Diamond “ambassadors” add sparkle to sales at Ernest Jones: Workshop with international experts gives employees the “bug”

Abstract

Purpose

Describes award‐winning training that has boosted diamond sales at UK jeweller Ernest Jones.

Design/methodology/approach

Draws on information provided in the company's submission to the UK National Training Awards.

Findings

Reveals that the training for 20 Ernest Jones diamond advisers has increased staff knowledge, boosted their passion for diamonds and increased their ability to sell higher value diamonds.

Practical implications

Analysis of 12 weeks' trading of stores after the first ten staff completed the training showed that diamond sales increased by 3.5 per cent.

Originality/value

Reveals that Ernest Jones had limited scope for expansion; the training played a key role in helping the company to make its current space “work harder”.

Citation

(2006), "Diamond “ambassadors” add sparkle to sales at Ernest Jones: Workshop with international experts gives employees the “bug”", Human Resource Management International Digest, Vol. 14 No. 6, pp. 18-20. https://doi.org/10.1108/09670730610690321