Sufficient and compelling education on natural diamonds at retail stores is crucial to improving customer experience and sales conversion, a new market research revealed.

Citing results of a study by luxury consumer research agency CXG, the Natural Diamond Council (NDC) said 93 per cent of customers were more inclined to buy natural diamond jewellery when they felt “sufficiently educated” on natural diamonds by a sales advisor. 

The research was conducted across national, regional and exclusive retailers to uncover how natural diamonds are presented in a retail setting, specifically to those shopping for a diamond engagement ring. 

A total of 116 store evaluations were executed between December 2022 and January 2023 – 89 occurred in non-exclusive retail channels that carry both natural and lab-grown diamonds while the remaining 27 took place in exclusive channels that only carry lab-grown diamonds.

CXG analysed the environment and interactions with sales advisors and how those factors contribute to customer education, experience and confidence to purchase natural diamond jewellery.

The study said 64 per cent of customers did not find significant differentiating in merchandising presentations of natural diamond jewellery as opposed to lab-grown diamond jewellery. 

Additionally, 40 per cent of customer interactions did not include proactive natural diamond education via sales advisors, which directly impacted sales conversion. The research also suggests that the sales proposition for natural diamonds is incomplete since only 6 per cent of respondents cited interactions with sales advisors to include ethical considerations, provenance, and traceability of natural diamonds to influence purchases. 

This leaves retail stores with significant opportunity to educate consumers on the positive global impact of natural diamonds.

“The research confirms that the role of sales advisors in educating customers is paramount. However, the content of that education is far from complete, especially in conveying the facts and storytelling around natural diamonds beyond the 4Cs, from provenance and positive impact to rarity and being a revered luxury for centuries,” stated NDC Managing Director Kristina Buckley Kayel. 

As a solution, Kayel said NDC is unveiling a new Education Partner Program in April, which offers educational tools for retailers and sales professionals to foster natural diamond knowledge that could lead to increased sales. Participants will receive certification upon completion of the programme.