EMPLOYEE TRAINING MANUAL HOW TO TRAIN YOUR EMPLOYEES ABOUT CONFLICT DIAMONDS.
Bleed: 8.75"
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Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 1CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
EMPLOYEE TRAINING MANUALHOW TO TRAIN YOUR EMPLOYEES ABOUT CONFLICT DIAMONDS.
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75"w x 11.25"h TRIM: 8.5"w x 11"h SAFETY: 7.5"w x 10"h GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 1
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
DOC PATH: EPS_PRODUCTION:Production:EPS_PROD_MECHANICALS:2006:07 WIP July 06-1:DTC:Project Horizon –
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COLORS: PANTONE 4645 C, PANTONE 4515 C, 0C 19M 60C 0K*
PRINT SCALE: 100%
Bleed: 8.75"
Ble
ed:1
1.25
"
Trim: 8.5"
Trim
:11"
Safety: 7.5"
Saf
ety:
10"
Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 2CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
1
EMPLOYEE TRAINING MANUALONCE YOU HAVE ENSURED COMPLIANCE
If you feel that you have not completed the necessary
action to ensure that you are compliant, refer to the
Manager’s Action Guide. Complete each detailed
section, and do not commence this manual until you
are confident that each step has been fulfilled.
Bullet points indicate important concepts to be discussed.
Italics indicate suggested words or phrases you can use when
delivering the concepts.
As a manager, you play a crucial part in communicating the
industry’s position to your staff and eventually to the general
public. Misinformed or uninformed employees will only hinder
our cause and may result in lost sales. That is why you must
make learning about conflict diamonds a priority—for both you,
and your staff. The key, though, is for you to learn first and learn
well. You will be considered the store expert, and, as such you
must be prepared for their questions and concerns.
Use any or all of these points to help educate your staff.
• Introduce the meeting topic and assure your employees
that they will be able to answer customer questions
with confidence at the end of this meeting.
Example meeting script:
This morning we will be discussing a very important emerging
issue, our customers’ concerns on conflict diamonds. New
media attention will bring renewed awareness to this topic,
especially with the release of “The Blood Diamond.” Consumers
are more socially aware so we need to let them know we do
not support or sell conflict diamonds. They also need to know
that for years the industry has been actively working to eliminate
conflict diamonds from the marketplace.
First, let me remind you that diamonds are one of the ways
that people celebrate their deepest emotions. But diamonds
also employ people and deliver hope all over the world.
I want to assure you that every diamond we sell is warranted
by our suppliers to be from sources that are free from conflict.
We are part of an industry-wide, global effort to eradicate
illegal diamonds. We will be discussing how you can speak
confidently to your customers and assure them that the
diamonds they are buying come from legitimate sources.
Diamonds are a lifeline and provide a livelihood for many
people in Africa and across the globe, so we also need to
do our part to ensure that our customers understand that
diamonds are vital to the stable societies of Africa and to
the growth and future of many nations.
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75" x 11.25" TRIM: 8.5" x 11" SAFETY: 7.5" x 10" GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 2
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
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COLORS: PANTONE 4645 C, 9C 56M 90Y 0K, PANTONE 4515 C, 0C 18M 32Y 10K, 0C 19M 60C 0K*
Bleed: 8.75"
Ble
ed:1
1.25
"
Trim: 8.5"
Trim
:11"
Safety: 7.5"
Saf
ety:
10"
Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 3CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
• Using the “Mini Guide: Understanding the Processes
in Place that Ban Conflict Diamonds,” explain the
history and background of the Conflict Diamond
issue and the creation of the Kimberley Process.
In 1998, our industry became aware that rebel movements
in Africa were selling, among other things, illegally obtained
rough diamonds to pay for their wars. As awareness grew,
it became apparent that this illegal trade and the rebel wars
it supported were causing a lot of human suffering. The
diamond industry realized that this trade had to be stopped.
It took four years to create, ratify and adopt a process that
prohibits conflict diamonds from entering the legitimate rough
diamond supply. On November 5, 2002, there were 52
governments who ratified the process. This process is called
the Kimberley Process.
