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Terry Chandler
President/CEO
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His 22 year retail jewelry career began in Paducah, Kentucky as a trainee for what was then a small family-owned chain of four jewelry stores, Michelson Jewelers, Inc. During his almost 21 year career he was a store manager, supervisor, Senior Vice President, and partner, in the chain which grew to twelve stores.
Terry has been involved in every aspect of the retail jewelry industry including training, operations, development, management, and, now, distance education and association management.
He accepted the full time role of President/CEO of the Diamond Council in February of 2001 and oversees the organizations day to day operations at their Nashville, Tennessee offices. Upon assuming the position, Chandler worked with Performance Concepts and other industry resources to completely update both DCA’s Diamond and Colored Gemstone courses. Chandler also led a two year project to gain re-accreditation from the prestigious Distance Education and Training Council in Washington, D.C. which was granted by DETC in January of 2005.
During his tenure, the Diamond Council has grown from seventy members representing approximately twelve hundred stores to one of the industry’s leading education and training resources with over two hundred members representing over four thousand retail jewelry stores in the United States and Canada.
Before becoming DCA President, he served on the DCA board for twelve years. He is also a member of the DeBeers USA Carat Club and serves as a director on the Boards of the Jewelers Vigilance Committee, Jewelers Charity Fund, and the Advisory Board of the Atlanta Jewelry Show. He is also a member of the 24 Karat Club Southeastern United States and serves on the Board and Executive Committee of that organization.
Terry is a 1994 inductee into Alpha Beta Kappa, the National Honor Society of the Diamond Council of America.
Quote: “Essentially, the sale of jewelry at the retail level depends on the sales associate who now, more than ever, must meet the challenge of being an educated and informed professional able to communicate accurately and effectively about the products he or she sells. DCA and I are committed to doing all we possibly can to help them accomplish their goals.”
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The Diamond Course
The Diamond Course brings learning to life for the front line sales associate. This distance education course is designed so that the student learns and applies new information from the onset. As bits of knowledge are presented, the course describes how to use them in sales and everyday store operations. Through practice modules and exercises, the student develops skills along with knowledge.
The Diamond Course presents a complete discussion of the subject of diamonds in 21 lessons divided into three general sections. The first part of the course provides the essential information associates need to be professional and honest in a sales presentation - the 4 C's of color, clarity, cutting and carat weight, diamond treatments, synthetic diamonds and facts about diamond jewelry. The second part provides important background information like where diamonds come from, how they're mined and processed, how they're cut and how they come to market. The third part of the course teaches the jewelry store skills related to diamonds - how to clean diamond jewelry, how to display diamond jewelry, how to present diamonds, the selling tools, the selling process, customer service and professionalism.
The Diamond Course is presented in 4-color, easy-to-read format, augmented with numerous photographs, charts and other graphics. The course is delivered by distance education, and may be taken at the student's own pace; 6-12 months is the anticipated completion time, although students may easily finish it in less time.
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Colored Gemstone Course
The new DCA Colored Gemstone Course brings learning to life for the front line sales associate. This distance education course is designed so that the student learns and applies new information from the onset. As bits of knowledge are presented, the course describes how to use them in sales and everyday store operations. Through practice modules and exercises, the student develops skills along with knowledge.
The new DCA Colored Gemstone Course is presented in 4-color, easy-to-read format, augmented with numerous photographs, charts and other graphics. The course is delivered by distance education, and may be taken at the student's own pace; 6-12 months is the anticipated completion time, although students may easily finish it in less time.
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Advanced Jewelry Sales
“DCA has invested more than four years in researching, writing, and developing our new Advanced Jewelry Sales Course. We did this because today’s professional jewelry Sales Associates need every ethical competitive edge they can get. Advanced Jewelry Sales meets this need in ways that are unique, innovative, and effective. The course essentially provides students with a clear and methodical path through the selling process – a path that can be adapted to every customer, every product, and every occasion. This comprehensive yet flexible approach will greatly enhance students’ ability to close more sales at the counter. For these reasons, the Board of Directors and I are tremendously excited about the new course and its potential.”
-Terry W. Chandler.
