One of the reasons Leading Jewelers of the World was established was to create a more positive identity and image for the retail jewelry industry. The "aura" of Leading Jewelers of the World represents a distinctive mark that distinguishes premier retail jewelers from the rest of the industry.

This branding concept places a more positive perspective on our profession and offsets any negativity that may be part of the perception regarding our industry. In truth, tens of thousands of retail jewelers provide compelling products and services to the public and enhance the customer's experience relating to fashion and self esteem. Leading Jewelers of the World's mission is to seek only 100 of the most outstanding examples of excellence in the industry and incorporate them into what is evolving into the jewelry industry's most exclusive and demanding retail Association. In order to qualify for membership, the following Membership Criteria must be met by each retailer:

1. Each member must have a highly regarded business reputation within its community. A member is defined as an independent retail jeweler owning stores in the same or different exclusive market areas.
2. Owners and executives of stores designated as members will be considered “Ambassadors-at-Large” for the jewelry industry. There should be active involvement of the owner(s) and/or key executives in the charitable or civic life of the community on the local, state or national level on an ongoing basis.
3. A finer quality, upscale store environment must be maintained.
4. A “feel-good” luxury consumer shopping experience must be consistently provided before , during and after a sale is made, with a particular emphasis on the technical training and welcoming attitude of staff.
5. Inventory must include diamond offerings of finer quality and diamond jewelry noted for its excellence in design and craftsmanship.
   
6. Member agrees with and shall comply with the diamond industry’s “ Diamond Best Practice Principles” relating to full disclosure in the sale of natural or treated gem diamonds and synthetic simulants, as well as strict adherence to the policy regarding the use of only non-conflict diamonds.