Branding and the art of selling are equally important as making a piece of fine jewellery. In order to attract millennials to jewellery, retailers are adopting various strategies from visual merchandising and packaging to training sales staff and offering them a holistic buying experience. In our three-part Cover Story, the first section features an interview with Orra’s CEO Vijay Jain, who throws light on various factors that the retail industry should address to make themselves relevant to the new generation of buyers who have no shortage of choices on which to spend their surplus income. The second part of the Cover Story is written by New York-based brand guru Dan Scott. He outlines how brands across the globe have made powerful associations by sticking to a colour – think powdery blue and Tiffany – or a peculiarity like a red ruby hidden in every piece that Roberto Coin designs. The third section deals with the importance of effective retail sales training programmes. Retail consultant Navin Sadarangani underscores the reasons why technical knowledge combined with on-the-job training leads to sales growth. In Industry Insight, Vaishali Banerjee, managing director – India, Platinum Guild International PGI, talks about the reasons attributed to platinum’s quick growth and popularity across the country.