DCA’s new Advanced Jewelry Sales Course is the perfect complement to our Diamond and Colored Gemstone courses. It provides students with a triangulated and in-depth analysis of the selling process, approaching the sale from the three key standpoints of customers, communications, and merchandise. First, the coursework offers a detailed look into the generational differences sales associates now face in working with customers. Thus, it explains how to communicate with a “Millennial” or “Gen Xer” as opposed to a “Baby Boomer.” The course also explores the merchandising aspect of sales, explaining how different jewelry products fit the wants, needs, and desires of customers, and how best to communicate all-important product knowledge. Finally, the course emphasizes the role of sales associates and their responsibility to effectively serve and care for customers. By combining these approaches, the Advanced Jewelry Sales Course will provide the DCA student with a calculated and specific path to understanding and effectively participating in the selling process, as it has come to exist in today’s challenging and changing marketplace.
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Beginning Jewelry Sales
“DCA has invested more than four years in researching, writing, and developing our new Beginning Jewelry Sales Course. We did this because today’s professional jewelry Sales Associates need every ethical competitive edge they can get. Advanced Jewelry Sales meets this need in ways that are unique, innovative, and effective. The course essentially provides students with a clear and methodical path through the selling process – a path that can be adapted to every customer, every product, and every occasion. This comprehensive yet flexible approach will greatly enhance students’ ability to close more sales at the counter. For these reasons, the Board of Directors and I are tremendously excited about the new course and its potential.”
-Terry W. Chandler.
DCA’s new Beginning Jewelry Sales Course is the perfect complement to our Diamond and Colored Gemstone courses. It provides students with a triangulated and in-depth analysis of the selling process, approaching the sale from the three key standpoints of customers, communications, and merchandise. First, the coursework offers a detailed look into the generational differences sales associates now face in working with customers. Thus, it explains how to communicate with a “Millennial” or “Gen Xer” as opposed to a “Baby Boomer.” The course also explores the merchandising aspect of sales, explaining how different jewelry products fit the wants, needs, and desires of customers, and how best to communicate all-important product knowledge. Finally, the course emphasizes the role of sales associates and their responsibility to effectively serve and care for customers. By combining these approaches, the Beginning Jewelry Sales Course will provide the DCA student with a calculated and specific path to understanding and effectively participating in the selling process, as it has come to exist in today’s challenging and changing marketplace.
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The first Jared store opened its doors in 1993, revolutionizing the whole idea of how a jewelry store should operate.
www.jared.com
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October's Birthstone, Opal
The well-known Roman naturalist Pliny described opal as "made up of the glories
of the most precious gems...the gentler fire of the ruby, the rich purple of
the amethyst, the sea-green of the emerald, glittering together..."
Opal is the October birthstone as well as the accepted
anniversary gemstone for the 14th year of marriage.
Opal has symbolized hope, innocence and purity through the ages. In the Middle Ages,
young, fair-haired girls wore opals in their hair to protect its lovely blond
color. Medieval writers believed opal could render its wearer invisible when
the need arose. It was also said to have a beneficial effect on eyesight. It
was thought to banish evil spirits and favor children, the theater, amusements,
friendships and feelings.
Occasionally opal matrix is dyed to produce black
and a play of color. Care should be taken to protect it from scratches, sharp
blows, household chemicals, and extreme temperature changes. To maintain the
brilliance or opal, it should be wiped clean with a soft cloth. Do not use a
home ultrasonic machine or jewelry cleaner.
Opal sources are Australia, Mexico, and the U.S.
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The mission of DCA is to provide quality, affordable distance education to enhance the ability of our members’ associates to sell fine jewelry with expertise, integrity, and professionalism and to fuel the passion of all those looking to learn about our industry.
DCA was founded in 1944 as a forum to educate jewelry sales professionals. As a nationally accredited school, DCA offers jewelers the opportunity to earn professional certifications in diamonds, colored gemstones, and fine jewelry sales through distance education. DCA has more than 300 members representing over 4700 jewelry stores in the United States, Canada, United Kingdom, Australia, and New Zealand.
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Terry Chandler
President/CEO
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Jewelry Education Courses
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The Diamond Course
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Colored Gemstone Course
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Advanced Jewelry Sales
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Beginning Jewelry Sales
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DCA certifications are recognized by the jewelry industry as trusted marks of professional knowledge and skills.
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DCA is an Affiliate of |
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| DCA Reading Room
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October's Birthstone
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Selling Bridal Jewelry
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The DCA is accredited by the Distance Education Accrediting Commission (formerly the Distance Education and Training Council – DETC). The DEAC is recognized by the U.S. Department of Education (USDE) and the Council for Higher Education Accreditation (CHEA).
Distance Education Accrediting Commission | 1101 17th Street NW, Suite 808 |Phone (202) 234-5100 | Fax (202) 332-1386 | deac.org
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