Mid-America Jewelry News Digital Magazine by newsmithinc

Mid-America Jewelry News

SOUTHERN JEWELRY NEWS

By Paul Holewa

Ohio jeweler goes all in on estate jewelry

By Paul Holewa

For the past 15 years BC Clark Jewelers has celebrated Mother’s Day starting in early May with its Pay It Momward gift drop event. Since the event’s inception in 2009, Pay It Momward has evolved and grown into one of the store’s most anticipated events of the year. Social media platforms, including TikTok in more recent years, have created much of the community buzz and excitement for the Mother’s Day free gift drop event.

Krombholz Jewelers has been a Cincinnati, Ohio, institution for more than 80 years. In 1940, Herb and Mallie Krombholz took the big risk and decided to open a jewelry store near downtown Cincinnati. Eight decades later, the grandson of a third-generation goldsmith is about to take yet another risk by going all in on estate jewelry.

The transition from a traditional custom and finished jewelry store won’t be official until September 1. But store owner and third generation jeweler Lee

Many retail jewelers do well with embedding themselves in the community and markets served. But BC Clark Jewelers is a total powerhouse when it comes to

Krombholz has already renamed the family business Krombholz Vintage. Lee is anxious and ready for some change.

“I have not talked to a lot of colleagues, and I am not sure many of them would understand why I am doing this,” says Lee.

community outreach, name/brand awareness and market penetration. For starters, the jeweler has been one of the longest-running retail jewelers in Oklahoma, the Midwest and the country. Since 1892, BC Clark Jewelers has grown from one small store in Purcell, Oklahoma to three stores in Oklahoma City.

“To define this further, I have been working 80 hours a week for 25 years trying to keep up with the custom work. This has been profitable, but tiring. The estate jewelry business will be more controllable and adaptable over the next handful of years. I am hoping to create a 40 hour or less work week.”

And, a discussion of BC Clark’s community loyalty wouldn’t be complete without mentioning the store’s famous Anniversary Sale Christmas Jingle. In 1956, BC Clark paid an ad agency $300 to create a jingle for the store’s pre-Christmas Anniversary Sale. Six years later a

stranger to estate jewelry. Back in the 1970s, Lee’s father purchased estate jewelry over the counter and sold it to a family friend who

was an antique dealer. The arrangement was profitable and risk free. At that time, however, there was no estate jewelry displayed and sold in their cases. “That

would come later,” says Lee. In the 1980s, Lee started attending more Conclaves organized by the American Gem

young BC Clark client found a Pay It Momward gift while shopping for his mother at the Infant

iDD’s 40th Anniversary: A legacy of investing in the future

By Deborah Yonick

Celebrating its 40th year in business, iDD has evolved from its roots as a loose diamond wholesaler to become a fine diamond jewelry manufacturer leading in the development of innovative products, programs and technology for injewelers.

Listening to its retail partners has been central to iDD. “Our primary focus is supporting our retailers and helping them enhance their sales performance,” says CEO Alok Mehta. “At the heart of our operation lies an unwavering dedication to the success of our as captured by our Love.”

Independent jewelers are looking to align themselves with forward thinking companies like iDD that will work strategi-

Please see Krombholz page 4

Holiday Catalog Comeback

By Paul Holewa

For decades companies of all sizes have marveled in the new media platforms producing many old school communications casualties. Christmas catalogs were some of the first to go and as welcome as during the holiday season.

Now that new media is old hat, traditional ways of communicating with customers is making a return with the Christmas catalog becoming a lucrative way to generate increased sales and foot traffic during the all-important fourth quarter.

“As companies have moved to the less expensive emails, we have found opportunity in the less crowded direct mail space,” says Andrew Furman, Managing Director at Continental Diamond.

The Minneapolis-based store has been producing and distributing their Holiday catalogs for two-plus decades. In the early years of its mailing, seasonal catalog was awareness with potential customers creating touch point existing ones, according to Andrew.

The Minneapolis-based store has been producing and distributing their Holiday catalogs for two-plus decades. In the early years of its mailing, the seasonal catalog was mailed to increase store name awareness with potential customers while creating a touch point with existing ones, according to Andrew.

iDD introduced their hugely popular Flexie™ line of flexible diamond

iDD introduced their hugely popular Flexie™ line of flexible diamond bangle bracelets almost 10 years ago.

cally with them. “The industry is changing, and as a leader, and I say that most humbly, we would like to drive that change industry,” shares

like to drive that change in our industry,” shares Alok. “We have

to be creative in developing products and services that help independent jewelers at the store level.”

“As we’ve grown and placed an importance on constantly staying up to date with the latest trends and bringing in new product

Crisis Services center.

Managing Director Andrew Furman sports a Breitling timepiece in this two-page catalog spread.

Art Deco bracelet in platinum with 295 diamonds weighing approximately 25 carats. $64,500 retail.

KROMBHOLZ

BC ClarK

Continued from page 3

Society (AGS). Speakers at the time presented on the history of jewelry. “That really interested me,” says Lee. “I started reading every book on antique jewelry I could find and began to do presentations to local women’s clubs and historical societies.”

numerous complaints by phone to the store, the original jingle was brought back in Christmas 1963. It’s been going strong ever since.

The jingle is so entrenched in Oklahoma City’s seasonal celebrations it is played on local radio stations along with familiar traditional and contemporary Christmas songs. The jingle has its own website, Facebook page (and other social media platforms). It can even be downloaded from Spotify, and YouTube videos have thousands if not 1 million-plus unique views. Some years BC Clark will conduct a man-on-the-street sing along video as part of its Christmas advertising. Citizens of Oklahoma sing it dutifully, on cue and in full, without hesitation.

With so much loyalty and name recognition in the Oklahoma City market it’s no wonder an event dedicated to mothers has performed so well over the last decade plus. BC Clark’s Director of Marketing Courtney Sivard is quick to give other retail jewelers credit for the free gift drop event idea on other gift-giving holidays - most notably Valentine’s Day. But BC Clark is one of the first to dedicate such an event exclusively to Mother’s Day, according to Courtney.

For that decade and beyond, estate jewelry sales hovered around the 10 percent mark of sales and inventory. All that changed in 2008 with the housing market crash and the height of the Great Recession.

“The year [2008] started out great so we bought our inventory on credit for the fall,” says Lee. “Then everything collapsed and we were left with inventory that did not sell and debt we needed to pay. So, in 2009, I decided to solicit our clients to consign us their unwanted jewelry. This was a big hit and our estate jewelry business began to boom.”

Since that time Krombholz’s estate jewelry business has steadily grown. Highs in gold spot pric-

When a store event celebrates milestone anniversaries they’ve hit marketing and promotional pay dirt. In 2009, the Mother’s Day gift giveaway, drop site event was called OMG, which was shorthand for “Our Mother’s Day Gift to You,” according to Courtney. When the power of the hashtag became more popular in

es helped bring in customers eager to cash in or trade in. And, given the store’s lengthy history of buying from the public, Krombholz has gained a reputation for being “honest and reliable,” according to Lee. But in recent years the estate jewelry business has become the store’s main profit center.

social media #PayItMomward was born.

