CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
Brought to you by
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.
More on Independents
The Latest
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
