SALES ATTENDANTS to STORY CONSULTANTS

The Untapped Power of Storytelling in Jewellery Retail

- Ramit Kapur

Global luxury is changing. Category knowledge is no longer a chore for the next wave of your clients, millennials and Gen Z walking into your store. They've researched cuts, carat sizes, market trends, and what competitors offer before stepping into your store. They are seeking much more than just quality factors. In an era where consumers are seeking meaning, transparency, and connection, frontline sales teams can no longer remain mere attendants handing out trays. They need to evolve into consultants, narrators who can illuminate the hidden journeys behind each jewel.

Storytelling: Beyond the Big Three

Storytelling is often confined to the “big three”, diamonds, rubies, emeralds, but this is where many stores miss an opportunity. Every gemstone in your showcase has a narrative that can create desire. The play-of-color in opals, the dancing silk in sapphires, the cat's eye effect in chrysoberyl, the vivid neon glow of Paraiba tourmalines, or the color-change magic of alexandrite, these details don't just fill a conversation; they capture your client's imagination.