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Mid-America Jewelry News
SOUTHERN JEWELRY NEWS
Dana’s Fine Jewelry:
Gunderson’s Opens Fifth Luxury Store in Omaha
By Paul Holewa
All about customer service and giving
By Wanda Freeman
European immigrants in the early 20th Century came to America with a singular, driving goal - make life for their family better in a promised land. Such was the case of the Gunderson family around 1907, when Gunder Gunderson left Norway and came to America. Years later, his wife, three daughters and one son George followed.
opened in October. It boasts of 25,000-square-feet of combined retail and operational space in Omaha, Nebraska’s famed Heartwood Preserve, a luxury retail and recreation destination.
Dana Ramseur’s life in jewelry completes a circle that started in Newton, N.C., ventured out a bit, and returned to the storefront where it all started. The proprietor of Dana’s Fine Jewelry grew up in the business, following her grandparents around as they operated Gregory Jewelry on Main Street. She learned to engrave at age 10 and emulated her grandmother on the sales floor. After they sold the store in 1989, Ramseur moved to Roanoke, Virginia, where she worked for a jewelry wholesale company and traveled and did trade shows, then moved to Charlotte, N.C., where she worked in jewelry manufacturing.
George became a watchmaker and opened a jewelry store in 1946. Over the years, Gunderson’s Jewelers made the necessary steps to becoming a leading luxury retail jeweler in the Midwest with five high-end stores. The most recent store
back
the building her grandparents had owned on Main Street was up for sale.
True to his European immigrant roots, the evolution from a small watch and jewelry store to a luxury retail jeweler was based simply on the ambition of creating a better life for his family. George’s first steps in the gem and jewelry industry were as modest as the Midwest itself. At 14, he started running errands for a watch parts house and watchmaker Perry Bergland.
“I was 24 and scared,” Ramseur recalls. There were three businesses in the same building. Ramseur moved into one space and eventually knocked out a wall to occupy two spaces, expanding from 800 to 1,800 square feet. She rents the third space, and she opened a lockable wall between her store and a boutique next door to allow customers of one store to flow into the other.
Perry taught George how to repair watches and make parts.
The opportunity to have her own store came up in February 1996 when Ramseur’s mother told her
Over time George learned enough
ist, according to Brian Gunderson, third-generation jeweler and CEO/owner of Gunderson’s Jewelers.
to open his own repair shop where he fixed watches and made parts for jewelry stores in the area.
George later married Delila Holl-
Ramseur began her adventure as a new retailer with a little help from her friends: “I told the guys I worked with at trade shows that I was opening a store, and they said, ‘What do you need?’ So, they helped me build the merchandise. But for several years before I opened
brook (Dee). The couple had their first child Gary before George served in the Navy in World War II as an instrument special-
Sioux City, Iowa, was home for the Gunderson family. Gunder came from Norway and worked on his uncle’s farm in Mankato, Minnesota. The then burgeoning meat packing plant in Sioux City was a driving force to relocate. When George returned from the war he opened up shop in downtown Sioux City at 613 Nebraska Street next to the Victory Theater. “It was where most commerce happened in town and he was fortunate enough to find an affordable space,” says Brian.
Please see Gunderson’s page 4
Maximizing the AGTA GemFair Experience On The Hunt for Great Emeralds
Maximizing the AGTA GemFair Experience On The Hunt for Great Emeralds
By Deborah Yonick
By Deborah Yonick
Considered the premier wholesale show in the global fine gemstone industry, the American Gem Trade Association (AGTA) GemFair Tucson offers a onestop-shopping/learning/network ing experience that pays off in many ways.
Considered the premier wholesale show in the global fine gemstone industry, the American Gem Trade Association (AGTA) GemFair Tucson offers a onestop-shopping/learning/networking experience that pays off in many ways.
Now in its 43rd year, the AGTA GemFair, at the Tucson Convention Center, Feb. 3-9,
Now in its 43rd year, the AGTA GemFair, at the Tucson Convention Center, Feb. 3-9,
latest in tools, technology, and supplies.
latest in tools, technology, and supplies.
Selection of unique, colorful offerings of Kimberly Collins Colored Gems. Photos Jeff Mason Photography
vice Custom Design Studio - featuring GM Casting House, Master Casting and CAD, and Star Gems - that can transform loose gems purchased into bespoke designs.
vice Custom Design Studio - featuring GM Casting House, Master Casting and CAD, and Star Gems - that can transform loose gems purchased into bespoke designs.
In addition to the magnificent gemstones sure to get jewelers’ adrenaline pumping, Krainz Creations is sponsoring a race car simulator that offers showgoers the thrill of high-performance racing from the safety of the gem
In addition to the magnificent gemstones sure to get jewelers’ adrenaline pumping, Krainz Creations is sponsoring a race car simulator that offers showgoers the thrill of high-performance racing from the safety of the gem
By Diana Jarrett
By Diana Jarrett
It is not news that jewelry enthusiasts adore emeralds. The delightful stone with its ancient provenance continues to rank at the pinnacle of beloved gems for jewelry fans. Where they come from and what treatments they have, if any, factor into their desirability and value.
It is not news that jewelry enthusiasts adore emeralds. The delightful stone with its ancient provenance continues to rank at the pinnacle of beloved gems for jewelry fans. Where they come from and what treatments they have, if any, factor into their desirability and value.
But it becomes news when obscure deposits with quality goods wind their way onto the international stage. Newly discovered sources pique the interest of dealers and retailers. Will they be superior to products currently available? If so, how should we promote the new variety? And what’s the right price?
But it becomes news when obscure deposits with quality goods wind their way onto the international stage. Newly discovered sources pique the interest of dealers and retailers. Will they be superior to products currently available? If so, how should we promote the new variety? And what’s the right price?
The challenge of locating new emerald deposits is complicated by their isolation in the remote corners of earth. Read that as “exceedingly difficult to access.” But the same struggle in finding them also adds to their allure. Many jewelry fans only become familiar with exotic lands after they acquire a gemstone from there.
Please see AGTA page 16 Please see Hunt page 34
The challenge of locating new emerald deposits is complicated by their isolation in the remote corners of earth. Read that as “exceedingly difficult to access.” But the same struggle in finding them also adds to their allure. Many jewelry fans only become familiar with exotic lands after they acquire a gemstone from there.
Inside Dana’s Fine Jewelry
Left to Right: Panjshir emerald rough, Laghman preform rough shaped, and faceted emerald from Laghman District, Afghanistan. Image courtesy KashmirBlue; Ed Cleveland
Founders of Gunderson’s Jewelers, George and Delila “Dee” Gunderson.
Left to Right: Panjshir emerald rough, Laghman preform rough shaped, and faceted emerald from Laghman District, Afghanistan. Image courtesy KashmirBlue; Ed Cleveland
Dana’S
Continued from page 3
GUNDERSON’S
Continued from page 3
the store, I would return and do jewelry shows at the little frame shop on the same street my grandfather had his jewelry store, I started accumulating clients before I opened in 1996.”
Part of the store’s business involves creating pieces by request, at a rate of about five orders a week.
Dee worked the front of the house and did the bookkeeping while George repaired watches. In his early teens Gary was doing his share of work in the family store. Gary took the earn-whileyou-learn path with his folks. Dee taught him how to string pearls and beads while George schooled Gary on clock and watch repairs.
“A lot of people look at pictures and go ‘I wish. I wish this ring was not so large, or it had
After high school Gary attended Elgin Watch College. During his time in Elgin, Illinois, he met Betty Hopp. They married and moved back to Sioux City and worked in the family store. At this point Gunderson’s expanded their product lines with jewelry, watches and small appliances.
In 1968, the Gunderson family business upped their retail game and started on the path of becoming a luxury retail jeweler with a move to 520 Fifth Street. The half-block relocation was a small move in terms of distance, but was a significant step in becoming a modern jewelry store with additional bridal jewelry, custom designs and fashion jewelry.
“There were now four Gunderson’s working together,” says Brian. “They were soon joined by Dee’s best friend Faye Jones and they eventually added another watchmaker, Ron Strawn, a jeweler and a salesman, Richard Danielson.”
more diamonds, or the stones were smaller,’ and I would tell the customers, ‘If you see a picture of something you like, take all your wishes of what you like and what you do not like, and we’ll design your dream ring.”
Ten years after the move Brian joined the family business officially after completing his Graduate Gemologist certificate from the Gemological Institute
Ramseur also likes to repurpose jewelry people no longer
wear by giving them ideas and suggestions.
“Jewelry is so sentimental, but sometimes pieces inherited they don’t like, so we can redesign a ring into a pendant, for instance,” she says.
of America (GIA). With the next generation in place, and the family benefiting from four decades of sales and service, the store moved to Terra Centre in 1987an office building built by Terra Industries. Gunderson’s secured a 2,000-square-foot retail space.
Ramseur relays specifications to CAD designers in Charlotte, California, and Thailand. In-house, she has six people, one doing jewelry repair and the others on the sales floor and office work.
“Business in the Terra location grew the business by over 100 percent the first year, and continued to have steady growth for many years with many expansions, more than doubling its size,” says Brian.
The Terra Centre store’s level
Her custom engraving offerings include popular sentimental
of fine jewelry, watches, and services allowed Gunderson’s to become an authorized Rolex dealer. This cemented the family name as a luxury retail jeweler. With that success came company growth along with the promise of the next generation of family business owners with Brian’s wife Kathy joining the team doing accounting work.
happy birthday. Videos, which Ramseur has done for about ten years and has posted on Facebook, cover a variety of subjects.
tomers, not just to sell things, but how to clean and care for their jewelry.” She has advised more than one customer to flip their rings to avoid uneven wear on the prongs from wearing it the first time and never taking it off.
