Trilha 02

Product and Quality

Patricia's technical school: electroplating, microns, base alloys, rhodium plating and how to diagnose a poorly-made piece in 30 seconds. Whoever understands the product defends the price.

total duration

26 lessons · 75 min

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Módulo 01

Product Fundamentals

How a Herreira piece is made and how to recognize technical quality in any market piece.

18k gold vs 14k vs 24k plating — durability and perception

15 min

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Base alloys: brass, zamac and 925 silver — when each one wins

15 min

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Rhodium plating: why and when to use it (white gold and silver)

15 min

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Quick diagnosis: how to identify a poorly-made piece in 30 seconds

15 min

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Anatomy of the piece: ring, base, pin and clasp — the name of every part

13 min

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925 silver: how to spot the stamp and care for it so it never darkens

14 min

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Pearls: natural, cultured, and shell — how to tell them apart and sell each one

14 min

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Crystals: Swarovski, Preciosa, and glass beads — what differs and how to tell it

13 min

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When a piece is solid jewelry: 18k gold, 950 silver, and what the law says

14 min

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Technical argument vs objections: how counter knowledge becomes a sale

15 min

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glossario-tecnico-expandido-50-termos-revendedora

20 min

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Módulo 02

Catalog, assortment and mix

Four lessons closing technical and operational gaps — fresh material written in May/2026 with GEO research on the Brazilian demi-fine retail market.

Como compor um mix vencedor

15 min

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Tendência 2026 em semijoias

15 min

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Fotografia de produto que vende

15 min

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Benchmark competitivo: Pandora, Vivara, Rommanel

15 min

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Módulo 03

Pricing, margin and profitability

Three lessons to remove guesswork from pricing: markup vs contribution margin, multi-channel policy without cannibalization, and discount tactics that don't kill margin. Real Herreira cases and Brazilian retail benchmarks 2024-2025.

Markup vs contribution margin: the R$ 12,000 mistake I saw in a store in Anapolis

15 min

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Per-channel pricing: how Herreira runs 3 tables without cannibalizing

15 min

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Discounts without breaking margin: the playbook that replaces "knock R$ 50 off"

15 min

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Módulo 04

Client care — allergies, defects and provenance

Three lessons that separate reactive resellers from conscious managers: hypoallergenicity and nickel, factory-defect diagnosis, and ethical gold provenance. Patricia's voice, real Herreira cases.

hipoalergenicidade-niquel-clientes-sensiveis

20 min

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defeitos-de-fabrica-como-identificar-e-resolver

20 min

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sustentabilidade-ouro-reciclado-prata-etica

20 min

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embalagem-premium-percepcao-marca-custo

20 min

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Módulo 05

Semi-precious stones and special lines — wedding bands and menswear

Three lessons that close the consultative reseller's product repertoire: semi-precious stone identification (cubic zirconia, opalite, jade, quartz), wedding-band sales engineering (sizing, anatomy, repurchase), and the hidden economics of menswear (lower return rate, higher margin, seller embarrassment as bottleneck).

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23 min

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aliancas-noivos-anatomia-mostruario-medidas

22 min

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linhas-masculinas-relogio-pulseira-corrente-venda

21 min

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