above a pre-defined threshold, it is a
legitimate pixel for assessing ‘fire value’.
Static Fire is the total effect of fire,
represented by the sum of all colour
magnitudes from all the images.
Dynamic Fire is calculated according to
how each legitimate pixel belonging to a
cluster changes with different illumination
at different positions of the hemisphere.
Overall Fire is calculated from the sum of
the static and dynamic fire values.
Sparkle is derived from calculations of
contrast. Each pixel is analyzed to see if its
luminance (Y) is above a certain threshold,
and if so it is marked as having a contrast.
Then the system divides the number of
pixels showing contrast by the total
quantity of pixels in the stone. The higher
the result, the greater the contrast.
Sparkle is the combined measure of
contrast and dynamic fire.
These four light performance parameters have a range of possible
values.
For easy comparison between stones for traders, retailers and
consumers, Sarine developed a single light performance score based
on a combination of these four parameters. The Sarine Light™ promis-
es repeatability and reliability which, when combined, creates a consist-
ent grading system.
Now, with the Sarine Light™ there is a numerically-based standard for
light performance. This official grading system is based on scientific
algorithms. There is a total of 70 parameter combinations and 9
possible overall light performance grades.
Light Performance in the Sarine Diamond Report
Based on the Sarine Light™ Light Performance measurement and
grading, Light Performance is a vital component of the Sarine
Diamond Report.
Knowledge is Key
Often customers will have read about what they
should look for when purchasing a diamond.
They know about Brilliance, Fire, Scintillation
and Contrast, but only in a textbook fashion. They
SARINE THE MAGAZINE SUMMER 2016 | 27
aren’t experts, and sight-wise, all
they consider when they pick up
the diamond is how sparkly it is in
the light.
The truth is, most diamonds look
good when under bright lights,
but the greater percentage of
those appear dull or average
when viewed in “normal”
conditions. The best diamond is
one that continues to dance and
sparkle no matter what setting it
finds itself in.
Skill, Talent and CultivationSome of the credit for the light performance goes to the natural
attributes of the stone itself, but the larger portion is due to the skill of
the cutter, as well as the amount of effort given to producing the
finished product that ends up on a store shelf, including the polish and
shine. The number of facets cut into the diamond, as well as the skill
and design in which they are cut all yield a light performance factor
that affect the quality of the diamond.
Tools of the TradeThere are many tools experts use in order to attempt to understand
the true beauty of the diamond. However, many times these tools are
complex, only giving part of the true diamond story, and they are made
for experts, making it difficult for customers to use them properly.
Other tools, such as the Sarine Diamond Report, present an accurate,
user-friendly light performance view and grade, without the need to
actually handle cumbersome measurement tools.
The Diamond DecisionMake it Easier with Light PerformanceA customer is not as educated as the retailer about diamonds. They
may read extensively online, but they will never have the knowledge a
professional does, nor would you expect them to. They will often rely
on your knowledge to fill in the gaps. However, their biggest inspira-
tion will come from the product itself. The attraction and awe the
customer will notice when viewing the light refraction emanating from
the diamond will make the decision for them.
POWER & PRECISION
Stand Behind Your Diamonds
With Sarine Profile, a body of innovations deliver precise assessments of diamond cuts, light performance and imaging online. No information is left to chance. Data remains consistent from measurement to measurement. Backed by Sarine, you can be assured when your present your stock, you can stand behind your offering with confidence.
The Shape of Things to Come Sarine Profile innovation never stops advancing. Now with Light Performance reports that go beyond round cuts. Modular, flexible and customizable, Sarine Profile continues to lead with advanced solutions for more effective trading.
SARINE THE MAGAZINE SUMMER 2016 | 33
POWER & PRECISION
TRAINING TOWARDS SUCCESSThe Sarine Profile™ platform is key to diamond selling success. Discover training and support programs and materials to help you make the most of the Profile approach to diamond jewelry sales.
ou've seen the statistics and you get the picture.
We live in a digital world, and online solutions are
no longer just a 'nice-to-have' part of the retailer's
business and sales strategy. They are an inherent
and inseparable element of the jeweler's brand
identity. Just as the logo, store design and sales team
characterize and set apart the jewelry store, so too the
digital presence of the retailer software can make the
difference between an appealing contemporary sales
approach, and a tired, old fashioned one. And that makes the difference
when it comes to sales.
Being up to date once meant having a nice-looking website. Those days
are over. In every aspect of life, customers expect various elements of
online convenience and functionality. Today's jewelry retailers, no less
than any other market sector, must provide it. For some customers, this
may mean being able to find out the store address and opening hours
online. For others, particularly the younger generation of consumers, it
will mean a much more advanced and comprehensive experience. It
will demand ultra-updated solutions that totally integrate with the
jeweler's sales strategy and day-to-day business activities, giving the
retailer smarter business intelligence and more fluent access to custom-
er information, while giving customers an enhanced instore and online
experience with the brand.