“Customer service is very important, and it’s gone out the window at a lot of places. I believe
Before expanding to multiple stores Gunderson’s purchased a diamond mine in Brazil and a production facility in Rapid City, South Dakota. The diamond mine was a collaboration between diamond cutter people in the mining
items such as thumbprint pendants, and pieces made of memorial ashes. Another item that connects with people is the BitOfMe audio pieces, where a decorative soundwave is engraved onto a piece and a QR code lets the user access a treasured sound, such as grandmother’s voice wishing
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Editor, Bill Newnam
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Administration and classified advertising
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Staff Writers
Wanda Freeman
Paul Holewa
Diana Jarrett
Deborah Yonick
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Larry Johnson
Chuck Koehler
Josh Polsky
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Any views or opinions presented in this publication are solely those of the author and do not necessarily represent those of Southern Jewelry News.
business, according to Brian. “It was sold after five years,” says Brian. “It was more of a marketing success than a mining success.”
Also, Black Hills Gold manufacturing brought a lot of jeweler talent to the area. Gunderson’s Rapid City facility allowed them to produce more of their own inventory and became a hub for inhouse custom work. That manufacturing work was later moved to a 12,000-square-foot facility in Sioux City which also serves as Gunderson’s headquarters.
in really listening to the customer - not just trying to sell something. I think that sets us apart.
ing to fix a $5 necklace or a $5,000 necklace, I treat them the same. A big complaint I have is how people look down on customers with less-expensive pieces: ‘Oh, we
With acquisitions, production successes, and explosive sales growth, Gunderson’s was positioned nicely for a second store. Throughout the 1990s, Sioux Falls, South Dakota, grew to become a lucrative market. In 2000, Gunderson’s opened a second store there.
The Gunderson name became known throughout the industry. And, familiarity with the family’s successes grew in tandem. In 2013 and 2019, a watch supplier asked if Gunderson’s wanted to be in additional markets. With the support of this supplier Gunderson’s opened a third store in Omaha, Nebraska (2013),
and a fourth store in Fargo, North Dakota (2019).
don’t do costume jewelry.’ It may not mean anything to you, but it’s important to them. If there’s a will, there’s a way.”
Ramseur says her favorite part of the jewelry business is getting to know customers.
“I’ve known some customers for 25 years, I pierced their ears when they were 2, and now they’re getting married and inviting me to their wedding.”
Ramseur herself has been married 25 years and has a 24-year-old son in California. She’s a regular at the Atlanta Jewelry Shows and attends them twice a year for 28 years.
“I love the Atlanta Show. I know everybody, it’s easy to get around, easy to shop, and it’s close to home.”
A Rotarian, she places a high value on community service.
Growing the Gunderson’s brand later included the acquisition of JB Hudson, a familyowned Minneapolis, Minnesotabased jewelry store. JB Hudson owners approached Gunderson’s “through a series of random acquaintances,” according to Brian. JB Hudson in downtown Minneapolis closed (temporarily) only when the building of the Wayzata Gunderson’s store was complete. The JBH staff/ store relocated and opened the Wayzata Gunderson’s location in 2022. There was always a plan to relaunch the iconic JB Hudson brand, but a time frame was never in place, it was more about finding the perfect location. When the opportunity to be in the Galleria in Edina opened up, that’s when relaunching JB Hudson began, opening in the Galleria near the end of 2023.
Shortly after Hurricane Helene ravaged western North Carolina, Ramseur obtained a medallion designed by Southern Gates and engraved with WNC and a heart and used it in a fundraiser; she also collected supplies and coats and donated a percentage of sales to Carolina Relief for Western NC.
“One thing about doing business in a small community is that you need to give back,” she says.
The addition of four stores happened quickly over two decades. It was time for a pause and some reflection. The Gunderson’s always knew the Village Point store in Nebraska was a space they’d ultimately outgrow. And, they definitely wanted the benefits of their own four walls. In 2022, construction began on the 25,000 square-foot Heartwood Preserve store, which opened in October.
Dana’s Fine Jewelry has been named best jewelry store in Newton a number of times, and Ramseur credits her customer service for helping her stand out from the competition.
“If I could get the people that shop in the malls to come in, I could change their minds. They would understand shopping local - you get better quality, service, and price.”
The new store wasn’t built as part of Gunderson’s 80th anniversary in 2026. It is, however, a crowning achievement for the family business and pays homage to the Gunderson’s journey started by George and Dee in a small store, in a small town, in the Midwest.
Any views or opinions presented in this publication are solely those of the author and do not necessarily represent those of Southern Jewelry News.
Dana’s Fine Jewelry in Newton, North Carolina. Store-owner Dana Ramseur with her husband, Scotty, at the 25th Anniversary celebration.
If a customer wants it, Dana’s can make it!
Gunderson’s in Fargo, North Dakota.
The purchase of a diamond mine brought lots of publicity to Gunderson’s.
Gunderson’s purchased JB Hudson, a family-owned Minneapolis store.
Gunderson’s newest store is in Omaha, Nebraska.
The Retailer’s Perspective
Happy New Year!
By Chuck Koehler
I think this is where we’re all supposed to say: “Wow, I can’t believe it’s already January!” This New Year comes with a lot of changes moving forward. There is a new administration in Washington, and the country is going to be moving in a different direction than the path that we’ve been on for the last 4 years. But, with all of those changes coming up, there are some things that should never change. Our industry is unlike any other industry
in the world. We face threats and challenges that are unique to us. Below are a few things that should never change.
Lock your doors at homealways
When I started jewelry school in late 1800s (at least it seems that long ago), one of the very first things they started drilling into our DNA was our personal safety, and the safety and security of the jewelry that was under our care and control. Something they used to tell us was that one of the easiest places to gain access to
the valuables that criminals want to take away from you is at your house - at about 2:00 in the morning. While at work, most of us always have our heads on a swivel. We’re always paying attention to what is happening in our places of business. But, once we set the alarm, lock the door, and get about a mile away, we all tend to relax those tendencies a little bit. The one thing they drilled into us was to get in the habit of always locking your doors at home because that is where you are most
vulnerable. It’s an easy thing to do, but a hard thing to get in the habit of doing.
Always keep jewelry on your person when transporting Yeah, I know, you don’t want to carry it around while you run a few errands before you get to your final destination to drop it off somewhere. I’ve heard people say things like, “But I hide it so well in my car that no one would ever find it.” Yes, I understand. But what happens if your car gets stolen? The car thief probably won’t find the jewelry either. But the jewelry is still just as gone as your car. And, most of the time, that is not an insured loss. If it’s taken from your person, it is usually covered by your insurance. Never leave jewelry unattended on the counter
This is another one of those things that they drilled into us on day one, and every day after that as well. It seems like a no brainer. It’s expensive stuff that should never be left just laying around. But, believe it or not, I actually did that very thing the other day. I was in my showroom waiting on a couple that have been my customers for decades. The wife had never been to my current location, so I gave her and her husband a quick tour of the place. My showroom is small, but the rest of the place is pretty spacious, and she was impressed. As we were walking back into the showroom, I noticed that I had left her 3 carat diamond solitaire just sitting on the front counter.
The fact that we were the only three people in the store at the time, and the front door was locked, didn’t matter. I couldn’t believe that I had done that. I don’t remember ever doing that before. Oops.
Never let anyone see your safe
I know this is not possible in some circumstances, but if you can keep your safe out of sight, you should. And here’s why. Most safes have a TR-TL designation, followed by a couple of letters and numbers. TR stands for ‘torch resistant’, and TL stands for ‘tool latency’. The numbers that follow are usually 15 or 30. Those are actually the number of minutes the safe is designed to resist an attack by torch or tool.
Safes that were manufactured in the last 20 years or so, usually have an ‘x’ followed by a number as well. This is the number of sides the safe is reinforced.
Please see Chuck page 40
Chuck Koehler
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“The
only thing we have to fear is fear itself!”
By Larry Johnson
Thanks, Franklin D. Roosevelt for these words. Sometimes, my clients are hesitant to make changes in their displays or overall stores due to plain old-fashioned fear. They see the need but are immobilized by the unknown. Sometimes it can be a fear of the investment required. Or a question of whether the change will pay dividends. I have even seen a concern about alienating the store’s established customer base - “We don’t want the store to look too nice and polished or people will think we are too expensive.”
During a consulting visit in
the early fall of last year, I met with a client that had a “perfect storm” of all these concerns. This family-owned store was a small location that was over 100 years old. The store prided itself on being like “your grandmothers old jewelry box” where clients would rummage through the showcase in search of treasures.
The store wasn’t very large. The cases were not 1-level jewelry cases but full view cases that had multiple glass shelves inside. The inventory was packed inside in trays that mostly held 12 rings or 16 pads of earrings.
I saw the most expensive ring in the store (a $54,000 cushion cut diamond fashion ring) buried in a
tray with 11 other rings that were less than 1/5th that price. There was virtually no space inside the case left unoccupied. When I first walked into the store, I was overwhelmed with the challenge of making order of this explosion of jewelry.
