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Hogan’s Jewelers completes major remodel and expansion

By Paul Holewa

Caleesi Designs: Keeping it laid back

By Wanda Freeman

Darren and Eryn Maertens couldn’t do much to celebrate their store’s 67th anniversary in 2024. Last year’s major renovation and expansion, which took six months to complete, forced the couple to limit anniversary celebrations knowing big changes were on the horizon.

feet of display case space and showroom square footage into a retail space that was rented and then vacant for a number of years. The added bonus is that it’s a corner space which is always a retail game changer.

A two-year intensive search in Austin, Texas led Caleesi Designs co-founders Steve Werbeck and Cathy Miller to the perfect spot to launch their creative business. It was 2016 when the pair found their laidback location on South Lamar Boulevard, just south of the Colorado River and a couple of easy-going miles from downtown.

Before they opened their 1,200-squarefoot store, Werbeck had been working for a suburban jeweler some 25-plus miles north of town. Customers who visited that store to work with him happily followed him south.

By that time, Werbeck had plied his trade for some 30 years, having started as a diamond courier in Manhattan’s diamond district before moving to Austin for a position as a bench jeweler.

After their grand re-opening event in late November, it’s safe to say the co-owners of Gaylord, Michigan-based Hogan’s Jewelers will be ready for a major party in October 2028 when the store hits its Big 7-0.

The expansion was more than just adding extra room for dedicated departments and office space. Equally important was moving additional linear square

In 1958, Ollie and Geraldine Hogan opened their jewelry store. Three years later, the couple moved a few blocks east to 311 Main Street - the store’s current location. “The original owners purchased three retail spaces in that move,” says Darren. “Two were used by the store and the third space was rented out. When that business closed the opportunity for expansion finally presented itself.”

“We put our heads together in 2013 and decided we needed to have our own store,” says Miller, who handles the business side of Caleesi and started designing jewelry herself after the store opened. “Steve is a master bench jeweler and had perfected his skills by this time.”

The name of the store was inspired by the Game of Thrones series character Khaleesi - a character who would have designed her own jewelry and had a strong sense of herself.

“We thought she embodied the type of customer that would frequent our shop.”

The whimsical dragon in the Caleesi logo is a nod to the show.

With 3,200 square feet of showroom space, Hogan’s has the

Today, 85 to 90 percent of Caleesi’s inventory is custom designed by the team of Werbeck, Miller, and three other designers, including a second master jeweler, another who specializes in men’s jewelry, and a dedicated CAD person.

Please see Hogan’s page 4

The store’s history, including the impact of former owner Gene Sanders, was not forgotten in Hogan’s remodel and expansion.

Everspark: Empowering Jewelers to Thrive in Custom

Everspark: Empowering Jewelers to rive in Custom

Driven

Driven by a Passion for Color

by a Passion for Color

By Deborah Yonick

Everspark is transforming the custom bridal and diamond fashion jewelry market by offering independent jewelers a seamless platform to track custom projects from intake to completion, inspiring them to embrace and promote this lucrative service.

Founded in 2023 by siblings Mathew Behnam and Nicole Stern, children of the esteemed designer Samuel B., Everspark represents a natural evolution for the next generation of this jewelry family presenting bridal and diamond fashion jewelry with a focus on custom design and private label.

The demand for bespoke jewelry has skyrocketed, and Mathew considers independent jewelers to be uniquely positioned to capitalize on this trend.

“Independent jewelers have a distinct advantage in the custom space due to their ability to offer personalized service and education,” he says. “Custom jewelry isn’t just about the product; it’s about the experience. Customers want to feel involved in

By Deborah Yonick

Sanchi and Filia P Designs has been on a mission since 2011 to make beautiful, high-quality jewelry that’s accessible. With a focus on timeless design and modern elegance, it has become a trusted name in fine 925 sterling silver and gemstone jewelry.

Please see Everspark page 32 See Color page 35

Based in Las Vegas, Sanchi and Filia P Designs is passionate about creating exquisite, hand crafted jewelry that celebrates the beauty of a wide range of spectacular gemstones, over 200 types, from sapphire and emerald to opal, agate, turquoise, larimar, and moonstone.

Based in Las Vegas, Sanchi and Filia P Designs is passionate about creating exquisite, handcrafted jewelry that celebrates the beauty of a wide range of spectacular gemstones, over 200 types, from sapphire and emerald to opal, agate, turquoise, larimar, and moonstone.

“Our journey began with a vision to bring the allure of these

“Our journey began with a vision

925 sterling and larimar jewelry is a customer favorite.

gems to the forefront, offering unique, high-quality pieces that resonate with the elegance and individuality of our valued customers,” tells Suranjan Porwal, a excellence. We source high-quality silver and pair it with a variety of carefully selected gemstones, ethically and sustainably sourced from trusted suppliers around the world.”

Inside

Stunning larimar

HOGAN’S

caleesi

Continued from page 3

stature to go with its lengthy and rich history. “It’s the oldest continually-operated business in downtown Gaylord,” says Darren.

Miller says Werbeck has a classic esthetic, while she goes for designs with a more modern feel.

Ollie and Geraldine were the “power couple” of the day in Gaylord (current population around 4,400). They quickly gained recognition as a full-service jeweler. Ollie was known for his daily walks on the downtown sidewalks.

“One niche we have is working with inherited jewelry to repurpose it,” Miller says. “We’ve really learned how to customize jewelry to give the customer what they want.”

For example, one woman came in with a ring she inherited from her mother and knew she would never wear it as it was.

“She brought in some loose gemstones and said, ‘Can I use these diamonds and sapphires to make something I love?’”

He often carried jewelry items in his vest pocket and was known to conduct store business during his daily strolls. This earned him the moniker of “Ambassador of Main Street,” according to Darren. While Ollie was the exterior face of the family business, Geraldine’s area of expertise was the back office.

Miller says the design process can take about four to six weeks, starting with a complimentary consultation going over ideas and sketching out a preliminary design that is then put into CAD.

After 22 years in business Ollie and Geraldine sold their store to their daughter Betsy Hogan Sanders in the mid-1980s. Betsy and her husband Gene Sanders ran the store together for a short while. Betsy would later pursue her passion for teaching and dedicated 30 years of her career to teaching high school.

“We do 3-D printing inhouse, and this provides extra assurance we give the customer what they desire,” Miller says.

certificate from the Gemological Institute of America (GIA). Eryn worked at another jewelry store later in her career, but moving back to Gaylord to work with Gene on the future purchase of the business in 2003 was always part of the plan.

Gene became the driving force behind the family business. In less than a decade he expanded the store in the run up to Hogan’s 50th anniversary in 2007. For their 50th year, Hogan’s transformed the grandfather clock and curio cabinets into the diamond room.

train rolled over it during a first date. For the latter, Caleesi Designs removed the ribbed edge of the coin, exposing the copper inside, and created a rose gold bezel

Miller says what sets Caleesi apart from other jewelers is

“We’re very good with vintage pieces, things that other jewelers won’t touch. And our ability to customize. We’re more ﬂexible, and we have a certain ﬂow

The designers love to work with diamonds and colored gemstones, working with vendors from around the world to buy loose stones and design around them.

April 2010. Sadly, Gene passed away in September 2010. His passing was unexpected and devastated the community and staff.

Customers have asked for and received a slew of unusual items: A bracelet from an elk’s tooth; rings and other pieces using gold and diamonds to recreate a beloved costume piece; and an engagement ring made from a quarter that was ﬂattened when a

14K scissor cut tourmaline with baguette

During that time they also added 28 linear square feet of case space, an additional six cases, plus five window wall cases, all specific to diamonds. The changes were well received by customers and thus began the renewed growth of Hogan’s.

Eryn joined Hogan’s at 15. She worked closely with Gene and learned retail jeweler essentials from him while studying diamonds and gems. In 1998, Eryn earned her Graduate Jeweler Gemologist (GJG)

While Eryn was sharpening her retail skills and gemological prowess, Darren was busy honing his wholesale competencies and gaining his own retail experience later in his career. After graduating from the Gem City College with studies in jewelry manufacturing and design (and earning his Diamond Grading certificate and Gem Stone Identification through GIA), Darren started working on the wholesale side of the industry with an East Coastbased jewelry maker.

