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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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Diamond Studies Course
The Diamond Council of America’s accredited courses have long been available only to employees of DCA Executive or Associate Member companies. Now the DCA Diamond Studies Course has been developed for anyone interested in diamonds and diamond jewelry - from students, hobbyists, and consumers to those considering the fine jewelry industry as a career. The course covers the 4Cs, diamond jewelry and its care, plus treated, lab-created, and simulated diamonds. Background on diamond myth and lore, and how diamonds are formed, found, mined, and cut round out this comprehensive training.
To enroll, simply join DCA as an Individual Member. (The fee for this membership category is $35 per year and tuition for the Diamond Studies Course is $165.)
Please note: This course is not open to employees of DCA member companies.
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Advanced Jewelry Sales
“The Diamond Council of America 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.
The Diamond Council of America’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
“The Diamond Council of America 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.
The Diamond Council of America’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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Freeman Jewelers is the premier jeweler in the beautiful Lehigh Valley area of Northeastern Pennsylvania. Freeman's is a fourth generation family-owned and operated business. It was founded in 1908 in Allentown, PA.
www.freemanjewelerspa.com
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Performance Concepts was founded to meet the education, training and business development needs of specialty retailers and their suppliers.
Performance Concepts
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March's Birthstone, Aquamarine
The ideal color of aquamarine is a refreshing sea blue; not too pale or too green.
If you are looking for a big, durable gemstone, aquamarine is readily available
in larger sizes and is truly dramatic when cut in rectangular or oval shapes.
It is a member of the important beryl family, which also includes emerald.
Aquamarine is one of the traditional birthstones
for March. It is also the accepted anniversary gem for the 19th year of marriage.
In ancient times, the stone was said to aid seafarers; thus it is an excellent
gift suggestion for sailors or one who takes frequent cruises! To dream of aquamarine
signifies the making of new friends; to wear aquamarine earrings brings love
and affection. It is a universal symbol of youth, hope and health.
As part of the normal finishing process, most aquamarines
are heated to remove traces of yellow and permanently intensify the blue color.
Aquamarine is found mainly in Brazil, Nigeria, and Zambia.
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| The mission of the Diamond Council of America 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.
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Terry Chandler
President/CEO
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The Diamond Course
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Colored Gemstone Course
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Diamond Studies Course
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Advanced Jewelry Sales
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Beginning Jewelry Sales
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| The Diamond Council of America (DCA) was founded in 1944 as a forum to educate jewelry sales professionals. As an accredited school, DCA offers jewelers the opportunity to earn professional certifications in diamonds and colored gemstones through distance education. DCA has more than 270 members representing over 4300 jewelry stores in the United States, Canada, Australia, and New Zealand.
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| Events
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View Full Schedule
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AGTA GemFair Tucson
February 3-8, 2015
At the AGTA GemFair™ Tucson, from February 3 to February 8, 2015, in the safe, secure comfort of the Tucson Convention Center, your experience will range from a “focus-and-find” assignment to an adventurous treasure hunt. You’ll network with US- and Canada-based professionals who adhere to a strict ethical code that supports quality, value and selection—sources you can trust! Plus, the seminars and workshops will educate and inspire!
http://www.agta.org/tradeshows/gemfair-tucson.html
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Atlanta Jewelry Show - February 28- March 2, 2015
The Atlanta Jewelry show has been working with Jewelers from the Southeast region for more than 60 years. That's because with over 500 booths on display, this show is where the independents come to sit down with their local sales representatives in an environment that's relaxed, friendly and over flowing with "Southern Hospitality."
http://www.atlantajewelryshow.com/
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The Diamond Council of America 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 – 1601 18th Street, N.W., Suite 2 – Washington, D.C. 20009 – Phone (202) 234-5100; Fax: 202-332-1386
www.deac.org
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