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The jewellery showroom is not just a place of selling; it is a space where emotions, trust, aspiration, and knowledge meet. Jewellery Retail & Sales Fundamentals introduces you to how this world actually works at the counter level. In a short, focused format, the course breaks down customer behaviour, decision triggers, product presentation, and the psychology behind why people choose one piece over another.
Designed for learners who want clarity without long theory sessions, it helps you understand the retail mindset of the gems and jewellery market and how professionals confidently guide conversations into meaningful purchases. By the end, you won’t just know jewellery; you’ll understand how to communicate its value, read clients better, and navigate the retail floor with purpose.
• Understand the complete jewellery sales journey from greeting to closing
• Learn practical steps to improve conversion and repeat business
• Decode customer behaviour and buying signals inside the showroom
• Build confidence in handling different client personalities
• Master the role and responsibilities of a professional sales associate
• Present jewellery with clarity, storytelling, and value communication
• Apply visual merchandising techniques that attract attention and interest
• Recognize factors that influence purchase decisions in luxury buying
• Develop a structured approach to everyday showroom selling
• Retail Sales Process: A detailed study of the 9 Steps for Successful Sales, which includes prospecting, connecting, qualifying, demonstrating value, addressing objections, closing, onboarding, follow-up, and continuous improvement.
• Visual Merchandising: Learning the art and science of presenting products to enhance their appeal, including store layout, lighting, and strategic product placement to drive impulse purchases.
• Consumer Behavior: Analyzing the emotional and logical factors that influence why customers choose specific products, with a focus on storytelling and building a customer-centric experience.
• Product Knowledge: In-depth training on diamonds (the 4Cs), colored stones, precious metals, and assaying to ensure associates can answer customer questions with authority.
• Store and Inventory Management: Techniques for managing stocks, opening/closing procedures, and maintaining a hygienic and welcoming showroom environment.
• Soft Skills and Ethics: Development of personality, communication power, and the implementation of a professional Code of Conduct.
Mr. Rahul Desai - CEO of International Institute Of Gemology is a passionate mentor, educator, motivator, and instrumental in carving 30,000 plus careers for the Gems &Jewellery industry since 2 decades. Following his father’s legacy since 1965, IIG is the only private institute producing 1,00,000 young enthusiasts and entrepreneurs for the various aspects of the gems & jewellery trade, and under his strong leadership, he has successfully established 5 branches pan India and has become the fastest growing institute in the world of Gem & Jewellery education field.
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“I used to explain products randomly. After this course I follow a proper flow while speaking to customers and they respond much better. My confidence at the counter has improved a lot.”
- Riya Shah – Retail Executive
Share On
“I used to explain products randomly. After this course I follow a proper flow while speaking to customers and they respond much better. My confidence at the counter has improved a lot.”
- Riya Shah – Retail Executive
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