During his traveling sales rep days, Darren called on Hogan’s as part of a client visit. He met Eryn. They discovered mutual passions for the industry and shared work ethics. They started dating in 2014, and married three years later.

In the years before Darren and Eryn began dating, Gene and Eryn were working toward a buy/sell agreement, announced in

MAJN

Established 1988

Editor, Bill Newnam

Contributing Writers

competitively,” Miller says. “Austin is very high-tech, and everyone does their own research. We get a lot of feedback, and people are impressed with our knowledge and our passion.”

Miller says her favorite part of the jewelry design business is seeing happy customers.

This massive project was designed by Jesse Balaity Properties. Seidell Architects was the architect. Gal Interiors built the cases, and B&B Construction was the general contractor for the project. During the six-month project the store was only closed for three days. Eryn, Darren and their steadfast staff kept operations going as best they could to serve customers.

“The true grit of our staff helped us get through it,” says Eryn. “And, our clients are loyal and were excited to see the construction process. When it was complete we looked at our brand new/old store in our 67th year and realized that nothing worth it is easy. And this was so worth it.”

Caleesi draws many customers based on stellar reviews.

“We’re transparent about how we work, and we’re priced

Darren eventually left his sales rep job and began working at Hogan’s. In October 2021 Darren and Eryn became the official owners of Hogan’s.

Eryn and Darren had been working together at Hogan’s long enough to know what changes would need to happen the moment they took ownership. Purging old inventory was job one. Then a new 700-square-foot custom and repair shop with all the latest tools and tech was created.

These changes and upgrades were the first steps toward the major renovation and expansion coming in three short years. “Last year’s remodel was definitely a learning process for us,” says Eryn.

For starters, the building was constructed in the early 1900s. Many concrete walls had to be broken down and busted through, according to Eryn. Even the height and depth of windows had to be changed. “It was a full gut job,” says Darren.

“Some have cried when a ring is presented to them. You get to be a part of a special time in their lives. I think most of the designers who work with us would agree - it’s the reward of someone being happy with your work.”

She says Caleesi is located in an eclectic part of town and has an easy-going Austin vibe.

“Our store reflects the casualness of the town. Very famous people walk in wearing flip-flops and shorts. … We’re laid back, not stuffy, and we love our customers.”

Change is always good and should be welcome. Darren likes the additional elbow room that came with the expansion and remodeling. “It’s nice to have the extra space,” says Darren. “The extra space is helping us provide the best luxury experience to our clients. For example, we went from 85 linear square feet of display case space to 195. And, the new Diamond Consult office is Eryn’s favorite change.”

Summer and fall were hectic and stress-filled, but the couple held their grand re-opening event on November 22. - just in time for Christmas. Their clients continue to be amazed with the transformation. Many didn’t realize the actual building was so large, says Eryn.

“The space is inviting and with a clean, bright, yet still ‘up north’ and relaxed atmosphere,” says Eryn. “We are busy, very busy most days year-round. Busy is great.”

As Eryn, Darren and their dedicated and long-standing staff continue to take in the new surroundings of their “old” store, they also are thankful for much that has happened in the past. The store founding by Ollie and Geraldine, the modern transformations under Gene and Betsy, Eryn’s tutelage under Gene, and the promise of a succession plan for the future that honored the store’s history.

bill@southernjewelrynews.com

Publisher, Chris Smith

Kristen Baird

chris@southernjewelrynews.com

David Brown

Administration and classiﬁed advertising

Administration and classified advertising

Martha Osswald

Diana Jarrett

Larry Johnson

Chuck Koehler

martha@southernjewelrynews.com

Martha Osswald martha@southernjewelrynews.com

Ivan Levi

Guy Pineda

Staff Writers

Wanda Freeman

Mid-America Jewelry News

Southern Jewelry News

2006 New Garden Road - Suite 208

Paul Holewa

2006 New Garden Road - Suite 208

Diana Jarrett

Greensboro, NC 27410

Phone: 336-389-1950

Deborah Yonick

Phone: 336-389-1950

Fax: 336-389-1952

www.southernjewelrynews.com

Vice President Sales

www.southernjewelrynews.com

email: info@southernjewelrynews.com

Elesa B. Dillon

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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.

Cathy Miller and Steve Werbeck founded Caleesi Designs in 2016.

Caleesi furry friend Chili has been delighting customers since she was just a pup.

Hogan’s expansion saw showcase space increase by over 100%.

The Story Behind the Stone Kokoshnik Craze

By Diana Jarrett

Royal watchers may be familiar with the word kokoshnik to describe a particular tiara style that was wildly fashionable during the early part of the 20th century. But it’s roots are ancient and fascinating - taking us back into pre-revolutionary Russian times.

The actual genesis of this particular headdress style has roots dating back as early as 10th century Russia. By the 18th and the 19th century, the beautiful craze spread throughout northern Russia. The women of that time had developed distinctly tradi-

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tional costumes, complete with elaborate headgear called kokoshniks.

So it should come as no surprise that this beloved Russian motif morphed into diamond and gemstone encrusted kokoshnik tiaras - first for the Russians, and later by other European royal households.

Traditional Charm

Historically, a kokoshnik headdress was worn by married women and it was created in various styles. In its earliest times, this type of head covering was for

early 19th century, kokoshniklike tiaras became the official headdress for Russian royalty and their ladies in waiting.

After the tragic upheaval surrounding the 1917 Revolution, Russian émigrés popularized the kokoshnik within European countries. A striking kokoshnik tiara would be seen as early as 1893, in the wedding headdress of Mary of Teck, who would become the British Queen consort.

By the 20th century, historical records show Queen Marie of Romania wore a Cartier tiara re-

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married women only. But because of its popularity, a later variation of head covering showing a bit of front hair and a translucent veil was adopted for young maidens as well. The girl’s version was a bit open in the back too. So it easily distinguished them from the married women of the day.

Taking a Turn in Diamonds

When the Russian national culture revival emerged in the

sembling a Russian kokoshnik for her 1924 portrait. The style has continued to be favored among nobility who have an occasion to wear tiaras - extending into our modern times.

The beauty of the kokoshnik design is that it creates an angelic halo-like effect surrounding the face of the wearer. That will never go out of style.

Modern Times

When Britain’s Princess Eugenie was married in 2018, she wore ‘something borrowed’ (from her grandmother the Queen) in the form of the Greville Emerald Kokoshnik Tiara - proving that everything old is new again.

The Greville Emerald Tiara

was created circa 1921 by Boucheron for Dame Margaret Greville. When she died in 1941, Greville famously bequeathed her sumptuous jewels to Elizabeth the Queen Mother.

This glamorous kokoshnik tiara had not been seen publicly for decades - prompting speculation that it was no longer part of the Royal jewels held in its vaults. But when Eugenie wore it on her wedding day, this enduring style proved to be as timeless and modern as the 21st century.

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).

Diana Jarrett

This royal kokoshnik went from Queen Mary to Queen Alexandra to Queen Elizabeth.

Princess Eugenie wore the Greville Emerald kokoshnik tiara on her wedding day.

Traditional 19th century Russian kokoshnik and dress.

Richmond jewelers’ 2024 Jewels for Children Ra e hits new fundraising heights

(RICHMOND, Vir.) - The Richmond jewelers’ 2024 Jewels for Children collection curated by Cheryl Fornash for the annual Jewels for Children rafﬂe benefiting Children’s Hospital of Richmond at VCU raised a new record amount during the recent Children’s Hospital Foundation Ball. The collection featured a diverse selection of nine luxe jewelry pieces donated by the participating jewelers and raised more than $25,950 during the highly anticipated rafﬂe. Funds raised by the jewelers will help to support the Children’s Hospital Foundation’s efforts to enhance art and music therapy services for patients and their families.

“We are so grateful for everything all of the jewelers did to make this year so successful. We had another record setting year! Every box had many, many tickets in it, indicating each item was highly desired,” said Emily Horne, Children’s Hospital Foundation Junior Board Rafﬂe Chair.

The 2024 Jewels for Children Rafﬂe offered a unique collection of luxury jewelry donated by nine of Richmond’s finest independent, family-owned jewelers; each piece was valued at approximately $3500 to $5000. Carreras Jewelers, Cheryl Fornash Jewelers, Cowardin’s Jewelers, Dransfield Jewelers, Fink’s Jewelers, Lustre by Adolf, Charles Schwarzschild Jewelers, Schwarzschild Jewelers and Victoria Charles Jewelry have participated in the Jewels for Children Rafﬂe since its inception.

