by denverappraiser » Feb 10, 2012 I’ve been contemplating this question for several years and I thought I would put it out for the consumers and others here. As a preface, I’m proud to be a member of AGS, I’m a fan of AGSL, I'm a long time customer of theirs, and a fair number of my friends work there. Pretty much everyone agrees that they offer accurate and consistent grading services. They use the GIA grading scales (except the cut scale for rounds and a minor variance in the way they describe fluoresence) and they are consistently grouped with GIA as the top lab for consistent and useful grading. Their fees are less than GIA’s and they’re 10x the speed. They affiliated with the American Gem Society, which is a group of thousands of mostly well regarded stores all over the US and Canada. They have a cut grading system for rounds that many would argue is better than GIA’s, EGL’s and others, and that’s been through a scientific peer review process (unlike the competition). The offer cut grading on princess, emerald, asscher, oval and other cuts as well as round. They’re the only major lab doing this. Their documents and opinions are well regarded by nearly everyone in the trade and among the consumer market of diamond connoisseurs. In general, AGSL graded stones command a premium in the marketplace. They’re free of major scandals and complaints from either their customers, the AGS membership or the public. They’ve been doing all of the above for upwards of a decade. All that said, their ‘market share’ of the lab business is something like 2% and it doesn't seem to be growing. In terms of business success they’re getting hammered badly by GIA, EGL-USA, IGI and EGL International. Why? What could they do?