2026 Diamond Performance and Beauty Course

The course presents the new era of communication tools, which can be used at all stages of the diamond pipeline from manufacturing to retail and end consumers using the "Seeing is Believing" way of building confidence.

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Begin Your Performance Journey — Start the First Module Today

Why This Course and Technology Matter

The diamond market still has untapped opportunities — and new technologies help remove the barriers that hold it back.

Stagnating Diamond Sales

Diamond sales stagnate in developed markets, younger generations find diamonds less attractive, and repeat purchases suffer due to limited diversity of high-performing products

Beauty Is Poorly Communicated

Diamond beauty and appearance are rarely promoted effectively, as current communication relies on lab-report numbers rather than visual experience and emotional connection

Hard to Demonstrate Beauty

Salespeople often cannot clearly demonstrate diamond beauty or performance differences within 5–10 minutes, making it difficult for clients to understand and trust the choice
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First-Purchase Focus

Most industry resources focus on the first sale, typically an engagement diamond, while little attention is given to strategies that stimulate repeat purchases

Limited Product Diversity

Many consumers are interested in owning multiple diamonds, but the market offers little variety beyond larger round stones

Growth Through Repeat Purchases

Sustainable market growth and higher returns on promotion investments depend on increasing the ratio of second and subsequent diamond purchases

Built for Leaders in the Diamond Industry

For Sales Directors &
Retail Team Leaders

It introduces a modern, structured sales communication framework that makes the buying process clear and stress-free. By aligning logic and emotion, it creates a more persuasive customer experience — driving repeat purchases and referrals.

For Marketing Directors & Product Innovation Leaders

It unlocks new competitive advantages across diamond polishing, trading, retail, appraising, and design. By aligning product strategy with point-of-sale communication, it creates a consistent and differentiated market position — powered by high-tech innovation.

What Addresses Diamond Market Opportunities

Diamond market opportunities can be unlocked by making the first purchase so enjoyable that customers want to return for a second or next diamond.
This happens when both the product and the selection process are intriguing, pleasant, and novel
  • Big scale videos and pictures clearly demonstrating diamonds' actual appearance and beauty.
  • Combination of two talks for left and right sides of the brain: optical performance numbers and diamond impression.
  • Virtual availability of different great cuts at every price level plus master stone sets for testimonials.
  • Match of customer personality and key emotional needs with product.
  • Fun and interesting experience.
  • Cool to share with social group far beyond the 4c's: emotions and uniqueness of appearance.

Driving the Next Diamond Purchase

Using the same triggers successfully applied in other luxury industries

#1 New Diamond Experience

New sensory stimuli created by different cuts and unique Fire/Brilliance combinations, giving clients a completely new diamond experience.

#2 Diamond Seasonal Upgrades

Like fashion in designer clothes and bags, new diamond styles and cuts can inspire regular upgrades and renewed interest.

#3 Diamonds for Every Occasion

Different cuts perform best in different situations — office, parties, everyday wear — making the next diamond the perfect choice for the next occasion.

#4 Collectable Diamonds

There is no single “perfect” diamond — Fire, Brilliance, Scintillation and Color vary, making curated collections of different diamonds unique expressions of personal style.

Ready to Dive Deeper into Diamond Beauty?

Start learning today. Explore the first module on Spread (Apparent Size) or subscribe to be notified when the next modules become available.

Communication in a diamond shop may start with dynamic chart!

Consumer sees that diamond can be beautiful in different ways and can make different types of impressions.

Salesperson clarifies the role of the lighting and follows the consumer's preferred left- or right- brain side language to select the most personality-matching diamond option.
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And Other Tools You Will Learn to Use

There are new tools that can be used by a salesperson to support trustfull communication with consumers. This results in an informed, stressless and enjoyable client’s choice by comparing details of Optical Performance and impression of different diamonds.

High-resolution videos and optical performance scores - first aid in selection

Twofold diamond presentation engages both sides of perception: optical performance data address the left brain, while actual appearance on a large screen speaks to the right brain.
Using images captured with a “digital loupe” and optical performance metrics, clients can easily compare several diamonds — including master stones — recorded in standardized lighting conditions and make an informed choice.
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Interactive selection tool

Сommunication tool which uses High-resolution videos and optical performance scores. Computer aided sequence of diamond demonstrations, which simplifies and speeds up the selection process. Salesperson supports the process but the final selection is made by client.