In the following day, I edited the showcases selection of “no or slow sellers” and duplicates. I prioritized the merchandise putting the higher end pieces (we wanted most to sell) in the dominant places in each case. I highlighted the most important piece in each case with a feature display. I put that cushion cut diamond ring in a special display to be certain anyone examining that case would be
sure to discover it. We collected the components of our “Top 10 Gift Ideas” collection and put those in the case. I removed extraneous clutter from the sales area and redid the wall cases to feature only large pieces. I suggested we consider expanding the jewelry area of their store selling space into an adjoining room that held giftware, but the owners were hesitant (fearful) of losing the “jewelry box” look. The client was happy with the changes we did implement and after a few more adjustments; I left for the airport home.
When my plane landed, I had a voicemail from the client asking me to call immediately. When I
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called, I learned that the $54,000 cushion cut ring had sold 45 minutes after I left the store. That ring that had been in inventory for 17 months and it had just sold at full price.
Over the next few weeks, I kept in touch and learned that several of the Top 10 Gift items were also selling. Salespeople felt the new case organization made it easier to find special pieces. It was easier for them to sell-up. It was November when I got a call asking me to come back to the store and talk further about the expansion I had proposed earlier. During that subsequent visit, we brought in a showcase manufacturer and spoke to a lighting supplier. I designed the new space in the center of the old giftware space. The new cases would sell new jewelry and the old previous space would focus on estate merchandise, also in new cases.
A new checkout area would provide a second place to ring up the sales. The wall cases would be removed. The estimate for the entire project was just into six figures. The owners had moved from cautionary fear to a position of taking charge of their future with a calculated investment. We made plans to move out old and excess merchandise to make room and generate cash. Everyone went to work at his or her appointed tasks.
The showcases and new overhead LED’s were installed early the first week of February. We installed the new displays at the end of that week. Despite the fact that we more than doubled the showcase space in the store, we actually reduced the overall number of pieces offered in total. Finally, we then trained the staff on how to sell from the new arrangement and reopened the store February 8th.
I got a call from the client exactly seven days later with the happy news. The increase in sales in the first week after the remodel had generated enough profit to completely pay for the entire remodel! That amounts to over $100,000 in gross margin in 6 selling days. Salespeople were ecstatic and obviously, so were the owners.
The Story Behind the Stone Mixed Company
By Diana Jarrett
The story of metal alloys is the story of civilization itself. Today we enjoy the benefits of precious metal alloys in jewelry. But we also take it for granted.
It strengthens the primary metal; it also changes its color. And in doing so, the setting becomes integral to jewelry design itself. We owe this modern benefit of combining metals to our ancient ancestors.
Ancient Metallurgy
You might be surprised to learn that alloys were originally found in meteoric debris. Iron, a naturally occurring alloy of nickel and iron, is the main component of iron meteorites. In ancient days, no metallurgical processes were known to separate iron from nickel. So the early serendipitous alloys were used “as is”.
Meteoric iron could be utilized in making basic objects like tools, weapons, or nails. Some
early cultures shaped this alloyed metal by cold hammering it into knives or arrowheads. Yet meteoric iron was considered rare and valuable, and ancient people had difficulty working with it.
People of early cultures experimented on working with the great variety of natural metals available on earth. Copper was found worldwide, along with platinum, silver, and gold which were later used for both tools and jewelry.
Around 10,000 years ago in the Anatolian mountains of Tur-
key, humans figured out how to smelt metals like copper and tin from its host metal, ore. Then closer to 2500 BC, people began alloying the two metals to create bronze, a much harder material than its separate ingredients. Ancient civilizations experimented with mixing various metals, to see what resulted - such as hardness, toughness and melting point.
Getting Fancy with Alloys
But as cultures developed, people moved on to alloy metals for purely aesthetic purposes. For example, ancient Egyptians loved their gold and often alloyed it with copper to achieve a highly dramatic red-gold. They also mixed it with iron and created a bright burgundy-gold. During this period of gold experimentation, artisans often alloyed with silver or other metals for artistic reasons, to see just what color of gold resulted. These newly mixed metals were valued for their greater strength than each metal alone.
Mixed Company in Modern Times
We’ve come a long way since our ancestors played around with metals, but we’re still discovering new ways to alloy metals for making luxury goods. The combinations of metals, their relative proportions and the number of them used to make an alloy can vary as much as the metallurgist wants.
Platinum, Please
Platinum jewelry found favor with the posh upper crust during the Art Deco era. It also became preferred for its hypoallergenic properties. Britain’s Queen Mother, a platinum devotee, cherished her 1920s era platinum emerald shaped diamond engagement ring. Today it’s worn by Camilla, Queen Consort.
Now, platinum is finding its popularity once again. In Japan, it’s a wildly popular jewelry metal. But since platinum is exceedingly soft, its alloys are palladium, and iridium, or sometimes ruthenium, the last alloy increases its hardness while maintaining
Please see Jarrett page 12
Diana Jarrett
Gold melts with other metals.
Photo Guardian Gold
Naturally occurring metal alloy made tools in ancient times.
Continued from page 10
the material’s oxidation resistance. Cobalt is occasionally used as a platinum alloy to strengthen the metal and also costs less than the other added metals.
Gold Tones
While platinum is always a white metal, opting for gold offers an array of precious metal tints. Gold is a unique metal with its malleability, allowing it to be formed into any shape. But pure gold is so soft that it’s rarely used for jewelry making. Gold is alloyed with other metals to improve its strength and modify the tint. 10K, 14K and 18K are common gold purity measurements especially in the US.
18K yellow gold for instance may combine 75 % pure gold along with zinc and/or cobalt,
plus silver and copper.
Opting for white gold requires another recipe, alloying pure gold with zinc and/or palladium, nickel and copper. White gold may revert to a yellowish tinge over time with daily wear. So white gold jewelry requires rhodium plating (and sometimes replating) to maintain its pristine white appeal.
Rose or pink gold has a loyal fan base today with modern brides. Wedding jewelry made from gold featuring the pinkish tint exhibits a super feminine and romantic vibe. To get this blushing tone, gold is alloyed with copper.
But some artisanal designers are offering other gold tones in their collections for a look of
greater individuality. Green gold, used by some jewelry artists is an alloy of gold and silver. As a jeweler, it’s easy to forget how interesting these facts are to the general public. But they may be completely new to our customers. When showing a special item to your client, you may be surprised at how intrigued they are to learn about gold and platinum alloys. This metal combining has roots as old as time itself.
Award winning trade journalist and gemologist Diana Jarrett is a Registered Master Valuer Appraiser and a member of the Association of Independent Jewellery Valuers (AIJV). She’s a popular speaker at conferences and trade shows. Jarrett writes for trade and consumer publications, online outlets, her blog: Color-n-Ice, and www.jewelrywebsitedesigners.com. Contact her at diana@dianajarrett.com, visit her website at www.dianajarrett.com, and follow her on Facebook and Twitter (Loupey).
FEaR
Continued from page 8
In my practice, I find many independent jewelers talk themselves out of store growth by thinking that having the cheapest price and a huge selection presented in long rows are the keys to their future. I can tell you it isn’t.
Presenting your inventory in an attractive way that matches how customers shop; Guiding your customers toward the pieces you want them to buy; Acknowledging the power of effective jewelry display and using it to underscore value, not price; Helping your sales staff be more effective by giving them showcases that amplify rather than hinder their efforts; These are the real keys to store growth.
Put away your fear of the customer’s shopping priorities, motivations and idiosyncrasies and take charge of the sale.
FDR was right.
Larry is the founder of Larry Johnson Consulting Group, a world-wide jewelry merchandising and marketing advisory firm based in Colleyville, Texas. He is the author of “The Complete Guide to Effective Jewelry Display” and a frequent speaker at jewelry events. His firm has worked with hundreds of independent retailers to improve their sales through better display merchandising. He is the holder of 6 US patents for his display products. He can be reached at Larry@LarryJohnsonConsulting. com or 817-980-2135. His website is www.LarryJohnsonConsulting.com.
Queen Camilla wears a family heirloom platinum engagement ring.
Rose gold is more popular than ever. Photo NCY Jewelers
Rembrandt Charms to celebrate 55 years of cra smanship and legacy in 2025
(BUFFALO, N.Y.)Rembrandt Charms proudly marks its 55th anniversary, celebrating a legacy of craftsmanship, innovation, and unwavering commitment to quality.
Founded in Buffalo, New York, in 1970 by Christopher Lux, the family-owned company began with a simple mission: to provide retail jewelers with access to the finest quality charms, the most extensive charm collection in sterling silver and gold, unparalleled customer service, and a business-building charm program designed to generate sales and foster lifelong customer relationships.
For over half a century, generations of charm collectors have turned to Rembrandt Charms to commemorate their most treasured life moments, adorning bracelets and necklaces with keepsakes that tell their personal stories. Many charms are converted into cufflinks, lapel pins, or earrings as well.
Christopher Lux started the company in humble beginnings, initially operating out of his parents’ chicken coop and traveling across the country in his station wagon to meet with retailers. As the business grew, operations expanded to his basement - a move so significant it required dynamite to enlarge the doorway to accommodate a new computer system. Today, Rembrandt Charms has grown into a global leader in the jewelry industry, with over 150
10cttw
15cttw
employees in Toronto, Canada, and 50 employees in Buffalo, New York.
Now available exclusively through more than 10,000 retail jewelers worldwide, Rembrandt Charms remains the trusted source for charm collectors and jewelers alike.
