Pure Diamond

TRANING PROGRAMME

INTRODUCTION TO PURE DIAMOND

Pure diamond is the only for diamond jewellery brand that was officially launched by Pure Gold jewellers in the year 2001.Over a period of time the brand has been well received by the customer and a popular status in U.A.E., Oman, Kwait, Bahrin, India more than 75 Outlets. Target market (Diamond jewellery): - First time buyer: - Regular diamond jewellery buyer

Core strength-: - Value for Money purchase that is affordable to all : - Gift jewellery : - Light weight and elegant designs

Product Range – Rings: (Ladies, Gents) Earrings, includingTops & Balis, Pendants, and necklace set, Bangles, Broaches, cufflinks, Buckles, Tie Pin, Nose pin etc. in the ranges of .02 Melee Size to 6.00 Carat big solitaire.

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PURE DIAMOND TRAINING PROGRAMME

CONTENTS

A. Introduction to diamond (4Cs method)

B. Product Range & Brands (Rings, Earrings, Pendants, Necklace, and Sets etc)

C. Price Range

D. Quality (Grade of diamonds)

E. Display, Cleaning, Care, Packaging

F. Certificate of Authentication

G. Customer Feed back Form

H. Policy

I. Discount Structure J. Miscellaneous Service

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TRAINING OBJECTIVE1. To ensure participants are fully skilled to handle sale of Pure Diamond 2. At the end of session the participants should have complete knowledge of Pure Diamond

INTRODUCTION TO DIAMOND

DIAMOND is the hardest substance on earth. It is a crystallized form of carbon.Diamond derives its value from 3 elements. A: Beauty : Diamond has adamantine luster, brilliancy, dispersion (fire) and scintillation (sparkle)B: Durability : Diamond is an extremely hard stone and cannot break easily unlike most other gems.C: Rarity : Its state the availability of gemstones like higher grades colourless & big size stone (Higher carat stone) are not found easily.

Loupe – A magnifying eyeglass to identify a real class and real value of diamond according to 4Cs method.

Diamond Tester – Use of diamond tester is for identifying of real diamond.

THE VALUE OF DIAMONDS BASED ON 4Cs

1. CUT: The way diamond is cut and polished is vital. It is the precision and delicacy of the cut that dictates the maximum amount of light the diamond will refract & reflect. The better the diamond cut greater will be its brilliance, sparkle and fire. Two types of shapes (cut of diamond) are:

1. Round brilliant Cut (RBC) – 57 facets 2. Fancy brilliant cut – The various fancy cut are Marquise, Pear, Oval, Princess, Baguette, Tapered Baguette, Emerald, Heart etc.

2. CLARITY: Refers to relative position of a diamond on a flawless to imperfect scale. A grade of diamond is flawless to rejection.(The total no. Clarity Grade is 11)

Flawless (F), Internal flawless (IF), VVS1 (Very Very Small Inclusion), VVS2, VS1, VS2, SI1, SI2, I1, I2, I3, Rejection

3. COLOUR: Most diamonds look colourless but there are many different shades. The diamond which is more colourless, it becomes more valuable.

The following are grades of colour: D, EF, GH, IJ, KLM, NOPQR, STUVW, X and Y, Z, Z+ (Fancy colour, Pink, Golden, blue, etc) best quality of colour.

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4. CARAT: Carats are the traditional measuring unit of a diamond’s weight.

One carat equaling 200 milligrams, in other words one gram equaling five carats. A carat is divided into 100 Cents (points) like one dollar divided into 100 cents,

So the same diamond can be.

The Carat weight, Clarity, Colour, and Cut determine the value of diamond. These parameters are called the 4Cs.

They are Inseparable and combine indefinitely.

1 carat = 100 cents or pointer

Size: Below 0.02 carat is called “Star” size Above 0.02 carat to 0.07 carat is called “Melee” size 0.08 -0.10 +11&0.10 -0.15 Cents (+11 is a no. of sieve) 20Cents to 1 carat & Above all sizes called SOLITAIRE (But in GIA 1 carat & above Size called SOLIAIRE diamond) How to find an average size in studded diamond jewellery as below size

For example:- Q.(a) 1 Earring no. of pieces 14 & weight of diamond is 3.00 ct. find an average size ? Ans:- Weight divided by no. Of pcs. Its average diamond size is 0.21 mean’s it belongs to below 0.30 category. Q.(b) 1 Earring no. of pieces 4 & weight of diamond is 2.50 ct. find an average size?Ans:- Weight divided by no. Of pcs. Its average diamond size is 0.62 mean’s it belongs to 0.50 To 0.70ct category.

