Sales Strategy

CIBJO Updated Retailers Reference Guide Available As Free Download November 17, 2021 (0 comments)

Milan, Italy—The second edition of the CIBJO Retailer’s Reference Guide, the in-store resource for retail jewelry sales staff, is now available in interactive PDF format, and can be downloaded free of charge from the CIBJO website here: www.cibjo.org/rrg/.

The CIBJO Retailer’s Reference Guide was first released in printed format in 2011, and provides sales staff with a simple but comprehensive understanding of the fundamental elements of diamonds, gemstones, pearls, and precious metals. The primary goal was to use the knowledge and the Guide itself to educate, inform and inspire jewelry consumers.

The updated edition is all digital. It has two sections: a quick reference guide called Key Facts, and five chapters, covering in greater detail the key jewelry elements: Diamonds, Gemstones, Pearls, Precious Metals, and Responsible Sourcing, a new chapter for this edition. 

Users can access the full guide or its six sections individually and can download them to computers or mobile devices for easy reference. The interactive PDF format allows for easy navigation through sections and pages.

“The typical user is a jewelry sales representative who interacts directly with consumers in the store,” explains Jonathan Kendall, head of CIBJO’s marketing and education commission. “Using a countertop computer or a tablet, they are immediately able to answer and elaborate on almost any question that the consumer may have about an item of jewelry, or the metals and gems of which it is comprised.”

 “It is a sales tool [that] nurtures informed consumers, and informed consumers are confident consumers, says Gaetano Cavalieri, CIBJO president. 

The new CIBJO Retailer’s Reference Guide was compiled, edited, and produced by Jonathan Kendall, working closely with CIBJO Sector A president Roland Naftule and other industry experts, including staff at GIA (Gemological Institute of America).