The Kimberley Process sets rules for the import and export
of rough diamonds. Every shipment of diamonds that crosses
an international border must be certified, numbered and
sealed. It is a system that includes tamper-resistant containers
and forgery-resistant certificates. The United States
Government has a law that enforces the Kimberley Process,
called the Clean Diamond Trade Act. It requires annual
reviews of the standards, practices and procedures of the
systems in place in the United States, which imports, trades
or exports rough diamonds.
The Kimberley Process is helping put an end to the problem
of conflict diamonds. When the problem was at its height,
conflict diamonds accounted for no more than 4% of the
world’s diamond supply. Now, they represent considerably
less than 1%. And the industry is committed to totally
eliminating them. The Kimberley Process guarantees that only
diamonds from legitimate sources are used in our jewelry.
While we may not know exactly where a diamond originated,
you can guarantee that every diamond we sell was handled
within the Kimberley Process and therefore is certified to be
from sources that are free from conflict.
EMPLOYEE TRAINING MANUAL(CONTINUED)
2
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75" x 11.25" TRIM: 8.5" x 11" SAFETY: 7.5" x 10" GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 3
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
DOC PATH: EPS_PRODUCTION:Production:EPS_PROD_MECHANICALS:2006:07 WIP July 06-1:DTC:Project Horizon –
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COLORS: PANTONE 4645 C, 0C 18M 32Y 10K, PANTONE 4515 C, 0C 19M 60C 0K*, 9C 56M 90Y 0K
PRINT SCALE: 100%
Bleed: 8.75"
Ble
ed:1
1.25
"
Trim: 8.5"
Trim
:11"
Safety: 7.5"
Saf
ety:
10"
Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 4CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
• Explain the System of Warranties and how it
assures consumers.
The diamond industry adopted a System of Warranties to
further assure consumers of the origin of their diamonds.
This system requires every buyer and seller of polished
diamonds and diamond jewelry to make the following
statement on all invoices:
“The diamonds herein invoiced have been purchased from
legitimate sources not involved in funding conflict and in
compliance with United Nations resolutions. The seller hereby
guarantees that these diamonds are conflict free, based on
personal knowledge and/or written guarantees provided by
the supplier of these diamonds.”
—The System of Warranties Assurance Statement
In addition to putting this statement on every invoice,
businesses are required to keep records of their invoices
and to have them audited. Government agencies can
also request proof of compliance.
• Explain how your business reinforces the Kimberley
Process and the System of Warranties (once you
have ensured compliance).
We are in full compliance with this process, and we require
every one of our vendors to provide us with written assurances
that every diamond we buy has been sourced legitimately.
(If appropriate say,“Vendors who could not fully meet our
standards are no longer doing business with us.”)
We are totally committed to being able to assure our
customers that their diamonds are certified to be from
sources that are free from conflict.
3
EMPLOYEE TRAINING MANUAL(CONTINUED)
ENSURING A CONFLICT-FREE DIAMOND INDUSTRY
MINING EXPORT RETAILIMPORT MANUFACTURING
KIMBERLEY PROCESS (KP) CERTIFICATIONRough diamonds traded between KP countries are
transported in a tamper-resistant container and
accompanied by a government-validated KP Certificate.
SYSTEM OF WARRANTIES (SoW) ASSURANCEOnce imported and ready to be traded, a written statement
must accompany all invoices guaranteeing that the diamonds
or diamond jewelry being sold are from legitimate sources.
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75" x 11.25" TRIM: 8.5" x 11" SAFETY: 7.5" x 10" GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 4
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
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FONTS: Helvetica 45 Light, Helvetica 46 LightItalic, Helvetica 85 Heavy, Laudatio-Rgl-FC, TradeGothic Bold, TradeGothic
BoldCondTwenty
Bleed: 8.75"
Ble
ed:1
1.25
"
Trim: 8.5"
Trim
:11"
Safety: 7.5"
Saf
ety:
10"
Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 5CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
• Review www.diamondfacts.org with your staff. You
will also be able to download additional Confidence
Pack materials on this site, should you need to do so.
This website is an essential resource that we and our
customers can visit to learn more facts about conflict diamonds,
the measures in place to stop the trade in conflict diamonds,
and the positive impact that diamond and diamond revenues
have for producing nations.
• Recount the Confidence Card points
to your employees.