Q. (c) 1 Ring no. of pieces is 4 & weight of diamond is 1.91 ct find an average size?Ans:- Weight divided by no. Of pcs. Its average diamond size is 0.47 mean’s it belongs to 0.30 To 0.50ct.category.

NOTE: - As above make a average size of stock as per requirement (following this average sizes Chart)

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1. BELOW 0.30 2. 0.30-0.50 3. 0.50-0.70 4 0.70-1.00

5. 1.00-1.50

6. 1.50 and above

PRODUCTSThe items available are 1.Rings (Ladies & Gents) 2. Pendants 3. Pendants set (pendant + earring) 4.Earrings,5.Necklace set (Necklace +earrings) 6.Bangles 7.Bracelet 8. Broaches 9.Cufflinks 10.Gents buckles 11.Nose pin 12.Tie pin 13.Wrist watch Rado, Aqua marine14. Half set –(earring,necklace,ring)15.Full set ( necklace, earrings, rings, bangle or bracelets) 15 Jewellery Flooting (whichis studded in transparent material) There are Pendants,Earrings.16.Antique setsThese are available in both 18 K. yellow &white gold ,

Our Brands 1. Oystra Pearl Jewellery:- A. Ring B. Earring C. Pendants D. Necklace 2. Omri Diamond Collection:- A. Ring B. Earring C. Pendants & Gift Pro. 3.Carino Diamond Collection:- A. Ring B. Earring C. Pendants & Gift Pro.

4. Mosaico 18 carat gold Italian Brand its world class popular Watch Jewelery :- A. Fendi B. Ceruuti C. Givenchy D. Nina Ricci E. Versace Exclusive watches A. Chopard B. Frank Muller, Cartier, Etc.

Colour Stone sets 1.Ruby sets (Necklace + Earrings) 2. Emerald Sets 3. Pearl Sets. 4. Blue sapphire 5. Polki( Uncut Diamond) Set etc. & Other Italian Brands 1.Leader line (Dada collection) 3. Dragoni (murano glass) 4.Mosaico 5.Sciara 6. Lapepita

NAME OF JEWELLERY SETTING 1. Prong setting 2. Pave setting, 3. Bezel setting 4. Invisible setting 5. Close setting 6. Pressure setting, Compress setting, 7.Channel setting 8.Flush setting PRICE RANGEThere are $300 To$132,067

QUALITYCOLOUR: - G TO I (Commercial White)CLARITY: - VS1 TO SICUT: - ROUND & FANCY BRILLIANT CUT (R.&F.B.C.) Fine cutCARAT: - 6.00 BIG SOLITAIRE TO .02 MELEE Size

DISPLAY, CLEANING, CARE, PACKAGINGDisplay: Jewellery according to the category (e.g. Pendants with pendants tray rings With rings, earring with earrings), Attempt to display all possible designs within the Space available and avoid showcasing repeat designs together.CLEANING: Always clean the jewellery using selvet each time after presenting it to the Customer. Keep the glass counter or wall display clean from finger stains and scratches.CARE: Proper care should be taken while removal and placement of jewellery in and out of showcase. PACKAGING: Pure Diamond must be presented in the specifically designed Pure Diamond packing Material only.

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CERTIFICATE OF AUTHENTICATION:(A) Filling up the detail – How to write the detail appropriately on the certificate.(B) How to fold a certificate before giving to the customer.

CUSTOMER FEED BACK FORM (A) To be filled by customer (Customer comments and suggestions are important to us)

QUALITY ASSURANCE Sales staff is to encourage customer to use the loupe for their satisfaction

TERMS AND CONDITIONS 1. Staff first must determine that the item(s) is without any doubt ‘Pure Diamond’/ Tagged Jewellery’ By examining the Invoice, Certificate and jewellery piece.