The annual Jewels for Children rafﬂe, conceived of and organized by Cheryl Fornash of Cheryl Fornash Jewelers, has raised more than $200,000 in support of Richmond-area non-profit organizations since its inception in 2009.

(L-R) Nathan Johnson, Charles Schwarzschild Jewelers; Mary Beth Beasley, Drans eld Jewelers; Maggie Smith, Drans eld Jewelers; Jane Sternheimer, Charles Schwarzschild Jewelers; Cheryl Jarvis, Victoria Charles Jewelry; Cheryl Fornash, Cheryl Fornash Jewelers; Vicki Robinson, Fink’s Jewelers; Nancy McCall, Fink’s Jewelers; Robyn Bivens, Cheryl Fornash Jewelers; Sally Ashby, Carreras Jewelers; and Daniel Wright, Lustre by Adolf. Not pictured: Cowardin’s Jewelers and Schwarzschild Jewelers. Image Wendell Powell Studio

Why being “lazy” can make you a more e ective boss

By David Brown

Have you ever considered that being a bit “lazy” can actually make you a more effective boss? It may sound counterintuitive, but history and psychology suggest there’s merit to this idea. Take the example from the Prussian army in the 19th century. They categorized their officer candidates into four types based on two axes: competence and diligence. The categories were: incompetent and lazy, hardwork-

ing and lazy, competent and hardworking, and finally, competent and lazy.

Incompetent and lazy soldiers were left at the lowest possible level. Competent and hardworking made excellent middle level officers. Hardworking and incompetent provided a danger due to their willingness to spread the effects of their incompetence across a wide area! Surprisingly, the Prussian army found that those who were competent yet lazy often made the most effec-

tive leaders in the long run. Why? Because their laziness wasn’t about avoiding work altogether; rather, it was a strategic approach to conserving energy and focusing on what truly mattered. These leaders were more likely to delegate tasks efficiently, prioritize effectively, and innovate solutions to streamline processes - all traits that contribute to effective leadership in any organization, including a modern retail store.

So, are you “lazy” enough? Here are a few ways being “lazy”

in the right context can actually make you a better boss:

1. You can master delegation. Lazy bosses are experts at delegation. You’ll never master this trait by doing everything yourself! A lazy boss understands the value of assigning tasks to the right people, trusting their team’s abilities, and freeing up their own time to focus on higher-level strategic planning and decisionmaking. By empowering others to take on responsibilities, they foster a culture of trust and growth

David Brown

within their team.

2. You can become more efﬁcient. Laziness often drives a desire for efficiency. Lazy bosses are motivated to find quicker and easier ways to accomplish tasks without sacrificing quality. They are more likely to adopt technology and tools that automate repetitive processes, streamline operations, and boost overall productivity in the retail store.

3. You’ll develop your strategic thinking. Lazy bosses tend to be more strategic in their approach. They prioritize tasks based on impact and feasibility, focusing their energy on initiatives that deliver the greatest value to the business. This strategic thinking allows them to anticipate challenges, seize opportunities, and steer the store towards longterm success.

4. You’ll appreciate Work/ Life Balance. Lazy bosses understand the importance of work/life balance not only for themselves but also for their team members. They promote policies and practices that prioritize well-being, reduce burnout, and increase employee satisfaction, knowing it will lead to better results in the long term. A balanced and motivated team is essential for achieving sustainable growth and success in retail.

5. You’ll learn to let go. Laziness can teach bosses the art of letting go. They recognize that micromanaging is counterproductive and instead empower their team members to take ownership of their roles. By stepping back and providing guidance rather than control, they create a more collaborative and innovative work environment.

6. You’ll have time to innovate. Lazy bosses are often open to new ideas and innovation. They are willing to challenge traditional methods and explore alternative approaches that can yield better results with less effort. This mindset encourages creativity and continuous improvement within the retail store, keeping the business competitive in a rapidly evolving market.

The Retailer’s Perspective

One of the interesting parts of owning a business that is open to the public is the interactions with the crazy sides of the public. Like it says at the beginning of ‘Pawn Stars’: Everything in here has a story, and a price. One thing I’ve learned after 21 years - you never know what is gonna come through that door. Well, back in the mid ‘80s, this dude came through my door - constantly. Ugh!

His name was Martin, but I’ve forgotten his last name. Actually, it’s not that I’ve forgotten, it’s more like I don’t care enough to try and remember. Martin sold used cars for a living and worked at one of those ‘Buy Here, Pay Here’ lots. Every time I watch ‘True Lies’, I think of Martin.

By Chuck Koehler

Ah, the Joys of Retail

Martin could have been the character that Bill Paxton played. Just your typical, slimy, used-car salesman and shyster.

Why did he pick our store to be his jeweler of choice? I have no idea. But if I could figure out what I did wrong to bring that upon myself, I’d change it instantly.

If you were around in the mid ‘80s, you remember the telephones that we all had at work. They were these big clunky boxes that sat on a desk, and they all had a row of buttons that went across the top. The buttons were for however many ‘phone lines’ you had coming in. Does anyone remember hearing, “Chuck, you’ve got a call on line 2?”

Something that was unique to those phone systems was that most businesses assigned that very last button as ‘the back line’ That was the line you used when you needed to make a call, but didn’t want to tie up the store’s main line where a customer would get a busy signal. Who remembers busy signals? Anyway, back to Martin.

Martin, wearing his finest 2-year-old, 3-piece polyester suit, comes in, and asks if I could clean his solid gold diamond pinky ring. I said I could. He starts slobbering on his finger in order to get it off. Then he just held it out for me like I was supposed to just touch it. I pulled out a pair of tweezers and took it back and rinsed it and

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steamed it before I polished it. It was here I noticed it was a 2 carat CZ. I walked back out and had that conversation with him. He knew it was a fake, but said his clients at the car lot didn’t. Oh, did I tell you that Martin also wore one of those gaudy fake 18K Rolex Presidential watches, with the gold plating mostly worn off by now?

While Martin was waiting, he asked if he could borrow the phone. Since there were no cell phones back then, that was a pretty common request. I turned that big ole phone around on the desk, and pushed that last button so he could use ‘the back line’. When I was finished cleaning his ring, I walked out front, and Martin,

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with my phone tucked between his ear and his shoulder, gave me the old ‘hang on a minute, I’m on the phone’ signal.

I just set his ring on the desk and went back to work. A few minutes later, I saw the backline light go out on the phone and walked back out. By the time I got out there, he was already on another call. This became a trend several times a month. He’d swagger in, looking ridiculous, hand me his gross ring, and just sit down on the client side of the desk, turn the phone around, hit the back line button, and spend the next 30 minutes on the phone. Man, you’ve got to love retail. Then this happened.

One afternoon, I was standing in the showroom and noticed a taxi pull up out front. The taxi driver came in carrying a fake Rolex that had a broken band. And - is that blood?

I pull out a job envelope to write it up, and the driver tells me he’s just dropping it off for the guy that was still in his taxi. He doesn’t know the guy’s name, but said he needed to leave and get to the hospital. I walk up front and see a guy in the front passenger seat holding a bloody towel to his face. Yep, you guessed it, Martin! Just like the movie ‘True Lies’, Martin was caught with a married woman at his apartment. The husband storms in and, well, let me put it like this. The phones that we had at our houses weren’t much smaller than the ones we had at work. The husband picked up Martin’s phone and proceeded to bash him in the face with it several times, coupled with a dozen or so left hooks to his rib cage. After the fight, Martin called a taxi to take him to the hospital, but he needed the taxi to make a quick stop at the jewelry store on the way. He needed to have his fake Rolex repaired while he was in the emergency room.

A few hours later, a bruised and bandaged Martin shufﬂes in to pick up his prized fake Rolex. Martin told us about the husband using the phone on his face, and that he had a couple of bruised and broken ribs. Then he sat

Chuck Koehler

Marketing Lessons from the 2024 Holiday Season

By Kristen Baird

The holidays are over and it’s time to put away the red ribbon, sweep up the confetti, and generally recover from the tornado (or snowstorm) that just ripped through your jewelry studio. But before you pat yourself on the back for a job well done, it’s important to take stock of what worked and what didn’t during the holiday season while it’s still fresh.

