The independent voice for the industry since 1879
TRENDS 2018
Canadian Jeweller Magazine TRENDS:
WHAT TO WATCH
What is coming in 2018 for watches
DESIGN FEATURE:
AWARDS OF EXCELLENCE
42709013 | 920 YONGE STREET SUITE 610 TORONTO ONTARIO M4W 3C7 / $25
Designs that stole the show
A ROYAL ENGAGEMENT
Bijouterie Viko
Strong sales in replicas should increase in 2018
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ANNIVERSARY PROFILE:
HAMILTON WATCH Turning 100 in 2018
JEWELLERY SUPPLIED BY: BIJOUTERIE VIKO INC., MONTREAL, QC
Bullion Mart is one of Canada’s most experienced, prestigious wholesaler and retailer of precious metals.
Gold, Silver, Platinum, Palladium and Refining
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Why Bullion Mart ? With over three decades of collec ve experience from various markets across the globe, Bullion Mart is one of Canada’s leading and reputable retailers & wholesalers of precious metals. Strategically located within the country’s financial headquarters, 1104 – 27 Queen St. East, Toronto, ON, M5C 2M6, Bullion Mart is a proud distributor of the Royal Canadian Mint, one of the few in the na on. Using his dynamic leadership, Mr. Moniruz Zaman along with a team of financial professionals have transformed Bullion Mart into a household name in conversa ons surrounding precious metals while maintaining its reputed status among compe tors. Using state of the art technology and gathering informa on from many relevant sources to perform up-to-minute market analysis, Bullion Mart keeps their clientele current and informed about the vola le mo ons in the metals market. As one of the na on’s leading silver and gold dealers, Bullion Mart takes pride in knowing their clients receive unrivaled customer care and support within the industry. O n e o f t h e c o m p a n y ’s c h e r i s h e d m a n t r a s , to provide above and beyond, has enabled Bullion Mart to foster long-term loyalty with clients through providing outstanding service to ensure their sa sfac on.
Toll Free No. : 1-877-561-BEST(2378) Local: 416 928-0707 info@bullionmart.ca | www.bullionmart.ca 27 Queen Street. East, Suite 1104 Toronto, ON, M5C 2M6. CJ Ad.indd 3
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נס״ ד
TRENDS 2018 The independent voice for the industry since 1879 JCK ISSUE 2017 The independent voice for the industry since 1879
Canadian Jeweller Magazine E S T AESTABLISHED B L I S H E D 1 1879 879
138 // No. No. 06 02 Vol. 138
Editorial Board Editorial Board Jean-Christophe Bédos Jean-Christophe Bedos Birks, President & CEO Birks, President & CEO Haigo Derian L’Oro Jewellery Jay Cameron PierreDeVuono Laurent Timepieces Gino Specialty Watch Resource Haigo Derian Joe Gonçalves L’Oro Jewellery Time Central Gino DeVuono Andrea Hopson Luxury Retail Executive Specialty Watch Resource Paul Mcfarlane Joe Goncalves Chanel Canada Time Central Marco Miserendino Bijouterie Italienne P.M. Inc. Marco Miserendino Bijouterie Italienne P.M. Inc. Phyllis Richard Jewellers Vigilance Canada Inc. Phyllis Richard Beth Saunders Jewellers Vigilance Canada Inc. Canadian Jewellery Group RichardTitizian Rooney Sevan G.C. International Bogart’s JewelleryLtd.
OLI V IER FELICIO OLIVIER C A Y L A RFELICIO AMEY COR R INA M OSCA SCOTT JORDAN SCOT T JO R DA N DANIELLA VIZZARI DA N IELL A V IZ Z A R I CONTRIBUTORS CONTRIBUTORS
Publisher / olivier@canadianjeweller.com Managingand Editor / cayla@thergmgroup.net Founder Thoughtsmith / olivier@canadianjeweller.com Editorial Assistant / corrina@thergmgroup.net Visual Architect / scott@rivegauchemedia.com Art Director scott@rivegauchemedia.com Colour Seer // daniella@thergmgroup.net Graphic Designer / daniella@thergmgroup.net David Brough, Alba Carrillo, Juan Chong, Ed Gorgulho, Ryan Holtz, Larry Johnson, Neeva Kedem, John Lamont, Mike Lawlor, Sheila Serrano, Christine Breanne Forbes, Larry Johnson, John Lamont, Rob Shaw,Dwane, José Tió, Aizea Villareal Shawna Lee, Joelle Litt, Mark Lutley, Duncan Parker, Karen Simmons
SALES SALES OLIVIER FELICIO OLI V IER FELICIO
EDITE MARTINS EDITE M A RTINS
H E A D O FSALES FICE
Advertising Sales Advertising Sales tel: 416.203.7900 x 6107 / email: olivier@canadianjeweller.com tel: 416-203-7900 x6107 / email: olivier@canadianjeweller.com Advertising Sales Advertising Sales tel: 416.203.7900 x6112 / email: edite@thergrmgroup.net tel: 416-203-7900 x6112 / email: edite@thergmgroup.net 920 Yonge Yonge Street, Street,Suite Suite610, 610,Toronto, Toronto,Ontario OntarioM4W M4W3C7 3C7 tel: 416.203.7900 416-203-7900 fax: fax: 416.709.6392 416-703-6392
MEL A N I HOLDEN E SETH LUCY LUC Y HOLDEN MONTREAL OFFICE MONTREAL OFFICE
Controller & Operations / melanie@rivegauchemedia.com General Customer Care Manager / lucy@thergmgroup.net General Customer Care Manager / lucy@thergmgroup.net tel: 514.381.5196 tel: 514-381-5196
Steve Turac Beth Saunders Turac Luxury Group Inc. Canadian Jewellery Group Moniruz Zaman The Bullion Steve Turac Mart Inc. Turac Luxury Group Inc. Moniruz Zaman The Bullion Mart Inc. SUBSCRIPTIONRATES RATES SUBSCRIPTION
Canada — year, one year, years, $85; three years $120.United UnitedStates States — — one year, one year US$205 Canada — one $50;$50; two two years, $85; three years $120. year,US$205. US$205.Foreign Foreign—— one year US$205 (Subscriptions include Buyers’ Guide issues.)plus plusapplicable applicable taxes. taxes. Single Single copies Guide $40. (Subscriptions include Buyers’ Guide issues.) copies— —$25; $25;Buyers’ Buyers’ Guide $40. (Canada only, moresubscriptions) subscriptions) — — $17.50 $17.50 per per year. BulkBulk rate rate (Canada only, for for sixsix or or more persubscription subscription per year.
