In a world where customers walk into jewellery showrooms already equipped with research from YouTube, influencer reels, and Google searches, the real differentiator for brands lies in the expertise and confidence of their frontline teams. Recognising this new retail reality, Jewel Goldi (India)—the sister concern of industry giant Shree Ramkrishna Exports—has joined hands with the International Institute of Gemology (IIG) to roll out a cutting-edge corporate training program tailored to the needs of today’s hyper-informed yet often overwhelmed shopper.

The collaboration is a direct response to the growing complexity of consumer behaviour. Modern buyers may have access to information, but that doesn’t always translate to clarity. They still crave guidance, storytelling, and reassurance—especially when making high-involvement purchases like diamonds and fine jewellery.

To bridge that gap, the bespoke training initiative covered core competencies such as Gemology, Jewellery Design Storytelling, Consumer Psychology, and Advanced Selling Techniques. It also mapped the classic AIDA (Awareness–Interest–Desire–Action) model to real-world sales scenarios, ensuring a more intuitive and impactful customer journey.

“Today’s consumer doesn’t need just another sales pitch—they need insight,” said Jitendra Jodhani, Director of Jewel Goldi (India). “With IIG’s support, our team is now better equipped to serve as that voice of clarity and trust our customers are seeking.”

Interactive modules, hands-on gemstone sessions, and immersive role-plays ensured that learning went beyond theory. Trainers including Rajesh Patel, Gunjan Sapra, Anand Gusani, Ashwin Chandrasekhar, and Ritesh Shah brought deep expertise and industry relevance to every session.

Rahul Desai, CEO & MD of IIG, commented, “Consumers today aren’t just buying a product—they’re buying belief. Our goal was to help Jewel Goldi’s sales professionals become the reliable navigators in a customer’s complex decision-making process.”

The initiative underscores a broader shift in the jewellery retail sector—where upskilling and customer-centric strategies are quickly becoming key differentiators. By investing in their human capital, Jewel Goldi (India) is not only preparing for the future but also reinforcing its commitment to transparency, excellence, and meaningful customer engagement.