Cutwise Live

Real life diamond demonstration and comparison device. It lets clients to verify their "digital" choice by comparing real diamonds from shortlist made while checking enlarged images. Comparison of pairs and examination of every preselected stone help to see the details and differences that consumer spotted in digital images.
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Learn online through structured video lessons, tests, and practical assignments

Advance your skills offline in hands-on workshops using real diamonds and business cases

Preliminary Course Program

01

Spread

Real Diamond Apparent Size

online
This module explores one of the most influential diamond characteristics — visible size. Diamond size has a strong impact on price, and for many Clients it is the primary factor when choosing a diamond.
Discover why Carat Weight doesn’t always reflect how large a diamond appears, and how the Spread (Apparent Size) metric reveals its true visual impact.

02

Beyond the 4C’s

New Approach to Diamond Evaluation

online
This module introduces the modern approach to understanding diamond beauty through light performance.
Participants will explore how a diamond acts as a system of mirrors, how virtual facets shape appearance, and how light travels through a round brilliant cut. The module explains the role of stereo vision in diamond perception and discusses optical effects such as spatial and temporal rivalry.
You will also learn about the variety of diamond cutting styles and shapes, the strengths and limitations of traditional evaluation systems (ASET, H&A, HCA, Facetware), and how advanced tools such as ASET with Stereo, Head & Body Obscuration, Dead Zones and ETAS help analyze diamond performance more objectively.

03

Key Diamond Beauty Scores

Fire, Scintillation & Table Color

online
This module provides a deeper understanding of the key optical effects that define diamond beauty.
You will learn how Fire, Brilliance, Scintillation and Table Color influence the visual appearance of a diamond, how these parameters are calculated, and how lighting environment properties affect their perception.
The module also introduces custom grading approaches for optical performance and color, helping participants understand how modern performance metrics describe diamond beauty more accurately than traditional evaluation methods.
Topics include Fire and Brilliance metrics, diamond beauty manifestations, and the influence of lighting conditions on diamond appearance.

04

Interactive Cutwise Tools

Using to Demonstrate Diamond Beauty

online
This module focuses on practical use of Cutwise technologies for demonstrating and comparing diamond beauty in real sales communication.
Participants will learn how to use Stereo visualization, diamond collections, performance filters and interactive selection tools to compare diamonds and explain differences in beauty to clients.
The module covers Stereo options for diamond movies, blinking squares, comparison of stereo and mono visualization, online diamond search with performance filters, diamond collections and Cutwise AI interactive selection tools.
You will also learn how to work with Cutwise Live, allowing real-time diamond observation and side-by-side comparison of stones in a jewelry store environment.

05

Practicum

Presenting Diamonds in Real Sales

Offline workshop
In this workshop, participants learn how to connect technical knowledge with real sales practice.
You will practice selecting and presenting diamonds using professional visualization tools, including Stereo displays, Hi-Vi Definition imaging, Cutwise Live, and the Cutwise web platform.
Working with real consumer scenarios, you will develop the skills to present diamond beauty clearly and convincingly — encouraging repeat purchases and expanding interest in fancy cuts.
The module concludes with a practical “Final of the Game” competition, where participants apply everything they have learned while presenting diamonds to real consumers.

What Our Participants Say

Arjun Mehta
Director of Sales, Fine Diamonds Ltd.
"This course completely changes the way diamonds can be presented to clients. The combination of optical performance metrics and visual comparison tools makes it much easier to explain beauty and justify differences between stones. Our sales team immediately started using these concepts in conversations with customers."
Daniel Carter
Founder & CEO, Diamond Trade House
"The program offers a completely new perspective on diamond sales. Instead of focusing only on lab-report numbers, it shows how to communicate beauty and performance in a way clients can actually see and understand. I believe this approach will become increasingly important for the future of the diamond market."
Elina Saarinen
Head of Product Development, FinJewelry Group
"What impressed me most was how clearly the course explains complex optical effects such as Fire, Brilliance and Scintillation. The visual demonstrations and Cutwise tools make these concepts intuitive even for people without a technical background. It is an excellent bridge between technology and real sales practice."

Still Have Questions?

Get in Touch with Us
We’ll be happy to answer your questions about the course and upcoming modules
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