“For 55 years, we’ve had the privilege of helping people capture their most sentimental memories through our charms,” said Eric Lux, President of Rembrandt Charms. “We’re honored to be a part of our customers’ lives and to support our retail jewelers with a program that continues to thrive and evolve with time.”
Each piece in the Rembrandt Charms collection is manufactured in the United States or Canada and comes with a Lifetime Warranty, underscoring the company’s commitment to quality and craftsmanship.
Rembrandt’s new Personalized Collection includes same-day-shipping and enables retail jewelers to offer personalized charms with high resolution painted images and custom engraving. “By manufacturing in North America, Rembrandt Charms provides superior quality, selection, and delivery times,” says Lux.
For more information about Rembrandt Charms and to explore their charm collection visit RembrandtCharms.com.
12cttw - $3300
13cttw - $3600
15cttw - $3800
Oval Cut Lab Grown Eternity Bands (Emerald)
Christopher Lux founded Rembrandt Charms in 1970.
Current Rembrandt President Eric Lux with his wife Amanda and their two boys.
from page 3
Upstairs from the GemHall jewelers will find finished contemporary and estate jewelry exhibitors in the Grand Ballroom. And, lining the expansive hallway of the Galleria are trusted industry professional services, four world-renowned laboratories, and leading trade organizations, with Jewelers for Children, a new AGTA GemFair Tucson partnership, a new addition.
In the convention center’s recently remodeled event and meeting space, AGTA presents its Inspired Seminar Series, sponsored by the American Gem Society. Included in the offerings is an explanation of the new RapNet Gemstone Trading Network, a platform for buying and selling loose gemstones from AGTA members, with AGTA CEO John W. Ford, Sr.; a look at the changing field of gemology with James E. Shigley, distinguished research fellow, GIA; and the popular “Colored Stone Price and Market Trends” with Stuart Robertson, president, and Brecken Branstrator, editor of Gemworld International.
Live gem cutting demonstrations continue in this space, sponsored by Tucson Todd’s Gems, with Nadine Marshall of @ilovegreenrocks on Instagram and Tumbled Upon Faceting, and
Best of Show - Spectrum: Joseph Dardashti, Joseph Dardashti Ltd., Sophia D. Karmel (co-founder) - Platinum and 18K yellow gold “SOPHIA D En Tremblant Butterfly” brooch featuring Emeralds (0.55 ctw.), Rubies (3.02 ctw.), Sapphires (0.65 ctw.), and Diamonds (7.55 ctw.). Photo Jeff Mason Photography
acclaimed lapidary Larry Woods. Other workshops are available courtesy of MJSA Journal Live Jewelers Bench, sponsored by A & A Jewelry Supply, with Rémy Rotenier and Melissa Muir. Show Prep When preparing for GemFair
Engagement Rings -1st Place Niveet Nagpal, Omi Gems, Inc. - Platinum ring featuring a 10.08 ct. tsavorite Garnet accented by tsavorite Garnets (0.60 ctw.) and Diamonds (0.66 ctw.). Photo Jeff Mason Photography
Best Use of Platinum and ColorCraig Slavens, Luxe Fine Jewelry - Platinum “Blue Me Away” ring featuring a 13.59 ct. bezel-set cabochon cat’s eye blue Topaz accented by ombre blue Sapphires (2.16 ctw.) and Diamonds (1.45 ctw.). Photo Jeff Mason Photography
Tucson, Ford advises jewelers to take a serious look at their inventory of finished colored stone jewelry.
“Identify what gems you need to restock, that are missing, and areas to expand like engagement and men’s bridal, where colored gemstones are hot,” says Ford. “Make a list, if not by gem variety, then by predominant color, size and dimensions, and set a budget for each. Having a basic list will help you shop the show.”
larly Paraiba and rubellite tourmalines and tsavorite and Malaya garnets.
The contest also saw more finished jewelry with fancy cuts, particularly ovals, cites Ford, as well as fantasy-cuts and carved gems as the focal points, trends
Cutting Edge Best of Show: John Dyer, John Dyer Gems - 33 ct. Rock Creek, Montana, Sapphire titled “The Montana Sun Sapphire”. Photo Jeff Mason Photography
consistent with the prior year.
This year’s Awards unveiled a new Engagement Ring category, which Ford said received 21 entries, all top quality. “Winners represent some of the finest, rarest colored gemstones from which a consumer can choose, such as the First-Place winner, a 10.08 carat tsavorite garnet set in a platinum ring with tsavorite garnet melee and diamonds. Tsavorites are rare in this large size.”
Bridal Boost A standout for Collins in Spectrum was the versatility in designs, with lots of convertible styles. “There’s a new awareness that your jewelry doesn’t have to look like everyone else’s. It’s cool to be unique, especially in bridal!” She describes “juicy bright hues for bridal earrings, lots of multi color rings, and Toi et Moi styles.”
Kimberly Collins, AGTA board president and owner of Kimberly Collins Colored Gems concurs, adding that jewelers should leave time to explore new gems and colors. “Try something new that your clients have not seen before. Take some risks with your color case!”
With that in mind, Ford advises jewelers dedicate a portion of their budget to what “wows” them while shopping. “A wow gem could be anything from A to Z in color, but if you love it, buy it, you’ll sell it!”
Natural color, in general, is selling very well, Ford underscores, noting that the growth of sales in multi color tourmalines and garnets in jewelry, from rings to earrings is “astounding.”
In fact, trends in the latest AGTA Spectrum & Cutting Edge Awards show many entries featured these gem varieties, particu-
color gemstones in a traditional market dominated by natural white diamonds, says Ford, who concurs that the sales of natural colored gemstones increased with the general instability of the diamond market. “The gem market is stable, prices are steadily rising, and consumer demand is outpacing the supply.”
Top Takeaways
In addition to finding exceptional gems and gem-set jewelry at GemFair Tucson, jewelers can nab key takeaways to help them build their gemstone business, says Ford.
First is knowledge. “AGTA has an extremely informative seminar series, curated by Somewhere In The Rainbow’s Shelly Sergent, that is designed to inspire,” Ford says. “I encourage everyone to review the seminars, gain knowledge, and have some fun.”
Undoubtedly, the colored gemstone industry has benefitted from the rise and fall of lab-grown diamonds, which hurt the value of natural diamonds and hurt the end consumer, says Collins. “Where consumer confidence has waned around diamonds, many consumers are requesting more color for bridal and their high fashion jewelry.” She describes sales of the precious gem trio “as hot as can be,” with emerald “insane.”
While Collins’ most requested gem for bridal has been sapphire, she says it’s not just traditional blues that are selling. “I’m seeing a wide range of sapphire colors requested for bridal, teals, slate blues, icy purples, brighter pinks, even oranges. Many diamond-only designers are jumping on the color bandwagon. Retailers who’ve always pushed color are reaping the benefits!”
When established markets see segmentation you often see expansion or contraction of products like the growth of natural
Second is relationships. “When walking the show just don’t think of what’s on your list,” says Ford, “think of ways to position your business for success. Whether it’s meeting a supplier for a gem you may need in the future or discovering how hosting gemstone roundtable events with AGTA suppliers could add to your bottom line. Engage with your AGTA suppliers, ask questions, build a rapport with the exhibitors. Relationships are like a garden, they need a little water. Build relationships that are meaningful, both personally and professionally, and your business will prosper.”
Tucson inspires excitement, creativity and opportunity to share with clients, cheers Collins. “Tucson gives jewelers reasons to call customers and say, ‘You won’t believe the gem I picked up in Tucson. I’m showing you first because I know how much you love these rare stones!’ That’s a sale in the making, that’s the gift AGTA GemFair Tucson gives.”
To learn more about the exhibitors and products on display at AGTA’s 2025 GemFair Tucson, inspiring seminars, and networking opportunities and events, visit www.agta.org/agta-gem-fair-tucson.
AGTA CEO John W. Ford, Sr.
“IMMEDIATE CASH” $1,000,000 Available!!
FROM TIMEX TO ROLEX
WFN Is Now Buying
Watches & Watch Material!
Large Quantities Desperately Needed For Our Domestic & International Operations!
BUYING ALL QUALITIES & GRADES FROM 5¢ TO $5,000 & UP!
•ALL WRISTWATCHES!
•ALL POCKETWATCHES!
•ALL LADIES WATCHES!
•ALL MENS WATCHES!
•ALL GOLD & PLATINUM WATCHES!
•ALL NON GOLD WATCHES!
•ALL NEW OVERSTOCK WATCHES!
•ALL UNPICKED-UP AND ABANDONED WATCH REPAIRS!
•ALL MOVEMENTS, MECHANICAL & QUARTZ!
•ALL WATCHES WORKING OR NOT
•ALL WATCH BANDS!
•ALL WATCH SCRAP!
SHIP OR CALL FOR HIGHEST OFFER!
We will travel to buy your watch shop or jewelry store inventory!!
Estates and Businesses Liquidated!!!
Reasonable Commissions!!
BUYING... WATCHES
•High Grade
•Low Grade
•New & Used
•Watch Related Items, Such As
Watch Bands & Watch Material
•Ladies/Mens - Pocket & Wrist
BUYING... JEWELRY
•Karat Gold Jewelry
•Platinum Jewelry
•Scrap Jewelry
•Gold-Filled Jewelry
•Sterling Silver Jewelry
•Costume Jewelry
BUYING... FLATWARE
•Sterling Silver
•Silverplate
•Stainless Steel
•Dirilyte
•Pewter
•Large quantities always welcome
•Diamonds & Colored Stone Jewelry
•Coin and Related Items
BUYING... MISC.