CHANGE CHANGEOF OFADDRESS ADDRESS
email: circulation@canadianjeweller.com fax: 416-703-6392 416-703-6392 email: circulation@canadianjeweller.comtelephone: telephone: 416-203-7900 416-203-7900 fax: or send your cover labellabel andand newnew address to to Canadian St., Suite Suite610, 610,Toronto, Toronto, ON. M4W or send your cover address CanadianJeweller Jeweller920 920 Yonge Yonge St., ON. M4W 3C73C7
PUBLISHED RGMGROUP GROUP PUBLISHEDBY BYTHE THE RGM
Canada Post Canadian Publications Mail Sales Product Agreement No. 40678000. The publisher does not assume responsibility for the contents of any advertisement; any and all representaCanada Post Canadian Publications Mail Sales Product Agreement No. 40678000. The publisher does not assume responsibility for the contents of any advertisement; any and all tions or warranties made in such advertising are those of the advertiser and not of the publisher. The publisher is not liable to any advertiser for any misprints in advertising not the fault of the representations or warranties made in such advertising are those of the advertiser and not of the publisher. The publisher is not liable to any advertiser for any misprints in adverpublisher such the limit publisher’s notpublisher’s exceed theliability amount of the advertising.charge No portion of this publication be reproduced, tising not and the in fault of an the event publisher and of in the such an event liability the limitshall of the shall notpublisher’s exceed thecharge amountforofsuch the publisher’s for such advertising. Nomay portion of this publiincation all or in part, the express permission the express publisher. Canadian Jeweller is pleased to review unsolicited submissions under the following may be without reproduced, in all written or in part, withoutofthe written permission of magazine the publisher. Canadian Jeweller magazine is pleasedfortoeditorial review consideration unsolicited submissions for editoconditions: all material for editorial consideration written text(photographs, in electronic or hard copywritten format)text mayinbeelectronic used by or Canadian Jeweller andmay its af rial consideration undersubmitted the following conditions: all material(photographs, submitted forillustrations, editorial consideration illustrations, hard copy format) beliates usedfor by editorial anyitsmedia (whether printed,purposes electronic, internet, etc.) without consent internet, of, or thedisc, payment compensation to, the party material. Please direct Canadianpurposes Jeweller inand affiliates for editorial in any mediadisc, (whether printed, the electronic, etc.) of without the consent of, or the providing payment such of compensation to, the party providing such submissions material. Please direct submissions the Editor, Canadian Jeweller. Return to Rive Media, St.,ON Ste.Canada 610, Toronto, ON Canada M5R 3K4. to the Editor, CanadiantoJeweller. Return undeliverable items toundeliverable Rive Gaucheitems Media, 920 Gauche Yonge St., Ste. 920 610,Yonge Toronto, M5R 3K4.
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CANADIANJEWELLER.COM TRENDS 2018 CANADIANJEWELLER.COM JCK ISSUE 2017
2017-12-21 2017-05-02 4:15 1:59 PM
Business Building
Charm Program The Rembrandt Charms® Business Building Charm Program sends consumers to your store.
1
New Customers
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More Traffic
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Create Strong Relationships
Through our consumer advertising and promotions, we send consumers to your store. Preferred retailers are also listed on the “Retail Locator” on the Rembrandt Charms® website.
Customers who buy a charm return to buy others and create not only repeat business, but crossover sales opportunities for watches, rings and other jewelry.
As your customers buy charms, learn their life story and cultivate a strong relationship. Help choose the perfect charms to tell their story, and use their story to create additional sales.
“We have TWO Rembrandt floor model towers in our store and have been amazed by the response to them. Our sales have increased month after month for over three years now. It makes selling easier, re-stocking easier and the annual review they do of our best sellers allows us to manage our inventory better. Thanks Rembrandt!!” 720 Floor Display Shown in White
-James Poag, Owner, James O. Poag Jewellers Ltd.
Contact Us! CJ AD Template.indd 7
Sterling Silver & Karat Gold
Handcrafted in USA & Canada
Lifetime Warranty
World’s Largest Charm Collection
Phone 800-387-5238 • Local Phone 416-293-3495 • Fax 416-293-1227 RembrandtCharms.ca • Orders@RembrandtCharms.ca
2017-12-21 4:02 PM
Departments
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Contents 12 CONTRIBUTORS The people behind the scenes
14 WHAT’S ON A look what the upcoming events and tradeshows
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16 PRODUCT SHOWCASE Products from the hottest brands
58 TECH SHOWCASE Tech products on display
32 PROFILE: HAMILTON: 100 YEARS OF TIMING THE SKIES In 2018 Hamilton celebrates a milestone as they mark their century in providing aviation watches.
68 MARKETPLACE Classifieds 72 LAST WORD REVIEW Looking back at the past year in stunning pieces
On the cover: Bijouterie Viko wedding bands. Women & Mens in 2 tones, yellow and white gold. Available in 10k, 14k, 18k and 19k or in platinum. The women’s ring is set approximately with 50 point diamonds (depends on the size).
74 LAST WORD Modern meets vintage
Bijouterie Viko Inc. 620, rue Cathcart #620, Montreal, QC, H3B 1M1 Facebook: Bijouterie Viko Inc | Instagram: bijouterie_vikoinc www.bijouterieviko.com | Tel : 514-658-1477 | Fax: 514-658-1877
Correction: The information for Stuller Canada in our 2018 Buyers’ Guide was incorrect. We regret this mistake and it has since been updated.
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Features & Columns
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20 FEATURE: WINNER’S CIRCLE This year’s Awards of Excellence winners and enteries 30 COMPANY PROFILE: NOUVO LUXURY GROUP Top of Their Game by Rob Shaw
38 FEATURE: THE ONES TO WATCH From smart watches to classic leather straps, these timepieces are breaking the internet and taking over social media one like at a time!
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44 ROUGH CUTS: MODERN RENAISSANCE Chic, jet-setting fashion for 2018 50 FEATURE: PRINCE HARRY’S DESIGNED ENGAGEMENT RING THAT CAN BOOST YOUR BUSINES
62 MARKETING COLUMN Time is Everything
by David Brough
by Ryan Holtz
54 FEATURE: KEEPING IT SAFE How safe is your Safe?
64 ON DISPLAY You look what you sell
by Ed Gorgulho
by Larry Johnson
60 TECH COLUMN Trendsetters
66 JVC COLUMN Behind the Social Network
by Mike Lawlor
by John Lamont
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TRENDS 2018
2018-01-03 2:08 PM
WWW.THOMASSABO.COM
REBEL AT HEART BY
#rebelatheartbyTS
45A West Wilmot Street - Suite 1A | Richmond Hill, ON L4B 2P2 | tel: (647)479-6991 email: info@nouvoluxury.com | website: www.nouvoluxury.com
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Ryan Holtz Karen Simmons
An internationally media expert and and renowned keynote speaker. Karen Simmons is recognized a Graduate automotive Gemologist marketer, (GIA), Thesocial Gem Gallerie proprietor an author of nine books, Having found great success for in the role ofand Marketing & Internet Director at Zender Ford, Ryan haswhich sinceshe including: Buying Diamonds Pleasure Profit and award winning Chicken Soup for the Soul, formed his own company and now specializes as a trainer, public speaker and overall marketing force. co-authored with Jack Canfield. Find more details about diamond S.P.A.R.K.L.E.™ in Perfectly Clear, which For great social media tips you Canadian can listendiamond to his podcast The Ryan Holtz Show on iTunes or Google shares more information about historycalled and the true value of diamonds. Play or head over to www.RyanHoltz.ca. You can also find him @RyanHoltz1 on any of the platforms.
Joelle Litt
Mike Lawlor Having a big imagination since childhood, Joelle’s styling career has been a natural fit and a constant
Co-owner ofcreativity. Lawlor Jewelry, Lawlor is a third generation a young and ambitious evolution of ClientsMike include Ria Mae, Future Hendrix,jeweller. PriyankaBeing Chopra, Joffrey Lupul, and business owner, Mike began designing jewellery five years ago with the help of CAD software publications Elle Quebec, TIME Magazine, Sharp Magazine, Clin D’Oeil and Canadian Jeweller! and Find3D info on printing. With his interest in technology and ever-present willingness to adapt, he epitomizes the current Joelle at joellelitt.com. direction of this industry.
David Brough Duncan Parker
David is Co-Founder Editor specialist of digital magazine Outlook, and contributes to Parker jewellery and viceNot only is he VP andand jewellery at Dupuis Jewellery Auctioneers in Toronto, but Duncan is also diamond the UK’s Retail Jeweller andpresident The Jeweller magazines, Baselworld presidentmedia of Theincluding CanadianRapaport, Gemmological Association and past of Jewellers Vigilance Canada. Brand Book and Baselworldand Daily News, and Turkey’s Gold Book Magazine. Precious Metals and is An educator in gemmology jewellery, Parker has worked in the industry He for is over 25 years. If anyone Gems Editor of our International Jewellery London (IJL) and writes regular gold and diamond market columns qualified to be gemmology columnist, it’s him. for the IJL and Jewellery & Watch websites, and The Jeweller magazine in the UK.
