Cebuana Lhuillier and TESDA Strengthen Jewelry Retail Through Alajera Certification Program
Professional training is opening new opportunities for jewelry sellers in the Philippines as Cebuana Lhuillier, in collaboration with the Technical Education and Skills Development Authority (TESDA) and Thames International, completes the first batch of its TESDA Jewelry Sellers (Alajera) Level II – Enterprise-Based Training Program.
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| Cebuana Lhuillier and TESDA Train Jewelry Sellers Through Alajera Program |
The initiative is designed to help Alajeras improve their technical knowledge, strengthen their business skills, and build greater credibility in the jewelry retail industry. By combining specialized jewelry training with entrepreneurship, financial literacy, and digital marketing, the program aims to equip participants with practical capabilities that can support their long-term business growth.
Developed by Cebuana Lhuillier's Retail Business Group (RBG), the program reflects the company's commitment to building a more skilled, professional, and trusted network of jewelry sellers who can better serve their respective communities.
TESDA Certification and Business Training for Alajeras
The Alajera certification program goes beyond the fundamentals of selling gold and jewelry. It combines technical instruction with business-oriented learning to help participants strengthen their capabilities in an increasingly competitive retail environment.
The curriculum covers several areas, including:
- Jewelry identification and testing: Developing the technical knowledge needed to assess jewelry and understand its characteristics.
- Jewelry appraisal: Strengthening the skills required to evaluate jewelry.
- Entrepreneurship: Building business knowledge to help sellers manage and develop their operations.
- Financial literacy: Improving participants' understanding of financial management.
- Digital marketing: Introducing skills that can help jewelry sellers reach customers through digital channels.
- Communication and professional development: Strengthening the interpersonal and workplace skills needed to build customer trust.
Through this combination of technical and business training, Cebuana Lhuillier aims to help Alajeras develop beyond their roles as jewelry traders and grow as capable entrepreneurs.
The program also provides a pathway to recognized professional credentials. Participants who satisfy the required competency and assessment standards may qualify for TESDA National Certification under the Jewelry Sellers (Alajera) Level II qualification.
Strong Demand for the First Training Batch
The inaugural training program was conducted at the Cebuana Lhuillier Academy in Antipolo and attracted strong interest from the company's Alajera network.
According to Cebuana Lhuillier, all available slots for the first batch were filled within just one day after invitations were distributed.
The response highlights the interest among jewelry sellers in pursuing structured training, strengthening their professional skills, and obtaining industry-recognized credentials.
For Alajeras seeking to improve their business practices, formal training offers an opportunity to develop both technical expertise and the capabilities needed to manage customer relationships and business operations more effectively.
The strong initial response has encouraged Cebuana Lhuillier to continue offering the program to qualified members of its network.
Cebuana Lhuillier Emphasizes Investment in Jewelry Seller Development
Jean Henri Lhuillier, President and CEO of Cebuana Lhuillier, highlighted the importance of giving jewelry sellers access to learning opportunities that can help them develop as entrepreneurs.
He emphasized that Alajeras play an important role in their communities and deserve opportunities to strengthen their knowledge, improve their business capabilities, and build more sustainable enterprises.
By combining TESDA certification with business and professional development, Cebuana Lhuillier aims to create a more capable and trusted network of jewelry sellers who can better meet the needs of their customers.
This approach recognizes that success in jewelry retail requires more than product knowledge. It also depends on sound business practices, customer confidence, and the ability to adapt to changing market conditions.
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How TESDA, Thames International, and Just Jewels Support the Program
The training initiative brings together organizations with complementary areas of expertise.
TESDA provides the skills development and assessment pathway for the Jewelry Sellers (Alajera) Level II qualification. Participants who meet the required competency standards and successfully complete the assessment process may be eligible for TESDA National Certification.
Thames International contributes business and entrepreneurship education, helping participants develop skills that can support the management and growth of their enterprises.
Cebuana Lhuillier and Just Jewels provide industry knowledge in gold and jewelry, connecting the training with practical aspects of jewelry retail.
The collaboration brings technical learning and business development together in one program, giving participants a broader foundation for their professional growth.
Preparing Alajeras for a More Competitive Retail Environment
Rob Afzelius, First Vice President and Head of Cebuana Lhuillier's Retail Business Group, underscored the importance of combining jewelry retail expertise with entrepreneurship and digital marketing.
He explained that this integrated approach is intended to prepare Alajeras for the demands of a changing business environment while supporting the development of a sustainable network that benefits both sellers and customers.
Digital marketing, in particular, can provide small business owners with additional ways to communicate with customers and promote their offerings. Combined with financial literacy and stronger technical knowledge, these capabilities can help jewelry sellers make more informed business decisions.
The program reflects Cebuana Lhuillier's broader effort to support the professional development of its Alajera network and encourage business practices that strengthen customer trust.
Cebuana Lhuillier Opens Opportunities for Future Alajera Training Batches
Following the encouraging response to its first batch, Cebuana Lhuillier is continuing the TESDA Jewelry Sellers (Alajera) Level II program as part of its ongoing skills development and certification efforts.
Interested Alajeras can express their interest in participating in future batches through the following channels:
- Email: alajeraprogram@pjlhuillier.com
- Contact number: 0995 548 3924
Interested applicants will undergo screening and may be considered for upcoming training batches. Submission of an inquiry does not guarantee admission.
Those who want to pursue the program are encouraged to contact Cebuana Lhuillier directly for information about future schedules, eligibility requirements, and the application process.
Building a More Skilled and Trusted Jewelry Retail Network
Cebuana Lhuillier's partnership with TESDA, Thames International, and Just Jewels demonstrates how collaboration between industry and education providers can help strengthen professional skills in a specialized retail sector.
By integrating jewelry identification, appraisal, and testing with entrepreneurship, financial literacy, digital marketing, and professional development, the Alajera program provides participants with a broader set of tools for growing their businesses.
The completion of the first training batch marks an important step in the company's continuing effort to support its jewelry seller network through structured learning and certification opportunities.
For Alajeras, the initiative offers a pathway to strengthen their expertise and business capabilities. For customers, a more knowledgeable and professional jewelry retail network can contribute to greater confidence when dealing with sellers.
Through continued training and industry collaboration, Cebuana Lhuillier aims to help build a more capable, sustainable, and trusted Alajera community across the Philippines.
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