Toward the end of December/beginning of January, I always make it a point to sit down with my team and assess everything from sales numbers to stress levels, how we improved from the year before, and what we could do to make next year a little easier. In 2024, we experimented with several new sales techniques, so there were a lot of lessons learned. There were also a few mistakes made that I want to note for upcoming years, so I don’t repeat them. Because we’re all a community in the jewelry world, I’d like to share those lessons with you, both the big successes and the “opportunities for betterment”.

Here are my biggest marketing takeaways from the 2024 holiday season.

What works for others may not work for you.

After seeing other independent jewelry designers find success with ﬂash sales on Instagram and Facebook, I was eager to try it out for myself. Unfortunately, our first attempt didn’t get nearly as much traction as expected. My team reassessed and tried again with a bit more lead-up, but it was still underwhelming. Although this tactic works great for others (and you should try it if you’re curious), it just wasn’t the model for us. And that’s okay!

I learned that my brand’s clients are more motivated by personal attention and a luxury experience than by discounts. Rather than continue to walk into a wall (so to speak) we decided to pivot our strategy.

Make people feel special

For the past three years, my business had a holiday promotion called “Sparkle Box”, in which clients pick a type of jewelry (bracelet, earrings, necklace) and receive a surprise piece chosen by myself, for a discount. When the ﬂash sale didn’t go as expected, we decided to bring the Sparkle Box back as a VIP exclusive for loyal customers. To our surprise, our conversion rate was even higher than the year prior!

We had a higher success rate with direct outreach than we did with marketing emails and social media promotion. Sometimes the relationships and personal outreach really are better than all the bells and whistles. Who knew? In the future, we will spend less time on glossy marketing and more time on personal outreach. Build your messaging up all year

Throughout 2024, my team was constantly messaging a few key themes in our newsletters and social media. We focused on styling concepts such as layering and stacking, mixing metals, alternative and unique gems, and customization. During the holidays, we were delighted to discover that customers had received the message. Unprompted, they would ask things like, “Which ring would stack well with the one I already have?” or “What other necklace can I layer with this?”

Because we put in the effort early, we spent less time explaining our brand aesthetic and more time helping clients pick the perfect pieces. Plus, it was a lot of fun! No matter what your brand aesthetic is, planting the seeds early on will make the holidays much smoother.

Communicate Frequently (But Don’t Spam People!)

One of the most challenging aspects of marketing is finding the right balance between frequent communication and not annoying your clients. Generally, my team sends a newsletter once a month, but in November we decided to take a risk by sending three newsletters.

We knew there was a possibility of turning people off with too many emails, so we focused on short-and-sweet, image-heavy, and shoppable content that people could browse through quickly. We also made sure each newsletter was different and not repetitive. To our surprise, we didn’t see a significant number of unsubscribes from the newsletter!

Be Prepared for Last-Minute Orders (and for January!)

In 2024, both the presidential election and the late Thanksgiving holiday delayed holiday spending. Because we knew that even more people would be shopping last minute, my team prepared by making sure we had lots of ready-to-ship staples on hand. Our most popular pieces were ready to go out the door once the holiday shopping really hit.

When it came to more complex pieces, such as commissions, I was careful to ask if a client’s deadline really was the holidays. In a few cases, we were able to move these projects to January, so I already had work on the calendar for the post-holiday dip!

Be Inclusive

This year, we made a big effort to be inclusive, specifically leaning into more Hanukkah content than ever before. In addition to a Hanukkah-focused newsletter (one of our three for November) and a Hanukkah gifting blog post, we had multiple Hanukkah-focused Instagram posts, including carousels. Rather than one obligatory post, Hanukkah content was a regular and essential part of our holiday messaging.

We knew we were on the right track when several clients reached out to thank us for recognizing their traditions during the holiday season. More than being

an effective marketing strategy, it’s simply the right thing to do. It feels great to be included, and people really do notice when you make the effort to honor all traditions.

Be Flexible

The 2024 holiday season was full of trial and error, but our team kept experimenting with new strategies. Because we were ﬂexible, we were able to change directions in the moment, which helped us to be successful. Because we incorporated our learnings from last year and laid solid groundwork for the holidays, this season was less stressful and hectic than the year prior. With all our learnings from this season, we can expect the next one to be even better.

I hope that you can take these insights and carry them forward in your own marketing strategy. Remember, every jewelry business is different, so take what makes the most sense for you and your customer base and leave the rest.

Here’s looking forward to an amazing 2025!

Kristen Baird® Jewelry is an award-winning, fine jewelry brand, nestled in historic Savannah, Georgia. In a time where mass manufacturing is predominant, Kristen and her team utilize and preserve traditional metalsmithing skills as they delicately and precisely craft each piece by hand in Kristen’s studio. Using sterling silver, recycled 18K gold, and ethically sourced gemstones, Kristen’s jewelry is full of color and texture with juxtaposing forms both geometric and ﬂuid. Learn more at www.kristenbaird. com.

Kristen Baird

Promising 2025 for Jewelry Sales is Projected

According to Statista, the jewelry market worldwide is projected to grow by 4.56% (20242029) according to the compound annual growth rate (CAGR) for this period. The growth prospects, as indicated by the CAGR, suggest a positive trajectory for the industry in the coming years.

The lab diamond market has contributed to the growth of the industry by making an affordable and accessible diamond product for finished jewelry and engagement rings to people who may have otherwise invested their money in other luxury products.

In the past 6 months, as lab

prices on wholesale and retail are decreasing, GN Diamond has seen an upward trend in demand for natural diamonds in all sizes.

GN also reports the sales of larger natural diamonds consistently selling at retail costs of $30,000 to $70,000. Round and oval diamonds are still leading in popularity and sales, elongated radiants, cushions, and emeralds are also strongly desired. Marquise shapes, which were slim to none over the past couple of years, have seen a resurgence.

“GN Diamond continues to offer retailers one of the strongest inventories in both lab and natu-

ral loose diamonds as well as a large selection of classic finished jewelry highlighting diamond studs, tennis bracelets and diamond tennis necklaces,” said Asaf Herskovitz, CEO GN Diamond.

“Free overnight shipping and an

easy-to-use APP for smart phones makes pricing, diamond requests, and inventory easily accessible.”

GN utilizes cutting edge technology that analyzes what natural diamonds are selling on a daily and weekly basis. GN shares this knowledge with retailers to help them build their inventory of fast selling merchandise.

“Additionally, this will help retailers to not lose opportunities, increase profit margins and cash ﬂow,” said Herskovitz.

For any of your diamond needs, contact GN Diamond at 800-724-8810, sales@gndiamond. com or www.gndiamond.com.

Blast Away Dirt & Grime... Restore Sparkle & Shine!

Steam cleaning is one of the best and safest methods to clean your jewelry. One of the advantages of steam cleaners is that they don’t use any harsh chemicals that could possibly damage jewelry or your skin. Pressurized steam blasts away dirt, grime, and oils to restore the sparkle and shine of metals and gems, making jewelry look new again.

Hoffman JEL-3 Steam Cleaner- 230.789- $2,195.00Grease, grime, and micro-deposits disappear in seconds! Oxidation is removed from the tiniest crevices for a bright, sparkling finish. The quiet steam jet delivers continuous steaming and pressure. Complete cleaning guide included.