Contributors Contributors
J.W. Histed Diamonds Ltd. Vancouver, B.C. Full cut Rounds—Single cut Rounds—Natural Colour Rounds—Treated Colour Rounds Straight Baguettes—Tapered Baguettes—Princess—Grooved Princess Heart—Oval—Pear—Marquise—Cushion—Trillian Emerald—Carre—Asscher—Radiant—Trapezoid—Half-Moon—Rose Cuts Available .03ct to 1/4ct+ single stones for a repair, matched side stones, to 25 stones for a Anniversary Ring
in-stock!...In-Vancouver!...IN-YOUR STORE!
OVERNIGHT! Contact us for a current price list or online at www.jwdiamonds.ca 1-800-663-1458 / 604-681-8519 / fax 604-681-2413
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CCAAN NAAD DIIAAN NJJEEW WEELLLLEER R..CCO OM M
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,
Highlighting segmented products in the emerging niche markets.
For more information please contacet Thai Trade Centre Toronto 31 Gloucester Street Toronto , ontario May 1L8 T : (416)921-5400 F : (416) 921-7545 E : toronto@thaitrade.ca www.thaitrade.ca www.ditp.go.th FB : Bangkokgemsofficial Register at Thaitrade.ca
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What’s On
Gear up for the year by staying informed on what shows are bound to be the biggest hits in 2018. The following is a list of key dates, locations and contacts for the upcoming top shows around the world to make YOUR life easier: Also, be sure to check out canadianjeweller.com for a full online calendar listing of the major shows for 2018.
Tradeshows
January January 8-9: International Watch & Jewelry Guild Show (Las Vegas, USA) www.iwjg.com January 12-14: International Gem & Jewelry Show (Dallas, TX) www.intergem.com January 12-15: Malaysia International Jewellery Fair (Kuala Lampur, MY) www.jogsshow.com January 19-21: International Gem & Jewelry Show (Houston, TX) www.intergem.com January 19-24: Vicenzaoro January (Vicenza, IT) www.jogsshowcom January 19-24: T.Gold (Vicenza, IT) www.jogsshow.com January 24-27: 29th International Jewellery Tokyo (Tokyo, JP) ijt.jp/en January 25-Feb 5: JOGS Tucson Gem & Jewelry Show (Tucson, USA) www.jogsshow.com January 26-29: International Jewellery & Merchandise Show (New Orleans, USA) www.jogsshow.com January 31-Feb 4: Madridjoya (Madrid, ES) www.jogsshow.com
February February 16-18: International Gem & Jewelry Show (Chantilly, VA) www.intergem.com February 19-22: Feninjer – Brazilian Gems and Jewellery Show (Sao Paulo, BR) www.jogsshow.com
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February 21-25: Bangkok Gems and Jewelry Fair (Bangkok, TH) www.jogsshow.com February 23-25: International Gem & Jewelry Show (Southfield, MI) www.intergem.com February 27-Mar 3: Hong Kong International Diamond, Gem & Pearl Show (Hong Kong, CN) www.jogsshow.com
March March 1-4: Vicenzaoro Hong Kong (Hong Kong, CN) www.jogsshow.com March 1-5: Hong Kong International Jewellery Show (Hong Kong, CN) www.jogsshow.com March 2-4: International Gem & Jewelry Show (Denver, CO) www.intergem.com March 2-4: International Jewelry & Merchandise Show (Southaven, USA) www.jogsshowcom March 3-5: Atlanta Jewelry Show (Atlanta, USA) www.jogsshow.com March 9-11: International Gem & Jewelry Show (Seattle, WA) www.intergem.com March 9-11: International Gem & Jewelry Show (Philadelphia, PA) www.intergem.com March 11-13: JA Special Delivery New York (New York, USA) www.jogsshow.com March 11-13: Manufacturing Jewelers & Suppliers of America (New York, USA) www.jogsshow.com March 21-24: AMBERIF (Gdansk, PL) www.jogsshow.com
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Product Showcase
Silver & Co. Anyone who buys this heart pendant necklace will associate it with the general notion of love. It carries a personal expression that is shared outwardly when worn. This is why it makes a beautiful gift for any level of loving relationship be it romantic, family or friendship. People buy one for themselves to express self love or love shared with another person. www.silvercojewelry.com
Thomas Sabo
“Together,” a key THOMAS SABO brand message, has its very own collection. Sparkling hearts and rings, engraved with ‘Together’, merge to create feminine jewellery. A range of pieces is also available in exclusive fine jewellery with faceted diamonds and 9k rose gold. Explore at www.thomassabo.com or contact info@nouvoluxury.com.
Sauro
Sauro’s sailing-inspired Nautica Collection adds a splash of colour and de nition to your wrist. These elegantly crafted 18k gold pieces make a great accessory for a watch or collection of stacking bracelets. Visit Sauro.it for the entire collection and dealer information.
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Product Showcase
GIA
Put your store on the map and be sure customers find your business by registering on GIA’s Retailer Lookup. Through a city or postal code search, the Lookup allows customers to nd local establishments that offer GIA-graded stones or have GIA-trained staff. Sign up today through the Retailer Support Program website at retailer.GIA.edu.
Silver & Co. Sleek and sophisticated, tennis bracelets are delicate and design classics. Our modern designs are exceptionally crafted for enduring value. Every woman ought to have one of our radiant bracelets to add glamour to their wardrobe. Find a tennis bracelet that fits your personality in an assortment of settings, shapes, and colors. www.silvercojewelry.com
Stuller
Stuller’s exclusive services for you, our Canadian partners, make doing business with us better, faster, and easier. We focus on your needs each step of the way and we’re always staying alert looking for new opportunities to help you. Services include: single invoicing, payment in Canadian currency, competitive shipping offers, extended cut-off times, and more. See more about our services at www.stuller.com/Canada.
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TRENDS 2018
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LA NOUVELLE CLASSIC PETITE
P O R T É E PA R
ELSA HOSK & MING XI
WWW.CARMENCO.COM •
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TOLL FREE 1-(888) 825-0527
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Awards of Excellence
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IR LE As the voice of the Canadian jewellery industry since 1879, Canadian Jeweller Magazine is the trusted news source for jewellers across the nation. This makes our Awards of Excellence an extremely prestigious forum through which designers solidify their positions as forerunners in the trade. MEET THIS YEAR’S WINNERS photograpy by Neeva Kedem
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Additional S 1. Inner Beau of Stittgen Fi 2. David Blitt 3. Lara Bergs 4. “Minds at Neeta Gupta 5. Butterfly R Jewellery Co
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BEST COLOURED GEMSTONE DESIGN Laura Tedesco Laura Tedesco Jewellery Design
Awards of Excellence
THE PIECE: This one-of-a-kind ring is 14K two-tone gold that features a centre cushion cut of blue-green sapphire. The colourful ring is made up of pink, orange, red, and yellow coloured sapphire, all of which are natural and untreated. The 64 pave set of round brilliant cut diamonds total 0.42ct. THE ARTIST: Laura Tedesco grew up in a family jewellery business, and went on to study jewellery design in Florence, Italy through the Gemological Institute of America. In school, Laura learned the artistry of traditional drafting techniques, theory, and jewellery design. With 18 years in the jewellery industry and her passion for custom design, she helps clients to express their own personal expressions through restyling heirloom pieces or by creating unique jewellery and engagement rings.
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From The World’s Foremost Authority in Gemology ™
GIA is the globally recognized source of knowledge, standards, education and analysis for diamonds, colored stones and pearls. Contact us today.
