The Natural Diamond Council (NDC) stated last week that through a CSX survey of 116 stores in the United States, it was found that although these stores sell both natural diamonds and cultivated diamond products, the majority of consumers do not receive education from salespeople in the stores.
Data shows that 64% of customers did not notice a significant difference between natural diamonds and cultivated diamonds, 40% did not receive sufficient information from salespeople in the interaction, and only 6% stated that retailers talked to them about the ethics, sources, and traceability of natural diamonds.
Kristina Buckley Kayel, Managing Director of NDC, said that this study confirms that sales consultants play a crucial role in customer education. However, the content of this education is far from complete, especially in conveying facts and stories about natural diamonds beyond 4C.
The NDC Education Partner Program will provide tools including online modules, social media content, and supporting materials to help enhance the natural diamond content of retailers and their employees. This plan will be launched on April 1st.
Buckley Kayel added, "Participants are certified after completion, and most importantly, they have the tools and voice to confidently provide convincing information to customers immediately, enhancing their trust and purchasing desire