Pure Sparkle is a brand that was officially launched by its parent Pure Gold in the year 2004.
Over the period the brand has been well received by customers and its availability and subsequent popularity is growing by way of kiosks at strategic locations all across the UAE.
First time diamond jewellery buyers
Those on a look out for a “Value for Money” deal .
Everyday diamond jewellery wearers
Value for Money purchase
Customer friendly exchange policy
Light weight and elegant designs
Rings, earrings, pendants in 18K white and yellow gold, and diamonds quality is GH&SI, in the range of .03 to 0.15 carat (total weight)
Training Program - Contents
Manufacturing (Made in India in the Pure Gold Factory)
Product Range (Ring, Earrings, Pendants)
Quality (Grade of Diamonds)
Display, Cleaning and Care
Certificate of Authentication
Safety and Security
To ensure participants are fully skilled to handle sale of Pure Sparkle
At the end of the sessions the participants will have complete knowledge of Pure Sparkle
Diamond is the hardest substance on the earth .It is a crystallized form of carbon. Diamond derives its value from 3 elements –
Beauty - Diamond has adamantine luster, brilliancy, dispersion (fire) and scintillation (sparkle)
Durability- Diamond is an extremely hard stone and cannot break easily unlike most other gems.
Rarity- It is a availability of gem stones like higher grades colourless are rarely found. Also big size stone (higher carat stone) not found easily .
Two types of cuts (shape of diamond) are:-
Round Brilliant Cut (RBC) – 57 facets
Fancy Brilliant Cut ( marquise, princess etc)
Loupe – A magnifying eye glass to identify a real class and real value of diamond according to 4C method.
Diamond Tester – Use of diamond tester is for identifying of real diamond.
Pure Gold has a jewellery unit in India to manufacture Pure Sparkle as per customer requirements. The Diamond are Belgium Cut.
The items available are rings, pendants and earrings. These are available in both 18K yellow and white gold.
There are 3 ranges $ 49 (AED 180), $79 (AED 290) and $ 99 (AED 364)
Grade: quality of the diamonds is :-
Colour: G H.
Clarity: SI grade.
Carat Size: Star – Melee (1/2 cent to 15 cents)
Jewellery according to range and category. (e. g. Pendants should be placed in pendant tray and rings in ring tray).
Attempt to display all possible designs within the space available and avoid showcasing repeat designs together.
The jewellery within all price points ($ 49, 79, 99) should be displayed.
At any given time the display trays should never have an empty space.
After a sale has taken place always make sure that the jewellery remains arranged in the tray from left to right
(e.g. if 1 piece from a tray is sold from the middle, the piece from lower right corner must be removed and placed in the central space). This would ensure uniformity of look and speedier stock taking.
Pure Sparkle and Pure Diamond jewellery should never be displayed next to each other. .
Always clean the jewellery using selvet each time after presenting it to the customer.
Keep the glass counter or wall display clean from finger stains and scratches.
Proper care should be taken while removal and placement of jewellery in and out of showcase.
Pure Sparkle must be presented in the specifically designed Pure Sparkle packing material only
Certificate of Authentication:
Filling up the details – How to write the details appropriately on the certificate.
Folding – How to fold a certificate before giving to the customer
Sales staff is to encourage customers to use the loupe for their satisfaction
Exchange valid for jewellery of higher value only
Within 6 months – exchange at invoice value
Above 6 months – 30% reduction from invoice value
No refund will be given
Certificate of authentication to be produced at the time of exchange
After 1 year exchange items should be properly checked with a diamond tester. Damaged item should be sent to Head office for evaluation. Minimum 3 days for a report.
Exchange Terms and Conditions
Staff must determine that the item is without any doubt Pure Sparkle diamond jewellery by examining the invoice, certificate and jewellery piece.
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 to the correct showroom (from where the invoice was issued)
On establishing that the item was purchased from the showroom where the customer has come for exchange the sales person must check teach diamond with the diamond tester.
If it is found that there are no damage then policy on “ No damage will apply”
If damages is observed in the diamond or jewellery item the customer should be shown the same and the policy for “Damaged items” will apply
Damaged item policy –
Jewellery found to be damaged is to be sent to HO for assessment
A brief statement of the customer is to be attached.
The form for damaged jewellery is to be filled, duly signed by customer and submitted to showroom in charge for dispatch to HO for decision.
Normally, a decision by HO will be taken and communicate within 3 days to the showroom.
No discount to be given on any Pure Sparkle range.
Sizing can be done free of cost
AED 20 to be charges extra for rhodium or polishing.
Safety and Security:
How to maintain safety and security in your showroom!
Always keep your showcase locked.
Take care while too many customers are being attended at a time.
Show one product at a time and not the full tray.
Always lock the counter in case you have to leave the counter both for a break or at the end of the day.
Stay alert at all times and attend difficult or too many customers with confidence.
Pure Sparkle - Check List
Loupes 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.
Encourage gold customers to buy Pure Sparkle jewellery
Diamond details - grade and colour: SI, G H, value = $600 -800 per carat
18K gold made in India in the Pure Gold factory (gold rate is approx $12 per gm)
Certificates should be elegantly folded
Tags should be properly maintained. i.e it should be inserted in the groove of the tray
Damaged tags should be asked for replacement immediately
Sales should be limited on their speech.
During the Course of Sale
Greet the Customer
Show single pieces on request, avoid showing too many at a time
Product range and designs available
Always show the purchased jewellery to the customer before it is packed
Explain the exchange policy after the certificate of authentication is filled up
Common Questions by Customers
Q Why are these so cheap?
A. We are manufacturers of Pure Sparkle jewellery
Q. Are they real diamonds?
A. Yes this is real diamond. We could check this by either diamond loupe or testing machine
Q. What do you 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
Q. Where are these diamonds from?
A. Diamonds are from Belgium
Q. Will the price reduce if I reduce the ring size and the gold is reduced?
A. The price is fixed as per the tag. Any size alteration involves a very minimal reduction of gold which is as a result of polishing, buffing and resold ring.