American Gem Society

The American Gem Society was established in 1934 by a select group of independent jewelers and Robert M. Shipley, founder of the prestigious school of gemology, the Gemological Institute of America (GIA).

It was their vision to create an association dedicated to setting and maintaining the highest possible standards of business ethics and professionalism in the jewelry industry. Today, American Gem Society members continue their dedication to ethics, knowledge, and consumer protection. To learn more about the AGS, click here.

To ensure our members practice the highest standard of business ethics, the Society prohibits certain business practices, including:

• Advertising which in any way is not the truth or has the intent to be misleading.
• Advertising or setting artificially high prices as the regular price to allow a fictitious sale price or supposed discount.
• Representing itself as a wholesaler and selling to the consumer.
• Employing the technique of bait and switch, which is attempting to influence customers to buy an article carrying a high mark-up in place of an article requested.
• Failing to advertise in accordance with recommendations set forth by the Council of Better Business Bureaus, Inc.

Any member found in violation of the Society's code of ethics is subject to investigation and possible expulsion.