GIA.edu
CARLSBAD NEW YORK ANTWERP BANGKOK DUBAI GABORONE HONG KONG JOHANNESBURG LONDON MUMBAI RAMAT GAN SEOUL TAIPEI TOKYO
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Awards of Excellence
BEST CANADIAN DIAMOND Andrew Costen Costen Catbalue Goldsmith & Design THE PIECE: “Ice Storm” is a 19K white gold and 18K yellow gold diamond ring. The large 1.01 carat F SI1 Canadian Diamond is set in the centre of a swirl design. The white gold is set with natural white brilliant cut diamonds of E-F VS quality totalling 0.34cttw. The yellow gold is set with natural fancy intense yellow diamonds weighing 0.24cttw. This piece is constructed, set, and finished by hand. THE ARTIST: At the age of 15, Andew Costen applied to start his sevenyear apprenticeship at Medway College of Art and Design in Chatham, England. Following graduation, and after having worked with top designer goldsmiths and jewellery houses in London, Andrew opened his own studio workshop in 1985 in Vancouver, BC. In 2000, he merged with Mary Ann Buis to create the Costen Catbalue Goldsmith and Design. Over the years, Andrew has been finding creative ways to combine “design with durability, wearability, and beauty.”
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Close-out Blow-out!
Assortment of 12 pcs 9/10/14kt gold gemstone and CZ jewellery for just $100. Assortment includes 2-3 pairs earrings and 9-10 pendants.
We now sell gemstone product displays with 10/14kt Gold Earrings Starting at
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Best Bargains is a multi-award winning jewellery manufacturing company with more than 27 years of experience. Known for our low prices, quality gemstones and customer satisfaction we have assisted more than 30,000 small businesses globally with their merchandising needs. Our product and quality stand alone. Achieve great reviews from your clients and an excellent return on investment! Visit www.bbjw.com for more information.
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Best Bargains
F: 416.214.4626
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BEST PLATINUM DESIGN Erkki Mursula and Idar Bergseth Idar Jewellers Awards of Excellence
THE PIECE: This unique ring is completely handmade in Platinum with 18K red gold detail around the gallery. It is set with .60cts of Argyle mined natural fancy pink diamonds, baguette cut, VS clarity. The ring also features a .70ct Canadian diamond in the centre with a Forevermark branded stone of VS clarity. THE ARTISTS: As a young boy, Idar became enamoured with the world of rock and stone, collecting fossils and other unusual artifacts. His passion for stones led to his first job as a polishing boy in a local jewellery store. In 1972, Idar and his family moved to Victoria where he opened his first shop, Idar Goldsmiths. Today, Idar designs pieces that are blended with Nordic, West Coast, and ancient Celtic designs to create jewellery that is both fresh and classic. Erkki Mursula was born in Finland, where he trained to be a professional goldsmith. He has been making spectacular handmade pieces of jewellery for over 40 years. Erkki lived in Toronto and Calgary before moving to Victoria two years ago, where he started working with Idar Bergseth at Idar jewellers.
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Designer Stainless Steel Jewelry for Men & Women www.arzsteel.com | info@arzsteel.com | 514-489-8668
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Awards of Excellence
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THE SUBMISSIONS
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TOP OF THEIR
Company Profile:
Nouvo Luxury Group
Game Creative Partnership Leads Industry Change by Rob Shaw
IN EARLY 2016, mutual friends Aren Arkarakas, Steve Turac and Saro Keciyolu decided it was time to take the next step in the Canadian jewellery industry. All three partners had already established their own sales agencies, distributing jewellery and watch brands from around the world, but according to them, “When meeting and speaking about ideas we had, we realized very quickly we all had the same goals—to introduce new products and new ways of doing business in our aging industry.” From their discussions, the partners recognized an opportunity to work together and launched their united partnership Nouvo Luxury Group. The partners credit their passion for the jewellery business for inspiring their goal to collectively lead change in their trade, which to them appeared to lag behind in the way the world is now conducting business. They had all entered the jewellery industry at a young age, and through effort and some time built long-lasting successful partnerships with retailers. Being younger, many retailers looked to the partners for something different--to bring them the hottest trends. From the beginning, brand education and training were important considerations for Nouvo and although they serve all their retailers with the same philosophy, they address individual needs for each store. All business activities from sales, to customer service, to marketing are conducted by staff who share the same passion and experience in jewellery as the founders. According to Aren Arkarakas, “My inspiration came from watching my parents build a jewellery wholesale company. They inspired me by the dedication and commitment they put into their business and the passion they had for it, to follow your dream, put the time in and never take no for an answer.” Steve Turac noted that his experience in corporate sales with C-level executives taught him, “When you are responsible for a portfolio of luxury brands, its not a responsibility to take lightly and this gives me the drive and discipline needed to bring a level of profitability to our brands and retailers.”
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Saro Keciyolu draws his inspiration from the end consumer. “The realization that I am able to bring joy, sentimentality and satisfaction to people from all walks of life from around the world is a humbling and amazing feeling. This is what keeps me going every day and inspires me to do better.” The company tries to determine niche products and styles that will spark the interest of people getting engaged, married, retiring, or celebrating birthdays and those special moments in life. Keciyolu says, “It is a magical feeling when executed properly and that fuels my desire to be at the top of my game in this industry.” The partners believe that all business is going through change, but knowing how to build a luxury product business during disruptive times by combining hard work, and capitalizing on opportunities will be their driving force. They expect to learn from observing other industries and will bring necessary 21st-century changes to the jewellery industry to best support the brands they represent. As of March 2017, Nouvo became a distributor for Thomas Sabo, one of the largest lifestyle accessory brands in Europe, established in the early 1980’s. Marketing for the brand was driven by education and adapting a European business to a North American model. The company has increased Thomas Sabo’s sales 12% over 2016 so far and they only expect growth to continue. Other brands represented by Nouvo are Perla, a fashion pearl line, and Brooklyn Lights featuring a jewellery collection made from silver and diamonds. Both Perla and Brooklyn Lights are inhouse brands designed, manufactured and brought to market by the team at Nouvo Luxury Group. The company’s increased profile has enabled them to create new business relationships in Europe and around the world. The partners also believe that business success naturally follows the success in maintaining a loving family and friendships through the years. Their investment in social media has proven very helpful. They constantly engage with social media, posting updates from travels, their partnered brands and their own inspirations. Their social media giveaways and video messages enable them to connect with consumers and retailers and has led to increased success. For 2018, Nouvo plans to continue to lead the jewellery business into new territory, by providing education, leadership, and guidance for their clients as advisors and not just as sales agents. They will also continue investment in technology, their digital assets, such as social media and data analysis, and evidence-based reporting to assist in marketing the jewellery and watch brands they represent. CJ
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Company Profile: Hamilton
Hamilton:
2018, the celebration of a milestone as they mark their century in providing aviation watches.
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Company Profile: Hamilton
HAMILTON’S CLOSE CONNECTION with aviation began early in their history. They gained a reputation for accuracy with railroad watches, and soon began creating watches specifically for the flying community. Their prestigious history of providing essential cockpit tools to pilots and co-pilots began in the early days of commercial aviation where watches are essential--everything is based on accurate timing. Even modern pilots need a watch as a reliable backup to their digital multi-instrument display.
In Canada, Hamilton is proud to support the Canadian Forces Snowbirds and worked with the crew to design an exclusive Hamilton Khaki Aviation only distributed to the Snowbirds members. Hamilton also is the Timekeeping sponsor of some of the most prestigious Canadian Aviation organization as ATAC (Air Transport Association of Canada), the Air & Army Cadet League of Canada, the DCAM (David Charles Abramson Memorial), the Northern Lights Aero Foundation & the Webster Trophy.
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Company Profile: Hamilton
The year was 1918 when Hamilton’s watches were chosen to be the official timekeepers of the first U.S. Airmail flights between Washington, D.C., Philadelphia and New York. The milestones since then have been regular and significant, and in 1926 a Hamilton watch timed the first flight to the North Pole. In the 1930s, their reputation for producing aviation watches led to Hamilton becoming the official watch of the four major airlines of the United States at that time, and they were selected as the timekeeper for the first nonstop, coast-to-coast service from New York to San Francisco. Since then, Hamilton has developed and maintained partnerships with military squadrons, air rescue services, demonstration teams and aerobatic pilots around the world.
