HOW SCHEMA MARKUP HELPS JEWELRY STORES STAND OUT IN SEARCH | AI IS OUR BIGGEST ADVANTAGE AS JEWELERS | BUILDING ON THE MANY INHERENT ADVANTAGES OF IN-STORE VS. ONLINE
FIND YOUR FAVORITE CENTURION EXHIBITORS AT LUXURY, COUTURE, AND JCK
LUXURY BOOTH LUX1221
JCK BOOTH TITIAN-2305
JCK BOOTH L409
ENJOY THIS ISSUE OF MISSION: SALES
As the excitement builds once again for the Las Vegas jewelry shows, we look forward to kicking off the season with the opening of the Luxury show on May 27. This time of year brings together the best in the industry, creating the perfect opportunity to connect, discover, and plan for the months ahead.
This issue of MISSION: SALES has been designed as your guide to navigating the shows and locating Centurion exhibitors across Luxury, Couture, and JCK. Many retailers are using this time in Las Vegas to reconnect with vendors and build on the momentum of successful meetings at CENTURION. To make your experience seamless, you’ll find an alphabetical directory of exhibitors with booth numbers at the front of the magazine, followed by a curated schedule of key events happening throughout the shows.
Be sure to explore the MISSION: SALES Hot Sellers section toward the back of the magazine as well. It’s packed with standout pieces that could become your next bestsellers—perhaps even your perfect find for Holiday 2026.
Cheers, THE MISSION: SALES MAGAZINE TEAM
The Centurion 2019 Park Avenue, Merrick, NY 11566 516-377-5909
news.centurionjewelry.com
CENTURION AT THE BREAKERS PALM BEACH, AUG 30-SEPT 1, 2026
Most customers ask for gold or tungsten because they aren’t aware of what’s available. Every customer, and your bottom line deserve better.
Create a ring in Lashbrook Builder; it’s the best tool for helping clients tell their story and build meaning.
72 HOT SELLERS
SNEAK PEEK SHOW SCHEDULE 68 70 64
MIKE HAUBEN: HOW SCHEMA MARKUP HELPS JEWELRY STORES STAND OUT IN SEARCH
JIMMY DEGROOT: AI IS OUR BIGGEST ADVANTAGE AS JEWELERS
LESLIE MCGWIRE: BUILDING ON THE MANY INHERENT ADVANTAGES OF IN-STORE VS. ONLINE
ADVERTISERS INDEX
BOOTH LUX324
LUXURY
In the quiet where Love speaks. a Miosogno ring says everything.
LUXURY LISTINGS
ALPHABETICAL ORDER
This listing is published for the convenience of our readers. The Publisher is not liable for errors or omissions.
LUXURY LISTINGS
BY BOOTH NUMBER
COUTURE LISTINGS
ALPHABETICAL ORDER
This listing is published for the convenience of our readers. The Publisher is not liable for errors or omissions.
COUTURE LISTINGS
BY BOOTH NUMBER
This listing is published for the convenience of our readers. The Publisher is not liable for errors or omissions.
Custom Display Services & Design
Only Exclusifpak offers hundreds of colors and dozens of fabric types to have your displays “Made To Order” at highly competitive pricing. Simplicity and clean minimalism, with high design and quality, at reasonable prices is our model.
View our catalog on our website or email us to get a hard copy mailed to you.
exclusifpak.com | info@exclusifpak.com
JCK LISTINGS
ALPHABETICAL ORDER
This listing is published for the convenience of our readers. The Publisher is not liable for errors or omissions.
JCK LISTINGS
BY BOOTH NUMBER
This listing is published for the convenience of our readers. The Publisher is not liable for errors or omissions.
Lando Ballroom, Level 4 & Marcello Ballroom, Level 4
JCK ROCKS FEATURING NELLY
09:00 PM - 11:59 PM
Tao Beach & Night Club
COUTURE SCHEDULE OF EVENTS
WEDNESDAY, MAY 27
OPENING NIGHT EVENT
06:00 PM
Raise a glass with friends and colleagues and get a sneak peek of our show floor in advance of our official opening day! Our Opening Night Event is open to ALL COUTURE badge holders.