“It was a little catchier and easier for people to digest,” says Courtney. “What made it unique was no one we knew of in our market had done something similar. It was a completely free promotion for people around the city to participate in that was all

For Lee and his staff, buying and selling estate jewelry is more than finding a new home for old treasures while increasing gross profits for the store. It’s also about issues affecting the diamond market. “With the major changes in the diamond market,

Facebook, new platforms such as Instagram and more recently TikTok have taken community awareness, involvement and engagement to new levels. Of course old habits die hard. Facebook was the first social media platform for the contest. This platform continues to be the social media destination leader.

based on luck. We partnered with YWCA for the charity give back that year. We are proud to say, we have trademarked ‘Pay it Momward’ so we intend to keep its legacy alive long into the future.”

sites included busy downtown streets.

asts in their market, most notable is Lorraine Gibbs – a customer whose love of estate and antique jewelry is so impassioned Lee mentioned her in his press release of July 1, 2024, about his store’s major announcement.

stores, grocery stores, and retail outlets to name a few.

Since year one of the event BC Clark has added a cause marketing component to Pay It Momward. The first year was the YWCA. Event followers and enthusiasts have suggested charities or churches over the years. But more recently Pay It Momward’s cause-marketing connection has been Infant Crisis Services (ICS).

“Lorraine is an antique lover as well as a jewelry lover,” says Lee. “She has a very high level of understanding of antique jewelry that she has developed over the years from us and other dealers. She puts in the time to learn as much as she can ongoing. And yes, she is evangelical with her fellow jewelry lovers about our store and events.”

up and running when Pay It Momward got its start, but BC Clark relied on word-of-mouth and old media favorites including press releases to raise awareness of the event. (In recent years digital countdown billboards for Pay It Momward have been hugely successful in building awareness and excitement for the event.)

which I feel will only get worse, I have enjoyed offering a ‘real’ alternative to lab-grown diamonds with estate diamonds. It just feels better to me.”

Buying and selling estate jewelry, however, is a tricky business. Scams, fakes and heightened expectations are profit killers. For Lee and his staff (mainly family members) buying and selling estate and antique jewelry is a team effort.

But in 2012, BC Clark’s marketing management team at the time tweaked and tinkered with ways to increase awareness and participation on social media starting with Facebook.

And, as the event’s social media postings grew beyond

SJN MAJN

Established 1988

Editor, Bill Newnam

bill@southernjewelrynews.com

Publisher, Chris Smith

chris@southernjewelrynews.com

Administration and classiﬁed advertising

Administration and classified advertising

Martha Osswald

martha@southernjewelrynews.com

Martha Osswald martha@southernjewelrynews.com

Staff Writers

Wanda Freeman

Paul Holewa

Diana Jarrett

Deborah Yonick

Vice President Sales

Elesa B. Dillon

elesa@southernjewelrynews.com

Contributing Writers

Kristen Baird

David Brown

Kyle Bullock

Diana Jarrett

Larry Johnson

Mia Katrin

Chuck Koehler

Joel McFadden

Guy Pineda

Southern Jewelry News

Mid-America Jewelry News

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Phone: 336-389-1950

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“Facebook by far has been our most successful by being the most followed on social media,” says Courtney. “I believe that the reason for this is because at its inception Facebook was the social media platform that BC Clark used the most and that our customers did. As our followers of this have gotten younger, the other social media platforms have added a boost, but most still use Facebook to follow. Some of that is also the difference in the algorithm between Meta platforms/ TikTok. It is typical for Facebook to show those who interact with your post quicker, where Instagram, a lot of time, people won’t see it in real time.”

Lee has been at it for 40 years. He’s currently imparting that wisdom and experience to his daughter. But on the job training can only do so much. Lee plans additional training, mainly gemological, for his daughter with curriculum from the AGS and the Gemological Institute of America (GIA).

A lengthy history and industry training have their merits, but there’s much to be said for sourcing sound goods and managing

The gift-giving portion of the event is straightforward - 21 gifts during the 10 days leading up to Mother’s Day. (The final gift is

expectations about what’s being bought and sold. For the sake of quality control and profitability, Lee and his staff have sourced much of the estate and antique jewelry on their own. Lee has a friend and dealer he works with that is a good complement to the inventory he has sourced. Just as important is not chasing after unicorn pieces, estate or vintage pieces that potentially could bring in a big win.

dropped and promoted on Mother’s Day.) The total dollar amount spent on gifts ranges from $1,500 to $2,000, or roughly $100 per gift. The math isn’t that exacting with some gifts tipping the dollar scale more than others based on informal criteria. Essentially, “we tend to pick pieces of jewelry that any mom who finds it can wear and enjoy,” says Courtney.

And, such a hotly anticipated event is a perfect opportunity to include leading designers, Courtney added. Also, when buying jewelry at trade shows, BC Clark buyers can’t help but bring back items exclusively for the Pay It Momward event.

“This year, on top of donating to ICS, our incredible family of employees also came together to donate over 236 pounds of diapers, wipes, and other necessities to ICS,” says Courtney. “In addition, we did an anonymous drop that was not posted inside of the ICS store, for a deserving mom to find.”

The Lorraines of the world are a Godsend to retail jewelers, but there is always converting (and educating) that needs to be done - especially when going all in on estate and antique jewelry. For now, Lee and his staff have sent letters to all 4,100 people in the store’s database about the September 1 change to address the many “whys” from customers. And, in August there will be a month-long sales event.

Pay It Momward has given BC Clark an incredible market and marketing trifecta. The physical presence of three stores increases market dominance and foot traffic. The Anniversary Sale Christmas jingle offers top-ofmind awareness before and during the busiest shopping time of the year. And, Pay It Momward is such a self-driving social media sensation it’s practically selfaware.

Drop sites are decided by the marketing team. Weekend days have “double drops” which help amp up the social media gains.

“We specifically focus on wearable jewelry,” says Lee. “We do not search for jewelry that we do not understand [super high end or collectable]. If jewelry is offered to us that is out of our ‘vernacular,’ we send it to a dealer that is better equipped. We once were offered a ring worn by Liberace, but the seller was not able to verify this.”

The progression of estate and antique jewelry for Krombholz shows great promise for the big move coming on September 1. Related store events have been very successful for Lee and his staff and they’re creating enthusi-

But it’s Oklahoma. Weather conditions have a role in gift-drop decisions. In 2023, Oklahoma had 74 tornadoes, according to National Weather Service records. But the main goal is to drop gifts where the moms are - parks, book

“We are having a monthlong progressive sale in August selling mostly our new inventory,” says Lee. “After that sale, we will return any memo inventory. Our physical store space is currently split between the shop, office, jewelry showroom and a needlepoint store that my wife and daughter operate in the back. We are going to reconfigure that space so that the customer that arrives will know something is different.”

And, with Christmas coming up: “We will be hosting a couple of events to get our undecided estate jewelry buyers back in.”