Specifically, make a point of how the diamond industry,
directly and indirectly, employs 10 million people around the
world. Further, explain how diamonds are helping transform
the lives of Africans by providing jobs, building essential
infrastructure and funding education.
It’s also extremely important that your employees convey the
fact that your establishment does not sell conflict diamonds.
Employees must also convey that every supplier to your store
has assured that their diamonds are from legitimate sources.
Finally, stress that today, over 99% of all diamonds are
certified to be from sources that are free from conflict.
So now you can tell your customers that the diamonds they
are buying are from legitimate sources and that the diamonds
sold by your store comply with the Kimberley Process and
System of Warranties. The Kimberley Process is an
international agreement that involves governments, human
rights organizations and the diamond industry. Under this
process, only legally-sourced diamonds can be made into
jewelry. The System of Warranties provides assurance that
polished diamonds and jewelry are legitimately traded.
• Introduce and discuss the Poster. Pose the questions
and take a few minutes to talk about the answers.
You may find it helpful to write down some of the
ideas and answers so people can refer to them during
the skill practices.
This poster will be posted in our back office to remind us
to be ready to answer the tough questions your customers
could ask you at any time.
EMPLOYEE TRAINING MANUAL(CONTINUED)
4
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75" x 11.25" TRIM: 8.5" x 11" SAFETY: 7.5" x 10" GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 5
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
DOC PATH: EPS_PRODUCTION:Production:EPS_PROD_MECHANICALS:2006:07 WIP July 06-1:DTC:Project Horizon –
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COLORS: 0C 18M 32Y 10K, PANTONE 4515 C, PANTONE 4645 C, 0C 19M 60C 0K*, 9C 56M 90Y 0K
PRINT SCALE: 100%
Bleed: 8.75"
Ble
ed:1
1.25
"
Trim: 8.5"
Trim
:11"
Safety: 7.5"
Saf
ety:
10"
Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 6CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
• Review the Consumer Brochure with your employees.
If a customer has questions about conflict diamonds and wants
more information to take away and read, give them a copy
of the Consumer Brochure (available August 2006). It is
designed to reassure consumers that the trade in conflict
diamonds has been virtually eradicated. With an overview
of the Kimberley Process and System of Warranties, it
emphasizes that their support for the diamond industry will
help maintain the prosperity of diamond producing nations.
• Discuss and practice conversations about
Conflict Diamonds.
We are going to practice how to answer questions about
conflict diamonds. When a customer says, “How can I trust
that these diamonds are conflict free?” you will say…
“I can assure you that all diamonds here at _______________
are from areas that are free of conflict—because we only
source our diamonds from suppliers that are in compliance
with the Kimberly Process and we participate in the System
of Warranties. Plus it is illegal in the U.S. to sell conflict
diamonds—and we follow the law.”
“Did you know that the U.S. is one of over 68 countries
that have laws to ensure that no conflict diamonds cross our
borders?”
“Before these laws were enacted, the amount of conflict
diamonds was estimated to be 4% of the world’s diamonds;
today that number is considerably less than 1%. Our industry
will not rest until it is 0%.
“While there may be people who are engaged in illegal
diamond trading, it is important to deal with a jeweler you
know and trust. We have been in business for… We have
been part of this community for… We require official
statements of assurance from every single one of our
vendors.”
“We have written assurances from every vendor that our
diamonds are legally and legitimately sourced.”
• Encourage Employees to Practice
We must all be comfortable with these statements. Let’s
practice.
Remember, you should all have these responses memorized
so that you can speak comfortably and naturally…but I would
rather you use your pocket card than say something incorrect
or not have an answer. So, let’s practice using our card with
the customer…in case you need it.
5
EMPLOYEE TRAINING MANUAL(CONTINUED)
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75" x 11.25" TRIM: 8.5" x 11" SAFETY: 7.5" x 10" GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 6
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
DOC PATH: EPS_PRODUCTION:Production:EPS_PROD_MECHANICALS:2006:07 WIP July 06-1:DTC:Project Horizon –
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COLORS: 0C 18M 32Y 10K, PANTONE 4515 C, PANTONE 4645 C, 0C 19M 60C 0K*, 9C 56M 90Y 0K
PRINT SCALE: 100%
Bleed: 8.75"
Ble
ed:1
1.25
"
Trim: 8.5"
Trim
:11"
Safety: 7.5"
Saf
ety:
10"
Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 7CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
Skill Practice Scenarios
1. A couple is looking at diamond engagement rings. She
is very excited, but he seems a little reserved. Finally, he
asks you if you have heard any of the buzz about conflict
diamonds lately…
2. A woman is looking at gold earrings but doesn’t seem to
like anything she sees. You suggest diamond stud earrings
and she responds that she won’t buy conflict diamonds.
