The new e-learning programme for diamonds, “Behind the Brilliance of Diamonds” conceived by the Diamond Producers Association (DPA), has been developed to help all US retailers, the organisation said while announcing the launch of the programme.

The programme is of a duration of an hour and is split into three informative modules. It offers educational material and quizzes, going beyond the 4Cs to highlight the intangible value of natural diamonds, billion-year-old treasures of the earth, DPA explained.

“The Diamond Producers Association’s e-learning programme, ‘Behind the Brilliance of Diamonds,’ offers a clear and concise, open platform for the industry,” said Grant Mobley, DPA’s Trade Relations Lead. “Whether you have been working with diamonds for one day or 20 years, the programme relates compelling stories about the history of natural diamonds, easy-to-digest and well-researched facts, and memorable details about the important benefits that the natural diamond industry makes to the world.”

DPA said the initial beta launch has yielded positive feedback, providing some reactions from participants.

“Getting back to basics, often we get so caught up in the technical aspects of our career that we forget the emotional aspect. Thank you for bringing the reality of relationship-selling back to the forefront,” said Cheryl Worcester of Days Jewelers.

Pierre Soucy of Robert Richer commented: “I think this is both a timely and much needed programme made easy and readily available for the industry by the DPA. In the past decade the jewellery industry (as a whole) has much neglected relationships between products, partners, and how they relate to the public. This programme is a big gesture in bridging that void.”

“The DPA’s e-learning program should be required for everyone that sells diamonds,” said Phillip Bosen of Bosen Associates.

Not only is the training programme free of charge, there are also rewards for retail sales people who complete the programme. “Points are awarded for each module completed and can be redeemed for up to a US$ 25 gift card to one of several popular retailers,” DPA said.

Moreover, retail sales associates who complete the programme will also be eligible to win a grand prize for an all-expenses paid trip for two to New York City. The trip, which is valued at US$ 4,000, will offer “exclusive behind-the-scenes access to the New York diamond industry, including a personal tour of a diamond cutting facility” DPA announced.

The draw for deciding the winner will take place in the fall.