“Tags and Shares on social media have grown to more than we could ever have hoped to on our own,” says Courtney. “It truly is an event that belongs to the community and they help to keep it popular and going year after year. Also, the marketing metrics and social media gains have their place. But this has never been the aim of this promotion. It is about celebrating our community and the important women who help keep it going.”

One of many estate jewelry cases at Krombholz Vintage.

Lee Krombholz with his staﬀ and family (L-R) Izzi Krombholz Baron, Kirtley Krombholz Swary and Heather Krombholz.

Lee Krombholz

(NORWALK, Conn.) - Registration for the much-anticipated JIS Fall is officially open. Taking place from October 6 - 9 at the Miami Beach Convention Center in Miami Beach, Florida, the event is set to be a one-stop destination to discover the latest trends, network with industryleading brands and stock up on the most coveted pieces just in time for the holiday season.

A Deep Dive into the Season’s Trends

This year’s JIS Fall promises a vibrant showcase of what’s hot in the world of jewelry. The event boasts an exciting lineup of

JIS Fall registration now open Vibrant buying experience to showcase fall trends

600+ exhibitors from renowned domestic and international jewelry-producing regions, offering attendees a comprehensive dive into the season’s trendsetting finds, including timeless pearls, reimagined classics, statement pendants and chunky, vintageinspired pieces.

Premier brands such as A&P Afarin, Heera Moti, America’s Gold, SimplexDiam, Golden Stone USA and more are set to unveil their stunning collections and exclusive product launches across a wide array of categories, from fine jewelry to lab grown diamonds, all under one roof.

A Dynamic World of Discovery

Beyond the aisles overflowing with unique and diverse jewelry, JIS Fall offers a dynamic and engaging experience. This event features a diverse range of pavilions, including the Fine Jewelry Pavilion, which is the largest at the event, showcasing pieces from both established and up-and-coming designers. The Galleria offers a premium buying environment, while the Silver & Fashion Pavilion highlights trendy and fashionforward silver collections. The Plumb Club Pavilion will showcase a unique coalition of leading and important suppliers spanning all facets of the jewelry, diamond and watch industries. Attendees interested in exploring one of the fastest growing segments in the jewelry industry can visit the Lab Grown Pavilion and those seek-

ing the latest industry tools and innovative technology shaping the industry can visit the Equipment Technology & Services Pavilion.

Furthermore, the show boasts a rich international flair, unveiling a world of design through dedicated pavilions showcasing the finest jewelry from Hong Kong, Italy and Türkiye. This year, JIS Fall welcomes two exciting new additions: the Greece Pavilion and the Accessories and Gifts Pavilion.

Beyond Business: Unwind and Connect

JIS Fall isn’t just about business; it’s about creating connections and enjoying the vibrant energy of the event and its beautiful location in Miami Beach:

MJSA, the trade alliance dedicated to professional excellence in jewelry making and design, will launch a new trade show this fall emphasizing the latest generation technologies and supplies, along with the toptier subcontractors who are using those innovations to expand jewelers’ capabilities.

MJSA Showcase: Equipment, Technologies, & Supplies will run Sept. 29 - 30 at the Crowne Plaza in Warwick, Rhode Island. The two-day show will offer a wide range of technologies and supplies, including the first collection of MJSA ET&S Featured Products. This curated selection of new tools and technologies will be judged as “must see” by an independent panel of recognized experts in jewelry manufacturing and design. Each Featured Product will be presented with a plaque and featured in a 10-minute demonstration that will be livestreamed on all MJSA social media networks.

Each product will later be featured, with expanded profiles, in the MJSA Sourcebook, a special edition of the alliance’s monthly magazine, MJSA Journal, that is distributed to more than 10,000 jewelry manufacturers, designers, and retailers.

In addition, the show will include a special Subcontractor Spotlight Pavilion, featuring U.S.-based contract manufacturers who can expand a jeweler’s capabilities in all areas - from

• Cocktails and Connections Event - All JIS attendees and exhibitors are invited to enjoy live music, dancing and build new connections at this fun afterhours event.

• New Exhibitor Networking Event - Meet new exhibitors and explore their merchandise in a casual setting.

• Pavilion Pop-Ups - Daily pop-up networking events offer attendees a fun way to meet new suppliers in their respective specialty pavilions while enjoying complimentary beverages and snacks.

To attend JIS Fall and experience a world of inspiration, networking and timely buying opportunities, visit the website jisshow.com to register or for more information.

• Daily Happy Hours - Mingle with fellow attendees and Galleria Pavilion exhibitors in the relaxed atmosphere of the Galleria Lounge.

MJSA to launch new trade show

CAD design to 3-D printing and casting to stone setting and repair. When registering, all attendees will be invited to submit questions to the subcontractors and schedule appointments during the show. All attendees will also

in jewelry manufacturing and design,” says MJSA President/ CEO David W. Cochran. “Our new Showcase will capitalize on that strength and extend our reach, providing a window into the latest technologies, supplies,

receive free digital editions of the MJSA Press book The MJSA Guide to Subcontracting, which provides guidance on how to choose and establish good working relationships with contract manufacturers.

The Showcase will also offer a selection of premier components, gemstones, metals, and other needs. Its timing will enable jewelers to stock up on critical supplies before the holiday rush, especially for custom orders.

“MJSA has long been recognized as the industry’s leading resource for new developments

and services that can ease jewelers’ workloads and improve their profitability.”

The MJSA Showcase registration page will be available soon at mjsa.info/showcase. To learn more, contact MJSA at 800444-MJSA (6572) or info@mjsa. org.

To learn more about exhibiting, contact Sales Director Lucy Ferreira at lucy.ferreira@mjsa. org or 508-818-0930. Companies that also exhibited at the 2024 MJSA Expo will receive a $1,000 discount per booth.

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How to Lose Employees Like a Coach

By Kyle Bullock

According to the U.S. Department of Labor, the average employee in America has been in their job between 4 to 5 years. After that time, they leave the job for a variety of reasons.

This trend has been the case for at least a decade. As employers, we could vent about how frustrating this reality is or we can better leverage this information to improve our business for the long haul.

How do we adapt our business to handle this potential and

consistent turnover? Let’s think like a coach!

Collegiate coaches routinely gain and lose athletes every 4 to 5 years and even with this turnover of talent some are able to build programs that turn into winning legacies. How do they do this and what can we learn from their example?

They prioritize the whole program over a single person. Coaches know they will eventually lose that top talent so they build a program that trains all the athletes, new and old, in the fundamentals and skills that drive

team success. Likewise, we ought to prioritize the team over the individual with regular training and skills development so everyone is elevated. When we lose the top talent, our team is strong and resilient enough to carry the business to victory.