2. That it was purchased from the same showroom where the customer is now seeking to exchange. If the exchange is being claimed in another showroom the customer is to be politely requested to go the correct showroom (from where the invoice was issued)

3. On establishing that item was purchased from the showroom where the customer has come for exchange the Sales Person must check each diamond with the Diamond Tester.

4. If it is found that there are no damages then policy on “No Damage” will apply

5. If damage(s) is observed in the diamond or the jewellery item, the customer should be shown and the policy for “ Damaged items” will apply.

6. Value of exchange must be equal or higher.

7. Any new jewellery purchased in exchange of the returned Pure Diamond Jewellery will be offered at the same discount as given at the time initial purchase or lower.

8. No exchange of Pure Diamond tagged Jewellery with Gold Jewellery.

POLICYNo Damage A: - within 7 days At invoice value

B: - Above 7 days but within months Deduct 30% from invoice value

C: - above 6 months but within 1 year Deduct 50% from invoice value

D: - More than 1 year Item(s) will be submitted to diamond division for Evaluation and subsequently customer willWill be informed of the decision.

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Damaged item policyJewellery found to be damaged is to be sent to diamond division (Head Office) forassessment – a brief statement 0f the customer is to be attached. The ‘Form’ for damaged jewellery is to be filled, duly signed by the customer and sales person and submitted to Showroom in-charge for dispatch to Head office for decision. Normally, a decision byHO will be taken and communicated between 3 to 5 days to the showroom.

Discount Structure UPTO 50% discount to be given on any Pure Diamond jewellery range.

Miscellaneous Services:Sizing can be done free of cost.AED 20 to be charged extra for rhodium or polishing.

During the course of sale 1. Greet the customer

2. Wear a gloves put jewellery in tray show single pieces on request, avoid showing too many at a time3. Product range and designs available4. Always show the purchased jewellery to the customer before it is packed

Check list for Pure Diamond 1. Loupe will be provided to sales staff, and taught to them how to use it, so that they can give the customers the loupe for their satisfaction.2. Encourage gold customer to buy Pure diamond jewellery.3. Tags should be properly maintained, i.e it should be inserted in groove of they tray. Damaged tags should be asked for replacement immediately.4. Sales should be limited on their speech.

Common Questions by customerQ1. Are they real diamond?A. Yes this is a real diamond. We could check this by either diamond loupe Or testing machineQ2. What do u mean by damaged? A. When a customer brings a jewellery item in broken condition it is to be repaired (This is a part of the service we offer to our customer) by us and is called damaged.Q3. Where are these diamonds from?A. Diamonds are from BelgiumQ4. Will the price reduce if I reduce the ring size and the gold is reduced?A. the price is fixed as per tag. Any size alteration involves a very minimal reduction of gold which is as a result of polishing, buffing and resold ring.

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COLOUR STONE CHART 1 2 3 4 5

AMBER AMETHYST AQUAMARIN CHRYSOBER CITRINE

6 7 8 9 10

DIAMOND EMERALD GARNET IOLITE JADEITE

11 12 13 14 15

OPAL PEARL PERIDOT RUBY SAPPHIRE

16 17 18 19 20

SPINEL TANZANITE TOPAZ TOURMALINE ZIRCON

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DIAMOND CUTTING&POLISHING

1 2 3

Cutting_Marking Cutting _Cleaving Cutting_Sawing

4 5

Cutting_Girlding Cutting_Faceting

Help_ clarity_ loupe Help_clarity_diamond_inclusions

SIDE VIEW

Table1+1Srar facet8+Bezel facet8+Upper girdle16+Lower girdle facet16+Pavillion facet8 Total 57 Facet

Diamond Setting Examples Original Diamonds

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Jewellery_Setting_Bar

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Jewellery_Setting_Bezel

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Jewellery_Setting_Box

4

Jewellery_Setting_Channel

5

Jewellery_Setting_Claw

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Jewellery_Setting_Hammer

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Jewellery_Setting_Invissiblle_channel

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Jewellery_Setting_Pave

NAME OF BIRTH STONE

January    

Birthstone: Garnet Garnet Jewellery  

 

February    

Birthstone: Amethyst Amethyst Jewellery  

14th - Valentines Day Jewellery With Love Gift Sets

 

March    

Birthstone: Aquamarine Aquamarine Jewellery  

6th - Mothering Sunday Hot Diamonds Gift Sets

27th - Easter Sunday    

 