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• Exclusive coated tank to prevent rust

Connoisseurs Precious Jewelry Cleaner- 230.003- Precious bath is best for cleaning platinum, gold, diamonds, and precious stones Precious Jewelry Cleaner is a good way to clean most metals used in making jewelry today. 8 oz. with dip tray and brush - $4.50

Connoisseurs Silver Jewelry Cleaner- 230.004- Silver bath is best for cleaning sterling silver jewelry. An easy way to remove tarnish and add shine and brilliance back to sterling silver jewelry. 8 oz. with dip tray and brush- $4.50

Connoisseurs Delicate Jewelry Cleaner- 231.01868- Delicate bath is best for cleaning semi-precious stones, such as pearls, opal, coral, turquoise, and costume jewelry. An easy way to remove tarnish and add shine and brilliance. 8 oz. with dip tray and brush- $4.50

Connoisseurs Polishing Cloths - 171.0270 & 171.0271- Connoisseurs polishing cloths for gold or silver jewelry are ultra-soft, rougeless, and dual-cloth buffing system s that will keep your jewelry looking shiny and new- $6.05

Connoisseurs Jewelry Wipes- 231.0185 0- Disposable jewelry wipes for fast touch-ups, anytime, anywhere. Safely cleans and polishes gold, silver, gemstones, and costume jewelry. Leaves an anti-tarnish shield on silver jewelry to restore new luster. Non-toxic. Wipes are dry, unscented, and disposable- $4.50

Ring Bending Tools

down at the client desk, turned the phone around, punched in the back line, and proceeded to make some phone calls. Unbelievable. But it doesn’t end there

A couple of months later, with most of his wounds healed, Martin came in needing to have his jewelry appraised. Now mind you, everything he owned was a fake. Fake Rolex, fake diamond ring, fake rope chain, fake diamond stud, fake everything. He had some lame excuse as to why he needed it, but what the hell. I charge the same price to appraise a CZ as I do for a diamond. I did the appraisal and I think the 4 or 5 pieces added up to a retail value of about $950. Hell, I’ve appraised crappier pieces for people, so I didn’t give it another thought, until about 6 weeks later.

This very large, intimidating dude comes walking in asking for me. He introduced himself as an insurance investigator and wanted to talk to me about an appraisal I’d done recently, and hands me a copy of the appraisal I’d recently done for Martin. That was my letterhead. That was definitely my signature on the bottom of the document. But everything in the middle was forged.

Ring Bender- 480.050- This rugged tool makes easy work of all your ring bending tasks. Bends flat, oval, and half-round blanks. Includes two precision-machined and hardened forming dies, ellipse shape and half cylinder. Mandrel is stepped to accommodate a wide variety of ring sizes and blanks- $249.00

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Martin had changed his fake Rolex to a real Rolex. His 2 ct. CZ pinky ring became a 2 ct. VVS2, E-color diamond, and so on. I told the investigator to hang on a minute and let me find my copy. Sure enough, Martin only needed my appraisal for the letterhead and signature. He had taken the document to a copy center, and using a generous amount of white-out, he had erased everything in the middle. Martin suddenly owned around $50K worth of jewelry that he needed to insure. And sadly, within a month of taking out the policy, he had a break in at his apartment and suffered a total loss.

Martin got sentenced to prison for several years for insurance fraud over that stunt. Martin also never again came in, sat at my desk, turned my phone around, punched my back line button, and proceeded to make a dozen phone calls.

I don’t miss him!

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.

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If Goldilocks owned a jewelry store

By Larry Johnson

Every experienced retailer has an entertaining cache of stories about some “crazy customers” that have acted irrationally in their stores. The stories are frequently amusing and often prompt a listener to reply, “Let me tell you about one I had that was even worse.”

Psychological researchers will tell you that irrational behavior is in fact a very predictable practice. The irony is that irrationality can be predicted. If it can be predicted, then wise retailers can anticipate the “irrational”

behavior and anticipate these actions in the way their business is conducted. (FYI - I strongly suggest a book called “Predictably Irrational” by Professor Dan Ariely of Duke University. This is undoubtedly the best book on human behavior I have read and will give you great insight into how to put these human tendencies to work for you.)

Here is a proven specific example you might consider for your store.

Think of Goldilocks’ decision-making process. As you will recall, this young lady avoided extremes in chairs, beds

and food. Remember the bowls of porridge that were too hot or too cold. She proclaimed the middle option was “just right.” When you offer choices of similar but different sized products in your showcases (such as diamond studs, diamond crosses or pearls) always offer one choice that is much higher priced. For example, if your current stud assortment stops at 1.5 cttw, add a 2.0 cttw size. The 2 cttw pair now become the “too hot” option making the 1.5 cttw pair “just right.”

Make that middle choice at full-margin and at about a 20% higher price than your average

sales ticket from that category because you are going to sell more of it. (Avoid promoting items in your cases that bring down your average ticket for that case. The easiest way to grow your sales by 20% is to raise the average ticket for each case in the store by 20%. Make the middle choice at a price that elevates your average ticket by 20% and you’ll raise your entire stores sales.)

Recently, I consulted with a store in Chicago that proved this strategy very well. The store had 3 platforms in one of their cases each with “Your Choice” selections. The price points on the

platforms were $1999, $2999 and $4999. The owner told me his sales of the two lower prices were strong but he, obviously, wished he would sell more $4999 items. I suggested we add a fourth platform featuring “Your Choice $6999.” We added the higher priced selection and 90 days later his sales of $4999 items were up by 35%, plus he had sold several pieces from the highest priced platform. He had made the $4999 platform his “just right” selection. One last example of this strategy at work.

Ever look at a wine list in a fine restaurant and wonder about the $500 bottle of wine on the wine list? Who pays those kinds of prices? Answer: Hardly anyone, but the high-ticket item (called a “decoy” in the food trade) does prompt people to open their pocketbook more generously and order a $75 instead of a $40 bottle. People do not like buying the cheapest or the most expensive item on a list - or in a display.

Your speciﬁc action step: Look at each of your showcases and find areas where you are offering “middle priced options” that are not as high priced as you think the market should bear. Experiment with a few similar pieces of merchandise at 20% higher prices to make your previous highest priced pieces the new middle choice. Make the new middle pieces at full margin because you are going to sell more of them. Now place the higher price pointed items in the rear of the showcase (closest to the salesperson) so it can be easily reached. Place the least expensive goods near the customer’s side of the showcase and mid-priced merchandise between the two. Now when a client is moving up or down in price, your salesperson simply moves back to front in the case without having to move all over the store. This arrangement makes selling up much easier as the salesperson just moves back a few inches in the case.

Test your new selection offering for 60 days and track your results. Be sure your sales team

Larry Johnson

Say hello to Kane! Kane is a 2-year-old Black Labrador Retriever. He works at Murray Jewelry in Longview, Texas alongside his human, store owner Judson Murray. Smart and highly trained, Kane knows his commands and is an expert duck hunter. At work he happily greets all the customers while carrying around his favorite stuffy - a red lobster! He’s very popular with the staff, and Kane loves them right back - especially Shannon Green since she takes him on walks.

Introducing Ollie! Ollie is a 3-year-old King Charles Cavalier Spaniel that works at the Victoria, Texas branch of Deutsch & Deutsch. He started going to the store with his mom, General Manager Erica Bancuch, after he had abdominal surgery and needed to recover in a calm environment. The owner of D&D stopped by while Ollie was there and asked if he was so calm and quiet from the surgery, or if he was always that way. Erica replied he was always the best boy - calm, quiet, loving and very much in need of attention. “He encouraged me to start bringing him regularly and it’s the best thing we have done!” says Erica. Ollie is multi talented - head of security, official greeter, office manager, and head of the emotional support department. As soon as he hears the door chime he is up and out on the ﬂoor patiently waiting for the customer’s acknowledgement and affection. He loves when kids come in, rolls over for belly rubs and walks the store with customers. Customers love him and will schedule visits for when he’s there. He is highly food motivated and accepts snacks in exchange for a paycheck.

Do you have a furry friend that helps out in your store? Tell us about it and send a picture to bill@southernjewelrynews.com.

Cut & piece most chain sizes to your specifications at no extra cost

What’s New

Levycreations unveils latest additions to the Honeycomb Collection™

(CHICAGO) - Levycreations™, a leader in the engagement ring business for over 50 years, has announced an expansion to their Honeycomb Collection™. The Honeycomb Collection™ is a selection of pendants, earrings, rings, and bracelets - each with a unique message inspired by the late Kate Peterson whose mission was greater empowerment for women.

When the Honeycomb Collection premiered, Ivan Levi of Levycreations™, was working in a booth dressed in a shirt with a bee graphic on the front of it. Kate approached Ivan and said, “I love your Honeycomb Collection! I have an idea on how to expand it and make it more powerful. But don’t want to offend you!”

“Please share. I’m grateful for your help!” Ivan replied.

Kate advised that Ivan should tie the strength of the honeycomb structure to a foundation of empowerment for women. He loved the idea and embraced her

wisdom. Peterson’s legacy lives through the inspiration given to Ivan for the Honeycomb Collection.