Of course, this requires the retailer and sales associates to know just
how to use the software solutions to their benefit. And to understand
that, it is vital to understand how the software works – not just the
technical ins and outs of the program, but how and why it enhances the
sales process. Training for the Sarine Profile™ diamond and jewelry
sales system is made fun and interactive with a multimedia educational
package supplied by Sarine to users of the system. The training course
contains a range of audio-visual information that is packaged in a
user-friendly modular, online program that retailers and sales staff can
use at their leisure. Chapter by chapter, the training package, designed
as a 'storybook', includes videos, timelines, infographics and images to
demonstrate exactly how to implement the Sarine Profile™ into the daily
sales approach, how to use it instore and online, how to expand invento-
ry with the virtual approach, how to streamline sales activity with social
media, and much more.
With this understanding, retailers can use Sarine Profile™ to maximize
every moment of the sales pitch, from selecting the right diamonds to
show, to demonstrating the diamond's unique beauty, and finally to
targeted post-sales communication with the customer.
Behind the scenes in New York filming for the Sarine Profile™ training
storybook, with Brad Campbell, VP Sales, Sarine North America.
INSIDESARINE
Take a look at Sarine behind the scenes, at work,
at play, and helping the community - in Israel,
New York, India and all over the world
Good Deeds Day 2016 at Sarine headquarters in Israel. Assembling
toy cars for children with special needs. (L) Avi Kerner, VP R & D,
(R) Tomer Lev, Director of Software Development
Sarine @ the Hong Kong International Diamond & Jewellery
Show. L-R: Ron Dan, Sarine Distributor in China, Michael Goren,
Managing Director Asia Pacific, Sarin Hong Kong Ltd, & Yoav
Efrat, Director Program Management
Sarine @ AGS Conclave 2016 exhibition, Washington DC. (L)
Sammy Kaufman, Sales Manager and (R) Brad Campbell, VP
Sales Sarine North America
Purim celebrations at Sarine headquarters, Israel. The
Operations team dressed up as a rollercoaster ride, and won the
group competition for best costume.
Celebrating International Women’s Day with manicures at Sarine
headquarters, Israel. Pictured: HR Director Lilach Stoler.
SEE SARINE
34 | SARINE THE MAGAZINE SUMMER 2016
Sarine exhibiting @ IJGME show, Mumbai, India. Pictured at
center: Beenita Ritesh Chaurasia, VP Sales, Sarin India
Sarine headquarters moved to new offices
in Hod Hasharon, Israel. May 2016
Traditional Diwali celebrations at Sarin India
Sarin India hosts a training seminar for users of
our Instructor cut grade analysis software
Behind the scenes filming our
Customer Journey video.
SEE SARINE
SARINE THE MAGAZINE SUMMER 2016 | 35
SEE SARINE
36 | SARINE THE MAGAZINE SUMMER 2016
USA&
CANADA
NEW YORKSarine North America Inc.
DISTRIBUTORS & SERVICE REPS
SUBSIDIARIES
HEADQUARTERS
SEE SARINE
SARINE THE MAGAZINE SUMMER 2016 | 37
SARINE AROUND THE WORLDPublicly traded on Singapore's Mainboard exchange, Sarine's headquarters, R&D and production facilities are located in Israel, with regional sales and support centers in India, the United States and Hong Kong. An international network of distributors, service reps and service centers provide local support and service in all major diamond trade centers.
RUSSIAN FEDERATION
BELGIUM
ITALY
CHINA
TAIWAN
NAMIBIA
SOUTH
AFRICA
BOTSWANA
THAILAND
AUSTRALIA
JAPAN
SOUTHKOREA
RAMAT GANService Center in the Israel Diamond Exchange
DALTONGalatea Ltd
INDIASarin Technologies India PVT. Ltd.Mumbai, Surat & Jaipur
HONG KONGSarin Hong Kong Ltd.
HOD HASHARONSarine International Headquarters
Light Grading Certifi cation Diamond Imaging Cut and Craftsmanship
The World’s Most Accurate and Engaging Presentation of Diamond Information for Consumers
Bringing you information from the most knowledgeable, accurate, scientifi c source
Visit us at JCK Las Vegas 2016 Booth L118 to discover more
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lia
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pe
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dle
East
Afr
ica
Am
eri
cas
Asia
AustraliaAustralian Jewellers Supplies Pty Ltd. & House of Jewellery Pty Ltd.1st Floor, Dymocks Building, 428 George St., Sydney, NSW, 2000T. +61-2-9233-1683 F. +61-2-8257-2666E. [email protected]