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In 2017, Hamilton became the Official Timekeeper of the Red Bull Air Race, established in 2003 as an international series of air races where contestants navigate a challenging obstacle course while competing for the best time. The championship focuses on speed and precision and requires split-second timing. The pilots use the fastest, most agile and lightweight racing planes to navigate the low–level aerial tracks at high speed. With the Official Timekeeper partnership, Hamilton is at the forefront of the most exciting branch of aviation. As developments in aviation have increased, so has the demand for watches as flight instruments that can withstand the most severe and challenging geophysical conditions, and meet pilots’ ever-evolving needs. The current Hamilton collection reflects the needs of modern aviators, including watches with the ability to log up to 20 flights, with two time zones, and equipped with numerous calculators including those for landing speed, drift angle and fuel requirements. CJ
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Watch Trends
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From smart watches to classic leather straps, these timepieces are breaking the internet and taking over social media one like at a time!
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Fast and Powerful Inspired by the engine, interior, and bodywork of the Bugatti Chiron, this timepiece by Parmigiani Fleurier exudes originality and design excellence, featuring the world’s smallest ball bearing, and Cylindrical Mechanical Calibre PF390 with flying tourbillon. (Parmigiani Fleurier, Price available upon request)
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Watch Trends
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1. Outperform the Rest Pierre Laurent’s new Performance model is made from solid stainless steel and sapphire crystal, with a natural rubber band and oversized Date. (Pierre Laurent, $795) 2. Return to the Classics The Edox Les Bemonts Chronograph Moon Phase timepiece is a tribute to the classics with high-tech smarts. With a genuine, brown leather strap, this watch is a timeless addition to any collection. (Edox, Price available upon request) 3. Traditional meets Contemporary The Oris Movember Edition, inspired by the men’s health organization, features a brown leather strap that ages with perfection. This model adds originality and character to any watch collection. (Oris, $2750) 4. Dynamic Duo This limited model by Bell & Ross, in partnership with the Renault Sport Formula One Team, is a one-of-a-kind Skeleton Chronograph with a grey-tinted sapphire dial that’s waterresistant up to 100 metres. (Bell & Ross, BR-X1 RS 17, $32000) 5. In First Place The high-tech, monobloc Cerchrom bezel in black ceramic replaces the earlier forms of the Cosmograph, changing this Rolex’s aesthetic in both an innovative and fashionable way. (Rolex, Cosmograph Daytona, Price available upon request) 6. Eco-Power This classic timepiece is powered by light operated by eco-drive technology, and features atomic timekeeping, sapphire crystal, luminous hands, and a perpetual calendar. (Citizen, World Perpetual A-T, $650)
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7. Up, Up and Away! Inspired by the age of aviation, this watch by Longines is not afraid of reaching new heights in design. The 41 mm diameter case holds a L688 column wheel chronograph movement that is exclusive for Longines timepieces. (Longines, Avigation BigEye Watch, $3,250)
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8. Run the World Epson takes innovation to a whole new level with their brand new line of GPS Running Watches. These multifunctional watches are full of revolutionary features, including a long-running battery life. While they are made with heavy-duty technology, they are super lightweight—offering unbeatable comfort and breathability during exercise. (Epson, ProSense 307, $329)
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2. 1. The Rose Standard This show-stopping timepiece from Bulova’s Rubaiyat Collection is made with eight diamonds individually hand set on a textured silverwhite dial, featuring double curved sapphire crystal and rose goldtone stainless steel. (Bulova, Women’s Rubaiyat Watch, $725) 2. Buzzworthy This watch steals the show with small, rose gold bees that move inside the glass. Made with a genuine, grey leather strap, a crisp white dial, and a rose gold plated case, this watch’s colour palette is chic and leading trends. (Olivia Burton, Busy Bees Grey & Rose Gold Watch, $346)
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3. The Greener the Better RADO’S new True Thinline Colours collection gives minimalism a new range of wearability with coloured ceramic cases to suit anyone’s individual style. This sleek, green timepiece features a high-tech ceramic titanium 3-fold buckle, and a curved sapphire crystal case. (RADO, True Thinline Colours, $2450)
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women’s
4. 6. 4. Lets Be Onyx The elegant stainless steel and black onyx contrast of Thomas Sabo’s GLAM SPIRIT model is chic, timeless, and an essential timepiece for her watch collection. This must-have features a silver-coloured sunray dial, and an adjustable sliding clasp. (Thomas Sabo, Glam Spirit, $249)
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5. Make Room for Monochrome This piece by Freedom To Exist is a minimalist’s dream watch! The vintage details mixed with its contemporary flare says luxury, simplified. This silver and grey timepiece has an Italian leather strap and Swiss Ronda 763 movement. (Freedom To Exist, $264.48) 6. Sleek and Chic Add a touch of sophistication to any monochromatic ensemble with this sharp, black leather strap watch by Paul Hewitt. This minimalist design features a black dial with the classic anchor marker, as well as anti-scratch crystal and a stainless steel case. (Paul Hewitt, Miss Ocean line, $229) 7. In Full Bloom The Marguerite watch by Chistophe Claret is set with a total of 271 diamonds, and features a dual display dial, one that is made with white mother-of-pearl and metallized transparent sapphire. The artistry of this piece is nothing short of spectacular, and can be customized to display a personalized secret message. (Christophe Claret, Price available upon request)
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Rough Cuts
MODERN
Renaissance Playing dress-up with Alba Carrillo in chic, jet-setting fashion
photography by José Tió styling by Aizea Villareal makeup by Sheila Serrano model: Alba Carrillo assistants: Francesco (Photography), Giorgina (Styling), Michel Godin (Makeup) décor provided by Introfusion
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Duyos Dress, $855; Mango Earrings, $29; Loewe Bracelet; Chie Mihara Shoes, $320 DECEMBER 2014
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Coast Weber & Ahaus Dress, $472; Cerruti Belt, $258; Tom Binns for Derive Earrings, $184; Crystal Watch for Dériveé Bracelet, $413; Cuplé Shoes, $199 CANADIANJEWELLER.COM
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Lanvin for Santa Eulalia Dress, $2,500; Mango Bracelet, $52; Mango Necklace, $32; Mango Rings, $22; Charlotte Olympia For Dériveé Shoes, $656 DECEMBER 2014
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Loewe Dress; Loewe Handbag; Castañer Shoes, $295; Derive Ring, $267
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Lanvin for Santa Eulalia Dress, $1,350; Red Belt; OhmyGod Turquoise Bracelet, $325; OhmyGod Lizard Bracelet, $280; OhmyGod Snake Bracelet, $273; OhmyGod Bracelet, $560; Tom Binns for Derive Ring, $323; Helena Rohner Earrings, $236; Loewe Handbag
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Feature:
Engagement Trends
Prince Harry’s designed engagement ring that can boost your business
The royal diamond engagement ring should see strong sales in replicas between now and at least several months after May 2018 when they officially wed. by David Brough
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BRITAIN’S PRINCE HARRY designed the three-stone engagement ring that he gave to U.S. actress Meghan Markle, which includes two diamonds from the jewellery collection of his late mother Princess Diana. The main focus of the ring is an elongated cushion cut centre stone from Botswana, where the couple holidayed, and is flanked by two round brilliant cut diamonds from Princess Diana’s jewellery collection. “The ring is yellow gold, because that’s [Markle’s] favourite, and the main stone itself is sourced from Botswana,” Prince Harry said in a television interview, after announcing his engagement in late November. “The little diamonds either side are from my late mother’s jewellery collection, to make sure she’s with us on this crazy journey together.” Botswana is close to Prince Harry’s heart, as he has visited the country many times, media reports said. The ring was created by Court Jewellers and Medallists to Her Majesty the Queen, Cleave and Company. In an official statement relating to its involvement in making the ring, Cleave and Company said: “We are honoured to be of service and are wishing Prince Henry and his fiancé the very best.” Media estimates put the centre stone at around 2.5-3.5 carats. Estimates of the retail value of the ring have varied widely. The clarity and colour of the diamonds are not known, and so it is largely impossible to give a figure although a similar style and size of ring could sell for at least 170,000 Canadian dollars.
