Pure Dmaind

1. Pure Diamond
TRANING PROGRAMME

2. INTRODUCTION TO PURE DIAMOND
Pure diamond is the only for diamond jewellery brand that was officially launched by
Pure Gold jewellers in the year 2001.
Over a period of time the brand has been well received by the customer and a popular
status in U.A.E., Oman, Kwait, Bahrin, India more than 75 Outlets.
Target market (Diamond jewellery)
: - First time buyer
: - Regular diamond jewellery buyer
Core strength-
: - Value for Money purchase that is affordable to all
: - Gift jewellery
: - Light weight and elegant designs
Product Range – Rings: (Ladies, Gents) Earrings, includingTops & Balis, Pendants, and
necklace set, Bangles,
Broaches, cufflinks, Buckles, Tie Pin, Nose pin etc. in the ranges of .02 Melee Size to
6.00 Carat big solitaire.
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3. PURE DIAMOND TRAINING PROGRAMME
CONTENTS
A. Introduction to diamond (4Cs method)
B. Product Range & Brands (Rings, Earrings, Pendants, Necklace, and Sets etc)
C. Price Range
D. Quality (Grade of diamonds)
E. Display, Cleaning, Care, Packaging
F. Certificate of Authentication
G. Customer Feed back Form
H. Policy
I. Discount Structure
J. Miscellaneous Service

4. 2
TRAINING OBJECTIVE
1. To ensure participants are fully skilled to handle sale of Pure Diamond
2. At the end of session the participants should have complete knowledge of Pure Diamond
INTRODUCTION TO DIAMOND
DIAMOND 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 4Cs
1. 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 facets
2. 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, Rejection
3. 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.
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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 pointer
Size: 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 belongs
to 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 to
0.50 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 to
0.30 To 0.50ct.category.
NOTE: - As above make a average size of stock as per requirement (following this average sizes
Chart)

6. 4
PRODUCTS
The items available are 1.Rings (Ladies & Gents) 2. Pendants 3. Pendants set
(pendant + earring) 4.Earrings,5.Necklace set (Necklace +earrings) 6.Bangles
7.Bracelet 8. Broaches 9.Cufflinks 10.Gents buckles 11.Nose pin 12.Tie pin
13.Wrist watch Rado, Aqua marine14. Half set –(earring,necklace,ring)15.Full set
( necklace, earrings, rings, bangle or bracelets) 15 Jewellery Flooting (which
is studded in transparent material) There are Pendants,Earrings.16.Antique sets
These 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 popular
Watch 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.
& Other
Italian Brands 1.Leader line (Dada collection)
3. Dragoni (murano glass) 4.Mosaico 5.Sciara 6. Lapepita
NAME OF JEWELLERY SETTING
1. Prong setting 2. Pave setting, 3. Bezel setting 4. Invisible setting 5. Close setting
6. Pressure setting, Compress setting, 7.Channel setting 8.Flush setting
PRICE RANGE
There are $300 To$132,067
QUALITY
COLOUR: - G TO I (Commercial White)
CLARITY: - VS1 TO SI
CUT: - ROUND & FANCY BRILLIANT CUT (R.&F.B.C.) Fine cut
CARAT: - 6.00 BIG SOLITAIRE TO .02 MELEE Size
DISPLAY, CLEANING, CARE, PACKAGING
Display: Jewellery according to the category (e.g. Pendants with pendants tray rings
With rings, earring with earrings), Attempt to display all possible designs within the
Space available and avoid showcasing repeat designs together.
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 Diamond must be presented in the specifically designed Pure Diamond packing
Material only.
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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 ASSURANCE
Sales staff is to encourage customer to use the loupe for their satisfaction
TERMS AND CONDITIONS
1. 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 apply
5. 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.
POLICY
No 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.
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8. Damaged item policy
Jewellery found to be damaged is to be sent to diamond division (Head Office) for
assessment – a brief statement 0f the customer is to be attached. The ‘Form’ for damaged
jewellery is to be filled, duly signed by the customer and sales person and submitted to
Showroom in-charge for dispatch to Head office for decision. Normally, a decision by
HO will be taken and communicated between 3 to 5 days to the showroom.
Discount Structure
UPTO 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 sale
1. Greet the customer
2. Wear a gloves put jewellery in tray show single pieces on request, avoid showing
too many at a time
3. Product range and designs available
4. Always show the purchased jewellery to the customer before it is packed
Check list for Pure Diamond
1. 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 customer
Q1. Are they real diamond?
A. Yes this is a real diamond. We could check this by either diamond loupe
Or testing machine
Q2. 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 Belgium
Q4. 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.
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9. COLOUR STONE CHART
1 2 3 4 5
AMBER AMETHYST AQUAMARIN CHRYSOBER CITRINE
6 7 8 9 10
DIAMOND EMERALD GARNET IOLITE JADEITE
11 12 13 14 15
OPAL PEARL PERIDOT RUBY SAPPHIRE
16 17 18 19 20
SPINEL TANZANITE TOPAZ TOURMALINE ZIRCON
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10. DIAMOND CUTTING&POLISHING
1 2 3
Cutting_Marking Cutting _Cleaving Cutting_Sawing
4 5
Cutting_Girlding Cutting_Faceting
Help_ clarity_ loupe Help_clarity_diamond_inclusions
SIDE VIEW
Table1+1Srar facet8+Bezel facet8+Upper girdle16+Lower girdle facet16+Pavillion facet8 Total 57 Facet

