In honour of ‘Diamond Month’ (April), the Natural Diamond Council has announced the launch of a not-for-profit Diamond Learning Centre.
The aim of the centre is to inform and inspire jewellery salespeople to feel confident talking about natural, laboratory-grown, and simulant diamonds to customers.
A first of its kind, the Diamond Learning Centre is presented as a one-stop online resource for new and seasoned professionals or enthusiasts looking to learn more about the story, facts, and beauty of diamonds.
Content has been designed by the Natural Diamond Council to be quick and condensed with a range of videos, infographics, and self-quizzes appealing to different learning styles.
Other offerings include in-depth modules, research and reports, and insights on diamond news and trends.
The idea for the centre came from an education roundtable where confusion and bias across several retail segments selling diamond jewellery were recognised.
Key leaders were present for the discussion including those from 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 at 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 lab-grown diamonds.
“The lack of education in the industry has created a bias towards lab-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.”