April    

Birthstone: Diamond Diamond Jewllery  

 

May    

Birthstone: Emerald Emerald Jewllery  

 

June    

Birthstone: Pearls Pearls Jewellery  

19th - Fathers Day Gents Jewellery  

 

July    

Birthstone: Ruby Ruby Jewellery  

 

August    

Birthstone: Peridot Periodot Jewellery

 

September    

Birthstone: Sapphire Sapphire Jewllery

 

October

Birthstone: Opal Opal Jewllery

 

November    

Birthstone: Topaz Topaz Jewllery

 

December    

Birthstone: Turquoise Turquoise Jewellery

25th - Christmas Day    

DISTINGUISH BETWEEN REAL DIAMOND & A.D.

Real Diamond American Diamond

(A) R.D is not transparent. (A) A.D is transparent.

(B) R.D facets are line to line.

(B) A.D facets are not line-to-line.

(C) R.D has no effects on it when filing (kanas) is done.

(C) A.D will be broken or degraded when filing (kanas) is done.

(A) R.D weight is less as Compared to A.D.

(D) A.D weight is one & half times more when compared to R.D.

(E) R.D has more light reflection. (E) A.D has less light reflection.

(B) When R.D’s side view is seen it looks like as if it is filled from inside.

(F) A.D.looks empty from Inside.

Diamond Cutting Diamond Shapes

An uncut, unpolished diamond resembles a large crystal taken from the ashes of a fire. The

diamond cutter decides the final shape for the cut stone. Some possible shapes (top and side

views shown) are these:

Round Brilliant

Cut

Emerald Cut Baguette Cut Marquise Cut

Oval Cut Flanders Cut Princess Cut Pear Cut

Diamond CuttingDiamonds can be cleaved or sawn. Cleaving takes a few seconds but it must be done with the

grain or the stone will break roughly and be ruined.

Most diamonds are sawn. In the sawing process, a bronze blade impregnated with diamond

dust spins at high speed to gradually cut through the stone. To saw through a one-carat

diamond might take eight hours. Diamonds can also be cut with a laser. After cleaving or

sawing is complete, the faceting takes place.

FacetingFaceting — cutting planes or faces onto the surface of the stone — is done with most

transparent gemstones. The purpose is to let light pass through and be reflected and refracted

from faces on the back of the stone. Faceted cuts are precisely designed to show off the gem

to best advantage. The diagram shows the facets of a round stone.

For a discussion of the importance of good proportions in a faceted diamond, see The 4 Cs of

Diamonds: Cut Proportions.

In faceting a diamond, waste is unavoidable. The average weight loss is about 50% percent,

though more or less of the rough may be lost based on cutting proportions. Poorly

proportioned stones retain more weight while the best proportions require greater loss of

weight. Diamond price can vary as much as 50% between two stones, equal in all respects

except cut proportions.

Where diamonds are cutMajor cutting industries are in:

Antwerp and Tel Aviv, where many of the fancy shapes — pear shaped, marquise, etc.

— are cut;

New York City, where many of the larger (3-10 carat) diamonds are cut;

Bombay, where, because of low labor costs, most smaller and lower quality stones are

cut; and

Russia, which specializes in cutting stones from its own mines, which produce much of

the world's higher-valued rough diamond.

 

Round Brilliant: The most common style of cutting both diamonds and colored stones. The standard round brilliant consists of 57 facets; 1 table, 8 bezel facets, 8 star facets  16 upper-girdle facets on the crown; 8 pavilion facets, 16 lower girdle facets; and usually a culet on the pavilion. Modifications of the round brilliant include such fancy shapes as the marquise, half moon, pear shape and many others.

Pear:  A variation of the Brilliant cut, combining the Round and Marquise cuts, with 58 facets to only 56 facets (when the pavilion facets at the head and tail are eliminated). Shoulders should have a gently but distinctly rounded arch.  Common length-to-width ratio: 1 to 1.50-1.75.  

Oval:  A brilliant style of cutting very similar to a Round except it is elliptical. It was invented by Lazare Kaplan in the early 1960s.  Oval brilliant usually has 56 or 57 facets.  Beware of uneven or high shoulders (they should have a gently but distinctly rounded arch).  Typical length-to-width ratio: 1 to 1.30-1.65.