•China & Crystal Tableware
•Gift Items
•Coins and Coin Collections
•Christmas Tree Ornaments
•Old Fountain Pens
•Sterling Holloware & Tea Sets
•Tools and Equipment
Call 770-396-1787 • FAX 770-395-6959, email to wfn2@mindspring.com or write at 5579B Chamblee Dunwoody Rd. #215, Dunwoody GA 30338 - Dept J4
We are members of SJTA. Serving the Jewelry Industry since 1974. Know of an estate or business for sale?
By Josh Polsky
Selling jewelry ain’t like selling pizza
Back when I was getting my degree at the University of Missourah (that’s my accent), and we would finish the night blearyeyed from, um, studying so hard, we often ended it with pizza.
In those hours of the night, whatever pizza we found along the way would suffice. New places popped up here and there, and we’d try them because it was five dollars for a large pizza and at three o’clock in the morning, it didn’t really matter if we’d tried it before or not.
All the new pizza place had to do to get our attention was to
be open when we walked past it. Didn’t matter if we’d heard of it before, since it’s really hard to mess up pizza, as long as it is hot enough to cover up the lack of quality ingredients. That was our criteria. Be open and hot, we had refined palettes.
You do not have the luxury of selling so quickly to someone who’s never seen you before for a few reasons.
1. You are a big ticket item. Most people wouldn’t give five grand to anyone after just meeting them unless that person had a gun in their face.
2. There are tons of other people trying to sell to them at the
same time as you are.
3. If someone is in the market, and you are talking to them for the first time, the smart money says they are further down the sales funnel with other people. So why should your ads be any different?
When you run ads, do you put up a banner that talks about why you’re so awesome and shows your products and prices, and then you wait around for the sales to roll in or for someone to book an in-store design appointment?
If you are doing this:
A. Fire your marketing person, and
B. Turn off the ads now because you’re flushing money down the turlet. If by some stroke of luck you make a sale that way, drop to your knees and thank the Lord because you just witnessed a miracle.
The Big Ticket Item
When you are going to buy something big, a smartphone, a TV, a car, a blender, or anything you plan on keeping for a while, do you just flip to the ad section of your newspaper, see what’s featured, and make your decision that way? Of course, you don’t (I really hope you don’t).
According to an LSA study, 73% of jewelry customers start
their research with search engines before buying. Meaning, seeing your one ad will not make them buy. Remember that ad you saw yesterday for shoes? Of course you don’t, and your target audience won’t remember you either. So…much…noise
You know running one ad and expecting people to buy from you is pretty self-centered. It’s like saying, I am the only person advertising right now. There are no other ads running except mine, so people will see my only ad on Facebook and buy from me. Now think about the ads in your email inbox, your LinkedIn inbox, and your Facebook feed, and the SMSs you get. There is so much noise online right now, how can you possibly remember one ad? This is what your customers face. Just like you, they block it all out. So what’s the solution? Get in front of your audience a lot, with different topics and from different angles, show them you know what you’re talking about, and that you understand them. This shows expertise and empathy and builds rapport. Each time you get in front of them, in any capacity, is called a touchpoint. And it takes between seven and 13 touches before someone buys.
Each touchpoint should be further down the sales funnel than the last.
When you run ads, your first ad should be awareness, of who you are and what you know. Blog posts or Instagram reels are a good place to start. If it’s a blog post, write about different styles of jewelry, and run an ad targeting a demographic that would relate to it. Follow it up with an ad that only shows up to people who clicked through on your last ad. This ad could go to a post about sizing, and what you should know. Anyone who clicks on that goes to a page on your site about your custom design process, and anyone who clicks through on that can go directly to an in-store appointment booking calendar.
Josh Polsky
$1,840
In 2021 when we purchased this store, we quickly realized the point of sale system was outdated and we needed something new. It wasn’t going to be easy transitioning our 7,000 square foot showroom and huge inventory, but The Edge support was out of this world.
Now my employees absolutely love the dashboards. They come in and check their daily, weekly, and monthly goals and see where they’re absolutely rocking it, or where they need a little improvement. I also use the reports on a daily basis, to see where we can make some improvements with the store. If you’re thinking of making the transition, I can’t recommend The Edge enough.
- Janelle Mead, Harris Jewelers, Rio Rancho, NM See Janelle’s Story.
2025 Trade Show Guide
February 3-9
AGTA Gem Fair Tucson Tucson, AZ
Tucson Convention Center
214.742.4367
https://agta.org/agta-gem-fairtucson/
February 5
JANUARY
January 9-13
The Original Miami Beach Antique Jewelry Show Miami Beach, FL - Miami Convention Center https://originalmiamibeachantiqueshow.com/
January 14-16
Continental Buying Group (CBG) Orlando, FL- Hyatt Grand Cypress 305-868-9004
https://www.cbgbuzz.com
January 29-February 9
J.O.G.S. Tucson Gem& Jewelry Show
Tucson, AZ Tucson Expo Center
213.629.3030
https://jogsshow.com
FEBRUARY
February 1-2
63rd ACE It Annual Winter Conference Tucson, AZ- Tucson Convention Center
718.893.1536
https://najaappraisers.com
February 1-4
Ethical Gem Suppliers Gem Fair
Tucson, AZ Scottish Rite Cathedral
http://www.ethicagemsuppliers.com
February 1-5
Centurion Jewelry Show
Phoenix, AZ-Arizona Biltmore Resort
516.331.5586
https://centurionjewelry.com
February 1-9
G&LW Show
Tucson, AZ - Holiday InnPalo Verde/Holidome
601.879.8832
https://glwshows.com/shows/
February 1-9
G&LW Show
Tucson, AZ - The GEM Mall
601.879.8832
https://glwshows.com/shows
February 3-8
GJX Gem and Jewelry Show
Tucson, AZ - GJX Pavilion
214.742.4367
https://www.gjx.rocks
May 17-20
The Jewelry Symposium
Detroit, MI - Detroit Marriott
Troy https://www.thejewelrysymposium.com
May 27-28
Continental Buying Group (CBG)
AGA Tucson Conference and Gala Dinner Tucson, AZ - University Marriott 844.288.4367 https://accreditedgemologists. org/
February 21-24
Retail Jewelers Organization Spring Buying Show (RJO) Phoenix, AZ - Sheraton Phoenix Downtown 800.247.1774 https://www.rjomembers.com
MARCH
March 1-4
Independent Jewelers Org.(IJO) Palm Springs, CA - Palm Springs Convention Center 800-624-9252 https://www.ijo.com
March 9-11
Jewelers International Showcase (JIS) Miami, FL - Miami Beach Convention Center 800.840.5612 https://www.jisshow.com
March 15-16
AJS Atlanta Jewelry Show Atlanta, GA - Cobb Galleria 800.241.0399 https://www.atlantajewelryshow.com
March 16-18
JA New York Winter Show New York, NY - Javits Convention Center 646.654.4983 https://ja-newyork.com
March 16-18
MJSA Expo New York New York, NY- Jacob Javits Convention Center 800.444.6572 https://www.mjsa.org
Visit our website for the most up to date 2025 schedule
Editors note: All information was provided by show organizers and is subject to change. Before making plans to attend a show, check with the show’s organizers using the contact information listed.
Retail Jewelers Organization - RJO
Retail Jewelers
Organization - RJO
February 21-24, 2025
Phoenix, Arizona
July 25-28, 2025
Schaumburg, Illinois
The Retail Jewelers Organization holds two buying shows each year, strategically timed for members to get an early look at new merchandise and to build inventory for the busiest seasons.
While RJO may call them buying shows, their take on them is much more comprehensive than offering members the latest merchandise. Camaraderie is at the core of RJO, so each show falls somewhere between a reunion, a vacation and a business trip. This makes sense, as RJO was founded back in 1966 by a handful of noncompetitive central Iowa jewelers who were looking for a more eco-
nomical way to buy merchandise. Now, a half century later, RJO has blossomed into a national jeweler support organization that serves more than 1,100 members while staying true to the original tenets of friendship and support.
In addition to highly discounted merchandise, each show offers members many opportunities to learn and grow their businesses. One of the most popular is each show’s slate of free seminars conducted by leading figures in the industry and experts in their field, covering a broad range of practical topics. Each seminar delves into topics of high importance to the independent retail jeweler.
Buying shows also feature a number of meetings and receptions featuring information on RJO-sponsored foreign buying expeditions and how to leverage
them, jewelry system updates, PR opportunities and nationallyknown keynote speakers. There also are moderated sessions to share what is working for member retailers in the areas of marketing, personnel, jewelry and more, leading to new ways of thinking and important takeaways to implement at members’ stores.
All of the products and services at each show are reviewed and approved by RJO’s memberrun Merchandise Review Committee, and the prices are prenegotiated to eliminate haggling and potential animosity between jewelers and vendors.
RJO’s vendors include internationally-known brands and are the most trusted manufacturers and suppliers in the jewelry industry. The vendor membership carries merchandise in all styles, metals, stones and price ranges
for every demographic. The buying floor also is called home to a diverse range of support service companies, including financial services, operational systems, web services, marketing services, insurance, and assorted supplies from boxes to tools. RJO works to cover all retail jeweler needs through its vendors, thereby offering opportunities to maximize their members’ annual dividends.