Show Floor Opens at 6:00pm
THURSDAY, MAY 28
COUTURE AFTER DARK
09:00 PM
The latest edition to our roster of special events, COUTURE After Hours is taking place at Intrigue, Wynn Las Vegas’ newest nightspot. Keep the festivities going with drinks and dessert as a community after enjoying dinner with clients and friends!
COUTURE After Hours is open to Diamond Badge Holders
SATURDAY, MAY 30
COUTURE DESIGN AWARDS
Join your friends and colleagues in the glamorous Encore Theater as we announce this year’s finalists and winners of the COUTURE Design Awards! This internationally-recognized design competition pays tribute to the highest level of design achievement. The COUTURE Design Awards is open to ALL COUTURE badge holders.
HOW SCHEMA MARKUP HELPS JEWELRY STORES STAND OUT IN SEARCH
BY MIKE HAUBEN, CENTURION
READ ARTICLE ON PAGE 68
HOW SCHEMA MARKUP HELPS JEWELRY STORES STAND OUT IN SEARCH
BY MIKE HAUBEN, CENTURION
CONTINUED FROM PAGE 66
New York--Schema markup is a type of structured data that helps search engines better understand your jewelry store’s website. While it doesn’t directly boost rankings on its own, it can dramatically improve how your listings appear in search results. For jewelry stores competing in crowded markets, schema can be the difference between getting ignored and getting clicked.
One of the biggest benefits of schema markup is enhanced search results, often called rich results. Jewelry stores can use schema to display star ratings, product prices, availability, and even FAQs directly in Google search listings. These visual elements increase trust and click-through rates, especially for highconsideration purchases like engagement rings and fine jewelry.
Product schema is especially powerful for jewelers with e-commerce websites. By marking up product pages correctly, Google can show price ranges, “in stock” status, and customer reviews before someone even visits your site. This attracts shoppers who are already ready to buy, not just browse.
Local business schema is also critical for brick-andmortar jewelry stores. It helps search engines clearly identify your store’s name, address, phone number, hours, and service area. When paired with a welloptimized Google Business Profile, this strengthens your local SEO and improves visibility in map results.
In short, schema markup helps jewelry stores communicate clearly with search engines while standing out visually to shoppers. It builds trust, improves clickthrough rates, and supports both local and e-commerce SEO strategies without changing how your site looks to customers.
ABOUT THE AUTHOR:
As the Creative Director for the Centurion Jewelry Show, Mike Hauben has spent the past 20 years immersed in the world of marketing for jewelers. He also runs a digital agency - haubenmedia.com
JIMMY DEGROOT: AI IS OUR BIGGEST ADVANTAGE AS JEWELERS
BY JIM DEGROOT, TRAIN RETAIL
Appleton, WI--Yup, I’m still on my Rory Sutherland kick and in his book, Alchemy, he gives a glorious example of why AI is our biggest advantage as independent jewelers.
I’ll paraphrase for brevity. He explains that retail is slowly going to be taken over by AI and that humans will be replaced with mechanisms. Just visit your local grocer and go through the self-checkout line for proof. BUT, as this happens, people will place a much higher value on the personal touch, personal expertise and personal help. A few examples: Car rentals. You arrive in Phoenix and have a car waiting somewhere. It’s 110 degrees and the shade of the car rental facility is doing nothing to cool you down. Wouldn’t you pay a premium for someone to bring your car to you or at the very least, take your luggage from you, load it onto a hotel-style cart and walk you directly to your car. And then they would explain a few very basic things about the car such as, how to turn on the stereo, how to connect your phone to the car and how to open the trunk and operate the lights. How many of us have struggled with all this as we’re navigating ourselves out of the carpark to our hotel? The personal touch is gravely missing and the car rental companies are missing out on a huge profit opportunity by offering it to us.
