2. INTRODUCTION TO PURE DIAMONDPure diamond is the only for diamond jewellery brand that was officially launched byPure Gold jewellers in the year 2001.Over a period of time the brand has been well received by the customer and a popularstatus in U.A.E., Oman, Kwait, Bahrin, India more than 75 Outlets.Target market (Diamond jewellery): - First time buyer: - Regular diamond jewellery buyerCore strength-: - Value for Money purchase that is affordable to all: - Gift jewellery: - Light weight and elegant designsProduct Range – Rings: (Ladies, Gents) Earrings, includingTops & Balis, Pendants, andnecklace set, Bangles,Broaches, cufflinks, Buckles, Tie Pin, Nose pin etc. in the ranges of .02 Melee Size to6.00 Carat big solitaire. 1
3. PURE DIAMOND TRAINING PROGRAMMECONTENTSA. Introduction to diamond (4Cs method)B. Product Range & Brands (Rings, Earrings, Pendants, Necklace, and Sets etc)C. Price RangeD. Quality (Grade of diamonds)E. Display, Cleaning, Care, PackagingF. Certificate of AuthenticationG. Customer Feed back FormH. PolicyI. Discount StructureJ. Miscellaneous Service
4. 2TRAINING OBJECTIVE1. To ensure participants are fully skilled to handle sale of Pure Diamond2. At the end of session the participants should have complete knowledge of Pure DiamondINTRODUCTION TO DIAMONDDIAMOND is the hardest substance on earth. It is a crystallized form of carbon.Diamond derives its value from 3 elements.A: Beauty : Diamond has adamantine luster, brilliancy, dispersion (fire) and scintillation (sparkle)B: Durability : Diamond is an extremely hard stone and cannot break easily unlike most other gems.C: Rarity : Its state the availability of gemstones like higher grades colourless & big size stone (Higher carat stone) are not found easily.Loupe – A magnifying eyeglass to identify a real class and real value of diamond according to 4Cs method.Diamond Tester – Use of diamond tester is for identifying of real diamond.THE VALUE OF DIAMONDS BASED ON 4Cs1. CUT: The way diamond is cut and polished is vital. It is the precision and delicacy of the cut that dictates the maximum amount of light the diamond will refract & reflect. The better the diamond cut greater will be its brilliance, sparkle and fire.Two types of shapes (cut of diamond) are:1. Round brilliant Cut (RBC) – 57 facets2. Fancy brilliant cut – The various fancy cut are Marquise, Pear, Oval, Princess, Baguette, Tapered Baguette, Emerald, Heart etc.2. CLARITY: Refers to relative position of a diamond on a flawless to imperfect scale. A grade of diamond is flawless to rejection.(The total no. Clarity Grade is 11) Flawless (F), Internal flawless (IF), VVS1 (Very Very Small Inclusion), VVS2, VS1, VS2, SI1, SI2, I1, I2, I3, Rejection3. COLOUR: Most diamonds look colourless but there are many different shades. The diamond which is more colourless, it becomes more valuable. The following are grades of colour: D, EF, GH, IJ, KLM, NOPQR, STUVW, X and Y, Z, Z+ (Fancy colour, Pink, Golden, blue, etc) best quality of colour. 3
5. 4. CARAT: Carats are the traditional measuring unit of a diamond’s weight. One carat equaling 200 milligrams, in other words one gram equaling five carats. A carat is divided into 100 Cents (points) like one dollar divided into 100 cents, So the same diamond can be. The Carat weight, Clarity, Colour, and Cut determine the value of diamond. These parameters are called the 4Cs.They are Inseparable and combine indefinitely.1 carat = 100 cents or pointerSize: Below 0.02 carat is called “Star” size Above 0.02 carat to 0.07 carat is called “Melee” size 0.08 -0.10 +11&0.10 -0.15 Cents (+11 is a no. of sieve) 20Cents to 1 carat & Above all sizes called SOLITAIRE (But in GIA 1 carat & above Size called SOLIAIRE diamond) How to find an average size in studded diamond jewellery as below size 1. BELOW 0.30 2. 