Dividends? Yes, dividends. RJO is unique among jewelry retailer groups in that it is a co-operative, with each member being an owner and shareholder. The board is selected among its membership by its membership. As a co-operative, member/owners receive annual dividends based on the amount of merchandise purchased throughout the year from RJO’s roster of vendors, composed of well-known national and
international brands and suppliers. Putting the most money back into the pockets of its owners drives many strategic decisions of the organization.
Members typically receive purchase vouchers at each show to reduce prices an additional 1-3 percent, based on their previous year’s vendor purchase total. Each show also offers contests and opportunities to win cash prizes. As perquisites, attending, qualified members receive travel discounts to the shows, and hotel nights paid by RJO during the event.
Inquire about attending the exclusive, member-only RJO buying shows or apply for membership with full privileges by completing and submitting the form found at RJOmembers.com or by calling the RJO corporate office at 800-247-1774.
JCK Las Vegas
June 6 - June 9, 2025
The Venetian Expo, Las Vegas
Join over 30,000 jewelry professionals at JCK, the most renowned jewelry trade event in the world, June 6 - June 9, 2025, at The Venetian Expo in Las Vegas. JCK is your one-stop shop and home for secure buying, learning, networking and discovering. You will find a diverse range of products and the brands behind them that cover every facet of the industry. This is where access to the future of jewelry lives.
Attendees can learn more about registering, exhibitors can connect with a member of the team to learn more about space and sponsorship opportunities at http://jck2025.com/SJNMAJN.
JCK is open to qualified, trade-only jewelry industry professionals.
2025 Trade Show Guide
JCK Las Vegas
The industry’s most important global gathering.
• Global Reach: Retailers, manufacturers, designers and brands gather from over 90 countries making JCK the most important event for the jewelry trade.
• Endless Inspiration: With over 1,900 exhibiting companies,
JCK offers an array of trending products, cutting-edge technology, finished jewelry, loose gemstones and more - there’s something new to discover.
• Experiences that are Next Level: Network with peers, dine with new customers, envelop yourself in immersive experienc-
es, and find serendipitous pop-ups on the show floor. Your favorite memories are made here.
• Select events and areas opening on Thursday, June 5, opening 1 day early before the JCK Show Floor: AGTA GemFair™ Las Vegas in the GEMS Pavilion, The Hong Kong Pa-
vilion, and JCK Talks Pre-Show Sessions.
You can browse the exhibitor list, view the event schedule, and learn more about what makes JCK the leading event in jewelry by visiting http://jck2025.com/ SJNMAJN.
2025 Trade Show Guide
Select Jewelry Shows Brings Top-Tier Vendors to Jewelers in Dallas,
SELECT SHOWS
Dallas: Aug 24-25, 2025
CT: Sep 14-15, 2025
Wash DC: Sep 28-29, 2025
(NEW YORK) - If you plan to discover what’s new or replenish stock for the Fall/Holiday season look into Select Shows.
Better retail jewelers and their suppliers regularly sing the praises of the Select Jewelry Shows for their focus on security, comfort and the right mix of exhibitors.
Select’s professionalism and accommodating management style have contributed to the show’s longevity and popularity.
Held at Ritz-Carlton Hotels and the Mohegan Sun Resort in CT, Select Jewelry Shows are annual Fall, trade only events. Se-
Mohegan Sun, and Washington, DC.
lect Shows are right size, more personal trade events that bring 55-70 fine jewelry designers and top-tier manufacturers to leading markets. For the convenience of the jewelers, Select Shows run for two days, Sunday and Monday.
Select provides retail jewelers with comfort and security while working with their suppliers in easily accessible show locations in the South Central-Dallas, TX; North East-CT, and Mid Atlantic/South East-Washington, DC markets.
Delicious, complimentary breakfast and lunch and a fun cocktail party are available to all attendees.
Plan to visit a Select Jewelry Show by pre-registering at www. SelectJewelryShow.com/register or call 844-285-1103.
Mohegan Sun
2025 Trade Show Guide
Atlanta Jewelry Show’s SoHo Experience 2025: Fresh Trends, Bench Fusion, and Southern Charm
Atlanta Jewelry Show
March 15-16, 2025
August 23-24, 2025
Atlanta, GA
(ATLANTA) - The Atlanta Jewelry Show (AJS), where the jewelry industry comes to shine, is thrilled to announce the highly anticipated SoHo Experience 2025, taking place on Saturday, March 15, and Sunday, March 16, 2025, at the Cobb Galleria Centre. This unique event offers a perfect opportunity for jewelry professionals to rejuvenate their businesses with fresh products, must-have merchandise, and invaluable resources.
The SoHo Experience stands apart from standard industry events by delivering immersive experiences that combine innovation, education, and connection - all infused with the signature warmth of Southern hospitality.
Bench Fusion: A Highlight of the Spring Event
After its successful launch in August 2024, Bench Fusion returns to the SoHo Experience in March, featuring a stellar lineup of expert-led sessions and hands-on workshops designed to elevate bench professionals’ skills and creativity.
Highlights of Bench Fusion include:
• Jewelry Border Design & Construction Techniques with master engravers Tira and Rob Mitchell.
• Revolutionizing Your Business with Social Media and Video Content by renowned goldsmith and YouTube sensation Jordan Mantzke.
• CAD Training and Alloy Hardening Simplified by Rhinoceros 3D specialist Gary Dawson.
• Mastering the Art of Mokume Gane with awardwinning metalsmith Chris Ploof.
• Interactive Town Hall Sessions hosted by industry expert Joel McFadden and special guests.
Bench Fusion offers attendees a chance to immerse
themselves in a supportive community and refine their craft.
A Complete Experience
Beyond the educational opportunities, buyers will enjoy the $10 Buyers Lunch Buffet, conveniently located on the show floor. Additionally, the AJS Kids Jewelry Camp for ages 6 - 16 continues to inspire the next generation of jewelers with fun, hands-on activities.
Kick off your weekend at the Friday Night Icebreaker sponsored by The Edge, an excellent chance to mingle with friends - both old and new. Stay tuned for more exciting details about special social gatherings as we celebrate 75 years of excellence and community with AJS.
Don’t miss this vibrant celebration of the jewelry industry’s past, present, and future!
About the Atlanta Jewelry Show
Founded in 1950, the Atlanta Jewelry Show is managed and produced by the Southern Jewelry Travelers Association (SJTA), a non-profit 501(c)(6) trade association dedicated to supporting independent jewelry representatives.
For more information, visit www.atlantajewelryshow. com or call 800-241-0399.
The INSTORE Jewelry Show A Premier Buying Event for the Midwest Market
The INSTORE Jewelry Show September 28 - 29, 2025
Pre-Show Conference Begins September 27
Donald E. Stephens Convention Center Rosemont, IL
The INSTORE Jewelry Show is the only trade show and buying experience for independent fine jewelry professionals in the Midwest market. Presented by INSTORE magazine, this event offers a unique platform for buying, networking, learning, and discovering the latest industry trends and product offerings. Join your fellow jewelry pro peers this September 28 - 29, in Rosemont, IL for an unforgettable buying event.
The Donald E. Stephens Convention Center is conveniently located just 6 minutes from Chicago O’Hare International Airport and only steps away from a fantastic variety of restaurants, entertainment venues, shopping and hotel accommodations.
A trade show badge is free and includes a daily conference program crafted for jewelry retailers. For even more education, attendees are encouraged to arrive a day early on Saturday, September 27 for a complimentary PreShow Conference. Sessions will cover the most critical topics for small business owners, delivered by successful jewelry retailers and top industry consultants.
In addition to can’t-miss education, the program includes dedicated time for relaxed networking during the
Saturday Welcome Reception and the Sunday Show Floor Happy Hour. And - of course - plenty of time for shopping! Stock up on inventory before the busy holiday season during two full days of buying from the vendors and service providers you love while also discovering new products and partnerships. Registration is now open for The INSTORE Jewelry Show 2025. Learn more about the program and register for your free show badge today at www.theinstoreshow.com.
JA New York
March 16-18, 2025
Javits Center
New York City
Exclusively housed in New York City, the JA New York Show is the leading jewelry trade show in the Tri-state area. The Spring JA New York show will take place March 16-18 at the Javits Center in New York City.
Unlike any other show, JA New York is the heart of the industry, offering an intimate and easy to navigate high-end
JA New York Spring Show
New MJSA Pavilion
Deepening a longtime partnership that has delivered onestop shopping for jewelry retailers, designers, and manufacturers alike, Manufacturing Jewelers & Suppliers of America (MJSA) will launch a new pavilion for the 2025 JA New York spring and fall shows. The “MJSA Showcase” pavilion will bring the latest jewelry-making tools, equipment, supplies, and services to the JA New York show floor.
The move marks a new stage in a partnership that began nearly a decade ago when MJSA’s
ury Concierge members, Piazza Italia will be inviting non-member Italian manufacturers to exhibit with advantageous pricing, subject to space availability, and will eventually become the exclusive destination for all exhibiting Italian brands. Piazza Italia currently includes membership of approximately 30 companies specializing in jewelry. The organization also
AGTA GemFair Tucson February 3-9, 2025 Tucson Convention Center Tucson, Arizona
numerous op-
portunities for networking and discovery.
Expanded Show Dates & Hours: Responding to industry growth and exhibitor demand, the AGTA GemFair Tucson has extended its run. The show will now take place from Monday, February 3rd to Sunday, February 9th, 2025, at the Tucson Convention Center (TCC).
• Monday, Feb 3 – Friday, Feb 7: 9:30 a.m. – 6:00 p.m. (Grand Ballroom opens at 9:30 a.m., GemHall floor and Galleria open at 10:00 a.m.)