NEXT,
THE
ROYAL MAIL.
The English mail service spent millions to try to improve metrics of efficiency, reduce lost mail, reduce delays and increase customer satisfaction. After all their efforts, they learned that the one and only metric that was worth anything was “How happy were the clients with their postal carrier?” Did they know them by name? Did they know when you were on vacation and place your letters on the back porch? Did they smile and wave to you? The personal touch is what matters. They didn’t care if the letter was late. They wanted a friendly postal carrier.
DON’T LET AI SCARE YOU. Use it to your best ability in your business, but as you do this, spend equal amounts of effort training and building a team that takes the term jewelry sales professional to the next level. Yup, I’m tootin’ my own horn here. If you want the very best in training for your sales team and managers, give me a call. Kyle Bullock and I are creating some great options for you. (920) 492-1191. jimmy@trainretail. com. There, horn tooted.
ABOUT THE AUTHOR:
James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via the Train Retail website. Jimmy and his partner Kyle Bullock help jewelry stores grow their profits and their people to fulfill their greater purpose! We do it through one-on-one business coaching, sales training, and leadership development. Contact Jimmy at jimmy@trainretail.com or call 920-492-1191.
LESLIE MCGWIRE:
BUILDING ON THE MANY INHERENT ADVANTAGES OF IN-STORE VS. ONLINE
West Bloomfield, MI--Jewelry stores have moved far beyond luxury in most cases. Experiential marketing for jewelry brands now shapes how customers discover, engage with, and stay loyal to the labels they love. Jewelry stores have become stages from interior design services for multisensory events to invitation-only activations and cultural installations that blur the line between boutique and destination. The brands winning in this climate are those treating every customer interaction as a data point and a relationship. See jewelry store rendering below.
KEY TAKEAWAYS ON THE EXCLUSIVE JEWELRY SHOPPING EXPERIENCE
• Experiences outperform goods. Jewelry consumers are spending more on experiential indulgences on jewelry, a trend that accelerated sharply through 2024 and 2025.
• Exclusivity drives loyalty. Invite-only events and private activations create the word-of-mouth and brand advocacy that paid media cannot replicate.
• Physical stores must earn their floor space. Stores that blend jewelry retail, hospitality, and entertainment into a single experience see higher dwell time and stronger conversion.
• First-party data is the engine behind personalization. Retailers that capture interaction data, not just purchase history, can deliver experiential campaigns that feel genuinely personal at scale.
• AI makes one-to-one engagement scalable. Technology now lets retailers and jewelry brands run individualized outreach, track engagement across channels, and attribute revenue to specific customer relationships.
JEWELRY STORES ARE BECOMING EXPERIENTIAL DESTINATIONS
Jewelry “flagship” stores have been reinvented. Where boutiques once focused exclusively on display and transaction, leading luxury jewelry brands now design spaces that serve as lifestyle hubs—part retail, part cultural venue, and part social experience. The Tiffany Blue Box Café extends the brand’s signature aesthetic into breakfast and afternoon tea. Guests become immersed in the brand’s identity before touching a single piece of jewelry, and they leave with a memory, not just a receipt.
ENGINEERING EVERY SENSORY DETAIL
Experience design in jewelry stores means engineering every sensory detail—sound, scent, lighting, pacing—to reinforce brand identity. Stores that do this well report longer visit times and measurably higher average order values. Interactive mirrors, 3D projection mapping, and AIdriven recommendation terminals are no longer novelty features. They are becoming standard infrastructure for any jewelry stores serious about competing for the attention of premium customers.
The high-end jewelry store market is at a turning point. The sector faces challenges due to slowing global demand, shifting luxury consumer behavior, and rising expectations around digitalization, sustainability, and inclusivity.
The challenge for luxury jewelry retailers will be to maintain exclusivity while adjusting to new price sensitivity and evolving to meet the needs of younger, more diverse luxury consumers.
