Fresh from winning Service Supplier of the Year at the NAJ Awards 2025, we speak to Debbie Barrow, managing director of Virada, to find out what makes its training solutions a cut above the rest.
Congratulations on being awarded Service Supplier of the Year! Can you start by giving a brief background to Virada?
We started training jewellers in 2003. We’ve now trained 160 jewellers and 450 luxury retail brands, including small family businesses, multi-shop independents, high street chains and global luxury brands. Our core team includes myself as MD, Natalie as operations director and my son Elliot, who manages the creation of our on demand training solutions. We have crew who also offer their specialist skills.
What sort of courses do you offer? Are they in person or online?
We provide training on sales, service, leadership, management and personal development.
Training is available in different formats. We now offer on-demand options; inspiring audio or video programmes which are available anytime, anywhere on any device. It’s like having a coach in your pocket anytime you need it.
We also provide training in-person or via webinar and coaching.
Do you work with businesses in industries other than jewellery/watch/retail?
Yes: Hospitality, travel, contact centres, estate agencies and B2B. Any industry where the quality of customer interactions is key.
What do you believe sets you apart from your competitors?
Six things:
- Our experience of training in the jewellery and luxury industry.
- The results achieved, multiple awards and proven approaches.
- Our pioneering research into what creates top sales performers in the industry.
- The depth of our training. We also develop mindsets and qualities for success.
- Our continuous quest to keep changing the training as the industry changes.
- The training is available in different formats – on demand and in-person.
What are the benefits of a CMJ member using Virada?
The peace of mind that our experience and success in the industry is proven and long-standing. Also, that our training never stands still and adjusts to meet the challenges of today and tomorrow. We care deeply about helping our clients to succeed.
What are the biggest challenges you see in jewellery retail today?
A key theme is the lack of confidence and knowledge about how to manage and motivate staff today, especially Gen Z. Challenges include building confidence, resilience and commitment. Some managers are desperate for guidance. Attracting the right staff is also tough.
Despite this, only 16% of today’s managers have had people management training. This creates a huge, but often hidden, cost.
Finding time today to train staff is also an issue, which is why we’ve created practical on-demand solutions.
Are there still opportunities on the high street for independent jewellery retail and how can businesses maximise this?
Yes, absolutely. The point of difference will be providing customers with a personalised, personable service. Inspirational leadership is key, to inspire the team to really connect with and build long-term relationships with customers. The more the staff can do this effortlessly, the more confident they feel at creating sales opportunities.
Why is it important for retailers to regularly invest in training?
Times are tough and I understand that training is a cost. But I’ve also seen the sales results that come from our training. The best sales increase I’ve seen is from a highly respected independent jeweller who invested in sales training with us every single year for 18 years. They only did this because of the results achieved.
So I encourage retailers to ask “If I invested £100 or £200 a year on each person, how quickly would I start to make a return?”
What do you have planned for the next 12 months?
We’ve now created a platform for jewellers, with inspiring on-demand training their managers and staff can access any time. We plan to add more, with short videos and audios giving advice to help tackle everyday challenges and to keep learning ongoing.