0.30-0.50 3. 0.50-0.70 4 0.70-1.00 5. 1.00-1.50 6. 1.50 and above For example:-Q.(a) 1 Earring no. of pieces 14 & weight of diamond is 3.00 ct. find an average size ?Ans:- Weight divided by no. Of pcs. Its average diamond size is 0.21 mean’s it belongsto below 0.30 category.Q.(b) 1 Earring no. of pieces 4 & weight of diamond is 2.50 ct. find an average size?Ans:- Weight divided by no. Of pcs. Its average diamond size is 0.62 mean’s it belongs to0.50 To 0.70ct category.Q. (c) 1 Ring no. of pieces is 4 & weight of diamond is 1.91 ct find an average size?Ans:- Weight divided by no. Of pcs. Its average diamond size is 0.47 mean’s it belongs to0.30 To 0.50ct.category.NOTE: - As above make a average size of stock as per requirement (following this average sizes Chart)
6. 4 PRODUCTSThe items available are 1.Rings (Ladies & Gents) 2. Pendants 3. Pendants set(pendant + earring) 4.Earrings,5.Necklace set (Necklace +earrings) 6.Bangles7.Bracelet 8. Broaches 9.Cufflinks 10.Gents buckles 11.Nose pin 12.Tie pin13.Wrist watch Rado, Aqua marine14. Half set –(earring,necklace,ring)15.Full set( necklace, earrings, rings, bangle or bracelets) 15 Jewellery Flooting (whichis studded in transparent material) There are Pendants,Earrings.16.Antique setsThese are available in both 18 K. yellow &white gold ,Our Brands 1. Oystra Pearl Jewellery:- A. Ring B. Earring C. Pendants D. Necklace 2. Omri Diamond Collection:- A. Ring B. Earring C. Pendants & Gift Pro. 3.Carino Diamond Collection:- A. Ring B. Earring C. Pendants & Gift Pro. 4. Mosaico 18 carat gold Italian Brand its world class popularWatch Jewelery :- A. Fendi B. Ceruuti C. Givenchy D. Nina Ricci E. Versace Exclusive watches A. Chopard B. Frank Muller, Cartier, Etc.Colour Stone sets 1.Ruby sets (Necklace + Earrings) 2. Emerald Sets 3. Pearl Sets.4. Blue sapphire 5. Polki( Uncut Diamond) Set etc.& OtherItalian Brands 1.Leader line (Dada collection)3. Dragoni (murano glass) 4.Mosaico 5.Sciara 6. LapepitaNAME OF JEWELLERY SETTING1. Prong setting 2. Pave setting, 3. Bezel setting 4. Invisible setting 5. Close setting 6. Pressure setting, Compress setting, 7.Channel setting 8.Flush settingPRICE RANGEThere are $300 To$132,067QUALITYCOLOUR: - G TO I (Commercial White)CLARITY: - VS1 TO SICUT: - ROUND & FANCY BRILLIANT CUT (R.&F.B.C.) Fine cutCARAT: - 6.00 BIG SOLITAIRE TO .02 MELEE Size DISPLAY, CLEANING, CARE, PACKAGINGDisplay: Jewellery according to the category (e.g. Pendants with pendants tray ringsWith rings, earring with earrings), Attempt to display all possible designs within theSpace available and avoid showcasing repeat designs together.CLEANING: Always clean the jewellery using selvet each time after presenting it to theCustomer. Keep the glass counter or wall display clean from finger stains and scratches.CARE: Proper care should be taken while removal and placement of jewellery in and outof showcase.PACKAGING: Pure Diamond must be presented in the specifically designed Pure Diamond packingMaterial only. 5
7. CERTIFICATE OF AUTHENTICATION:(A) Filling up the detail – How to write the detail appropriately on the certificate.(B) How to fold a certificate before giving to the customer.CUSTOMER FEED BACK FORM(A) To be filled by customer (Customer comments and suggestions are important to us)QUALITY ASSURANCESales staff is to encourage customer to use the loupe for their satisfactionTERMS AND CONDITIONS1. Staff first must determine that the item(s) is without any doubt ‘Pure Diamond’/ Tagged Jewellery’ By examining the Invoice, Certificate and jewellery piece.2. That it was purchased from the same showroom where the customer is now seeking to exchange. If the exchange is being claimed in another showroom the customer is to be politely requested