Cebuana Lhuillier, in partnership with the Technical Education and Skills Development Authority (TESDA) and Thames International, has completed the inaugural batch of its Jewelry Sellers (Alajera) Level II Enterprise-Based Training Program, an initiative aimed at strengthening the technical expertise, entrepreneurial skills, and professional qualifications of jewelry sellers in the Philippines.
Developed by Cebuana Lhuillier’s Retail Business Group (RBG), the program seeks to establish a more professional and trusted network of Alajeras by combining technical training in jewelry identification, appraisal, and testing with practical lessons in entrepreneurship, financial literacy, digital marketing, communication, and business management.
Cebuana Lhuillier President and CEO Jean Henri Lhuillier said the initiative recognizes the important role of jewelry sellers as entrepreneurs and aims to provide them with opportunities for professional development and business growth.
“This initiative reflects our belief that jewelry sellers are not just traders but entrepreneurs who deserve access to the skills and knowledge that will help them grow. By combining TESDA certification with business and professional training, we are helping build a stronger and more trusted Alajera network that can better serve communities,” Lhuillier said.
The first batch of training sessions was conducted at the Cebuana Lhuillier Academy in Antipolo, where all available slots were filled within a day after invitations were distributed to the company’s Alajera network. The strong response highlighted growing interest among jewelry sellers in acquiring formal training and industry-recognized qualifications.
Under the partnership, TESDA provides the technical training and competency assessment framework for the Jewelry Sellers (Alajera) Level II qualification. Participants who successfully meet the prescribed competency and assessment requirements become eligible for TESDA National Certification.
Meanwhile, Thames International delivers entrepreneurship and business education components designed to help participants improve their commercial operations, adapt to changing market conditions, and explore opportunities through digital platforms.
Cebuana Lhuillier and Just Jewels contribute industry-specific expertise, particularly in gold and jewelry identification, valuation, and retail practices.
According to Rob Afzelius, Cebuana Lhuillier’s First Vice President and Retail Business Group Head, the program is designed to equip jewelry sellers with skills that extend beyond traditional buying and selling.
“By integrating jewelry retail practices with entrepreneurship and digital marketing, we are preparing Alajeras to succeed in today’s competitive environment. It’s a step toward creating a sustainable network that benefits both sellers and customers,” Afzelius said.
The training initiative also aims to promote greater professionalism and consumer confidence in the jewelry trade by encouraging standardized technical competencies and responsible business practices.
Following the positive reception of the inaugural batch, Cebuana Lhuillier plans to continue implementing the program, providing more Alajeras with opportunities to develop their skills and pursue nationally recognized qualifications.
Interested jewelry sellers may apply for consideration in future batches by emailing [email protected] or contacting 0995 548 3924. Applicants will undergo screening to determine their eligibility for the succeeding training sessions.