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The Real Story Sells!

The Real Story Sells!

The DPA’s new e-learning program isn’t just about diamonds. It’s about what diamonds mean to individuals, to people who support an industry and to the world.


The Real Story Sells!


We are living in a most unique and exciting time for the diamond industry. Dramatic shifts in a wide range of elements — from consumer behavior and expectation to the easy availability of information (some less than accurate!), to continually evolving shopping channels to technological advances within our industry — have created the need for a much higher level of knowledge, insight and skill for sales professionals. For the best of the best, selling diamonds today is an art form that is all about communicating true passion — and about appreciating the real, personal value they bring to a buyer.

Diamonds have played an integral role in human history and culture for centuries. As you might expect, there are parts of that history — and of the growth of our industry that have provided valuable lessons which have helped shape the face of diamond mining and trading worldwide today. The diamond industry has evolved tremendously since the first commercial mine opened in 1870. Welfare of workers, respect for the environment, giving back to local communities and building thriving economies and social infrastructures in mine areas have all become top priorities at mine sites around the world.

The Real Story Sells!

In today’s market, the introduction of synthetics has created a mix of interest and confusion among industry professionals and consumers alike. Pictured here: An assortment of rough diamonds recovered from Petra Diamonds’ Finsch Mine in South Africa.

Consumers today need to feel good about the luxury they want — and there’s no doubt that current, effective training is more important than ever. In today’s market, understanding diamonds is about much more than just understanding the 4C’s. It’s about understanding the real connection between this magnificent gem, the human emotions it symbolizes, and the people who want to make it their own. It’s also about understanding the history of our industry as well as the remarkable advances that have shaped countries, built economies and established communities and livelihoods for millions of people around the world. As a knowledgeable diamond professional, you have a unique opportunity to share information that can change perspective, offer insight and give a whole new dimension to your customer’s diamond experience.

The Real Story Sells!

Murowa Diamonds operates out of Zimbabwe and firmly believes in employing and developing the nation’s talent, supporting the country’s overall growth.

Do you have what you need to tell the REAL story — or are you letting sensationalism and selective memory keep negative elements in the forefront while positive, accurate narratives detailing significant advances and successful outcomes are minimized or even ignored?

The Real Story Sells!

Megan Rodel is a business improvement superintendent at Canada’s newest diamond mine, Gahcho Kué in the Northwest Territories. Photograph by Kiana Hayeri.

“As a knowledgeable diamond professional, you have a unique opportunity to share information that can change perspective, offer insight and give a whole new dimension to your customer’s diamond experience.”

To Tell the Story, You Have to Know the Story!

The Diamond Producers Association is proud to announce the launch of a new e-learning program available at no cost to all diamond and fine jewelry professionals. The program is not just about diamonds. it’s about what diamonds are about — what they mean to individuals, what they mean to people who support an industry and what they mean to the world. It’s also about you as a diamond professional — about your passion for this amazing gift of nature and about your ability to tell the diamond story, the story of what diamonds DO — as symbols of emotion, carriers of message, and stores of real value.

The Real Story Sells!

The 1,109-carat “Lesedi La Rona” was discovered in Lucara’s Karowe Mine in Botswana in 2015. It is the third largest diamond ever found.

Whether you are a new sales associate or an experienced professional, our goal is to inspire you and to ignite your passion for diamonds while we offer you new perspective, new ideas and new talking points to help you present diamonds to today’s consumers with pride and confidence — and to help you close more diamond sales.




Sign on today!
Register at the Diamond Producers Association Trade Portal