Welcome to April. April 1st is known to be a unique day, but rest assured there are no fools here. This month’s edition will educate and inform you and your diamond and jewelry industry colleagues about an important warning associated with making phony “greenwashing” claims in your marketing materials. It also provides a valuable lesson in ways to turn prospects who are just looking into customers who continue buying.  This month’s editorial grapples with some of the philosophical issues surrounding AI generated creativity and their parallel to the dilemma some customers claim to have when considering the purchase of a lab-grown engagement ring. It’s our third consecutive editorial on the subject, and hopefully you’ll agree the most instructive. Make sure to read page 2 to find out why. This and all the usual news, trends, insights about our industry, along with the latest Crime Report.