Jewel Goldi (India), a subsidiary of Shree Ramkrishna Exports, has teamed up with the International Institute of Gemology (IIG) to introduce a structured training initiative aimed at enhancing the skills of its sales team in response to changing consumer behavior within the jewellery industry.
With customers increasingly arriving at retail outlets after researching online reviews, influencer insights, and comparative tools, the responsibilities of in-store staff have evolved. Shoppers now seek not only product details but also reliable advice that aids them in navigating a crowded and often perplexing market.
To tackle this transformation, Jewel Goldi collaborated with IIG to create a specialized curriculum that includes gemmology, jewellery design storytelling, consumer psychology, and advanced sales techniques. The program was designed to equip sales personnel to better assist customers through the Awareness, Interest, Desire, Action (AIDA) framework, thereby improving both communication and buyer confidence throughout the purchasing journey.
Jitendra Jodhani, Director of Jewel Goldi (India), stated, “In the current landscape, customers are seeking individuals who can cut through the clutter and provide clarity. Thanks to IIG, our team now serves as that clear voice, empowering customers to make informed and confident choices.”
The training included hands-on sessions in gemstone identification, practical case studies, and role-playing of customer interactions.
Rahul Desai, CEO & Managing Director of IIG, noted, “When a customer enters your shop, they are not merely looking to make a purchase; they want to feel assured. In a market filled with ambiguities and countless alternatives, having an informed team member acts as a guiding beacon. Our training focused on enabling the Jewel Goldi team to serve as those reliable navigators during the customer’s experience.”