First, affordable luxury and entry-level categories speak to new luxury consumers. Meanwhile, jewelry and watches stand out as investment pieces among more affluent consumer groups.
Second, luxury jewelry consumers value experience over ownership. The luxury consumer behavior shows that experiences are increasingly prioritized over ownership, boosting the jewelry and immersive events categories. The value of experience goes beyond the purchase of specific experiences and extends to the purchasing of jewelry. The in-store and post-purchase experiences can be enhanced through invitation-only events, VIP access, and exclusive services that help cultivate community and reinforce exclusivity.
Third, exclusivity can be retained in luxury jewelry stores through a scarcity mindset. Offering limited edition collections and one-of-a-kind items is a key strategy. Social media has become a valuable tool for brands to create scarcity and excitement through exclusive online product drops and private virtual communities. In an increasingly digital world, physical retail is evolving into a stage for immersive brand storytelling. See another jewelry store rendering below.
The use of online stories and spaces for research may have become an integral part of the purchasing journey,
but the store experience remains key. Therefore, jewelry stores remain important and can help elevate customer satisfaction in the luxury segment. The significant investment in the brick-and-mortar store introduced LED walls, comfortable seating, drink bars and many more design elements.
LUXURY JEWELRY BEYOND PRICE AND STATUS
While price and prestige have long been key to defining luxury, younger shoppers are looking beyond these features and perceive luxury to be tied to quality, uniqueness, and self-expression. Jewelry is more about individuality and emotional connection. Offering personalization and opportunities to co-create can incite interest among younger generations, who primarily want to express their individuality through jewelry and experiences that reflect that. Bespoke jewelry, customization, limited editions, and opportunities to co-create with jewelry brands resonate strongly, highlighting the shift in luxury consumer behavior toward a personalized demand.
ABOUT THE AUTHOR:
Leslie McGwire™ has over 35 years in tech-business development, interior design, furniture sales and marketing services in retail and jewelry-based businesses. Leslie has won over 25 national design awards, including the prestigious Salon Today and INSTORE Jewelry Store awards. Leslie has a true passion about businesses to create environments that inspire both customers and staff. Visit lesliemcgwire.com for more information.
HOT SELLERS
MSRP $6,501
ALLISON KAUFMAN
GOLD DIAMOND RING
14K Gold Diamond Semi .50 TW (center stone sold separate).
WWW.ALLISONKAUFMAN.COM
MSRP $3,966
ALLISON KAUFMAN
GOLD DIAMOND RING
14K Gold Diamond Semi .33 TW (center stone sold separate).
WWW.ALLISONKAUFMAN.COM
ARIHA
MODERN SAPPHIRE STACK DUO
AR4050
18k gold ring set featuring blue sapphires and diamonds. A sleek, stackable design and everyday versatility— consistently a best-seller for modern luxury clients.
WWW.ARIHA.CO.TH
ARIHA
SAPPHIRE PEAR WRAP RING
AR4897
18k gold multi-band wrap ring with pear-shaped blue sapphires and diamond accents. Bold yet elegant statement piece with excellent sellthrough and high perceived value.
WWW.ARIHA.CO.TH
ASHI COUTURE
AC430102EVRGPBWG
.81 ct diamonds accent the shank and halo, showcasing a 1.83 ct oval cut Paraiba tourmaline at the center. Crafted in 18K white gold, the ring features tapered baguettes along the shank and brilliant cut diamonds in the halo for added sparkle and dimension. Price on request.
WWW.ASHICOUTURE.COM
ASHI COUTURE
OT241032EVSPYG
A refined three stone ring featuring a 7 x 7 mm cushion cut blue sapphire at the center, framed by two .75 ct yellow cushion cut diamonds. Crafted in 18K yellow gold, this design strikes the perfect balance between modern simplicity and classic elegance. Price on request.
