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

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”.