(PRESS RELEASE) NEW YORK — At retail, elevating sales presentations and connecting with consumers by storytelling is the key to increasing diamond sales. The Plumb Club is hosting a valuable learning opportunity for retailers, presented by the De Beers Institute of Diamonds. The webinar, titled “Increase Potential Sales by Detailing the Diamond’s Journey”, will feature Elizabeth West, and will take place virtually at the Jewelers Resource Center Auditorium on Wednesday, September 25th, 2024 at 1pm EST.
Increase Potential Sales by Detailing the Diamond’s Journey
When a diamond is discovered, how will its value be decided? Where does it go next? What determines the type of polished diamond it will become? Each diamond, due to its unique and remarkable three-billion-year-old journey, will dictate a different outcome, so each crystal is considered in turn.
- Learn how nature actually decides the shape, color, quality and carat weight of a diamond.
- Uncover how these four qualities are assessed by De Beers Group experts.
- Discover the complex steps a diamond has to take before it is placed into the hands of the cutter, and its inner beauty is revealed.
This webinar will help sales associates speak confidently to customers about the complex assessment and decision making that goes into delivering a diamond into a finished and polished form. Associates will learn how the story of the resulting 4 C’s can potentially increase sales, by educating customers on the rarity and uniqueness of each natural diamond.
Elizabeth West
Elizabeth West: Elizabeth is the Senior Technical Educator for De Beers Institute of Diamonds. As a seasoned gemmologist with over sixteen years’ experience in the jewelry industry, she has worked across various senior roles, predominantly within education. She is a Fellow and Diamond Fellow of the Gemological Association of Great Britain and a member of the Federation of European Education in Gemology, with specialist knowledge in, and a wealth of passion for, diamond.
This virtual presentation is open and free to the entire jewelry industry. Register here now and elevate your sales presentations to increase sales.
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