“The honeycomb is considered one of the strongest structures in all of nature,” Levi says, “and it is the perfect icon to symbolize a woman’s inner strength. It’s been one of the most fun products I’ve ever designed.” He noted that this collection’s unique shapes and subtleties in the design have put

the salespeople solidly behind the brand. “I’ve always been grateful to be in a unique business that al-

lows us designers to create something special that can be worn every day,” he said. “It’s all-around positivity - even the jokes! When you are bee-leaving in yourself as well as in others, jewelry punctuates your open heart with a new kind of glow.”

Just in time for the sweetest holiday of the year, many stores are carrying the Honeycomb Collection. The designs currently in stock start under $500 MSRP. Levi will be featuring the latest designs in the Honeycomb Collection at the RJO show in Phoenix, AZ, beginning February 22nd.

For more information, visit www.levycreations.com, email Ivan Levi at ivan@levycreations. com or call 800-621-0496.

Three generations in the jewelry business have defined Levycreations. Their Honeycomb Collection features various shapes and diamond weights. The pieces can be layered and include every price point and size consumers are happy to wear. Levi explained: “Because of our reputation for quality engagement rings, many store owners and sales professionals wear items from the Honeycomb Collection themselves. I’m grateful for the way they express confidence in these products!”

United Precious Metal Re ning introduces new mobile app

United Precious Metal Refining (UPMR), a leading supplier of master alloys, de-oxidized sterling silver, solder and wire products, as well as the largest US-owned full-service precious metal refiner in the United States, is pleased to introduce a newly updated mobile app which is now available on the AppStore and Google Play.

Features of the new UPMR App include:

• Calculators for gold scrap value, silver scrap value, karating gold, sterling silver, casting weight, temperature conversion, units of weight conversions

• Link to the UPMR Product Catalog

• View spot pricing for gold, silver, platinum and palladium (pricing for reference only)

• and more...

To download the new mobile app search UPMR Tools on the Apple AppStore or search United Precious Metal Refining in the Google Play store. The old version of the UPMR app will continue to function for the time being. When it expires or is removed, you will need to download the new version of the app to continue using UPMR’s calculators and tools.

Censor Diamonds introduces diamond setting services

Censor Diamonds, supplier of diamonds since 1917, is pleased to announce their diamond setting services. Jewelers may now ship blank mountings directly to Censor and they will select the stones, set them, polish the piece and send the completed piece back.

“This service helps our customers avoid the sky high price of mounted jewelry,” says Censor. “Additional benefits include: no need to carry unwanted diamond inventory, quick turnaround, no more getting your hands dirty and no more wasting precious time.”

For more information contact Censor Diamonds at 212-DIAMOND, 212-764-7130 or censor@212diamond.com.

Continued from page 10

7. You’ll manage time better. Laziness prompts bosses to prioritize their time effectively. They focus on tasks that align with strategic goals and have a significant impact on the store’s performance. By managing their time wisely and avoiding unnecessary “busywork,” they set a productive example for their team. While being “lazy” may have negative connotations, embracing certain aspects of laziness - such as delegation, efficiency, strategic thinking, and work-life balance

advocacy - can actually make you a more effective retail boss. It’s about working smarter, not harder, and creating a supportive environment where both you and your team can thrive. So, don’t be afraid to channel your inner “lazy” tendencies into strategic leadership practices that drive success and innovation. Sometimes the path to being a great boss starts with a willingness to prioritize what truly matters and let go of the rest.

David Brown is the President of Edge Retail Academy, the leading jewelry business consulting and data aggregation firm that provide expert business improve-

ment plans, to help with all facets of your business including improved financials, healthier inventory, sales growth, increased staff performance, recruiting, and retirement/succession planning - All custom-tailored to your store’s needs. They offer Edge Pulse to better understand critical sales and inventory data, improve business profitability, benchmark your store against other Edge Users, and ensure you stay on top of market trends with over $3 billion of industry sales data.Contact David at 877-569-8657, ext. 001, Inquiries@EdgeRetailAcademy. com or www.EdgeRetailAcademy. com.

By Ivan Levi

Beeing a great sales team

As a jeweler, when I see a nature documentary, I sometimes have to laugh at the courtship behavior in animals - deer grow big antlers, peacocks show off their tails, so it’s no wonder that humans tend to impress each other with something pretty. But recently, I learned something about another animal whose behavior got me thinking about business: bees.

Bees have complex social lives, and every bee in the hive has a specific job and does it well. They work perfectly together so that the hive does more than survive, it prospers! These bees have a great lesson for us about beeing a team (if you’ll forgive me for the pun!)

Belonging in the Beehive

Since every bee understands their role, and contributes to the wellbeing of the hive, they help create something bigger - a hive of 50,000 bees creates more honey than 50,000 individual bees ever could. This shared purpose drives their work and keeps them connected to one another.

In sales teams, we can see this as an important lesson in culture. Just as every bee contributes to its hive, each salesperson brings unique skills to the team.

A culture where everyone knows what they contribute, and recognizes the contributions of others, can run as smoothly as a beehive, without conﬂict or infighting.

Knowing Your Role

In the hive, every bee knows its role. When each bee fulfills that role, it contributes to the overall health of the hive. In a sales team, the same principles apply. Fulfilling a role doesn’t necessarily mean being isolated or rigid. It means that each team member knows what they do best and has a chance to do just that. When teams stay focused on their roles, they’re able to create an environment where everyone thrives, including guests.

When a team of positive professionals is there to guide a guest through the purchase, guests feel welcomed and understood. However, a bad day, a lack of focus, or conﬂict within a team can lead to a guest feeling confused, ignored, or undervalued. Bees remind

us that if everyone has a job to do, every job gets done, and our guests get what they need.

In a hive, some bees protect the queen. Others convert nectar from ﬂowers into honey. I was particularly fascinated by “scout bees,” which leave the hive to find ﬂowers, and return to tell their fellow bees where to find them. I couldn’t help but compare the bees to one of the greatest creatures in the jewelry world: the sales professional!

Scouting for Sales

Scout bees are extremely focused, and they are good at what they do. They discover opportunities for their hive to prosper and chase them down. They are also excellent communicators, though they don’t use words. Scout bees tell their fellow bees where to find ﬂowers via dance! Bigger movements in the dance make it easier for other bees to understand where to go, so passionate scout bees are the best communicators.

Now, if you are a salesperson reading this, take a minute and think about the days where the sales seemed almost too easy, the guests in your store seemed to

be happier, easier to work with, more excited about what you had to sell. Those were probably also the days you felt most passionate, most excited, and most connected to your work! Like the scout bee, a passionate salesperson is a more effective communicator.

Making Connections

Just as a scout bee excels in communicating and connecting with its fellow bees, sales teams make connections too, not just in their teams, but with guests in their stores.

Salespeople who love what they do seem to each have their own unique “dance,” a way of selling that is authentic to them. When a salesperson is working in that passion, it comes across with such clarity that it attracts the greatest customers to buy from them again and again and send referrals their way. A passionate salesperson attracts more “nectar” - or business - in a way that is fun and sustainable.

So, when reﬂecting on the lessons bees can teach us, remember bees thrive by working together, knowing their strengths, and using those skills with pas-

sion to benefit the whole hive. As the scout bee of a store, what is your “dance” like? How can you make it a little more passionate, and watch your sales ﬂy?

Ivan Levi is a gemologist, third generation jeweler, and the owner of Grateful to Great™, a workshop series that applies the transformative power of gratitude in business. He has been published in multiple trade publications. He currently represents Levycreations, based in Chicago. You can find him online at ivanthegreatful.com, or on Facebook and Instagram as Ivan the Grateful. He will present a seminar at RJO on February 22nd in Phoenix. You can visit with Ivan at RJO in booth #119. Visit levycreations.com, or call 800-6210496 for more information.

Ivan Levi

Just Google It: The Value of SEO in the Jewelry Business

By Guy Pineda

Taylor Swift’s Eras Tour has seen the greatest number of engagement ring proposals, with countless fans asking, “Will you marry me” serenaded live by “Love Story”.

“Toi et moi” means “you and me” and it defines the $300,000 Toi et Moi engagement ring Machine Gun Kelly placed on the finger of Megan Fox.

Kate Middleton’s 12-carat oval sapphire surrounded by four-

teen solitaire diamonds engagement ring is now worth $600,000.

Tiffany & Co. doubled its profits since being owned by LVMH.

“Is my dog a genius or just lucky?”