Marquise: This shape has a boat shaped girdle with 57 facets. The shape and placement of the facets is of the brilliant type.  The name "Marquise" came from a legend of the Marquise of Pompadour that the Sun King wanted a Diamond to be polished into the shape of the mouth of the Marquise.  Look for uneven "wings" or undefined points.  Typical length-to-width ratio: 1 to 1.75-2.25.

Emerald: This 50 facet shape is usually A form of step cutting. It is usually rectangular but sometimes may be square (referred to as "Asscher" cut), in which case it is known as a square emerald cut. It has rows (steps) of elongated facets on the crown and pavilion, parallel to the girdle, and with corner facets. The number of rows of elongated facets may vary, although the usual number is three on the crown and three on the pavilion.  Inclusions are slightly more visible in "step-cut" shapes relative to "brilliant styles.  Look for too narrow or missing corners.  The beveled corners protect the stone and make it easier to set.  Typical length-to-width ratio: 1 to 1.30-1.70.

  Princess (also the patented Quadrillion): Is a relatively new shape and generally has 70 to 76 facets (no culet).  Normally it is close to a square shape (+ or - 10%), but may come in elongated versions.  Watch out for girdles which are extremely thin and thus prone to chipping.  Typical length-to-width ratio: 1 to 1.00-1.10.

  Radiant: Rectangular or square stone with cut corners. The original patented cut has 70 facets but it is readily available in modified versions with 62 to 70 facets.  Typical length-to-width ratio: 1 to 1.20-1.50 for the rectangular stones.

  Heart: Look for uneven or flat "wings" or too shallow cleft. Typical length-to-width ratio: 1 to 0.90-1.10. cut has a 57 facets

  Trillion (or: Trilliant,  trielle): Popular choice for side-diamonds to enhance center diamond.  Typical length-to-width ratio: 1 to 0.90-1.10.

Cushion: Evolved from the 'Old Mine Cut' that was developed before the turn of the century. It is square to rectangular cut with rounded corners and 58 facets and is characteristically with large facets, depth, and an open cutlet (the tip on the bottom of the diamond).

ROUND

This 58 facet symmetrical shape can display the greatest amount of sparkle with a balance between the amount of white flashes of light and colored flashes of light. It is the benchmark shape all others are compared to and the only one that has internationally recognized cut grades. Generally, rounds are the most expensive but can offer the greatest amount of sparkle per dollar.

FANCY SHAPES

These shapes are usually less expensive because the rough diamonds used to produce them are more common and generally less costly. Over the past 20 years, new shapes and facet arrangements have been introduced to increase the use, appeal and value of rough diamonds that would be traditionally difficult to market.

Choosing a properly proportioned fancy shaped diamond is much more complex than a round shape. Most fancy shapes cannot sparkle like a well-cut round. The facets of fancy shaped diamonds are elongated, asymmetrical, and can deviate greatly from the ideal, causing light to leak out the diamond's bottom. This also causes small multi-colored flashes of light to be concentrated in pointed areas and larger flashes to occur in rounded or elongated areas.

A "bowtie" shaped area of diminished sparkle can span the center width of most fancy shapes. This consequence has the least negative effect when it is narrow and very light gray (it is rarely colorless or invisible). A dark and pronounced bowtie will decrease the value and beauty by more than 20%.

Another important consideration unique to fancy shapes is the length and width ratio (L: W), calculated by dividing the diamond's length by the diamond's width. Many other considerations are structural deficiencies such as thin edges near pointed areas and uneven or bulged shape outlines.

Unlike round diamonds, cut grades of fancy shapes do not exist. We employ sophisticated methods that accurately predict and demonstrate how the sparkle of one set of ratios and proportions will compare quantitatively to another. Less desirable fat or thin shapes are produced from irregular (and less costly) shaped rough diamonds. They are also produced by cutters who intentionally grind as little of the rough diamond away as possible to retain excess weight for higher profits. This excess weight and material does not contribute to beauty and therefore should not contribute to higher value.

You will find our expertise to be very helpful in choosing any fancy shape as well as a round diamond.

