Lazare Kaplan launched the “Lazare Diamonds 4C’s” app for
the iPhone and iPad at a press conference April 7 at its New York headquarters.

The app, introduced by firm chairman Maurice Tempelsman, is
available for download on iTunes.  A
version is being developed for Android phones, and it will likely be also
translated into multiple languages.

The app is meant as a user-friendly tool with different tabs
that interactively teach consumers about cut, color, clarity, and carat-weight.
It also includes a geographic locator that lets user identify the closest
Lazare Diamond retailer.

“The industry is sometimes slow to change,” Tempelsman said.
“But we believe you must make change your friend. That’s the guiding philosophy
behind this application.”

Charles Rosario, LKI senior vice president, said the app can
be used by retailers as a sales tool to educate the consumer.

“The public knows the phrase ‘Four C’s,’ but how many really
understand it?” he asked. “Does the consumer really understand what VVS and SI
mean? This helps them understand it. We want to make the consumer smarter about
diamonds, so they will buy from the smarter retail jewelers.”

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