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Amway Forever: The Amazing Story of a Global Business Phenomenon by Kathryn A. Jones

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Chapter 8

Diamonds, Rubies, Emeralds, and Pearls

To many outsiders, the world of Amway feels like a foreign country. It boasts its own royalty and crown jewels, its own language and subculture, and it requires a passport to cross the border. Becoming a card-carrying independent business owner (IBO) allows access inside the gates—to attend the meetings and rallies, to buy the “how-to” promotional materials, and to climb the Amway hierarchy by “pin levels.” Each time IBOs attain a new level of achievement in the growth of their businesses, they are recognized during a major function with a special pin that’s set with precious stones to celebrate their elevated status.

The pin levels also confer titles such as Diamond, Ruby, Emerald, Pearl, Silver Producer, and Crown Ambassador—Amway’s highest, most prestigious pin level. A Crown Ambassador is a direct distributor who has sponsored 20 groups, each of which qualified at the top-performance bonus level for at least six months of Amway’s fiscal year. Next in line in the pin levels are Diamonds. A Diamond direct distributor is someone who has sponsored six groups, each of which qualifies at the top-performance bonus level for six months or more of a fiscal year; a Double Diamond, 12 groups; an Executive Diamond, 9 groups; and a Triple Diamond, 15 groups. Lower on the totem pole are the Emerald level, which sponsors 3 groups, each of which qualified for the top-performance bonus level for at least six months of the fiscal year; the Pearl, ...

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