Pure Sparkle - Introduction

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.

Target Market

First time diamond jewellery buyers Those on a look out for a “Value for

Money” deal.Everyday diamond jewellery wearers

Core Strength

Value for Money purchaseGift jewelleryCustomer friendly exchange policyLight weight and elegant designs

Product Range

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) Price Range Quality (Grade of Diamonds) Display, Cleaning and Care Packaging Certificate of Authentication Exchange Policy Safety and Security

Training Objective

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 facetsFancy 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.

Manufacture

Pure Gold has a jewellery unit in India to manufacture Pure Sparkle as per customer requirements. The Diamond are Belgium Cut.

PRODUCTThe items available are rings, pendants and earrings. These are available in both 18K yellow and white gold.PRICEThere are 3 ranges $ 49 (AED 180), $79 (AED 290) and $ 99 (AED 364)

QUALITY Grade: quality of the diamonds is :- Colour: G H. Clarity: SI grade. Carat Size: Star – Melee (1/2 cent to 15 cents)

Display

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..

Cleaning: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.

Care: Proper care should be taken while

removal and placement of jewellery in and out of showcase.

Packaging: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

Quality AssuranceSales staff is to encourage customers to

use the loupe for their satisfaction

Exchange PolicyExchange valid for jewellery of higher

value onlyWithin 6 months – exchange at invoice

valueAbove 6 months – 30% reduction from

invoice value

No refund will be givenCertificate of authentication to be

produced at the time of exchangeAfter 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.

ExchangeTerms 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.

Discount StructureNo discount to be given on any Pure

Sparkle range.Miscellaneous Services:Sizing can be done free of costAED 20 to be charges extra for rhodium

or polishing.

Safety and Security:How to maintain safety and security in

your showroom!

Key PointsAlways 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.

Questions…

Clarifications…

Doubts….

Difficulties

Thanks!!