The i500A produces 50 PSI of steam pressure and reaches temperatures up to 221º F at the tip. Ideal for the jewelry store or workshop for cleaning away left over wax, plaster waste and other debris, and for polishing the final product. Steam deodorizes and sanitizes with heat and moisture and since the only ingredient required for the i500A is water, cleaning has never been safer, healthier or more environmentally friendly. 230.825 Reliable i500A Steam Cleaner $699.00

JEL-3 Steam Cleaner Hoffman/New Yorker JEL-3 Steamer is truly top quality. Hoffman manufactures the most used, trusted and reliable steamers available . . . since 1904! Designed and made by the same people who invented jewelry steamers. Hoffman steamers have been proven as the ideal choice for the jewelry industry, dental labs, precious metals, eyewear, crystal industries, surgical labs, and clean room applications. Grease, grime and micro-deposits disappear in seconds. Oxidation and deposits are removed from the tiniest crevices for a bright, sparkling finish. 230.789

$2195.00

They recruit their weaknesses. Great coaches look at their roster and determine what kind of player they don’t have, then recruit an athlete who will balance the team’s skills. In your business, if everyone on the sales team is outgoing and spunky, the last thing you need is another outgoing salesperson. In this case look for the eager, mild-mannered but motivated salesperson who will round out your roster. They may be just what you need to connect with customers you’ve never connected with before.

They have a deﬁned training process. Great teams perform like they practice, and great coaches know this. That is why they come in every day with a written plan and vision of where to take the team. Is your training process written down? Do you have a vision of what you’d like your team to accomplish (and do they know what that vision is)? If not, start drafting that plan before you hire again.

Employers, remember, you will likely be in the hiring process every few years regardless of your circumstances. Come to accept this reality and not resist it - that will make the emotional strain of hiring much easier. With a defined plan and by prioritizing the program over a single person, you’ll be able to fill in the gaps more easily when it comes up next time.

Of course, if you’d like a resource that can help you empower new and existing staff with skills to make your team stronger and more resilient, check out Train Retail’s sales and management platforms where we deliver weekly training to your team, keeping them growing, and performing at their peak. Learn more about what we do at TrainRetailManagement.com.

Kyle Bullock is a small business owner and leadership consultant. Aside from being a parttime owner of his jewelry store, he is also a partner in Train Retail Management, a low-cost, weekly training platform that gives managers and owners leadership tools and skills to grow their businesses. Learn more at TrainRetailManagement.com.

2x4

Kyle Bullock

By Mia Katrin

Make It Personal Reach out and touch someone

In a world flooded with digital communication and online transactions, we often lose the personal touch. But especially for jewelers, steeped in a realm of traditions embodying emotion and sentiment, personal relationships are key. Through the dazzle of diamonds and captivating design, it’s ultimately the human touch that truly sets you apart.

The Power of Personal Connection

Nothing is more personal than jewelry. Each piece captures

a unique story. The quintessential engagement ring symbolizes the deepest, most powerful lifetime emotional bond - a diamond is forever. A necklace may mark a milestone celebration - an anniversary, birthday or graduation - and become a treasured family heirloom. Each piece is deeply personal. For jewelers, capturing and embracing this unique significance is crucial. It’s not merely about selling a product; it’s about creating an experience that deeply touches your client.

Who do you want to do business with? Someone you connect

with, feel comfortable with, enjoy and trust. Forming a bond is an art. When a customer walks in the door, your greeting should be genuine, never a rote, “How can I help you?” Be fully present. Notice details about their appearance, character, or mood. Ask specific questions. “What a lovely brooch you’re wearing…is that a family heirloom?” Your goal is to authentically connect with your customer, reveal their underlying desires - to them as well as you - and fulfill them. That moment where the ice is broken and you connect on a meaningful

level is magic. You are the magician, there to satisfy their desires. Forging a meaningful bond is fulfilling both for you and for them - and one of life’s true treasures. Connecting Personally through Technology

While online platforms offer convenience and accessibility, they often lack the intimacy of face-to-face interactions. Differentiate yourself - infuse personalization at every touchpoint.

From personalized consultations to curated collections tailored to specific tastes, jewelers can leverage technology to en-

Customer financing that’s a cut above the rest.

TD and Blue Nile have partnered to offer a multifaceted consumer financing solution. Together, we drive innovation and collaboration to increase conversions in a truly digital platform.

We are committed to our partners every step of the way through:

Carefully curated programs designed with your specific needs in mind

Our creative approach in featuring messaging throughout the entire digital ecosystem

Convenient training tools for sales agents to confidently educate customers on financing options

With TD, convenient financing plans are designed specifically with our customers’ needs in mind. Offering shoppers a seamless application and higher credit lines has greatly contributed to our success.

James Schultz, Chief Strategy Officer

hance the personal experience. Virtual Zoom appointments, interactive websites with online chat features, and bespoke design services allow customers to feel valued and understood, despite the digital divide.

Digital connections need not be impersonal. Use texts, Facebook friend messages, Instagram posts - and even trendy TikTok videos to break through the ice and connect with your customers with a friendly, informal approach that catches their attention, is entertaining, and genuinely touches them, rather than seeming like a sales pitch.

Nurturing Relationships

At the heart of successful jewelry sales is the art of connection. Whether it’s remembering a customer’s anniversary, offering thoughtful recommendations based on past purchases, or simply listening attentively to their stories, every interaction counts. These small gestures demonstrate a commitment to forging lasting relationships built on empathy and understanding.

Moreover, in an industry where word-of-mouth can significantly impact reputation, the personal touch extends beyond individual transactions. Satisfied customers who feel genuinely cared for are more likely to become loyal advocates, spreading positive experiences through personal recommendations and online reviews.

Making It Special

Whether through handwritten notes, anniversary reminders, or exclusive previews of new collections, jewelers have countless opportunities to create memorable experiences for their customers. The personal touch can become a powerful differentiator. Customers are not just purchasing jewelry; they are investing in relationships and emotions. By acknowledging this fundamental truth, jewelers can elevate their service from ordinary to extraordinary.

By understanding the unique stories behind each purchase, embracing technology while preserving tradition, and consistently prioritizing personalized experiences, jewelers can forge lasting

Mia Katrin

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Stop making shopping at your store so di cult!

By Larry Johnson

All of us have times when we realize that despite our best intentions, we seem to be doing things the hard way. Frustrated, we catch ourselves and say, “There has to be a better way.”

Here are a couple of areas I see in independent jewelry stores I visit where “doing things the hard way” is more than just, frustrating, it is costing them valuable sales revenue.

Lack of Program Trays

A program tray is a display that holds several pieces that have some common characteristic and contain signage that gives information about each piece. (Think

of the stud earring tray you have that holds 5 or 6 pairs) I love these trays because they sell merchandise! Face it - once a customer decides he wants to buy a pair of diamond studs, the question usually changes to either how nice, how big or how much. In program trays you can display your options with appropriate information and the customer can weigh the options and pick. When you display your assortment on slides or in a rack with 16 pair and no signage, you are forcing your sales people to look at the tags on each pair to inform the customer. Doing this forces the customer to remember the specs of each pair and the price, compare them

in his mind and choose. You are making his decision much harder than it need be. Instead use program trays that display different options of essentially the same piece of merchandise (except for size or quality) and make the decision process easier for the customer. BTW - several display manufacturers have introduced program trays that hold 1, 3 or 6 SKU’s this year. Contact me if you want their names.