• Saturday, Feb 8: 9:30 a.m. – 5:00 p.m.
• Sunday, Feb 9: 9:30 a.m. – 2:00 p.m. (previously closed at 4:00 p.m.)
This extended schedule provides buyers with even more time to explore the diverse selection of natural colored gemstones, natural Pearls, and cultured Pearls offered by AGTA members.
INSPIRED Seminar Series:
A highlight of the show is its comprehensive seminar series, the AGTA Seminar Series, held in the TCC’s newly remodeled event space and meeting rooms adjacent to the exhibition halls. From Wednesday, February 5th to Friday, February 7th, attendees can participate in a variety of educational sessions sponsored by the American Gem Society (AGS).
AGTA Seminar Series
Highlights:
• Industry Insights: Gain valuable perspectives on the market with sessions like “State of
Experience Color’s Premier Show: 2025 AGTA GemFair Tucson
the Colored Gemstone Market” featuring AGTA CEO John W. Ford, Sr. and Saville Stern from Rapaport, and “Colored Stone Price and Market Trends” with Stuart Robertson and Brecken Branstrator of Gemworld International, Inc.
Lars of The Journal of Gemmology, AGTA’s Jennifer Heebner, and others, moderated by Gary Roskin.
• Gemological Expertise: Deepen your knowledge of gems with presentations from renowned experts like Robert Weldon (“Images of a Lifetime and Their Stories”) and Richard Hughes of Lotus Gemology (“Describing Color in Gems, A Fool’s Guide”).
• Creative Inspiration: Engage with discussions on American jewelry design featuring talents like Adam Neeley, moderated by Shelly Sergent and Eddie Sakamoto, and explore museum experiences with experts like Dr. Gabriela Farfan, Curator, Smithsonian.
• Media and Industry Dialogue: Gain insights into how trade media engages with the jewelry industry in the panel discussion “From Science to Social Media: How Trade Media Engages with and Covers the Jewelry Industry,” featuring Brendan
• Live Demonstrations: Witness live gem cutting by Nadine Marshall and Larry Woods, and explore jewelry making techniques with the MJSA Journal Live Jewelers Bench, sponsored by A & A Jewelry Supply. Networking and Special Events:
Beyond the exhibition floor and seminars, AGTA GemFair Tucson offers valuable networking opportunities:
• Toast To Tucson Party: Join fellow attendees for a celebratory kickoff party on Tuesday, February 4th, from 6:00 p.m. to 8:00 p.m. at the TCC.
• 2024 AGTA Spectrum & Cutting Edge Awards Gala: Enjoy an evening of glamor, celebration, and prestige. During the Gala, Spectrum & Cutting Edge Award winners are recognized and receive their hand-crafted trophies.
For more information about the show or to register today, please visit agta.org or click here!
2025 Trade Show Guide
Registration now open for JIS Spring 2025 in Miami Beach
JIS Miami Beach
March 9-11, 2025 Miami
(NORWALK, Conn.) - Registration is officially open for JIS Spring 2025, the premier jewelry buying event tailored for immediate and seasonal sourcing needs. Taking place March 9-11, 2025, at the iconic Miami Beach Convention Center, this event is ideal for jewelry trade professionals looking to stock up for key retail moments, including Mother’s Day, the wedding season and graduations.
Your Gateway to 2025’s Top Jewelry Trends
As one of the year’s first major jewelry events, JIS Spring 2025 offers access to over 300 world-class exhibitors. From
stunning fine jewelry and brilliant diamonds to trendy silver and gold collections, this is your chance to discover the year’s freshest trends and essential inventory. Attendees can browse dedicated pavilions like The Galleria, Silver & Fashion, Fine Jewelry, Türkiye, Lab Grown and Equipment, Technology & Services, featuring leading brands such as A.V. Diamonds, BA Gold, Heera Moti, Ken Craft Inc., Shy Creation and America’s Gold.
SHOW HOURS
• Sunday, March 9: 10:00
AM – 6:00 PM
• Monday, March 10: 10:00
AM – 6:00 PM
•Tuesday, March 11: 10:00
AM – 4:00 PM
A World-Class Destination for Global Jewelry Professionals
Located in the vibrant heart of Miami Beach and just 12 miles from Miami International Air-
port, the Miami Beach Convention Center (MBCC) provides the perfect backdrop for connecting with retailers, wholesalers and industry leaders from the U.S., Caribbean, Latin America and beyond. This certified sustainable and premier event destination boasts accolades like GBAC STAR™ Facility Accreditation, LEED® Silver Certification and
Certified Autism Center™ status, making it a top-tier venue for this highly anticipated event.
Conveniently situated within walking distance of luxury hotels, award-winning restaurants and Miami’s stunning beaches, MBCC ensures an exceptional experience for attendees. Parking is available on Levels 4 & 5 of the outdoor deck off Convention
Center Drive, with limited valet service for $35 on a first-come, first-served basis.
Don’t Miss Out!
“This is more than just a show - it’s a cornerstone event for jewelry professionals to build connections, discover must-have products and optimize their buying strategies in an easy-to-navigate environment,” says Sara McDonough, JIS Show Director.
Secure Your Spot
Qualified jewelry trade professionals, including buyers, retailers, wholesalers, diamond dealers, pawn brokers, distributors and more, are encouraged to register early and book their travel plans for this premier event. For registration and additional information, visit JIS Spring 2025 at jisshow.com.
Ivan Levi to present “Grateful to Great: Connection Training” seminar at Feb. RJO Show
(PHOENIX) - Ivan Levijeweler, sales trainer, and author - will present “Grateful to Great: Connection Training” at the Retail Jeweler’s Organization’s conference in Phoenix, Arizona on February 22nd, at 11:30 a.m. Ivan’s presentation will anchor RJO’s “Perfect Your Pitch” seminar track, helping jewelers refine their selling process in a way that focuses on guest experience and sales success.
Grateful to Great is the culmination of Levi’s 40-year career as a jewelry designer, gemologist, sales trainer, and author. His
2014 book, “Forever Thank You: The Unique Way to Thank Great People”, was a precursor to this gratitude-based series of seminars and sales trainings, focused around the idea that gratitude within sales teams creates great results. As part of RJO’s seminar series, Levi will be sharing one of the pillars of his training: connection.
“Just as the business has evolved towards personal and custom jewelry, Grateful to Great is about personalizing the experience for each guest in a store,” Levi says. “It’s more than sales training, it’s connection training. And when sales teams have the tools they need to make genuine connections with guests, they’re not just seeing higher sales numbers - they’re seeing a major increase in repeat visits and referrals, which is where the real growth lies.”
All RJO attendees are invited to join the seminar, which is free for attendees, and will include exclusive and actionable content from Grateful to Great trainings. Learn more about RJO and their upcoming shows at RJOmembers.com.
Ivan Levi
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Spotlight on Afghanistan
One such remote gem-rich region, Afghanistan, presents additional hurdles to overcome - besides being geographically tough for emerald hunters. The largely inaccessible mountains of Afghanistan conceal other gems beside the coveted green crystals. Ruby, lapis lazuli, garnet, and tourmaline all hail from these ancient hills.
But after the 9/11 terrorist attacks on US soil, the United States launched a war in Afghanistan. It would be another 2 decades before they pulled out completely.
“During America’s occupation of
Afghanistan,” reports Bangkokbased gem dealer Eddie Cleveland, “the USGS did a lot of surveys suggesting the country has over $1 trillion in minerals deposited by the collision of the subcontinent with India.”
Cleveland, a former gemologist at GRS Labs Bangkok, and founder of KashmirBlue, www. kashmirblue.com, understands the region and knows the complexities of extracting gems from these secluded spots. As an expert of emerald oiling, he’s become especially familiar with these goods.
Difficulties notwithstanding, a few brave gem hunters press into the forbidding recesses looking for stones that can become hot sellers at Tucson’s gem fairs
Censortron introduces new carat scale
Censortron, a division of Censor & Co. Diamonds, has introduced a new carat scale featuring a roll-top shield design, allowing convenient frontal access for easy weighing and requiring half the counter space of other brand scales.
Features of the new Model CT700 scale include:
• 700 carat capacity
• High accuracy - 0.001 (1/1000) carat accuracy
• High stability
• Durable mechanism
• Auto external calibration
• Large bright digital display (16.5 mm)easy to read
• 12 weighing modes (carats, gram, dwt, etc.)so it weighs precious metals as well
• Light weight (3 1/2 lbs.)
• Ultra compact design
• RS 232 serial communication interface
• Take it anywhere
For more information, contact Censortron at 212-764-7130.
and at other global markets. Better yet, they will eventually adorn an emerald lover’s finger, or ears.
Identifying the Origin
Some previously unknown emerald rough began trickling out of the region a while back. According to a scholarly report in Researchgate.net, A New Type of Emerald from Afghanistan’s Panjshir Valley, “a new type of emerald from Afghanistan has entered the gem trade.”
It explained why this was so newsworthy. “This material is commonly of excellent quality and compares with the finest em-
inhabitants; but this does not stop the smugglers who come, from Kabul and elsewhere, well prepared to make a fortune by selling the products of their work in the markets, especially in Kabul, Peshawar, Gilgit and even Tucson.”
