Welcome to The Retailers Guide to Marketing Diamond Jewellery.

The CIBJO Marketing and Education Commission is supporting jewellery retailers by providing them with the tools to compete with the best of the luxury world.
We have created The Retailers Guide to Marketing Diamond Jewellery as the first step. While the guide focuses on marketing diamond jewellery, the principles outlined are applicable across all forms of jewellery.

The Retailers Guide to Marketing Diamond Jewellery will provide you with a comprehensive guide on how you can get the most success in marketing your business. The guide:

• Provides practical and applicable ideas that will assist you in marketing your jewellery store
• Provides detailed case studies detailing the practices of other jewellery retailers
• Provides and demonstrates effective business tools to develop you business

It is comprised of four modules:

1. Your Business
   Planning for the future success of your business
2. Your Customer
   Gaining an in-depth understanding your customers
3. Your Team
   Driving excellence through your team
4. Your Marketing
   Effectively increasing awareness and driving traffic to your store

The complete guide has been constructed in PDF format. This allows you to click on the headings on the contents page or throughout the document to go to the selected subject. At the bottom of every page there is a Back to Contents link.

To make it easy to get the information that you want from the guide, you can download the whole guide, just the business tools and case studies or each module individually.

• Click here to download The Retailers Guide to Marketing Diamond Jewellery in its entirety.

• Click here for the business tools PDF

1.Your Business

Demonstrates the planning and practices that you need to put in place to prepare yourself to effectively market and promote your business.

• Click here to download module 1: Your Business

2.Your Customer

Assists you in understanding your customer and explains how to sell more effectively.

• Click here to download module 2: Your Customer

3.Your Team

Addresses the key area of training and developing your sales team to ensure that they represent your store well and provide the highest level of service to you customers

• Click here to download module 3: Your Team

4.Your Marketing

Looks at how you can drive customers to your store through branding, public relations, merchandising and advertising.

• Click Here to download module 4: Your Marketing