Organize your Bridal by How your Customer Shops

If a customer walks into your store looking for a halo style engagement ring, to how many cases do you have to take them to show your full assortment? Which case

do you go to first? Which does your sales team go to first?

I’ve seen stores with halos in 7-8 different showcases because the store uses those “Free” displays they get from the manufacturer. (Do you organize your closet at home by the store from which you bought your clothes or by the type of those clothes?) I’ve seen staff members favor one display over another for some vague reason that has nothing to do with profit margin. Imagine if you went into a grocery store and had to go to 6 different aisles to see the different types of coffee they sold? You would not be a happy shopper. A shopping customer wants to see her choices or-

ganized into a space where all her choices are visible, comparisons are easily made and an informed decision is determined. Most of my clients put all their halos in a single case (or 2) and organize them by the second question the team asks, such as when do you need the ring or what stone shape/ size.

The Lab Grown Dilemma

The growth of these diamonds has presented jewelers with many challenges, not the least of which is how/where to display them. My clients with the greatest sales are displaying them in the same cases as the mined diamonds, BUT putting them on a different color display element (Palladium is the most popular color for this) and branding them as lab. Putting all your lab in a separate case makes the buying process more difficult and certainly makes upselling to mined over lab more difficult. Put the lab studs in a program tray next to the mined studs. Put your lab solitaires next to your mined and see how much smoother your sales presentation flows

These 3 categories are only a few of the places where we are making our sales life more difficult than it should be. As we move into the Fall and upcoming Holiday season, I’ll focus on specific areas where you might evaluate your stores presentation

Please see Johnson page 14

Larry Johnson

Successful Custom

The One Thing You Need To Do!

By Joel McFadden

As business owners, we always seem to be looking for the next big thing, the next hot brand, or the next essential skill that will suddenly make us brimming with renown, greatness and success. Those sales reps are great at convincing us how much money we will make with whatever the latest fad brings. All they need is that initial investment to start getting the latest fad onto the sales floor. Some will find some measure of success in perpetually chasing that ever changing “current fad”, but most will not.

Recent encounters with some very old friends I’d lost touch with for years revealed some secret to their success.

One friend who was interested in Celtic jewelry had been making things at home for his friends. It was his passion. It was what he loved to do and eventually, he started selling his bronze jewelry at renaissance fairs and craft shows.

I asked him how he was able to make his craft such a success! His answer didn’t surprise me but it might surprise you. “I often wondered if I would be more successful if I learned to work

with other metals and set stones, but I stuck with making Bronze cast Celtic-style jewelry because that one thing was my love and passion. My reputation for them reached a point that one day I received a letter about a TV show needing Viking-style jewelry. I had a lot of items that fit the bill so I boxed them up and sent them off. Now my company is thriving making more of those same items that wound up worn by the characters on that popular TV show.”

Another friend used to be a machinist. He discovered his love for working on a lathe. He created all manor of wedding bands,

multi-metal bands, wooden bands and well, any other sort of band he could imagine that could be created on his lathe. He decided to stick to his passion for working with his lathe and focused on doing that one thing better than anyone else. He is very successful in his niche.

Selling the latest fad that doesn’t last long probably won’t actually make you much money. Instead of constantly diversifying, try focusing. Focus hard on the one thing that you like to do and that sets you apart from everyone else. Once you find that one thing, try to be the best at it.

Joel McFadden

Focusing on the one thing that is your passion is the key to your success.

Custom guru Joel McFadden is the owner of Joel McFadden Designs in Chapel Hill, NC. He developed pricing for custom jewelry and repairs for the IJO Prototype Store, opened a business which became a million-dollar store focusing on custom, was named MJSA’s first Mentor Jeweler, was the first director of the Council of Custom Jewelers, and is the creator of the Bench Jewelers Challenge. He is an industry writer and speaks at events. Available for CAD work, stone setting, and complete custom pieces for the trade. Contact Joel at MentorJeweler@gmail.com, 984-212-2217, JMDJewelry.com, Facebook and YouTube.

JoHNSoN

Continued from page 12

to find areas where you can sell more by making it easier for your customer to buy.

Jewelry retail is a challenging business. Let’s make it easier to be successful if we can.

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 Retailer’s Perspective Do is,

By Chuck Koehler

Our industry is like no other. We have absolute rules in this industry that very few other industries have. And those other industries that also have these rules are usually tied closely to our industry, like gold refineries and gemstone mines.

I was fortunate to have gotten into this business while I was still in high school, and hadn’t yet developed any of the bad habits that are career ending in the jewelry industry, like leaving a piece of jewelry unattended on top of the counter. Because I’ve been doing

this job my entire adult life, many of these habits are now ingrained in my DNA, and I just do them automatically. But, that in and of itself can be dangerous, which I’ll explain below. So I thought I’d go over some habits that, if you’re new to this industry, you might not know you need to adopt.

Never identify gemstones on a job envelope

Believe it or not, there are people out there trying to scam other people. And many of those scammers are targeting people that work in jewelry stores. They will come in, and tell you that their 1 carat diamond ring needs

Not at

to be sized. They will then tell you that their 1 carat diamond ring is their favorite possession and they just hate to not be with their 1 carat diamond ring because they just love their 1 carat diamond ring more than life itself. They’ll tell you how naked they feel without their 1 carat diamond ring on their finger.

Why would they do that? Why would they phrase everything they just said that way? Because they are trying to get you to write: ‘Ladies, 14K, 1 carat diamond engagement ring’ on the job envelope, knowing full well it’s not a diamond! Everyone

needs to understand that everything you write on the front of a job envelope is a legal document. If you write ‘1 carat diamond ring’ on their ticket, you are legally confirming that they left a 1 carat diamond in your care and custody. Thus, you are legally required to return to them a 1 carat diamond ring. Don’t get caught in this trap. So, how do you get around this? Let me explain.

Let’s take the above mentioned ring that the customer is dropping off. Forget whatever the customer said about it because it actually looks like a 14K, 1 carat diamond ring. But don’t you dare

write that on a job envelope. Instead, you should write it up as ‘Ladies engagement ring that is stamped 14K, with a 6.2mm clear, white, faceted center stone.’ If the customer is legit, they’ll never notice. If the customer is trying to scam you, they’ll argue with you about the description. If they argue, walk away from the transaction.

Never sight identify jewelry People come in all the time with something they found, inherited, or were just given and want to know what it is. I can’t count the number of times someone was just given a piece of jewelry as a gift and they only want to know what it is because they want to sell it. If you accommodate their request, believe it or not, you just married that person and that piece of jewelry.

If you offer your professional opinion about their jewelry, and they make life decisions based upon that professional opinion, then you can be held liable if it turns out you were incorrect. So how do you protect yourself? It’s pretty simple. I default to: ‘My insurance company doesn’t allow me to offer any opinion other than a written opinion, which starts at $135 per item.’ You’d be surprised how quickly that ends the conversation.

