In an effort to enhance the retail business through its flagship Indian brand initiative, Nazraana, Rio Tinto is conducting a series of retail training workshops in selected Indian cities. The workshops, conducted by industry experts Shivram of Retail Gurukul and Samit Bhatta of Retail Jeweller, are specially designed training modules designed to sharpen the selling skills of jewellery retail sales associates.

The emphasis of the training will be to assist sales associates move away from value-based selling and develop an emotional connect with their customers by promoting the attributes of jewellery and linking occasion with product.

As Vikram Merchant, Director, India Representative Office, Diamond Sales and Marketing, Rio Tinto, elaborates, “The “Time to Shine” training will familiarise sales associates with the Nazraana brand, its new theme based collections and the visual merchandising tools provided to each Nazraana outlet. The 7 collections inspired by diverse facets of Indian culture - Floral, Heritage, Love, Infinity, Spirituality, Contemporary and Men’s Luxury – provide the ideal opportunity for sales associates to shift the dialogue with consumers to a story led sales approach.”