Jewel Goldi (India), an affiliate of Shree Ramkrishna Exports, has partnered with the International Institute of Gemology (IIG) to launch a structured training programme aimed at strengthening the capabilities of its sales team in response to evolving consumer behaviour in the jewellery sector.
As customers increasingly arrive at retail stores having already consulted online reviews, influencer content, and comparison tools, the role of in-store personnel has shifted. Shoppers now expect not just product information but also credible guidance that helps them navigate a saturated and often confusing marketplace.
To address this shift, Jewel Goldi engaged IIG to deliver a focused curriculum covering gemmology, jewellery design storytelling, consumer psychology, and advanced selling strategies. The programme was designed to help sales staff better support customers through the Awareness, Interest, Desire, Action (AIDA) model, enhancing both communication and customer confidence during the purchase process.
Jitendra Jodhani, Director, Jewel Goldi (India), said, “In today’s environment, a customer is looking for someone who can cut through the noise and offer clarity. Thanks to IIG, our team is now that voice of clarity, helping customers make informed, confident decisions.”
The training incorporated practical sessions in gemstone identification, case studies, and simulated customer interactions.
Rahul Desai, CEO & Managing Director of IIG, commented, “When a customer walks into your store, they don’t just want to buy; they want to believe. In an environment full of half-truths and endless options, a knowledgeable team member becomes the lighthouse. Our training was focused on helping the Jewel Goldi team become those trusted navigators in the customer’s journey.”