11. Diamond Setting Examples Original Diamonds
1
Jewellery_Setting_Bar
2
Jewellery_Setting_Bezel
3
Jewellery_Setting_Box
4
Jewellery_Setting_Channel
5
Jewellery_Setting_Claw

12. 6
Jewellery_Setting_Hammer
7
Jewellery_Setting_Invissiblle_channel
8
Jewellery_Setting_Pave

13. NAME OF BIRTH STONE
January
Birthstone: Garnet B Garnet Jewellery
February
Birthstone: Amethyst B Amethyst Jewellery
14th - Valentines Day 1 Jewellery With Love
Gift Sets
March
Birthstone: Aquamarine B Aquamarine Jewellery
6th - Mothering Sunday 6 Hot Diamonds
Gift Sets
27th - Easter Sunday
April
Birthstone: Diamond B Diamond Jewllery
May
Birthstone: Emerald B Emerald Jewllery
June
Birthstone: Pearls B Pearls Jewellery
19th - Fathers Day 1 Gents Jewellery
July
Birthstone: Ruby B Ruby Jewellery
August
Birthstone: Peridot B Periodot Jewellery
September
Birthstone: Sapphire B Sapphire Jewllery
October
Birthstone: Opal B Opal Jewllery
November
Birthstone: Topaz T Topaz Jewllery
December
Birthstone: Turquoise
B Turquoise Jewellery
25th - Christmas Day
DISTINGUISH 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. The
diamond cutter decides the final shape for the cut stone. Some possible shapes (top and side
views shown) are these:
Round Brilliant Emerald Cut Baguette Cut Marquise Cut
Cut
Oval Cut Flanders Cut Princess Cut Pear Cut
Diamond Cutting
Diamonds can be cleaved or sawn. Cleaving takes a few seconds but it must be done with the
grain or the stone will break roughly and be ruined.
Most diamonds are sawn. In the sawing process, a bronze blade impregnated with diamond
dust 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 or
sawing is complete, the faceting takes place.
Faceting
Faceting — cutting planes or faces onto the surface of the stone — is done with most
transparent gemstones. The purpose is to let light pass through and be reflected and refracted
from faces on the back of the stone. Faceted cuts are precisely designed to show off the gem
to 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 of
Diamonds: 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. Poorly
proportioned stones retain more weight while the best proportions require greater loss of
weight. Diamond price can vary as much as 50% between two stones, equal in all respects
except cut proportions.
Where diamonds are cut
Major 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 world's higher-valued rough diamond.

