The 'new' 4Cs

In the current retail environment, consumers have an almost limitless choice of stores from which to purchase diamond jewellery. Retailers must be armed with the ability to edge out their competitors. The World Jewellery Confederation, CIBJO, has this advice for how to cultivate, capture and captivate customers.

Avoid too many technicalities
When a consumer enters a store, more often than not they will need staff to explain what makes one diamond different from another. While it is tempting to just provide them with a run-down of the 4Cs, this is probably not...

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