WWW.ASHICOUTURE.COM
HOT SELLERS
$4,855
BENCHMARK
THE LONGHORN
Crafted in 14k gold, this 7mm comfort fit band features an engraved longhorn centerpiece with flowing scrollwork, rope edges, and western character, blending rugged heritage with refined everyday wear.
WWW.BENCHMARKRINGS.COM
$3,650
BRILLIANT ELEMENTS
FBN503CFY025
This refined 14K gold bangle features a modern T-style clasp accented with 0.25 Cwt. of round diamonds. Its sleek, polished design offers a versatile and sophisticated touch for everyday stacking.
WWW.BRILLIANTELEMENTSUSA.COM
BENCHMARK
THE OTTOMAN COLUMN
Crafted in 14k yellow and white gold, this 6.5mm comfort fit band features an Ottoman-inspired floral pattern with striking contrast, framed by gear-style edges, blending intricate detail with bold timeless character.
WWW.BENCHMARKRINGS.COM
BRILLIANT ELEMENTS
FE510GFY050
Elegant 14K gold Huggies earrings featuring 1/2 Cwt. of brilliant rounds and marquise diamonds in a sharedprong design creating a continuous, radiant shimmer, making them a perfect, sophisticated everyday luxury.
WWW.BRILLIANTELEMENTSUSA.COM
$3,375
COSTAR
PROFILE ACCENT DIAMOND WEDDING BAND
R15664YB
14K yellow gold band with 0.40 CT diamonds. Clean, stackable profile with subtle brilliance—an everyday essential and consistent best-seller for its versatility and price point.
WWW.COSTARIMPORTS.COM
COSTAR
BEZEL-SET OVAL HALO ENGAGEMENT RING (SEMI MOUNT)
R15708YOV300
14K yellow gold semi-mount for 3.00 CT oval center with 0.32 CT halo. Bezel detail adds modern security—top seller for bold yet refined styling.
WWW.COSTARIMPORTS.COM
HOT SELLERS
DIAMOND MEDALLION FLIP NECKLACE
AP86295D-208Y
Reversible 14K gold medallion pendant with pavé diamonds on one side and a polished, engravable gold back — two looks in one. A bestseller for its brilliance, versatility, and
SAPPHIRE & DIAMOND CONFETTI DUET CIGAR BAND
AA70139MSD-218Y
18K gold cigar band, 12.3mm wide, adorned with scattered sapphires and diamonds atop our signature satin finish — a boldly elegant statement piece customers reach for again and again.
WWW.DILAMANI.COM
IDD LUXE GOLDORA
FEH-0371A45Y4
14K yellow gold hoops with 290 round diamonds totaling 1.25 CTW. A bestseller thanks to their standout sparkle, comfortable fit, and proven in-store performance.
WWW.IDDLUXE.COM
IDD LUXE
FLEXIE
FSBG5515S8YW
14K yellow and white gold Flexie bangle set with 121 round diamonds (0.75 CTW). A best-seller built on flexibility, comfort, and repeat sales retailers rely on.
WWW.IDDLUXE.COM
JEWELS BY JACOB
R5765-HWCSS
Classic halfway band crafted in 14K white gold, showcasing emerald-cut sapphires alternating with brilliant round diamonds. This refined design balances timeless sparkle with rich blue hues, creating a sophisticated piece perfect for stacking. A versatile ring that seamlessly blends modern style with classic luxury.
WWW.JBJACOB.COM
JEWELS BY JACOB
E2056-WGR
Exquisite pear-shape ruby drop earrings set in 18K white gold, adorned with brilliant round diamonds throughout. The deep red rubies radiate passion, while the sparkling diamonds add timeless elegance. Perfect for evening glamour or cherished celebrations.
WWW.JBJACOB.COM
HOT SELLERS
MSRP $3,800
MERCURY RING
YELLOW LAB-GROWN DIAMOND RING
LGD-UDR00499-WY
Indulge in the epitome of elegance with this exquisite 3.60 cttw Yellow LabGrown Diamond Ring set in 14 KT white gold. The centerpiece is a stunning 3-carat lab-grown yellow diamond, radiating a captivating brilliance that is sure to turn heads.