to go the correct showroom (from where the invoice was issued)3. On establishing that item was purchased from the showroom where the customer has come for exchange the Sales Person must check each diamond with the Diamond Tester.4. If it is found that there are no damages then policy on “No Damage” will apply5. If damage(s) is observed in the diamond or the jewellery item, the customer should be shown and the policy for “ Damaged items” will apply.6. Value of exchange must be equal or higher.7. Any new jewellery purchased in exchange of the returned Pure Diamond Jewellery will be offered at the same discount as given at the time initial purchase or lower.8. No exchange of Pure Diamond tagged Jewellery with Gold Jewellery.POLICYNo Damage A: - within 7 days At invoice value B: - Above 7 days but within months Deduct 30% from invoice value C: - above 6 months but within 1 year Deduct 50% from invoice value D: - More than 1 year Item(s) will be submitted to diamond division for Evaluation and subsequently customer will Will be informed of the decision. 6
8. Damaged item policyJewellery found to be damaged is to be sent to diamond division (Head Office) forassessment – a brief statement 0f the customer is to be attached. The ‘Form’ for damagedjewellery is to be filled, duly signed by the customer and sales person and submitted toShowroom in-charge for dispatch to Head office for decision. Normally, a decision byHO will be taken and communicated between 3 to 5 days to the showroom.Discount StructureUPTO 50% discount to be given on any Pure Diamond jewellery range.Miscellaneous Services:Sizing can be done free of cost.AED 20 to be charged extra for rhodium or polishing.During the course of sale1. Greet the customer2. Wear a gloves put jewellery in tray show single pieces on request, avoid showing too many at a time3. Product range and designs available4. Always show the purchased jewellery to the customer before it is packedCheck list for Pure Diamond1. Loupe will be provided to sales staff, and taught to them how to use it, so that they can give the customers the loupe for their satisfaction.2. Encourage gold customer to buy Pure diamond jewellery.3. Tags should be properly maintained, i.e it should be inserted in groove of they tray. Damaged tags should be asked for replacement immediately.4. Sales should be limited on their speech.Common Questions by customerQ1. Are they real diamond?A. Yes this is a real diamond. We could check this by either diamond loupe Or testing machineQ2. What do u mean by damaged?A. When a customer brings a jewellery item in broken condition it is to be repaired (This is a part of the service we offer to our customer) by us and is called damaged.Q3. Where are these diamonds from?A. Diamonds are from BelgiumQ4. Will the price reduce if I reduce the ring size and the gold is reduced?A. the price is fixed as per tag. Any size alteration involves a very minimal reduction of gold which is as a result of polishing, buffing and resold ring. 7
13. NAME OF BIRTH STONEJanuaryBirthstone: Garnet B Garnet JewelleryFebruaryBirthstone: Amethyst B Amethyst Jewellery14th - Valentines Day 1 Jewellery With Love Gift SetsMarchBirthstone: Aquamarine B Aquamarine Jewellery6th - Mothering Sunday 6 Hot Diamonds Gift Sets27th - Easter SundayAprilBirthstone: Diamond B Diamond JewlleryMayBirthstone: Emerald B Emerald JewlleryJuneBirthstone: Pearls B Pearls Jewellery19th - Fathers Day 1 Gents JewelleryJulyBirthstone: Ruby B Ruby JewelleryAugustBirthstone: Peridot B Periodot JewellerySeptemberBirthstone: Sapphire B Sapphire JewlleryOctoberBirthstone: Opal B Opal JewlleryNovemberBirthstone: Topaz Topaz JewlleryDecemberBirthstone: Turquoise B Turquoise Jewellery25th - Christmas DayDISTINGUISH BETWEEN REAL DIAMOND & A.D.