You answer…
3. (For Manufacturers.) A retailer is examining your line of
diamond jewelry. The retailer asks: what steps are you taking
to make sure your business has no conflict diamonds?
• Close the meeting and discuss next steps.
That concludes our meeting, but not our discussion. This
poster will be in the back office and I would like each of
you to carry your pocket card and refer to it daily until the
information is second nature to you.
Over the next few days, I will be working with each of you to
practice using what you have learned as part of your selling
conversations.
We need to be prepared to be supporters of diamonds and
our commitment to socially responsible business practices.
As new issues arise, I will bring them to your attention and
I hope you will do the same.
We are part of a global industry and we want to be sure
that our customers can buy from us with confidence. This
means not just selling the most desired gemstone in the
world. It means selling the ultimate gift of love, without any
reason for concern.
We are committed to keeping diamonds out of the hands of
those who would finance conflict. And we have a system in
place to make sure that happens.
Plus, it is illegal in the U.S. to sell or trade in conflict diamonds.
Diamonds give developing nations hope…because they are
one of their most valued resources.
Thank you for your participation. Let’s go sell the most
emotional and meaningful gifts anyone can give a loved
one…diamonds.
6
EMPLOYEE TRAINING MANUAL(CONTINUED)
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75" x 11.25" TRIM: 8.5" x 11" SAFETY: 7.5" x 10" GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 7
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
DOC PATH: EPS_PRODUCTION:Production:EPS_PROD_MECHANICALS:2006:07 WIP July 06-1:DTC:Project Horizon –
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FONTS: Helvetica 45 Light, Helvetica 46 LightItalic, Helvetica 85 Heavy, Laudatio-Rgl-FC, TradeGothic BoldCondTwenty
COLORS: 0C 18M 32Y 10K, PANTONE 4515 C, PANTONE 4645 C, 0C 19M 60C 0K*, 9C 56M 90Y 0K
PRINT SCALE: 100%
Bleed: 8.75"
Ble
ed:1
1.25
"
Trim: 8.5"
Trim
:11"
Safety: 7.5"
Saf
ety:
10"
Ad No. DTCi-6001Project Horizon
DTC – Employee Training ManualBleed: 8.75"w x 11.25"h
Trim: 8.5"w x 11"hSafety: 7.5"w x 10"h
JWT, NY 2006Job No. DB-NSX-268422
A/D: Meg KerwickA/E: Javier Morales
P/M: Eric BrooksEPS# 60142
Quark File – Page 8CYAN MAG YELLOW BLACK PMS 4515 PMS 4645
WORLD DIAMOND COUNCIL IN ALLIANCE WITH THE
FOLLOWING U.S. ORGANIZATIONS:
JEWELERS VIGILANCE COMMITTEE, JEWELERS OF
AMERICA, AMERICAN GEM SOCIETY, MANUFACTURING
JEWELERS & SUPPLIERS OF AMERICA, DIAMOND
DEALERS CLUB, DIAMOND MANUFACTURERS &
IMPORTERS ASSOCIATION OF AMERICA, JEWELRY
INFORMATION CENTER
DOC: 60142_TrainingGuide_v5.qxd AD#: DTCi-6001 EPS #: 60142 JOB#: DB-
NSX-268422
BLEED: 8.75" x 11.25" TRIM: 8.5" x 11" SAFETY: 7.5" x 10" GUTTER:
OPERATOR: tabi PREV OP: tabi PROOF#: 10 PAGE#: 8
SAVED: 7/18/06 - 2:20 PM PRINTED: 7/18/06 - 3:16 PM
DOC PATH: EPS_PRODUCTION:Production:EPS_PROD_MECHANICALS:2006:07 WIP July 06-1:DTC:Project Horizon –
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