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DCA Enters a New Chapter in Jewelry Education
With refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
For more than 75 years, the Diamond Council of America (DCA) has provided foundational education to jewelry professionals nationwide. Today, DCA is building on that legacy with a renewed focus on professional development for retail teams—supported by refreshed branding, a newly redesigned website, updated course content, and a clear pathway for career growth.
As part of its strategic planning process, DCA is asking industry professionals to take a brief five-minute survey about sales education. The feedback will help guide future programming and ensure DCA continues to meet the evolving needs of jewelry businesses. Industry members are encouraged to share their insights.
DCA recently transitioned its full core curriculum—Diamonds, Colored Gemstones, Beginning Jewelry Sales, and Advanced Jewelry Sales—onto a modern online learning platform. The platform provides an enhanced student experience with intuitive navigation, updated visuals, and interactive learning tools designed to support knowledge retention and practical application.
In addition, DCA has launched a new website and refreshed branding that reflect the organization’s continued evolution. The updated site makes it easier for retailers and students to explore course offerings, enroll in programs, and manage participation.
While DCA’s curriculum remains grounded in industry standards and practical sales application, its course content continues to be reviewed and refined to reflect today’s retail environment. Most recently, the Colored Gemstone Course was updated with expanded information on gemstone characteristics, sources, treatments, and selling considerations. The refreshed content supports greater confidence for sales associates as consumer interest in colored stones continues to grow. The Colored Gemstones Course update was supported by sponsorship from the American Gem Trade Association.
“DCA’s mission has always centered on providing accessible, affordable education that supports both individual career growth and the success of retail businesses. As we modernize our platform and expand our offerings, we remain committed to delivering practical, relevant education that strengthens the professionalism of our industry.” Annie Doresca, DCA President & CEO
The DCA Roadmap: Learn. Graduate. Get Certified.
At the center of DCA’s educational approach is a clearly defined professional pathway: The DCA Roadmap — Learn. Graduate. Get Certified.
- Learn by completing individual DCA courses that build foundational knowledge in diamonds, colored gemstones, and professional jewelry sales.
- Graduate by earning the new Diploma in Gem & Jewelry Sales, awarded to those who successfully complete all four core courses and pass their examinations.
- Get Certified by advancing to the Jewelers of America (JA) Sales Certification, further validating expertise and commitment to professional excellence.
This step-by-step progression provides retail associates with measurable milestones while giving store owners a structured framework for team development. Together, DCA and JA offer a cohesive path from education to recognized industry certification.
Introducing the New Diploma in Gem & Jewelry Sales
A significant new initiative for DCA is the recently launched Diploma in Gem & Jewelry Sales. The diploma signifies comprehensive knowledge of diamonds, colored gemstones, and the fundamentals of effective jewelry sales.
For retailers, the diploma offers a meaningful way to demonstrate a commitment to professionalism and customer service. For associates, it provides a respected credential that supports career advancement and personal achievement. As consumers increasingly value knowledgeable guidance when making fine jewelry purchases, formal education continues to serve as a meaningful differentiator in today’s marketplace.
Expanding Industry Engagement
While DCA is best known for its distance learning programs, the organization is also beginning to expand its presence through select in-person education opportunities. One example is a gemstone-focused session at the Independent Jewelers Organization (IJO) Colorado Springs Conference. The presentation offers practical insights for retail sales professionals and provides a preview of key concepts covered in DCA’s Colored Gemstone course.
This effort reflects DCA’s interest in creating more opportunities for live learning and industry engagement in the future, while continuing to prioritize accessible online education.
A Trusted Educational Partner
As the jewelry industry evolves, the need for knowledgeable, well-trained sales professionals remains constant. With its established online learning platform, refreshed course content, new diploma program, updated branding, and redesigned website, DCA continues to strengthen its role as a trusted educational partner to jewelry retailers across the country.
By combining decades of educational expertise with thoughtful enhancements, DCA ensures that today’s professionals are prepared to serve customers with confidence, knowledge, and integrity.
DCA is an affiliate of Jewelers of America.
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