The Natural Diamond Council has announced the launch of the not-for-profit, free Diamond Learning Center, a website aiming to engage jewellery salespeople at scale.
The new offering aims to allow salespeople to be better informed and able to confidently and clearly distinguish the value propositions across natural diamonds, laboratory-grown diamonds, and diamond simulants to their customers.
The mobile-friendly content is designed to be quick, rich and condensed, featuring content from multiple sources, including videos, infographics, and self-quizzes.
It offers quick learning, teaching people how to answer 25+ frequently asked diamond questions from industry experts with informative videos ranging from 30 seconds to 3 minutes.
It also offers in-depth modules with 20–30-minute engaging and self-paced modules that empower learners to gain a comprehensive understanding of diamond values that extend beyond the 4Cs. Learners receive Certifications of Achievement for each module.
The Diamond Learning Center was born out of an education roundtable that recognised confusion and bias across several retail segments selling diamond jewellery.
The roundtable represented the entire value chain, including AGS, De Beers, Diamex, Fischer Diamonds, Gabriel & Co, GIA, IDMA, Jewelers of America, Jewelers Mutual, Premier Gem, and Shane Co.
Price Blanchard, chief customer officer, Shane Co, said: “It has been wonderful working with the Natural Diamond Council to create tools and education to help train our jewellery consultants on the history, allure and benefits of natural diamonds and the unique differences between natural and laboratory-grown diamonds.
“The lack of education in the industry has created a bias towards laboratory-grown diamonds and a more educated sales team will help customers understand the rarity and value of natural diamonds so they have a well-rounded education to help them pick the best diamond for them. By educating customers, we expect to see more natural diamond sales.”
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