November 10th, 2009 The Jewelry Exchange has acquired the newest PhotoScribe Cold Laser System for its state-of-the-art factory. It is 100% safe for laser inscribing diamonds. The Jewelry Exchange is offering its customers the option of custom engraving their diamond with a special message for a loved one or the diamond certification number for security at certain locations. The customer approves the image first on screen and then can wait and watch the laser inscribing process. The engraving takes only minutes but lasts a lifetime, only at The Jewelry Exchange! The inscription is done by using a tiny precise laser beam that transforms a very thin layer (just a few atoms thick) of the diamond from transparent carbon crystal (diamonds) to opaque carbon crystal (known as graphite). The Cold Laser energy fully absorbs into the diamond making it far superior to the hot laser technology and does not require any pre laser or post laser processing, such as painting the diamonds which can produce inconsistent engraving. With the Cold Laser there is a true X-Y motion axis; with no missing axis a diamond can be inscribed all around the girdle. The laser inscription does not change the clarity or color grade of a diamond as it is microscopic, totally invisible to the unaided eye. It can only be seen with 10x magnification; such as a jeweler's loupe. The process is considered permanent since it can only be removed by a professional diamond cutter. Should removal be required it can be done professionally without any change in the weight or appearance of the diamond. Although the major gem labs do offer the service to the trade, after checking around, The Jewelry Exchange is the only retail operation found that actually offers this brilliant service on site. This is a huge advantage to its customers. They can quickly, safely and securely purchase and personalize their diamond in one visit. This certainly once again puts The Jewelry Exchange at the forefront of the retail jewelry industry. The Jewelry Exchange is a division of Goldenwest Diamond Corporation, and has been operating for over 32 years, in the following markets, doing business as The Jewelry Exchange in Los Angeles/Tustin, Chicago, San Francisco, Boston, Dallas, Tampa, Seattle, Philadelphia, Washington D.C., Phoenix, Minneapolis, Denver and St. Louis. The company operates as The Jewelry Factory in New York, Detroit, and Cleveland. And in Houston, the company operates The Jewelry Source. For more information, or for directions to a store near you, call 1-800-441-0715.