So, what do Taylor Swift, a Toi et Moi ring, Catherine, Princess of Wales, Tiffany & Co., LVMH and a wonder dog have in common? They all exemplify the value of being at the top of Google searches through search engine optimization (SEO).

SEO: Shines Bright or just a Hype?

In this article, we will examine if the glitter of SEO as the top

choice in marketing for the jewelry business is the “real deal” or if it is just hype, a marketing trend, or simply a fool’s gold.

Search engine optimization, according to SEO Consultant Patrick Rice, has enabled Tiffany & Co. to rank number one for the term “Engagement Rings,” receiving a million searches per month globally and appearing in 370,000 searches per month in the United States. This translates to an estimated $5 million in traffic per month.

Digital Marketing and SEO

Digital marketing targets specific audiences based on price, preference, and the taste of the store’s locale. While many jewelry stores use social media for digital marketing, the competitive edge lies in doing it well. Email marketing often lacks focus and tends to be more about cold selling, making it less effective in attracting random clients.

Among digital marketing techniques like social media, email marketing, and LinkedIn marketing, SEO is particularly complex. The key is to align someone’s Google search with the intent to buy the marketed brand or product. SEO involves optimizing websites and content to rank higher in search engine results pages (SERPs), thereby increasing organic traffic through improved visibility. This includes strategies like keyword research, on-page optimization, link building, and creating high-quality content.

How does SEO translate for jewelry aficionados to purchase and say, “I do”?

Experienced jewelers adept at SEO report that organic traffic can result in a 65-75% conversion rate to actual buyers, compared to a 25-35% average from payper-click (PPC) campaigns. This means that people searching for terms like “engagement ring” are more likely to make a purchase, unlike PPC campaigns that may use clickbait strategies without necessarily leading to a sale.

Please see Pineda page 30

Guy Pineda

AGTA announces Dick Greenwood Memorial Scholarship in Gems Science with the University of Arizona

(DALLAS) - The American Gem Trade Association (AGTA) is pleased to announce the creation of the Dick Greenwood Memorial Scholarship in Gems Science in collaboration with the University of Arizona (UA).

The scholarship has been five years in the making, since Dick Greenwood, owner of A. F. Greenwood & Co., a wholesale gemstone business, died. Colleagues rallied together after his untimely death to honor the beloved dealer, who was generous to all, especially industry newcomers, with his time and knowledge. Greenwood ran the business that his father started and earned a reputation for honesty, integrity, and devotion to the industry through participation in various boards, including the American Gem Society, and serving as AGTA’s Board President twice, among other contributions.

Donations mounted shortly after his death, and AGTA Board

President Kimberly Collins, of the eponymous gemstone firm, worked diligently to bring the scholarship to life during her three-year term, which ends at the 2025 GemFair Tucson.

“I am thrilled that we are finally able to make this education scholarship in Dick Greenwood’s name a reality,” says Collins.

“This was one of my last goals as president, to make sure it came to fruition. Richard (Dick) Greenwood epitomized what AGTA strives for in the gemstone and jewelry industry. The highest ethical standards and integrity. He was always striving to learn more, to be better, to be responsible. To take care of those that enable us to be successful.”

AGTA CEO John W. Ford, Sr., lauds Collins for her persistence in seeing this scholarship

through, from working with those who conceived the idea to filling out the final paperwork that gave the scholarship life.

“The idea for this scholarship started at AGTA, but I want to credit Kim for never giving up on this idea and fulfilling this promise made to honor Dick Greenwood’s legacy,” says Ford. “Kim persisted to see it through to completion. This scholarship is the first initiative on a long list of commitments that AGTA has in store to bring more young people

into the industry and work with the UA to do so.”

The scholarship is eligible to any student enrolled in his or her fourth year of a Geosciences degree at the UA Department of Geosciences. The student’s tuition and fees will be funded for a full year by a newly formed AGTA 501(c)(3) Foundation, which will accept tax-deductible donations from the industry as well as provide funding from its trade shows. Early in 2025, an AGTA Foundation scholarship committee will establish criteria to analyze applicants to determine one recipient each year for the fall and spring semesters. The first scholarship will be awarded for the Fall 2025 and Spring 2026 semesters. AGTA will pay the student’s tuition directly to the UA, and this scholarship will exist in perpetuity.

Officials at the UA are delighted to offer their students this rare opportunity to have their tuition funded for study in the Geosciences department.

“We thank AGTA for its generosity in helping us move closer toward our mission of educating young minds who will fill and expand the pipeline of the next generation of gem and mineral experts,” says Joellen Russell, a UA distinguished professor, Thomas R. Brown Distinguished Chair of Integrative Science, and Head, Department of Geosciences. “The UA Geosciences is deeply impressed by the commitment of AGTA to our young gem and mineral scientists and their future careers. Collaborating with AGTA to train and support the next generation of gem science leaders has been a long-held goal of our UA Geosciences that we are delighted is growing rapidly!”

Questions about the scholarship can be directed to AGTA at info@agta.org or to the UA to Scott Coleman, Director of Marketing and Communications for the College of Science, at scottcoleman@arizona.edu.

Quest Fine Jewelers wins William (Wag) Wagner Award

Virginia retailer honored for business excellence

Edge Retail Academy, the leading full-service jewelry business coaching firm, is proud to announce that Huan Tain of Quest Fine Jewelers has been awarded the prestigious annual William (Wag) Wagner Business Excellence Award for 2024.

Established in 1999 in Fairfax, Virginia, Quest Fine Jewelers is the area’s destination for quality, one-of-a-kind custom design pieces and excellent customer service.

“Working with Scot and the entire Edge Retail Academy team has been one of the best decisions I’ve ever made for my company,” said Huan Tain. “Their experience, insight, and dedication to my success have been invaluable, and I’m incredibly grateful for their support. I feel I’ve only scratched the surface of what’s possible, and I’m excited for all that lies ahead. For anyone considering a partnership with Edge Retail Academy, I can confidently say it will be one of the best decisions for your business.”

With help from Edge Retail Academy, Quest Fine Jewelers grew 25% in gross sales in 2024,

and 31% in gross profit dollars. They reduced their overall inventory by an incredible $400,000 and decreased their aged inventory by $261,000.

William (Wag) Wagner Business Excellence Award

This marks the seventh year that Edge Retail Academy has presented the William (Wag) Wagner Business Excellence Award, an annual recognition of the one retail jeweler that has achieved the most exceptional business growth in the past 12 months.

“The Wag Award both acknowledges business excellence

from independent retailers and honors the memory of longserving Edge Retail Academy Business Coach William (Wag) Wagner, whose legacy of service, loyalty, and advice continues to shine, long after his passing,” said David Brown, Edge Retail Academy President. Wag passed away in September 2018.

Edge Retail Academy presented Huan Tain with the award and a check for $1000.

Learn more about Edge Retail Academy at EdgeRetailAcademy.com, 877-569-8657, Info@ EdgeRetailAcademy.com.

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Pineda

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SEO does not require a jewelry store owner to pay more for clicks or traffic, unlike PPC. It is based on the frequency or volume of searches for certain keywords like “engagement ring” or “diamond ring.”

Tiffany & Co. and Cartier: SEO as Their Gem to Success

The key to SEO is placing one’s business on the first page of Google, which instills high trust and confidence. Organic searches that lead customers to your brand are not sponsored links. Tiffany & Co. uses a technique called “Topical Cluster” in their SEO strategy which is a set of pages on a website that all discuss a com-

mon topic such as “engagement rings”. These clusters link to various folders on a website like online shops for jewelry and related gifts.

Tiffany’s SEO also uses “Faceted Search,” which filters their website into sub-pages or categories based on materials, gemstones, design, and price. These clusters of keywords are internally linked, resulting in more customer search traffic, site visits, and eventually, jewelry purchases. Creative and interesting content like how jewelry symbolizes love and the best gem for Christmas and 2025, attract customers to browse their site and products.

Cartier’s SEO strategy focuses on its rich heritage, storytelling, and high-quality content to

enhance its online visibility. Cartier uses targeted keywords related to high-end jewelry, which gives it a domain ranking of 79 out of 100. “Backlink building” is used by Cartier through collaborations with reputable websites and publications that link back to their site. Is SEO the Real Gem in the Jewelry Business?