If you buy over the counter, and make them an offer to buy it, then you’re exempt from what I say next. This is strictly for the people who work in stores that don’t buy over the counter. In these situations, I tell them to go to one of the pawn shops in the area because they can tell you what you need to know. Usually, these people are just looking for information, and I recommend my buddy up the street that buys over the counter. The customer is happy, my buddy is happy, and I didn’t get married to something I didn’t want to marry.

Why is this important? Because people also buy things online and want to take it to ‘an expert’ to find out if they got ripped off. There are some really great rip off artists out there and I don’t want to get caught in their Please see Chuck page 36

Chuck Koehler

Continued from page 3

iDD remains positive, vibrant and investing in the future, as exemplified by a recent move to a larger office at 545 5th Ave. Not your typical manufacturer’s office, iDD’s new space was conceived to foster collaboration and idea sharing.

Clients are first greeted with a comfortable lounge where conversations begin. “We start our meetings wanting to hear from our retail partners to learn how they are thinking,” describes Alok, adding that his team comes prepared with relevant data and insights to find the best solutions and strategies for their market.

Toolbox of Assets

For more than 15 years, iDD has been collecting retail market data, with a separate intelligence unit collating, filtering and analyzing the information on a variety of metrics to create real calls to action. “Our proprietary software provides incredible market insights, data that is driving a large part of our business strategy,” Alok explains, noting that iDD is continuing to invest in this capability to better equip retailers for the future.

The culture at iDD is centered on continually studying the fine jewelry marketplace to improve its offerings and provide valuable insights and solutions to independent jewelers.

“Everything we do is examined through the lens of how it will help our retailers sell more and be more profitable,” describes Alok. “For so long in our industry we have run on gut, but times have changed. There is so much information out there revealing actual, proven products. Today, less is more.”

Recognized for its marketproven private label and branded jewelry collections, iDD provides in house custom marketing, interactive B2B website, innovative ecommerce assets, dedicated sales trainers, and the industry’s No. 1 consumer finance program, The iDDEAL Credit Card.

Branded Collections

Nearly a decade ago, iDD introduced to the market the Flexie™ line of flexible diamond bangle bracelets, which has been a game changer for so many retailers, an over $10 billion category that Alok hopes more independent jewelers will capitalize on. This nice, light bangle, he says, has replaced the tennis bracelet as the modern classic.

There are over 100 bracelet styles in the line, as well as a selection of bands and rings, crafted in 14K gold and set with natural mined diamonds. Supported by a full marketing package, Flexie™ bangles and bands are backed by a lifetime warranty.

One of iDD’s latest branded collections, Mozé™ is an innovative custom bridal program born

from brainstorming with retail client, Occasions Jewelry in Midland, Texas. “We were working on some technology, and they had an idea for customizable bridal, and through our collaboration Mozé™ Bridal Design Studio was conceived,” tells Alok. “This breakthrough collection features mix-and-match capabilities and omni-channel customer touchpoints that allow customers to choose from thousands of options to create their perfect ring. The online design studio takes customers from idea to finished design that customers can see, edit, and price online in real time.”

Recognized as a leader in the mined value space for bridal/ anniversary basics and fashion diamond jewelry, retailers also have been partnering with iDD to

cess, revolving credit, promotion plans, and competitive rates. For this program, Alok shares that there has been almost zero attrition, and its high double-digit growth has come mostly organically from existing customers using the program more.

A new component for jewelers, iDD offers the online credit eligibility platform Waterfall that saves retailers time, providing customer’s financing eligibility in seconds across many lenders. Waterfall allows retailers to maximize upsell potential and increase

help them navigate the complex category of lab-grown diamonds. Alok describes generic lab-grown diamonds as a “race to the bottom” for independent jewelers, with the way prices have been dealt with across the industry.

“Our focus is on offering our retail partners branded lab-grown diamond jewelry collections,” says Alok. “Our latest Skyset™ collection features curated labgrown diamonds in a new setting. Thanks to patent-pending technological advances, Skyset™ shows up to 70% more surface, with no metal covering the top of the stone as with prong settings, making the diamonds appear to be floating above the skin.”

Like Flexie™, the Mozé™ and Skyset™ collections are supported by a full marketing package and dedicated sales training.

Consumer Finance Program

For nearly a decade, independent jewelers have leveraged the large scale, financial strength and innovative vision of iDD, empowering them to close more sales with the iDDEAL credit card. The industry’s preeminent consumer finance program, processing over a billion dollars of successful consumer financing transactions, is a point-of-sale payment solution that makes buying jewelry effortless for customers with an easy approval pro-

revenue, while decreasing retailers’ average cost of financing by displaying average financing costs for each available financing plan. It provides credit eligibility models using all major credit bureaus and its proprietary AI technology.

This pre-qualification, which does not impact customer’s credit score, minimizes the decline of applications on lender platforms, yielding upgrades to preferred rates and substantial savings. Alok describes this technology as pivotal for retailers to be more efficient in giving choices.

iDD brings decades of experience in the independent space, painstakingly earning the trust of its retail partners. “Beyond all the programs, technology, and marketing, our quiet strength is our long tenured sales team whose knowledge and customer centricity makes them a valued and trusted extension of our retailers,” Alok describes.

A member of the jewelry industry’s leading retail buying groups, iDD also is a member of The Plumb Club and American Gem Society, and is certified by the Responsible Jewellery Council as following responsible business practices. For more information call 800-621-1162, email sales@iddny.com or visit www. iddluxe.com & www.iddjewelry. com.

The industry leading iDDEAL credit card consumer finance program has processed over $1B of consumer financing transactions.

iDD’s latest branded collection, Mozé™ Bridal Design Studio is an innovative customizable bridal program.

The Skyset™ collection features curated LGDs in a revolutionary setting with no metal covering the top of the stone, showing more surface.

The Story Behind the Stone Admiring Asschers

By Diana Jarrett

Everyone has their personal favorite when it comes to diamond shapes. Each shape has its own charm and history too. For instance, the round brilliant cut has marched through centuries of evolution before landing at its glorious present perfection. Every change in facet angle, every modification of the facet shapes had a visible effect on the stone’s light performance.

Some cuts, like the oval for example, help elongate the lady’s hand, making her every gesture an expression of grace. And just a quick glance at the emerald shape

and you know you’re looking at a high quality stone. Those step cut facets are a window into the interior of the stone - making imperfections quite apparent. Therefore, higher clarity stones usually get an emerald cut treatment.

There’s also a romantic history behind the marquise shape making this diamond more romantic than ever. Said to be created at the behest of King Louis XIV to honor his mistress Madame du Pompadour’s perfectly shaped lips, this elegant diamond cut is timeless.

Describing an Asscher Cut

But for those with a yen for near perfection in appeal and el-

egance, the Asscher is the one. Amazingly, it looks as modern as next year, but it was invented over a century ago. The Asscher cut diamond is octagonally cut - like a

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square with clipped corners. It is distinguished by a deep pavilion and usually a high crown.