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Engagement Trends
“The ring includes a centre stone from Botswana, a country close to Prince Harry’s heart.” However, the addition of the two diamonds belonging to Princess Diana means it can’t really be given a retail value. It is also expected that, like other brides in a longstanding British tradition of royal weddings, Ms Markle’s wedding band will be made using rare Welsh gold. Prince Harry proposed to Ms Markle while the two of them were in the kitchen cooking roast chicken at home in Kensington Palace, London. They will tie the knot on Saturday May 19, 2018, at St George’s Chapel in Windsor Castle. Harry and Ms Markle have gone against tradition by choosing a Saturday. Royal weddings usually take place on a weekday. News of the royal engagement has triggered strong sales of replica rings. Designed within hours of the royal engagement announcement, online retailer Jewlr revealed that its replica ring, “The Duchess”, had quickly become its best-selling engagement ring style since it went live. Jewlr’s 3D modelling and printing technology allows the company to recreate trends quickly and “The Duchess” was launched almost immediately following the release of royal press images of the couple, and was outselling other ring styles. Searches for three-stone rings on Jewlr’s website have surged. “The Duchess” is available in a range of precious metals, with gemstones both genuine and simulated. The ring is intended to be worn as an eternity ring or engagement ring. Royal engagements and weddings do not occur often enough for the jewellery industry. Although not custom-made, Princess Diana’s engagement ring, a large sapphire surrounded by a ring of diamonds created originally by Garrard, the Royal family’s jeweller, has been copied several times. The ring was given to the Duchess of Cambridge by Prince William on their engagement day and
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is one of the most famous rings in the world. Garrard recently reported they have seen brisk sales of replicas of the ring as recently as January this year. Miss Markle’s engagement ring, perhaps especially because it was designed by Prince Harry should see strong sales in replicas between now and at least several months after May 2018 when they officially wed. CJ
Twitter Analytics for Royal Engagement The impact that the wedding has can be seen through social media. In only three days 664,962 accounts were exposed to the news of the engagement. From this we can say that royal the engagement ring should see strong sales in replicas between now and May 2018
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Cover Story
N I G P E IT E K
SAFE How safe is your Safe? by Ed Gorgulho, Safe And Vault Technician
ONE OF THE MOST IMPORTANT PARTS of any jewellery store business is the store’s safe, and somehow this is usually one of the most overlooked and neglected pieces of equipment. A jewellery store safe is normally one of high quality compared to—or exceeding—most bank safes. These safes are designed to make it incredibly difficult and time consuming to gain access to its contents, unless one has the lock combination or key. So, it stands to reason that when there is a lockout it normally means that you will be without access to your merchandise for several hours, days, or in some extreme cases weeks!
In good shape The safest way to ensure trouble-free service from your safe would be to have it regularly maintained and serviced on an annual basis—but so few stores choose this seemingly simple option. From my experience, I normally get called after many untrained people have already tried to resolve the issue.
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The problem that I see time and time again is that staff and management tend to let a problem with a safe drag on until the safe no longer opens at all (Murphy’s Law predicts this will happen over the Christmas shopping period). A typical story is as follows: I receive a frantic call from either the corporate loss prevention manager or store owner stating that they have a safe that won’t open. This means that they are unable to access their inventory, and need the safe opened as soon as possible. A safe technician is then dispatched immediately and is usually confronted with a high-quality safe that is firmly locked up and won’t open with correct combination or key. During discussions with store staff, it is a common story to hear that the safe has been getting increasingly more difficult to open over the past month or so. There is a universal truth that applies to every safe: a safe related issue will not heal itself. This is normally a very good indication that the safe is about to malfunction, and it is at that point that it would be the most ideal time to call in a safe technician to check the safe.
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Reaching out Another common problem is not knowing who to call when a problem occurs. Most stores or corporate offices will most likely call in the local locksmith. Locksmiths normally specialize in common lock hardware but only dabble in safe work. Safe work is a very small part of what they do which unfortunately means that they don’t always have the specialized tools and experience to do the job. People are often surprised to find out that there are companies that specialize in just safe and vault work. Every jewellery business should have the phone number of their safe and vault technician on hand. Many times this is as easy as placing a safe and vault service company sticker on the front of the safe with the service company’s phone number clearly displayed. You would be amazed at how often a safe-related problem can be resolved just by calling it in and discussing the issue with a safe technician. Make it a point to find a reputable safe servicing company and call them requesting a service sticker be mailed to each store. These are then to be adhered to each safe as a reference the next time an issue arises. Not every interaction with a safe technician needs to be conducted under emergency conditions. General servicing plays a big part of any technician’s day-to-day life. Your store may decide it needs to have a new combination set to the safe after a staff member leaves the company. Maybe it’s time to upgrade an old and worn lock to a new one, or maybe even upgrade to an electronic safe lock. Electronic safe locks could merit another article all on its own, with so many exciting features such as locks that allow multiple users, dual custody entry, time delay, time lock, fingerprint readers, alarm connectivity—the list goes on. Any good safe servicing company will be able to advise you on the options available.
Breaking in The worst thing that no one wants to deal with is the dreaded burglary attempt. Now, no safe will keep a burglar out indefinitely. However, if it is used in conjunction with a good alarm that is monitored, it will buy you enough time to exhaust a burglar’s efforts at breaking into your safe. Normally during a jewellery store burglary attempt, having a decent safe and monitored alarm means that a burglar must rely on quick “smash and grab” tactics. Safes are designed to be very effective at preventing these types of burglary attempts. They will keep your contents secure but unfortunately when you try to open the safe the next day after an attempted burglary, you are met with a dial that has been smashed to pieces or a non-existent turn handle that “used” to be there. Again, this is where having access to a safe and vault technician pays off. Being a safe and vault technician that only specializes in safes and vaults, I use my knowledge of the wide variety of safes that exist combined with my experience when arriving on-site to a burglary attempt to determine the most thorough but least invasive way of opening and repairing the damaged safe. I utilize an extensive database that includes almost every safe and vault that you can think of as research and preparation tools for jobs. Opening a burglarized safe is a complex and time-consuming job but it can be done efficiently if the technician knows exactly what he or she is up against. With the appropriate safe and vault technician contact information, and attention to properly maintaining your safe, there is no reason any jewelry business should ever be locked out of their safe. Whether for maintenance or in an emergency, my hope is that this brief article provides you with the knowledge and information to contact a specialized safe and vault technician to get the job done. CJ
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Tech Showcase
Matrix 9 The Matrix 3D design software, the most advanced jewellery creation software in the world, offers the most complete suite of design tools available today. With their builders, V-ray rendering software and the new addition of Clayoo 2.5 makes Matrix a must have for any jeweller looking to take custom design to the next level. http://gemvision.com/m9/
European Design Welcome to the new age of jewellery where laser welding makes the seemingly impossible jobs now possible. The Laser Welder R-Evo is Italian engineered for a smooth, reliable, and powerful performance. Take advantage of European Design’s free laser training to use laser technology to its fullest potential. Contact info@europeandesign.ca for more information.
SchumacherTech GmbH & Co. KG SchumacherTech GmbH & Co. KG has many years of experience and know-how in the field of wedding ring production. Anything is possible, from the modernization of existing productions to the development of complete production lines. Their strength is the mechanical processing with lathes, diamond-milling machines, engraving machines, tools and much more. www.schumachertech.com
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Asiga® 3D Printers from Stuller Take your custom design business to the next level with Asiga® 3D Printers and let your customers try on their designs before casting them. Asiga is renowned for their innovation and precision, and all machines utilize the same proven technology. The printers come with Composer software, lifetime technical support, and lifetime software updates. Learn more at Stuller.com/Asiga.