The world of business marketing transformed into a strategy to catch the attention of the already shortened focus span of consumers. Mastering SEO can

make a consumer just one search and one click away from anything that they want to know including what is the best jewelry to purchase and from what jewelry store.

Now, the internet has transformed the question “What is the truth?” to be synonymous with “What is on Google?”

As the founder and CEO of Facebook welcomes the Metaverse or a digitally globalized way of life, jewelry store owners can have a competitive advantage through the skillful use of SEO. As for their diamonds to be in demand forever, the jewelry business needs to evolve to be a “Bling Empire” in the digital era. The glitter of success is one click away: just Google it.

Guy Pineda, CEO of Jewelry Store Marketers, has owned an award winning digital agency for the past 15 years and has been working in the jewelry industry for close to 30 years. Jewelry Store Marketers is niche agency that helps jewelry stores get more appointments and increase sales through Local SEO, Digital Marketing, Website Development, Social Media, Videos and more. Learn more at jewelrystoremarketers.com.

Goldilocks

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offers the high priced option to every prospect. That will “anchor” the higher price in your customers mind and make the lower price point seem more appealing. At the end of the test period, evaluate the sales results and expand or rethink the strategy as the results show. If the idea does not work for you, evaluate the “perceived value” of the merchandise involved and be sure you have good choices.

Good luck with implementing this strategy in your own store and let us know how it works for you. If you have questions, contact me. I am always happy to help.

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.

The Edge gives you so many ways to dig into your

If you want to look at your salesperson, inventory, and vendor performance, all the numbers are there. And they can really help drive your business so that you’re not spinning your wheels trying to make more sales, but are actually becoming more profitable every single year.

The Edge has also been so good about keeping up with technology and implementing new things. They’ve had Podium integrated for a long time, so we’re able to get reviews and communicate with our customers all hours. We’re seamlessly able to pick up conversations that were started by one person at the store and someone at night can still jump in and answer that person’s question. To our customers, we seem like we’re always available, and in today’s day and age, that’s what people want.

- Brian and Jill Rouse, Bay Area Diamond Company, Green Bay, WI

the process and to know that their piece is truly unique.”

Everspark’s mission is to help independent jewelers meet the growing demand for custom design services across both bridal and non-bridal styles, using natural mined and lab-grown diamonds.

By integrating Everspark’s platform into their operations, jewelers can elevate their customer service; differentiate themselves from larger, less personalized retailers; and increase their profitability by offering exclusive, one-of-a-kind pieces.

Simplifying the Process

One of the biggest barriers to offering custom jewelry services is the complexity of managing the process. Mathew recognizes this challenge and is passionate about changing perceptions.

“Jewelers often avoid pursuing custom work because they see it as a chore,” he says. “But everything has gone custom, engagement rings to tennis bracelets. This is where the opportunity lies.”

Everspark’s solution is a full-service online platform that essentially becomes a jeweler’s virtual showroom and design studio. The platform allows jewelers to access and track the history of custom projects from start to finish; produce and share draggable 3D renderings to help customers visualize the completed piece; and manage all custom orders and their progress.

“The platform’s transparency and user-friendly interface empower jewelers to engage cus-

tomers both online and in-store, enhancing their ability to deliver personalized experiences,”

Mathew explains. “This not only boosts sales but also strengthens customer loyalty.”

Everspark operates two separate fast production lines to accommodate both natural mined diamonds and lab-grown diamonds. This ﬂexibility allows retailers to offer their customers a wider range of options at competitive lead times.

Additionally, Everspark offers the unique service of working with customer-provided stones.

“This capability enables jewelers

480 E. Paces Ferry Rd. Atlanta, GA. 30305

to cater to clients looking to repurpose family heirlooms or older stones into new, custom pieces,” Mathew describes. “By providing this service, retailers can capture additional business that might otherwise go elsewhere.”

Moreover, Everspark can accommodate custom colored gemstone designs with the same level of quality and attention to detail.

Elevating Jeweler’s Brand

One of the key differentiators of Everspark is its private label offering, Mathew underscores.

“Private label collections allow retailers to stand out in a competitive market by offering unique, customized products that are not available elsewhere,” he says. “We want our retail partners to succeed by promoting their own brand story. Jewelers can develop exclusive collections tailored to their customers’ pref-

erences, complete with their own branding. Private label allows jewelers to differentiate themselves and build a stronger business over time.”

More than just a custom jewelry provider, Everspark is a partner that empowers independent jewelers to succeed. “The future of jewelry is personal,” Mathew says. “We’re making it easier for jewelers to bring that personal touch to life.”

In addition to these services, Everspark launched a branded line, Zac Zac Posen Bridal, created in collaboration with acclaimed American fashion design brand Zac Posen. This new division brings the designer’s iconic aesthetics to bridal jewelry, creating more opportunities for jewelers to cater to discerning clients seeking fashion-forward designs.

“Zac Zac Posen Bridal will

further solidify our commitment to offering unique, customizable options for retailers and their customers,” Mathew explains. “We believe this collaboration will inspire jewelers to elevate their bridal offerings and continue to thrive in an ever-evolving market.”

Everspark is committed to supporting its retail partners through various industry events. The company exhibits at major trade shows, including The Plumb Club, Continental Buying Group, Leading Jewelers Guild, Retail Jewelers Organization, Independent Jewelers Organization, and Centurion Jewelry Show. For more information about Everspark, contact Mathew Behnam, text or call 516-455-2615; email mathew@eversparkbridal. com; or visit www.wholesale. eversparkbridal.com.

Everspark Private Label Tennis Bracelets

Everspark Private Label Anniversary Bands

Zac Zac Posen Bridal

Gemstones are not only chosen for their stunning visual appeal, but also for their unique properties and meaning. The way Sanchi and Filia P Designs sees it, jewelry is more than an accessory, it’s an expression of one’s unique personality and style.

“Our design philosophy emphasizes sophistication and individuality, offering customers the opportunity to wear jewelry that tells a personal story,” Perakis explains. “Each piece embodies a blend of luxury, natural beauty, and lasting quality, whether it’s a statement necklace, elegant earrings, or delicate bracelet. We cover all the bases in style - from minimalist to bold, modern to vintage. We also offer a variety of gender-neutral jewelry, allowing our jewelers to reach a more diverse audience.”

Allure of Larimar

One of the company’s most popular gemstones has been larimar. This stunning blue stone, often compared to the tranquil hues of the Caribbean Sea, has become a favorite among jewelry enthusiasts and collectors.

Found only in the Dominican Republic, larimar is a type of pectolite, a silicate mineral formed millions of years ago by underwater volcanic activity. Its distinct color palette - from light blue to greenish blue, with white to deep blue streaks - comes from traces of copper that partially replaced calcium during formation.

“Making larimar jewelry is a fulfilling endeavor that allows us to express our creativity while working with a stunning gemstone,” describes Perakis. “We create beautiful, one-of-a-kind pieces that showcase the unique patterns and colors of larimar.”

Being the exclusive gem of the Caribbean, quality larimar is rare, and difficult to procure, Porwal cites. “We have been working hard to get the best quality rough for our customers. Larimar was the most requested gemstone during the holiday season, and we have already received a lot of requests for it in 2025.”

Besides larimar, Perakis mentions ruby, emerald, sapphire, turquoise, and moonstone are

among its bestselling gemstones. “The trend for people wanting personalized jewelry and being more knowledgeable about gemstones means that they are always on the hunt for both mainstream and unique stones,” she says. “We are always on the lookout for new gems, and evolving our designs to ensure our jewelry is always fresh and exciting to shop.”

Personalized Service

Sanchi and Filia P Designs takes pride in offering personalized service, guiding customers through the selection process to find the perfect pieces for their retail partners and their customers that complement their unique style and spirit.

“We have created the most trusted connection with our retail partners,” Porwal describes.

“We pride ourselves on providing prompt responses and service, always available to answer questions and to help our jewelers delight and inspire their customers to come in and shop with fine 925 sterling silver and gemstone jewelry.”

Retail partners can shop online from the manufacturer’s website and get benefits of free shipping, reward points, and discounts for volume purchases.

Sanchi and Filia P Designs exhibits in gem and jewelry shows across the United States, including the JOGS Show in Tucson, JCK in Las Vegas, and JIS in Miami Beach.

For more information, or to browse its collections, visit www. sanchiandfiliapdesigns.com.

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