So now this district is eyed for its quality emeralds, rivaling those from more well-known sources. The province of Laghman is undeveloped compared to its bordering territory like Panjshir. With no major roads or electricity, the roughly 500,000 inhabitants subsist on agricultural produce - fruits and vegetables,
eralds from Colombia, not only visually, but also with respect to inclusions, spectral features, and chemical composition. As a result, some of these stones have entered the market as Colombian emeralds.”
No matter how exceptional an emerald appears, it’s crucial for it to be identified by its true origin. Afghani goods are becoming correctly identified, thanks to technology. Research suggests that Afghani emerald (while looking like Colombian rough) has a higher Fe (iron) content. So it’s possible to make a clear separation between goods from different localities by using t-SNE statistical processing, which is an unsupervised machine-learning method.
Laghman Province
Across that wide swath of uncharted land, Laghman, Afghanistan has also come in the crosshairs for good emerald. The Laghman district has been a particular area of interest to geologists, mineralogists, and gemologists for quite some time. Pala International, republished a fascinating report called, Famous Mineral Localities-The Pegmatites of Laghman, Nuristan, Afghanistan.
the Laghman district. “Small pockets of rough are found, then cross borders to be manufactured in Thailand, the world’s gemstone manufacturing center. Smaller, high quality goods are fought over by watch and jewelry designers. Then, the mid-range to lower range material is treated for secondary markets, while single gemmy stones go to collectors.”
Local families known to Cleveland head for the hills in their free time to dig amongst pegmatite-dense rock. “Few if any foreign buyers go to Laghman because there’s no market for buying and selling there,” he confides. The stones are bought and exported by an experienced native, or they may cross the border illegally into Pakistan and be sold in Peshawar.
“The largest faceted stones from the summer’s production are 10 carats, but some rough was found as large as 200 -300 carats. The families that dig are poor, and they can earn a year’s wage in a few months of mining,” Cleveland explains.
nuts, lumber, plus cheese and livestock.
The region certainly holds a wealth of mineral assets too, Cleveland confirms. “For example, the Laghman district shares rare-metal pegmatites that contain lithium (Li), cesium (Cs), neodymium, zinc, mercury, tantalum, etc. All the rare earth metal mines are state (Taliban) owned and government controlled with cooperation from China & India.”
Similar to some gemstone mining elsewhere, small artisanal, private mining in this region is done by locals with no supervision. So It’s basically illegal. Moving Emeralds
The Enduring Hunt for Emeralds
Finding exceptional emeralds will always be a risky venture, in Afghanistan and elsewhere. Local artisanal miners who immerse themselves in this strenuous vocation may be rewarded financially to better their lives - as they should. The outside world can revel in some of nature’s most dazzling stones that have been hidden for millennia.
Email: contact@pickensinc.com
480 E. Paces Ferry Rd. Atlanta, GA. 30305
The study provides a window into the mindset of local governing bodies of this forbidding terrain from decades earlier. “Afghan law prohibits anyone from exploiting deposits of any kind whatever, excepting the employees of the Ministry of Mines, who work periodically on the most interesting zones. That prohibition even applies to the local village
Just how do these lively green stones reach a global exposure - particularly with vendors in major markets like Tucson? Precious stones historically hail from dangerous locales where political unrest complicates matters. So the old saying, “where there’s a will, there’s a way” is well-suited for this gemstone niche.
Cleveland sheds light on the transportation of emeralds from
The isolated Laghman province in particular, situated in the Hindu Kush (meaning ‘killer of Hindus’) mountains, just East of Kabul, makes mining problematic. Yet the small production in recent years pinpoints a new and exciting addition to the world’s emerald landscape.
Its similar appearance and chemistry also challenges our trade with regard to this emerald’s identification. Cleveland reflects, “I believe the high altitude coupled with the hard metamorphic rock conditions will keep the Laghman emeralds a rare collector’s item.”
Local tribesmen try their hand at mining emeralds in their free time. Image courtesy KashmirBlue; Ed Cleveland
Laghman Afghanistan emerald rivals goods from Colombia. Image courtesy KashmirBlue; Ed Cleveland
Say hello to Diego! Diego is a 2-year-old, 3 lbs soaking wet Yorkie. He has been working with his mother, store manager Rachel Young, at Reeds Jewelers in Chesapeake, Virginia since he was 12 weeks old. The dapper Diego is a very charming little fellow. He never goes to work without dressing to the nines! He helps the associates of the store break the ice with customers and he also assists in closing sales. Diego is a great morale boost for the sta and all of Reeds’ customers absolutely adore him. Reeds Jewelers is the largest family owned jewelry store in the country and their motto is treating customers like family, and that is exactly what Diego does. No one is a stranger.
Do you have a furry friend that helps out in your store? Tell us about it and send a picture to bill@southernjewelrynews.com.
A big how do you do from Marley! Marley is a 3-year-old Yellow Labrador Retriever that works as a full time greeter at Rolfs Jewelers in Shelby Township, Michigan. The store is family owned and operated under the leadership of owner, Scott Rolfs. Marley loves to greet everyone by jumping up and standing on the display and happily accepting a ection and treats. She enjoys swimming and playing fetch in her free time, and she comes to the store to relax!
Most new safes are now ‘x6’, which means ‘times 6 sides’. So, a ‘TR-TL 30x6’ rating means that all 6 six sides of the safe are TRTL rated to resist an attack for 30 minutes before being defeated. But, that’s not the real story here. Those ratings and times, designated by the safe manufacturer, are based on several factors. The main factor being the attack on the safe is conducted by someone who knows how to breach the safe with very specific tools and torches. The safe is placed in a controlled environment, with access to all sides, and all of those tools and torches on hand. Then, the safe has to resist that attack for at least 30 minutes.
In the real world, your safe is inside a secure location, with alarms and cameras, and no tools or torches are on hand. In order to breach your safe, the bad guys need to first overcome your alarm system, and then drag in all of the tools and equipment that will be needed to get inside the safe. If the bad guys know what kind of safe you have, then they know exactly what kind of equipment they need to bring. If they don’t know what kind of safe you have, they have to guess. The bad guys are good, really good. But one simple thing you can do to protect yourself, and make it harder on the bad guys, is to never let them see what kind of safe they need to breach in the first place.
Never using post-it-notes
This one is not specific to our industry; it’s just a pet peeve of mine I thought I’d pass along. Every person that has ever worked for me was given their own notebook on their first day at work. If I need them to write something down, I want them to write it in that notebook, not on a post-itnote. Trust me, there is a method to my madness here.
As a rule, if I’m asking someone to ‘write something down’, it means I’m probably going to need that information at some point in the future. If it’s on a post-it-note, there is no telling where it will be when I need to find it. If it’s in a notebook, then I only need to find that notebook. It’s easier to find a notebook than
it is to find a post-it-note that was probably thrown away 2 months ago. Like I said, it’s just a weird quirk of mine I thought I’d pass along. If you have a habit of using post-it-notes, then you know what it’s like to not be able to find it at a later date when you really need that info - that was so important that you wrote it down
If you have any tips or tricks that you’d like to pass along, my contact info is below. I’ll compile them and include them in a future column.
It’s a new year, with a lot of changes that will be coming to the country, starting on the 20th of this month. I hope all of the changes do nothing but enhance your business and allow you to thrive in 2025!
Chuck is the owner of Anthony Jewelers in Nashville, TN. Chuck also owns CMK Co., a wholesale trade shop that specializes in custom jewelry and repair services to the jewelry industry nationwide. If you would like to contact Chuck or need a speaker or instructor for your next conference/event he can be reached at 615-354-6361, or send e-mail to info@southernjewelrynews.com.
Pizza
Continued from page 20
Once you’ve gotten in front of your audience, and they recognize you, they will start to research you - another touch - and even call you, again another touch.
When you are the one that is standing out and being remembered by your target audience, you will be the one they think of in spite of all the noise, because they saw you multiple times. As a result, you will be the one whose campaigns work, not the store up the street that only has one ad trying to sell diamonds.
Unless of course, it’s diamond pizza.
Josh is the owner of 4 C’s Marketing, a marketing boutique for custom jewelers. With over a decade of local marketing experience for jewelers and other small businesses, Josh has honed the skill of driving leads and revenue for local businesses. If there is anything in this article that you’d like more explanation about, want to know about other strategies, or want Josh to execute it for you, he can be reached at clarity@4csmarketing.com, or you can book a coffee chat by going to www.4csmarketing.com.
Marsden Brothers Promotions
THINKING ABOUT Retirement? Going Out of Business?
Moving? Transferring Ownership?
LET US HELP
Being an RJO member, I had always heard about Marsden Brothers and others, but now was the time to make the decision. Did I want to do this on my own or should I get someone to help me? I realized I will only get one shot at this and it will be a part of my legacy and how clients will remember me. I did some research on Jewelers Helping Jewelers. Then, I made some phone calls and, after calling MBP’s references, Marsden Brothers became the easy choice. They are a straight forward talking family business and all around good people.
- Chris Harrison
“The sales numbers were just amazing as we doubled our sales goals. We did 2 years business in just 7 weeks! we could not imagine this success in our wildest dreams!”
Marsden Brothers having run over 900 sales, cements the fact that they know what they are doing. If anyone asks me about them and are considering a promotion like this, my words would simply be that they have a recipe for success. They care about their clients and it shows in every detail. I was amazed at the organized machine they have built. I am very grateful and blessed to have made the right decision in hiring Marsden Brothers Promotions to transition into retirement and the next chapter of life.
- Chris Harrison
Christine & Chris Harrison
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The Beauty of Legacy
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