17. Round Brilliant: The most common style of cutting both diamonds and colored stones. The
standard round brilliant consists of 57 facets; 1 table, 8 bezel facets, 8 star facets 16 upper-girdle
facets 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 shape
and many others.
Pear: A variation of the Brilliant cut, combining the Round and Marquise cuts, with 58 facets
to only 56 facets (when the pavilion facets at the head and tail are eliminated). Shoulders should
have 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 invented
by Lazare Kaplan in the early 1960s. Oval brilliant usually has 56 or 57 facets. Beware of uneven or
high shoulders (they should have a gently but distinctly rounded arch). Typical length-to-width ratio: 1
to 1.30-1.65.
Marquise: This shape has a boat shaped girdle with 57 facets. The shape and placement of
the facets is of the brilliant type. The name "Marquise" came from a legend of the Marquise of
Pompadour that the Sun King wanted a Diamond to be polished into the shape of the mouth of the
Marquise. 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 rectangular
but sometimes may be square (referred to as "Asscher" cut), in which case it is known as a square
emerald 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 number
is 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 corners
protect 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 to
76 facets (no culet). Normally it is close to a square shape (+ or - 10%), but may come in elongated
versions. 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 SHAPES
These shapes are usually less expensive because the rough diamonds used to produce them are more common and
generally less costly. Over the past 20 years, new shapes and facet arrangements have been introduced to increase
the 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 fancy
shapes cannot sparkle like a well-cut round. The facets of fancy shaped diamonds are elongated, asymmetrical, and
can deviate greatly from the ideal, causing light to leak out the diamond's bottom. This also causes small multi-
colored flashes of light to be concentrated in pointed areas and larger flashes to occur in rounded or elongated
areas.
A "bowtie" shaped area of diminished sparkle can span the center width of most fancy shapes. This consequence has
the least negative effect when it is narrow and very light gray (it is rarely colorless or invisible). A dark and
pronounced 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 dividing
the diamond's length by the diamond's width. Many other considerations are structural deficiencies such as thin
edges 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 accurately
predict 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 are
also produced by cutters who intentionally grind as little of the rough diamond away as possible to retain excess
weight for higher profits. This excess weight and material does not contribute to beauty and therefore should not
contribute to higher value.
You will find our expertise to be very helpful in choosing any fancy shape as well as a round diamond.

20. OVAL
This 57 facet shape is an elongated round and therefore displays a similar kind
of sparkle. Avoid squarish stones. An oval's preferred L: W ratio is 1.33:1 -
1.66:1
Ratio 1:1.25 Ratio 1:1.33 Ratio 1:1.50 Ratio 1:1.66 Ratio 1:1.75
MARQUISE
This 58-facet shape is most sought after with a L: W ratio of 2:1. Doubling
some of the facets in the pavilion minimizes the bowtie effect. Marquises with
L: W ratios of near 1.75:1 or 2.25:1 are in higher supply and less expensive.
Look out for sharp girdle edges and thin end points, which could make this
shape diamond prone to damage.
Ratio 1:1.50 Ratio 1:1.75 Ratio 1:2.00. Ratio 1:2.25 Ratio 1:2.33

21. NINE PLANET CHART
S.NO. PLANET STONE COLOUR SHAPE
1 MARS(MANGAL) CORAL ORANGE OVAL/TRIANGLE
2 MERCURY(BHUDH) EMERALD(PANNA) GREEN HEART/PEAR
3 JUPITER(GURU) YELLOW SAPHIRE(POKHRAJ) YELLOW HEART/PEAR
4 VENUS(SHURKA) DIAMOND(HEERA) WHITE ROUND
5 SATURAN(SHANI) BLUE SAPHIRE(NEELAM) BLUE OVAL
6 SUN(SURYA) RUBY(MANEK) RED HEART/OVAL
7 MOON(CHANDRA) PEARL(MOTI) CREAMISH ROUND
8 RAHU(RAHU) HASSOINTE(GOMED) BLAKISH/BROWN EMERALD
9 KETU(KETU) CATS EYE GREENISH/YELLOW COBATION