New DCA Head Annie Doresca Wants to Bring Out Untapped Sales Talent

Can you tell us more about the rebranding and how it aligns with DCA’s mission and your vision? 

When I stepped into this role, I wanted to understand not just what DCA does, but how the industry perceives us. What I found was an organization with an extraordinarily strong foundation — 80 years of credibility, a rigorous curriculum, and real outcomes — but a brand that wasn’t fully telling that story. The rebrand isn’t about changing who we are; it’s about making sure the world sees who we’ve always been. Our “Learn. Graduate. Get Certified” framework gives retailers, career changers, and students a clear road map, and we want DCA to be the first name that comes to mind when someone thinks about building a serious career in jewelry sales. 

What do you see as the biggest challenges jewelry retail professionals are facing, and how are the educational programs assisting with pain points? 

Retention, workforce shortages, and confidence are the challenges I hear about most. Retailers are working hard to hire, and then watching talented people leave because they don’t feel equipped or don’t see a career path. When someone earns their Gem & Jewelry Sales Diploma from DCA, something shifts. They carry themselves differently on the sales floor, and consumers feel that. Educated sales professionals close more, retain clients longer, and tend to stay in their roles. 

What is the Second Spark Workforce Initiative? 

Second Spark was born from a simple observation: Jewelry retail is a perfect fit for people reentering the workforce, whether veterans transitioning out of service or parents returning after raising children, and yet this talent pool is almost entirely untapped. These are people who already have discipline, relationship skills and life experience. They just need a pathway in. 

The program is comprehensive by design. Participants complete a focused eight- to 10-week training program built around four DCA courses, culminating in a DCA diploma in Gem and Jewelry Sales. From there, graduates are supported in pursuing the Jewelers of America (JA) Certified Sales Professional credential, which strengthens their professional credibility and career mobility. But we don’t stop at education. Second Spark also provides career coaching, resume development, interview preparation, and job placement support with vetted retail partners, because learning has to lead somewhere. We want participants walking into real jobs with real futures. 

With support from the JCK Industry Fund, we’ve built the foundation. Now our goal is to launch an inaugural cohort of 100 veterans and returning parents, and we are actively seeking funding partners to make that happen. This isn’t a pilot or a one-time initiative, it’s designed to be a permanent workforce pathway at DCA, a lasting bridge between talented people and an industry that needs them. If anyone reading this believes in workforce development and the future of this industry, we would love to have that conversation. Shameless plug fully intended. 

What are the most desirable skills right now for succeeding in the jewelry industry? 

Product knowledge is the foundation, but the skills that truly differentiate top performers are emotional intelligence and storytelling. Consumers today do their research before they walk in the door. What they’re looking for from a sales professional isn’t just information, it’s trust, expertise, and a connection to why a piece matters. The ability to read a customer, ask the right questions, and guide them toward something they’ll treasure for years — this is what drives both sales and loyalty. 

As a financial expert yourself, how would you rate the financial literacy in the industry, especially at an entry level, and what can be done to improve it? 

There’s significant room for growth, especially at the entry level, and I say that with empathy, not judgment. Most people come into jewelry retail because they love the product and the people. But understanding margins and other aspects of finance is what turns a good salesperson into a true retail professional. At DCA, we’re intentional about weaving financial context into our curriculum, because I believe you can’t truly serve a business if you don’t understand how a business works. This is a work in progress, and we’re committed to it.  

What’s the biggest lesson you’ve learned from former DCA president and CEO Terry Chandler, and what are you bringing to your own leadership? 

If I had to sum it up, it’s this: People remember how you made them feel. Terry led an organization for decades, and that doesn’t happen by accident. The secret, I believe, was people. What I’ve taken most from his legacy goes beyond strategy or structure; it’s the way he treated people. He led with kindness and genuine empathy, and he never forgot to check in on the people around him — not because it was on a to-do list, but because he cared. He was also one of my greatest cheerleaders, and I don’t take that lightly. That kind of support changes people, and it changed me. Where I’m building on it is adding a more aggressive growth mind-set and a willingness to challenge assumptions about what DCA is or can be. We honor the foundation he built by continuing to evolve it with momentum. 

Can you give us the outline of the DCA Roadmap? 

Our Roadmap is anchored in three simple but powerful terms: “Learn. Graduate. Get Certified.” It sounds straightforward because it’s meant to. “Learn” speaks to our commitment to delivering an accessible, interactive and modernized curriculum that meets professionals where they are. “Graduate” is about completion of our four courses and ensuring that the professionals who start with us cross the finish line with real credentials behind them. “Get Certified” is where it all comes together. DCA graduates are well positioned to sit for the JA Certified Sales Professional and Certified Senior Sales Professional Level 2 exams, nationally recognized credentials that signal to employers and customers alike that this person knows their craft. The framework gives retailers a clear road map for developing their teams and gives individuals a clear road map for building their careers. That simplicity is intentional, and the outcomes behind it are very real. 

Whether you’ve partnered with DCA before or haven’t yet given us a try, now is the time. Our courses have been completely rewritten and are highly interactive and engaging. They work beautifully as an onboarding tool, and because we are a charitable organization, our pricing is accessible without compromising on quality. We are the only education provider in this industry focused solely on jewelry sales, and that focus is intentional. Everything we do is built around one idea: from the classroom to the counter. We want to get you ready to sell better, serve customers more confidently, and build a career worth being proud of. 

You filmed a video about the DCA Roadmap with your pup Beau. Is he going to make more appearances? 

Initially I was offended that people wanted to see Beau more than they wanted to see me, but I’ll take whatever makes people listen. All jokes aside, the response to him has been one of the more delightful surprises of this role. People connect with authenticity, and there’s nothing more authentic than a dog who has absolutely no interest in pretending the camera isn’t there. So yes, I expect he’ll make a few more appearances. Expect to see him on a regular basis very soon. He’s already negotiating his next contract. 

Main image: Annie Doresca. (Diamond Council of America)