14. Real Diamond American Diamond (A) R.D is not transparent. (A) A.D is transparent. (B) R.D facets are line to line. (B) A.D facets are not line-to-line. (C) R.D has no effects on it when (C) A.D will be broken or filing (kanas) is done. degraded when filing (kanas) is done. (A) R.D weight is less as Compared (D) A.D weight is one & half to A.D. times more when compared to R.D. (E) R.D has more light reflection. (E) A.D has less light reflection. (B) When R.D’s side view is seen it (F) A.D.looks empty from looks like as if it is filled from Inside. inside. Diamond Cutting Diamond Shapes
15. An uncut, unpolished diamond resembles a large crystal taken from the ashes of a fire. Thediamond cutter decides the final shape for the cut stone. Some possible shapes (top and sideviews shown) are these: Round Brilliant Emerald Cut Baguette Cut Marquise Cut Cut Oval Cut Flanders Cut Princess Cut Pear Cut Diamond CuttingDiamonds can be cleaved or sawn. Cleaving takes a few seconds but it must be done with thegrain or the stone will break roughly and be ruined.Most diamonds are sawn. In the sawing process, a bronze blade impregnated with diamonddust spins at high speed to gradually cut through the stone. To saw through a one-carat
16. diamond might take eight hours. Diamonds can also be cut with a laser. After cleaving orsawing is complete, the faceting takes place. FacetingFaceting — cutting planes or faces onto the surface of the stone — is done with mosttransparent gemstones. The purpose is to let light pass through and be reflected and refractedfrom faces on the back of the stone. Faceted cuts are precisely designed to show off the gemto best advantage. The diagram shows the facets of a round stone.For a discussion of the importance of good proportions in a faceted diamond, see The 4 Cs ofDiamonds: Cut Proportions.In faceting a diamond, waste is unavoidable. The average weight loss is about 50% percent,though more or less of the rough may be lost based on cutting proportions. Poorlyproportioned stones retain more weight while the best proportions require greater loss ofweight. Diamond price can vary as much as 50% between two stones, equal in all respectsexcept cut proportions. Where diamonds are cutMajor cutting industries are in: • Antwerp and Tel Aviv, where many of the fancy shapes — pear shaped, marquise, etc. — are cut; • New York City, where many of the larger (3-10 carat) diamonds are cut; • Bombay, where, because of low labor costs, most smaller and lower quality stones are cut; and • Russia, which specializes in cutting stones from its own mines, which produce much of the worlds higher-valued rough diamond.
17. Round Brilliant: The most common style of cutting both diamonds and colored stones. Thestandard round brilliant consists of 57 facets; 1 table, 8 bezel facets, 8 star facets 16 upper-girdlefacets on the crown; 8 pavilion facets, 16 lower girdle facets; and usually a culet on the pavilion.Modifications of the round brilliant include such fancy shapes as the marquise, half moon, pear shapeand many others. Pear: A variation of the Brilliant cut, combining the Round and Marquise cuts, with 58 facetsto only 56 facets (when the pavilion facets at the head and tail are eliminated). Shoulders shouldhave a gently but distinctly rounded arch. Common length-to-width ratio: 1 to 1.50-1.75. Oval: A brilliant style of cutting very similar to a Round except it is elliptical. It was inventedby Lazare Kaplan in the early 1960s. Oval brilliant usually has 56 or 57 facets. Beware of uneven orhigh shoulders (they should have a gently but distinctly rounded arch). Typical length-to-width ratio: 1to 1.30-1.65. Marquise: This shape has a boat shaped girdle with 57 facets. The shape and placement ofthe facets is of the brilliant type. The name "Marquise" came from a legend of the Marquise ofPompadour that the Sun King wanted a Diamond to be polished into the shape of the mouth of theMarquise. Look for uneven "wings" or undefined points. Typical length-to-width ratio: 1 to 1.75-2.25. Emerald: This 50 facet shape is usually A form of step cutting. It is usually rectangularbut sometimes may be square (referred to as "Asscher" cut), in which case it is known as a squareemerald cut. It has rows (steps) of elongated facets on the crown and pavilion, parallel to the girdle,and with corner facets. The number of rows of elongated facets may vary, although the usual numberis three on the crown and three on the pavilion. Inclusions are slightly more visible in "step-cut"shapes relative to "brilliant styles. Look for too narrow or missing corners. The beveled cornersprotect the stone and make it easier to set. Typical length-to-width ratio: 1 to 1.30-1.70. Princess (also the patented Quadrillion): Is a relatively new shape and generally has 70 to76 facets (no culet). Normally it is close to a square shape (+ or - 10%), but may come in elongatedversions. Watch out for girdles which are extremely thin and thus prone to chipping. Typical length-to-width ratio: 1 to 1.00-1.10. Radiant: Rectangular or square stone with cut corners. The original patented cut has 70
