Verichannel launched the beta version of Gemfling in January as a consumer-facing version of its trade-specific search engine. Verichannel CEO Jacques Voorhees likens the site to travel search engine Expedia but, instead of delivering information on hotels and flights, it features jewelry-related results.

 

On the site, consumers can search for jewelry using specific categories, such as diamonds, or by using a store locator. In addition, they can search by various channels, including local stores, online retailers, brands and comparison sites, such as Google Shopping and eBay.

 

Verichannel said the JA members can be found using the “Jewelers of America” filter under the “Local Stores” search. All JA members that have an email address and website URL on file with JA are included in the Gemfling search results.

 

The addition was made possible by a partnership between Verichannel and JA.

 

Polygon founder Voorhees, former GIA President Bill Boyajian and diamond brokerage firm I. Hennig & Co. launched Verichannel in early 2011. The company has launched a database of loose diamonds listed by Diamond Trading Co. sightholders and other major suppliers, a Daily Diamond Report of stones just graded by the world’s largest laboratories and a Google-powered system for searching jewelry industry websites, as well as Gemfling.com.