e-shopping via the internet and mobile phone is well established and used by many as a source of product information before hitting the High Street. Distance selling has driven the increased use of diamond certificates, introducing customers to new concepts about quality and value and the consumer is increasingly informed and demanding. It is therefore essential that retail staff are confident and knowledgeable and can readily respond to the many questions posed by pre purchase research. The Birmingham Assay Office has extended its core programme of training courses to introduce two brand new one day interactive courses in 2012. These present text book information translated into commercially focused product knowledge and are aimed to enthuse retail staff and increase their confidence and therefore their success rate in selling jewellery. 'Selling Coloured Gemstones' delivers technical information about the most important gemstones, including treatments, synthetics and key selling points for each one. With a maximum of five delegates the course is an excellent

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