The gem and jewellery industry has plenty of beautiful, moving stories on the origins, significance and impact of their finds and creations on local communities. The upstream is the source of these narratives, and the midstream is largely aware of these too. But are these reaching the downstream? 

At the end of the day, it is the consumer that needs convincing – and it is the retailer, specifically the sales associate, that needs to do the convincing. 

For this very reason, marketing and training initiatives now increasingly target frontliners, with the aim to arm them with engaging facts about diamonds, gemstones, pearls, sustainability programmes and the like to connect with discerning consumers and their needs.

Industry associations such as the Natural Diamond Council (NDC), Platinum Guild International as well as trade organisations and bigger enterprises are making marketing assets available to retailers to help drive demand for their core products. 

Chow Tai Fook Jewellery Group is transforming its customer service programme in China to focus on deeper connections with clients. According to Managing Director Kent Wong, the group’s Retail Excellence Programme encourages sales associates to learn more about their customers and propose relevant and significant products that suit milestones or occasions in their lives to unlock their budgets.

Widening the knowledge of sales associates on the products they sell and the various engaging narratives at their disposal is also a priority in the trade.

Just this month, the Responsible Jewellery Council launched its first dedicated retail campaign, which provides retail members a ready-to-use communications kit to showcase their commitment to responsibility, sustainability and trust across their customer touchpoints.

GIA Strategic Advisor Susan Jacques noted that the entire jewellery value chain boils down to the “final 18 inches” – the length of the counter between the frontline retail staff and the consumer. This is where the final purchasing decision is made. And this is why the sales associate is a critical part of the process.
 

JGW & JNA: 42 Years, 42 Stories is an online series running throughout 2025 to celebrate the 42nd anniversary of Jewellery & Gem WORLD Hong Kong and JNA. A new story of creativity, craftsmanship and innovation will be released every week. Subscribe to free JNA News Alerts to be notified when the next story is out.