OVAL This 57 facet shape is an elongated round and therefore displays a similar kind of sparkle. Avoid squarish stones. An oval's preferred L: W ratio is 1.33:1 - 1.66:1

Ratio 1:1.25 Ratio 1:1.33 Ratio 1:1.50 Ratio 1:1.66 Ratio 1:1.75

MARQUISEThis 58-facet shape is most sought after with a L: W ratio of 2:1. Doubling some of the facets in the pavilion minimizes the bowtie effect. Marquises with L: W ratios of near 1.75:1 or 2.25:1 are in higher supply and less expensive. Look out for sharp girdle edges and thin end points, which could make this shape diamond prone to damage.

Ratio 1:1.50 Ratio 1:1.75 Ratio 1:2.00. Ratio 1:2.25 Ratio 1:2.33

 PEARThis 58 facet shape has a preferred L: W ratio of 1.50:1 to 1.75: 1. Avoid pear shapes with squarish shoulders or a poorly defined end point. The addition of extra facets to the midsection of the pavilion can minimize the bowtie affect. They cost 10 - 15% less than rounds.

Ratio 1:1.33 Ratio 1:1.50 Ratio 1:1.66 Ratio 1:1.75 Ratio 1:2.00

HEART This 57 facet shape is best with a well define cleft between the lobes and the two halves are symmetrically shaped. Asymmetrically shaped stones and those that might be mistaken for a pear shape with a small dimple are heavily discounted in price and beauty. This shape appears best when cut with a L: W ratio of 1:1.

 PRINCESSThis 76 facet shape is available as a square or a rectangular. It is capable of displaying white flashes of light (brilliance) but their typically thin crown produces very little multi-colored flashes of light (fire). More weight is located below the edge than any other shape, therefore its size in millimeters is the smallest per carat weight. The usual high weight yield from rough makes it one of the least expensive shapes to manufacture and is often over-priced.

FLANDERSThis 41 facet shape is usually square with beveled corners. Its facet arrangement and proportions make its beauty second only to an ideally cut round shape and superior to all other non-round diamonds. This cutting style displays exceptional brilliance and fire while maintaining a larger millimeter size per carat than the princess shape. In fact, this shape out-sparkles more than 90% of round diamonds on today's market.

 RADIANTThis 70 facet shape is available as a rectangular or a square with beveled corners. Generally, its steeper crown angle and smaller table facet allows it to display more fire than a princess cut.

EMERALDThis 50 facet shape is usually rectangular with beveled corners. The rows of elongated facets define this style of faceting as step cut (instead of the kite or triangular shaped facets of the brilliant cutting style). The angles and proportions of the facets of this shape causes it to sparkle the least and as a result, imperfections and body color may be much more apparent to the naked eye. To be most appealing, higher color and clarity grades are recommended. The L: W ratio should be 1.50:1 to 1.75:1.

TRILLIONThis 50 facet shape are mainly sold as matched pairs

LILY This 65 facet shape is one of the newest and most unusual.

CRISSCUTThis rectangular with beveled corners shape is cut with 77 brilliant cut facets

DAHLIAThis 63 facet twelve-sided shape is a

mixed of step and brilliant cutting style

FIREROSE This 61 facet six-sided shape is a mixed step and brilliant cutting style.

MARIGOLD This 73 facet eight-sided step

cut.

SUNFLOWER This 45 - 61 facet eight-sided shape is a mixed step and brilliant cutting style

NINE PLANET CHART

S.NO. PLANET STONE COLOUR SHAPE

1 MARS(MANGAL) CORAL ORANGE OVAL/TRIANGLE

2 MERCURY(BHUDH) EMERALD(PANNA) GREEN HEART/PEAR

3 JUPITER(GURU) YELLOW SAPHIRE(POKHRAJ) YELLOW HEART/PEAR

4 VENUS(SHURKA) DIAMOND(HEERA) WHITE ROUND

5 SATURAN(SHANI) BLUE SAPHIRE(NEELAM) BLUE OVAL

6 SUN(SURYA) RUBY(MANEK) RED HEART/OVAL

7 MOON(CHANDRA) PEARL(MOTI) CREAMISH ROUND

8 RAHU(RAHU) HASSOINTE(GOMED) BLAKISH/BROWN EMERALD

9 KETU(KETU) CATS EYE GREENISH/YELLOW COBATION