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GET NEWS AS IT HAPPENS! FIND IT ON OUR WEBSITE, NEWSLETTER
Trendsetters How CAD Designers influence trends and styles by Mike Lawlor
Tech Column
AS A RETAIL STORE FRONT CAD DESIGNER, I hear from many different clients every day, each one suggesting what they envision to be their unique, custom ring. What do I see when I have these consultations? A lot of the same Pinterest posts, highly popular ring images from the web, or rings that might be extremely similar to what is in my showcase. With help from the internet and social media, it’s extremely easy for customers to see an endless variety of different styles very quickly and form their opinion about what they like. As designers, we end up with requests for designs very similar to idea “A” or a variation of style “B”. So, what is our responsibility when it comes to design and pushing forward with new ideas while delivering what the customer is looking for? The answer is quite simple: hear your customer out. Deliver a design that has the elements of what they are looking for, then add flavour, depth, and your personal style to each piece. Most importantly, push the design to the next level to make the customer happy and your piece unique and special.
Invite challenges Changing designs may be challenging, as some customers come in with an extremely specific vision and any variation from it would be deemed as not what they are looking for. That being said, most custom design customers we see in the retail space have a general idea of what they are looking for, but look to you to be the decision maker on what design elements to incorporate, or how to lay something out in the best way. In these scenarios, instead of taking the easy way out and just designing the basic ring the customer may have mentioned, elevate the design and incorporate additional elements to take the piece to the next level. You owe it not only your client, but to yourself to challenge your specialty in order to improve your skills.
Ordinary to extraordinary When we look at designs, the biggest complaint I hear from jewellers and
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designers is that they are bored of making the same pieces over and over. In some cases, when trying to put together a collection of design ideas in one sitting, it’s easy for designs to blend together as similar, often tossing away tough, creative thinking. Two of our country’s finest designers, Noam Carver and Shelley Purdy from Shelley Purdy Design Studio, offer tips that I consider to be invaluable to designers. “You can’t ever stop thinking about design. You have to be evaluating and looking at ideas, constantly thinking about how you can evolve them and how you can make them better,” says explains Noam. By constantly working on new ideas and adaptions, Noam has been able to not only win multiple design awards, but has also developed an extremely successful bridal line. For Shelly, a great way to avoid repeating a design is by adding her own personal touch to each piece. “When creating a new collection,” says Shelly, “I draw inspiration from many sources. Having an original idea and style is critical to a designer if they hope to be more than a jeweller who copies trends. What most people love is to see something completely new and original, yet has a familiarity that pulls them toward the purchase. Once this is established, a designer can move into their own direction with a unique style they can brand as their own.” Incorporating the familiar elements that a customer shows you is crucial, however what you do with those elements is what makes a piece extraordinary. In this way, each piece differs from the next. Now, I challenge you all to look online and browse through social media, not to copy existing designs but rather to be inspired by them! There are so many new styles and qualities that are breaking the mould of traditional designs. Your job as a CAD designer is to push the boundaries and try new things. Most importantly, don’t let yourself fall in that rut of doing the same, easy designs day in day out. Try out new technologies, and add that personal touch into your pieces to make them new. CJ
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Time is Everything
Don’t steal your potential customer’s time on social media—respect it! by Ryan Holtz
Marketing Magic DID YOU KNOW that the odds of becoming a human are 4 trillion to one? The good news is becoming successful on social media and digital as a jeweller has much more favourable odds, so take a breather, grab your cleaning cloth, and let’s go! In the current digital and social media landscape we are in, social media is the oxygen of our marketing. This means that in a business such as jewellery, referrals and word of mouth have always been intricate to the success and increase of sales. Having a succinct tactical and manageable social media strategy as to how you want to be perceived online by potential jewellery customers is the first step. Execution and highly curated content is the second and most important step. Think about when you go to the jewellery shows and buy your product, you are browsing around with one goal and frame of mind: “What will my customer want to buy and what are their needs?” Treat social media like this when you are curating and cultivating your brand through daily posts—and by posts, I don’t mean sales spam. I actually mean posts that engage and prompt response from your audience. A good rule of thumb is 20 per cent sales and 80 per cent life—we call this content marketing which focuses on the top level of the sales funnel.
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Widen your content horizon Here is an example that backs up my thesis. Over a 100 years ago, Michelin tires used to write restaurant reviews about great restaurants that were on the countryside in hopes that people would start driving out to try the restaurants, ultimately using their tires more which means they would have to stop and get their tires switched out more frequently at one of their locations. This is where the restaurants got their most prominent rating system called the “Michelin Star” from. Did you read what I just wrote? A tire company created so much of an ethos that it was used as a top tier rating system in a completely different industry as it executed on the thesis of content marketing. An example for jewellers would be to start writing about top wedding photographers and DJs as this would attract potential couples who have just been engaged and looking for great wedding vendors!
Bring value So, let’s circle back to my opening remarks about the odds of becoming a human and how they are drastically disproportionate to the odds of being successful on social media. Gone are the days when jewellers were saying “if”
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and now are the days when jewellers are saying “yes” to making people want to stop and get to know them through online marketing. Again, if you were to look at your Facebook, Instagram, YouTube, or website, would it look as shiny as that diamond ring or jewellery case in your store? If the answer is no, then it’s time to switch things up a bit! After all, there is a company called Amazon that seems to be causing major retailers to tap out in a big way. Across North America, foot traffic is down in malls, period. Why wouldn’t it be? Amazon, Uber, and many others have perfected and capitalized on the number one thing humans hold close to them: TIME. So is your social media trying to steal people’s time or actually bring value? The only way for you to truly get what you want from social media, is to give it the respect by taking your customer’s time into account and bringing some massive amounts of value. I hope this article helps to get you thinking tactically and empathetically when marketing using social media. CJ
For great social media tips you can listen to my podcast called The Ryan Holtz Show on iTunes or Google Play or head over to www.RyanHoltz.ca—if you have any questions, reach out to me @RyanHoltz1 on any of the platforms.
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You look what you sell
Your merchandising skills are an investment, your jewellery a tool. Invest well! by Larry Johnson
On Display I DO KNOW A BIT ABOUT DISPLAYING those beautiful things in such a way as to cause people to buy them. In my 30 years in the display side of the business, I have been in a lot of stores and witness some great and far too much of the bad ways to merchandise jewellery. When I was designing displays for large jewellery store chains, I participated to focus groups and surprising market research that resulted in data that influenced our designs and strategies. Market research and focus groups, obviously, are normally beyond the reach of the independent store, however I paid attention. My biggest frustration (thanks for asking) is how retail shop owners seem to give little or no value to the details of how their goods are displayed. They will allow staff with no training to control the display for the simple fact that she or he “likes doing it” or “makes it pretty.” Rant over. So what words of wisdom can I offer to the average jewellery retailer about the business of display merchandising in the cases to increase sales in 2018? Here are a few suggestions I offer to get this new year off to a great start. Try a couple in your store and see if they work for you. 1. Get rid of old worn out displays. Successful stores change out their displays each 5-7 years. It is not an expense but an investment. 2. Replace stock you’ve had in the case for two Holiday seasons- It is a dog and it’s costing you sales by detracting from the viable merchandise. 3. Stop displaying your selection by manufacturer unless people come in your store asking specifically for that brand 4. Offer an attractive financing plan and push it. Some of those big mall stores sell over half of their jewellery on their payment plans. They sell financing, not necessarily high quality merchandise. You will be offering financing on quality goods and that will set you apart.
