Ramit Kapur, Gemological Science India’s Managing Director explains why empowered sales staff, digital transparency, and global best practices are essential for India’s gem and jewellery industry to stay competitive
India is the world’s second largest consumer of natural diamonds, and domestic retail is becoming increasingly important. Why do you believe retail training is such a critical need today?
India’s diamond jewellery industry is at a pivotal point. While exports remain significant, tariffs and global market challenges mean domestic retail now plays a much bigger role. Consumers are evolving rapidly, and expectations are higher than ever. The craftsmanship of Indian jewellers is world-class, but the sales staff often lack gemological expertise and the confidence to communicate brand differentiation effectively. Diamonds aren’t just commodities—they represent trust, emotion, and luxury. If sales teams don’t have deep knowledge, it risks undermining the brand, no matter how much investment is made in marketing. Comprehensive retail training ensures that sales personnel can confidently guide customers, explain product value, and stand shoulder to shoulder with global competitors.
What are the most pressing challenges you see in retail jewellery sales in India?
The biggest challenge is the knowledge gap. During mystery sales with major brands, we saw staff struggle to explain even the basics, like the difference between natural and lab-grown diamonds. Without this confidence, customers walk away uncertain—or worse, into the arms of competitors. The irony is that retailers invest millions in branding and store experiences, but if the final interaction at the counter fails, the opportunity is lost. Sales training is not just about pushing a product—it’s about storytelling, science, and instilling trust. This is why we’ve developed GSI’s sales training modules, designed to empower staff with gemological expertise and elevate the consumer experience.
Technology is reshaping many industries. How is GSI using AI and digital tools to enhance consumer confidence in jewellery purchases?
Technology has become indispensable to building transparency and trust. At GSI, we’re integrating AI and digital solutions that go beyond traditional verbal explanations. For instance, QR codes now link to authenticity certificates, blockchain-based provenance reports, and even detailed records of the diamond’s journey—from origin to cutting and setting. We also provide Light Performance Reports that digitally demonstrate brilliance, fire, and sparkle. This takes the conversation from abstract words to tangible, verifiable proof. Consumers today want evidence and transparency, not just assurances, and technology allows us to deliver exactly that.
How are consumer expectations evolving, and what does that mean for sales personnel?
Today’s consumers are far more informed. Many walk into stores having already researched via AI tools, chatbots, or online platforms. They come with pointed questions—about sourcing, about reports, about quality comparisons. This means sales personnel cannot afford to rely on generic pitches. They must be knowledgeable, transparent, and equipped to guide customers through confusion, especially when online information can be contradictory. The role of the salesperson has shifted from being a seller to being a trusted advisor. To preserve credibility, they must match the consumer’s knowledge and offer clarity and confidence.
Finally, how does GSI envision shaping the future of retail training in India’s jewellery industry?
GSI is a global laboratory with deep expertise, and we’re committed to bringing international best practices to Indian retailers. Our certification and digital reporting solutions already enhance the consumer journey, but our focus is also on retail training. We encourage retailers to adopt global frameworks, such as those of the Responsible Jewellery Council, to embed transparency and sustainability into their operations. For India, the future lies in being futuristic, informative, and knowledgeable—bridging the trust gap between consumer and brand. By empowering sales staff with the right skills and tools, the industry can not only protect but also accelerate its leadership in the global diamond jewellery market.