18. ROUND This 58 facet symmetrical shape can display the greatest amount of sparkle with a balance between the amount of white flashes of light and colored flashes of light. It is the benchmark shape all others are compared to and the only one that has internationally recognized cut grades. Generally, rounds are the most expensive but can offer the greatest amount of sparkle per dollar. FANCY SHAPESThese shapes are usually less expensive because the rough diamonds used to produce them are more common andgenerally less costly. Over the past 20 years, new shapes and facet arrangements have been introduced to increasethe use, appeal and value of rough diamonds that would be traditionally difficult to market.Choosing a properly proportioned fancy shaped diamond is much more complex than a round shape. Most fancyshapes cannot sparkle like a well-cut round. The facets of fancy shaped diamonds are elongated, asymmetrical, andcan deviate greatly from the ideal, causing light to leak out the diamonds bottom. This also causes small multi-colored flashes of light to be concentrated in pointed areas and larger flashes to occur in rounded or elongatedareas.A "bowtie" shaped area of diminished sparkle can span the center width of most fancy shapes. This consequence hasthe least negative effect when it is narrow and very light gray (it is rarely colorless or invisible). A dark andpronounced bowtie will decrease the value and beauty by more than 20%.Another important consideration unique to fancy shapes is the length and width ratio (L: W), calculated by dividingthe diamonds length by the diamonds width. Many other considerations are structural deficiencies such as thinedges near pointed areas and uneven or bulged shape outlines.
19. Unlike round diamonds, cut grades of fancy shapes do not exist. We employ sophisticated methods that accuratelypredict and demonstrate how the sparkle of one set of ratios and proportions will compare quantitatively to another.Less desirable fat or thin shapes are produced from irregular (and less costly) shaped rough diamonds. They arealso produced by cutters who intentionally grind as little of the rough diamond away as possible to retain excessweight for higher profits. This excess weight and material does not contribute to beauty and therefore should notcontribute to higher value.You will find our expertise to be very helpful in choosing any fancy shape as well as a round diamond.
20. displays exceptional brilliance and fire while maintaining a larger millimetersize per carat than the princess shape. In fact, this shape out-sparkles morethan 90% of round diamonds on todays market.RADIANTThis 70 facet shape is available as a rectangular or a square with beveledcorners. Generally, its steeper crown angle and smaller table facet allows it todisplay more fire than a princess cut.EMERALDThis 50 facet shape is usually rectangular with beveled corners. The rows ofelongated facets define this style of faceting as step cut (instead of the kite ortriangular shaped facets of the brilliant cutting style). The angles andproportions of the facets of this shape causes it to sparkle the least and as aresult, imperfections and body color may be much more apparent to thenaked eye. To be most appealing, higher color and clarity grades arerecommended. The L: W ratio should be 1.50:1 to 1.75:1.
21. NINE PLANET CHARTS.NO. PLANET STONE COLOUR SHAPE1 MARS(MANGAL) CORAL ORANGE OVAL/TRIANGLE2 MERCURY(BHUDH) EMERALD(PANNA) GREEN HEART/PEAR3 JUPITER(GURU) YELLOW SAPHIRE(POKHRAJ) YELLOW HEART/PEAR4 VENUS(SHURKA) DIAMOND(HEERA) WHITE ROUND5 SATURAN(SHANI) BLUE SAPHIRE(NEELAM) BLUE OVAL6 SUN(SURYA) RUBY(MANEK) RED HEART/OVAL7 MOON(CHANDRA) PEARL(MOTI) CREAMISH ROUND8 RAHU(RAHU) HASSOINTE(GOMED) BLAKISH/BROWN EMERALD9 KETU(KETU) CATS EYE GREENISH/YELLOW COBATION