The celebrated diamond cutter family, the Asschers, were renowned for cutting the enormous 3,105 carat Cullinan rough that ended up creating many large stones for the British Crown Jewels.

The Origin of the Asscher

The original configuration of the Asscher cut had 58 facets, the same as a round brilliant cut. Yet, the round brilliant seems to have so many more. The Asscher by contrast seems to possess that cool simplicity of the step cuts seen on emerald cut diamonds.

This aspect - the geometric straight lines that create the Asscher cut - made it the darling of the Art Deco era. Joseph Asscher first developed this sleek shape around 1902. Its genius configuration of larger and wider facets were arranged on a nearly octagonal shape diamond.

Joseph Asscher saw the opportunity of weight retention and better use of rough with this shape. But it also had a positive effect on balance and scintillation. All things diamond lovers want to see.

A Star’s Treasure

One of the most recognizable Asscher cut diamonds was owned by Elizabeth Taylor. The engagement ring she received from

Richard Burton in 1968 was a 33.19 carat type IIa stone thought to have originated in the Golconda region - an area in India known for its type IIa diamonds. Type IIa diamonds are among the rarest diamonds ever produced. They make up only 1-2% of all natural diamonds, and are usually color-

Diana Jarrett

scher cuts are experiencing a reinvigoration and are on the short list for bridal jewelry diamond shapes. Now Edward Asscher, the grandson of the original shape’s inventor, had a brilliant idea to improve on a good thing. He came up with the Royal Asscher which boasts another 16 facets to its original 58.

He added another 2 rows of 8 facets, narrower than the original, which allow the stone to catch light more effectively. By making those rows narrower, Edward kept the classic vibe of the original stone, but produced a more scintillating result.

Nowadays, both the original Asscher and the modern Royal Asscher are gathering loyal fans.

less and devoid of impurities.

Some say the diamond’s fairly large culet facet indicates it was cut prior to 1920. The stone Burton gifted Taylor with cost him $307,000 at the time. Today it’s valued at over $9 million. Improving on a Classic In recent years, it seems As-

As antique as the stone’s origin is, this fresh, modern looking diamond shape is ideal for today’s imaginative jewelry.

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).

The newer Royal Asscher cut has 16 more facets. Image credit Jewellery Editor

Elizabeth Taylor wore her signature Asscher cut diamond all her life. Photo credit Telegraph UK

Queen Elizabeth wore Cullinan diamonds cut by Asscher.

Let us be your go-to manufacturer for the industry’s highest-quality solitaires, earrings and bands. All offered at the very best prices and made in Richmond, Virginia from 100% recycled Harmony metals and ethical gems. Save even more on your core bridal products when you join the Hoover Family Discount program. Call for details.

accordingly, it’s important to make it convenient for your clients by delivering your products to the customer where they are, in this case into their homes,” says Andrew. “It’s a very big project for us, as we create it in-house, but it’s been very successful for us. We have people call about the product images that they see in the catalog and bring the catalog in to point out the pieces that they love.”

Similar to their retail jeweler peers, a majority of Continental Diamond’s fourth quarter open-to-buy budgets has been expended by

the June Las Vegas Show. This gives Andrew and his staff most of summer and early fall to complete the Holiday catalog. The catalog production time span is roughly four to five months. This is “somewhat de-

pendent” on when new products arrive at the store from the designers. Continental Diamond has their own staff photographer that produces most of the product images used in the catalog.

The product mix is para-

People get numb to too much. With a Christmas catalog, layout and page design are of critical importance. Continental Diamond’s cover choice is purposely understated - the store name and year, that’s it. The color choice is

mount for every seasonal catalog with a strong emphasis on new inventory. Continental Diamond has worked diligently over the years to position itself in the Twin Cities’ market as a trends leader. “Our clients look to our team to learn about the latest trends and to see what’s hot,” says Andrew.

Customer loyalty and name brand awareness speak volumes for the store’s trend-setting inventory - especially in the bridal category. Since 2010, Continental Diamond has been voted “Best Jeweler” by Minnesota Bride magazine. And the catalog reflects this category dominance not just with breaking trends and traditional designs, but with a practical “Shop By Style” page highlighting the top-five engagement ring design types with the opposite page showing thumbnail images of nine “Continental Couples.”

Fashion trends are also important in the catalog. Yellow gold continues its hot streak in 2024. Last year’s catalog provided a host of trending yellow gold designs, namely fashion pieces. And, the never-ending stacking band trend got its own page.

Bread-and-butter goods and everyday essentials, as well as the usual assortment of fine and fashion jewelry, is equally important as trending designs. In the spirit of “you can’t sell what you don’t have,” Continental Diamond’s catalog visually conveys that it’s a jewelry store destination for all things to all people, from fancy colored diamonds to colored stones - and everything in between. And, of course, there are pages of timepieces - Andrew’s personal obsession and professional favorite product category.

But the key is layout for print. Too many choices in a catalog is just as detrimental as too much inventory in a display case.

of the holiday catalog is to create brand awareness with the chosen vendors. The upside is vendors can help reduce the cost of the catalog’s production, which Andrew admits is a “significant investment” of the store’s annual advertising budget.

Vendor placement in the store’s holiday catalog depends on a few factors. Highlighting new or newer vendors is always important. But as many retail jewelers know the retailer/ vendor relationship is a balancing act.

the store’s corporate color - royal blue.

The inside cover page reads and looks like a magazine with a table of contents, a seasonal note from the staff, a Minnesota Bride logo to promote the store’s yearly

win, and contact details. (There’s small print at the bottom of the page denoting retail prices and availability mostly.)

Having an in-house photographer not only allows for quality control over product shots, but also allows Continental Diamond’s choice of models. Last year staff was chosen to model inventory. Typically local media and sports celebrities are asked to model jewelry and timepieces. Whether it’s just products or a person wearing jewelry, every page of the catalog denotes the store’s product identification number and the most current retail price of every piece of merchandise in the catalog. This helps the customer make purchasing decisions while easily communicating such choices to the store’s sales professionals.

Another less obvious goal

“It varies a lot depending on the designer. Some have very strict placement requirements, others require that we use their images, and some will let us shoot and require only image approval,” says Andrew. “Many are willing to coop their page.”

Lastly the seasonal catalog can function as a reminder of services. Continental Diamond is well known for its custom design work as well as its bench jeweler shop. In recent years the store has delved deeper into estate jewelry and the secondary market. The one-of-a-kind pieces as well as the products and services that come with an estate department got a two-page spread featuring estate buyer Kimberly Thompson.

For retail jewelers fence sitting on whether to upgrade, update or bring back your store’s Christmas/Holiday catalog, Andrew says: “All the effort pays off in the end. The buzz about your store that it creates, the excitement for your product because you’re able to present it so beautifully, and the idea that you’re able to deliver it to your clients where they are, in their home, works for us. But the main judge of its effectiveness - we get a lot of positive feedback from clients and they often bring it into the store with the items they’ve chosen to purchase or even with items circled by their loved ones.”