5.You must look like a $2million store FIRST if you want your $1.25million store to grow to that level. Look like what you want your store to become and you will! 6. Unfashionably dressed people cannot successfully sell Fashion jewelry in your store. I was in a store in Buffalo, NY recently where a lady on the sales team with a “brush it and go” hairstyle was wearing a Bills sweatshirt and Levis. Does the store owner really expect a customer with the buying power to self-purchase a $7000 diamond ring to take fashion advice and ideas from this salesperson? People want a shopping experience and for fashion jewellery, that means interaction with your staff if they look the part. If they don’t, they walk. 7. Read “Predictably Irrational” by Dan Areily. You’ll learn why and how people make what appear to be irrational choices in a very predictable way. Take what you learn and apply it to your store, particularly in your diamond stud program. 8. Put your stores shopping experience and actual jewellery selection on the TV on your wall. For less than the cost of a daily latte, you can have a new slideshow each month on your wall with images of your happy customers, new arrivals, brands, services, Yelp ratings and more on your wall monitor. www.MyStoreMonitor.com 9. Get your staff some training. Send a member to a Visual Merchandising class at the local community college. Suggest they spend the afternoon on a slow day, visiting other shops in the area. Report back on what new display ideas they are using and implement them in your store. Read my book “The complete guide to effective jewelry display.” Go to display seminars at trade shows. Realize that if you demonstrate that display is important to you, you’ll set the tone for your store. Try a few of these ideas in your store and see what happens. Whatever you do, do something new to improve your presentation. It matters. CJ
Larry Johnson is the owner of Larry Johnson Consulting in Colleyville, Texas. His firm works with independent jewellery retailers to help them increase profits by improving the presentation of their merchandise. Additionally, the firm is affiliated with the EDGE Retail Academy. Larry can be reached via his website, larryjohnsonconsulting.com, or email at larry@larryjohnsonconsulting.com.
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GET NEWS AS IT HAPPENS! FIND IT ON OUR WEBSITE, NEWSLETTER
Behind the Social Network Is social media making the jewellery industry safer? by John Lamont, JVC’s Director of Loss Prevention
JVC Column DUE TO THE FACT THAT SOCIAL MEDIA CHANNELS offer such an amazing way to spread information, it’s natural that Jewellers Vigilance Canada (JVC) would use social media to keep our members informed of existing jewellery crime. Because criminals have become much more mobile, it is important to use a media outlet that quickly reaches all parts of Canada. Information on a grab and run theft in Windsor can be sent through a JVC alert via email and reach all parts of Canada almost instantly—and how important would the picture of that suspect be if he was to walk into your business location?
Social media friendly Police Departments also use social media tools to keep the public informed and connected. Police in Toronto, York Region, and other GTA jurisdictions use Twitter and Facebook to put out crime alerts. Surely social media is the loss prevention way forward. JVC is presently changing its jewellery crime website to make it more social media compliant. You will be able to read articles on cell phones without having to enlarge the text, or move back and forth to read the article. You will also be able to report jewellery crime and stolen merchandise to JVC by cell phone. Additionally, there will be articles and videos on Loss Prevention to keep readers educated. When completed, this website (www.jewellerycrimecanada.ca) will be a central clearing house for jewellery crime for members of the industry as well as law enforcement. Improvements on Facebook pages and using Twitter will greatly increase the awareness of crime in the industry.
The double-edged sword Retail theft and street crimes are not new to law enforcement personnel or loss prevention specialists. What is new is how these crimes are being organized—by social media. Gangs of retail thieves and street criminals are using smart phones, text messages, and other forms of social media to orchestrate criminal attacks. Although the threat may appear to outweigh the opportunity, the reality is
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that social media is here to stay and is only going to expand over the coming years. Loss prevention need to adapt to this and ensure they are utilizing social media to their advantage—we must stay one step ahead. We must make sure that all jewellers are aware of what is happening in their area and, in turn, they must share that information with other members of the industry.
Staying connected The best way is to share information by email, tweets, or other social media tools. Knowledge is power and this knowledge will allow us all to better protect ourselves. Not sharing information gives the criminal the upper hand and encourages them to strike again. By networking through social media, we all can build and maintain contacts and relationships with other people. The personal networks which you accumulate over time, both socially and professionally, are invaluable resources. This applies to entrepreneurs, individuals who are looking for a new job, and people who simply require information for a project where external ideas and input can help. Social media can be a win-win for building your business as well as protecting your hard earned profits. CJ
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Ontario M5C 2M6 If you are a dedicated, hardworking sales representative with excellent customer service skills, persistence, WE’RE HIRING! evident passion for the jewellery We’re looking for an Advertising industry, and would like an Sales Representative, and a Social opportunity to work for Larus, Media Coordinator to join our team! please contact Lawrence Shatilla Master Goldsmith/Jeweller Prestigious, established workshop seeking full time, bench jeweller/ at lawrence@larusjeweler.com or 2017-05-02 Please emailwell your resume Vancouver to goldsmith, preferably European trained. Candidate must have514-874-2672. the following qualifications: olivier@rivegauchemedia.com
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Last Word Review
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1. A Change of Greenery Crafted with a 6.67-carat cushion-cut peridot and 0.69 carats of diamonds, this piece by Penwarden Fine Jewellery leaves others green with envy. Exquisite detail work is etched into the 14-karat white gold pendant, demonstrating the true artistry of its maker. Milgrain engraving and a wheat chain also lend a delicate air to the piece, evoking the softness of springtime. ($5,810) 2. The Gold Standard Sleek and stunning, these earrings from Pasquale Bruni’s Sensual Touch collection are the perfect accessories to any elegant ensemble. Inspired by the delicate splendour of leaves, these Italian-made beauties are crafted with gorgeous rose gold and glittering diamonds. With their delicate curves, subtle sheen, and slim design, their decidedly feminine aura is incredibly unique.
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3. Dreaming of Sunshine Made of the nest quality, this Crescendo signature ring is available inlaid with 10-karat, 14-karat, or 18-karat gold or premium platinum. The stunning contrast between the yellow and white diamonds makes this piece an effortlessly classic look. A signature piece in any jewellery box, this ring will light up any room while we dream of warmer weather. ($4,995)
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4. Out of this World Reach for the stars with these Meteorite Fire dangle earrings from Coeur De Planète. Part of the brand’s Fifth Element Collection, these daring accessories are set in 18-karat red gold and feature 0.15 carats of VS diamonds. What’s more, they’re inlaid with 12mm slices of the 4.5 billion-year-old Muonionalusta meteorite, which fell in northern Sweden around one million years ago. One thing’s for sure: these stunners will have your clients over the moon! ($6,200)
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5. Blossoming Pride Celebrate the Canadian spirit with this subtly patriotic piece from Shelly Purdy Studio. This one-of-a-kind ring is made with 18-karat rose, yellow, and white gold, and features a stunning 2.01-carat, ovalcut Canadian diamond from Quebec’s Renard mine. An ornate fleurde-lis design celebrates the centre stone’s French-Canadian heritage, while 28 small round diamonds add an extra touch of sparkle. 6. Animal Instincts They say that elephants never forget, but a perfect memory certainly isn’t needed to remember this three-knuckle ring from Valentine Rouge. Bejewelled with blue and yellow sapphires, blue topaz, and rubies, this exotically-inspired piece is sure to catch the eye—and the heart—of any beholder. Part of the Toronto designer’s Haute collection, this ring is no white elephant, either: crafted in 14-karat gold and oxidized sterling silver, it’s sure to last a lifetime. ($3,500, valentinerouge.com)
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Last Word
Modern meets vintage The Tolu Ring by Porter Gulch is made of 14K gold, and features a deep, natural blue sapphire surrounded by natural princess cut white diamonds. The unique contrast of Victorian and baroque aesthetic truly takes this piece from the bridal collection to new heights. For jewellery enthusiasts with an eye for one-of-a-kind pieces, this timeless, vintageinspired ring offers unparalleled originality. ($2,971)
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