WWW.MERCURYRING.COM
$1,650
MERCURY RING
RADIANT BEZEL LABGROWN DIAMOND RING
LGD-RVR05032T300-GY5
Experience timeless elegance with this Radiant Bezel Lab Grown Diamond Ring, featuring a breathtaking 3-carat radiant shape lab-grown diamond.Set in 14 KT yellow gold, this ring exudes sophistication and modern charm.
WW W.MERCURYRING.COM
MIDAS CHAIN
GARDENIA WIDE BAND
SEMI-MOUNT
MB000156-14B
From our Bouquet of Flowers Collection
A best seller for a reason—this 4mm classic shank and graduated halo design delivers bold structure, brilliant sparkle, and timeless appeal.
WWW.MIDASCHAIN.COM
MIDAS CHAIN
ORGANIC LARIAT NECKLACE
MF047201-14Y
A standout piece, the 2.60mm Organic Lariat in 14K gold is a best seller for its effortless drape and versatile design, made to be worn alone or layered with ease.
WWW.MIDASCHAIN.COM
$120,630 - Full set
SAVOIA
FLORENCE
Homage to an iconic city
Gold 18k and natural diamonds
Versatile and easy to wear, it transitions effortlessly from day to night. It captures the eye in a subtle way— there’s a quiet elegance to it.
WWW.SAVOIAITALY.COM
$147,658 - Full set
SAVOIA
ARENA
Inspired by “Arena di Verona”
Gold 18k and natural diamonds
Royal, regal, and luxurious pieces with an innovative design that stretches to adapt to your skin.
WWW.SAVOIAITALY.COM
HOT SELLERS
MSRP $2,100
SHY CREATION
CORELLI 0.40CT. DIAMOND BANGLE
B22001218ZS
Shy Creation’s Corelli Collection bangle features flexible ribbed gold design accented with white rhodium and brilliant diamonds, offering effortless elegance and comfort. Its sleek, stackable style makes it a versatile bestseller for everyday luxury wear.
WWW.SHYCREATION.COM
MSRP $3,800
SHY CREATION
SHY ICON® LUMERIA 0.40CT. OVAL DROP EARRING
B22001016V3
Our Shy ICON® Lumeria oval drop earrings feature bold, sculptural gold links with a striking mix of baguette and round diamonds, delivering modern edge and brilliance. Its fresh, innovative design make it a standout bestseller.
WWW.SHYCREATION.COM
MSRP $4,499
SMILING ROCKS
THE ART OF EFFORTLESS ROTATION
SRNL-07659WHT
Necklace from the ‘Swirl’ collection, featuring 157 round cut lab-grown diamonds weighing a total of 1.88 cwt., set in 14k yellow gold.
WWW.SMILINGROCKS.COM
MSRP $3,375
SMILING ROCKS
CUTTING EDGES WITH A BOLD DESIGN
SRR-07437WHT
A stunning ring from the ‘Bold’ collection, ring features a pear step cut lab-grown diamond weighing a total of 2.09 cwt., set in 14k yellow gold.
WWW.SMILINGROCKS.COM
HOT SELLERS
MSRP $22,000
UNEEK
WHERE PAVÉ MEETS POETRY
BG7788Y
From Uneek’s Sculpted Collection, this 18KY 50x60mm bangle dazzles with GH SI diamonds— round, oval, pear, and marquise—totaling 4.97ctw. A pavé-rich statement icon.
WWW.UNEEKJEWELRY.COM
MSRP $7,480
UNEEK
A NEW CURVE OF BRILLIANCE
ER7787Y
These Sculpted Collection hoops blend bold ribbed gold with artfully placed diamonds totaling 0.71ctw. A modern, architectural silhouette that elevates every look with effortless shine. Crafted in 18KY.