And, on the topic of new media versus old, Andrew adds: “Email notification’s impact has slowed. Our personal inboxes have become flooded which has become really difficult to get through. Mail is something that they can feel and hold. People have to touch it and see it, even if it’s to pass on it. Plus, traditional mail is also more trustworthy than emails. I still believe that there is a place for email marketing in your overall marketing strategy but it’s not as effective as it once was. This opened the door for direct mail again because our mailboxes aren’t nearly as flooded as our inboxes.”

Uneek and A. Jaffe are two vendors featured in Continental Diamond’s Holiday Catalog.

Continental Diamond’s Holiday Catalog cover is purposely understated using the store’s corporate color.

Everyday essentials are just as important as breaking trends.

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Elevate Your Marketing: Instantly deploy a full suite of personalized in-store, digital, and print marketing assets. Additional materials can be developed at no cost by our in-house omni-marketing team.

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Elevate your business with compelling product descriptions using ChatGPT and Google Sheets

By Guy Pineda

Writing product descriptions can often feel like a never-ending task, especially in the jewelry business. You have hundreds or even thousands of pieces that, while unique in their way, can blur together when it comes to creating compelling, distinct descriptions. Often, the task of writing these descriptions falls to administrative staff who may not have the creative flair needed, leading to uninspired content that doesn’t do justice to your beautiful products. But what if we told you there’s a way to streamline this process and produce captivating descriptions effortlessly? Enter ChatGPT and Google Sheets. Why Great Product Descriptions Matter

First, let’s talk about why product descriptions are so important. A well-crafted product description can make the difference between a sale and a missed

opportunity. It’s not just about listing the facts, it’s about telling a story that resonates with your customers, sparking their imagination, and convincing them that your piece of jewelry is the one they need.

In many cases, product descriptions are reduced to mere technical specifications or, even worse, just product SKUs with minimal details. This approach not only fails to engage potential buyers but also hampers your SEO efforts, making it harder for customers to find your products online. However creating unique, engaging descriptions for a large inventory is incredibly time-consuming and often pushed to the bottom of the priority list.

Google Sheets to automate and enhance the creation of your product descriptions. This combination is a game-changer for small to medium-sized jewelry

businesses that want to compete with larger companies without the hefty budget.

The Magic of ChatGPT

How Google Sheets Fits In Google Sheets serves as the perfect companion to ChatGPT. By organizing your product data in a structured format, you can easily feed this information into ChatGPT to generate descriptions. Imagine having a spreadsheet with all your product details neatly arranged. With a few simple commands, you can have ChatGPT generate personalized descriptions for each product, all while maintaining a conversational tone that appeals to your customers.

Guy Pineda

other critical tasks.

• Enhanced SEO: Create descriptions that are optimized for search engines, improving your online visibility and attracting more potential customers.

The Game-Changing Solution: ChatGPT and Google Sheets

Now, here’s the exciting part: You can leverage the power of ChatGPT in conjunction with

ChatGPT is an advanced AI language model capable of generating human-like text based on prompts. It can take the basic data about your jewelry - such as product category, subcategory, materials, diamond size, carat weight, metals, and design features - and turn it into a beautifully written description that not only informs but also entices.

Beneﬁts of Using ChatGPT and Google Sheets

• Consistency and Quality:

Ensure that every product description maintains a high standard of quality, consistency, and creativity, capturing the essence of each piece.

• Time Efﬁciency: Save countless hours by automating the bulk of the writing process, allowing your team to focus on

• Cost-Effective: Compete with larger companies by leveraging advanced AI without the need for a large budget.

Making It Work for You

The process doesn’t have to be overly technical. You don’t need to be a programmer or a tech wizard to make this work. By combining the structured data in Google Sheets with the conversational capabilities of ChatGPT,

Please see Pineda page 28

The photos that we can integrate with The Edge using GemLightbox are amazing quality. And all the information that you’ve put into The Edge about a piece are available and ready to go; you just have to add the photo.

The Edge also keeps track of all of the repairs that you’ve had along the way. So we can look at the original piece and we can bring it back to life as it was. We have records on hand dating back to when customers’ grandparents had their rings brought in for repairs. I’ve actually made custom pieces from designs that they had on hand in The Edge, and thankfully had photographs of and descriptions already in the computer.

- Heidi Corso, Anderson Jewelers, Taylorville, IL See Heidi’s Story.

Gems One welcomes three new Sales & Marketing Consultants

Gems One is pleased to welcome three new Sales & Marketing Consultants to their team. The addition of the three seasoned professionals will enable the company to better serve their clients, independent retail jewelers.

Clancy Wehba brings experience in all facets of the jewelry industry spanning multiple continents. Her passion for jewelry began at an early age in her family’s Springfield, MO store where she gained foundational knowledge and hands-on experience. She attended GIA in New York City, where she honed her skills at R&R Grosbard and became both

a designer and a Graduate Gemologist. She also spent 9 months in India to master the art of diamond purchasing. She later returned to the family business where she attained the position of General Manager at their Arkansas location, then went on to manage one of their Pandora specialty stores in Springfield. After relocating to Chattanooga, TN, she became Assistant Manager at a prominent retail store, further refining her customer service and management abilities. Gems One then recruited her as Customer Service Manager. Clancy’s extensive knowledge, experience and talent

to make customer connections make her a valuable asset to the Gems One team. Her deep understanding of the jewelry industry, from gemology and design to retail and manufacturing equips her to provide unparalleled service to her clients. She will be responsible for dealing with Gems One customers in MS, TN, WY, MT, SD and ND.

Industry veteran Matt Broerman brings a wealth of experience and a proven track record of success in the luxury watch and jewelry industry. Matt’s career began with Raymond Weil Watch Company, where he dedi-

cated seven successful years and made significant contributions to the brand’s growth. Following his time at Raymond Weil, he joined Christian Bauer Wedding Rings, a company renowned for their fine German craftsmanship. In addition to his role at Christian Bauer, Matt represented Rockson Designs, a high-end jewelry line based in New York. Matt will continue to drive Gems One sales and marketing efforts to new heights. His territory includes NC, SC, GA, FL, VA and AL.

Greg Davis is a well-known figure in the jewelry industry, particularly in the Midwest, with

over three decades of experience in territory management and executive roles. He spent 32 years at Martin Flyer, starting as the first salesperson west of Philadelphia and eventually serving as Vice President. Gems One welcomes Greg as a valuable addition to the team. Previously, he served as the President and Director of Furrer Jacot USA North America, where he oversaw the office and managed a team of four salesmen. His past roles also include Director of Sales for Stephan Hafner and Nouvelle Bague at DIT Group Italy, and Territory Manager for the Midwest at Roberto Demeglio. Throughout his career, Greg has managed several branded lines, including SDC, Supreme, House of Baguettes, Amden, Stardust, Munsteiner, Hikari South Sea Pearl, and Mastoloni. His extensive experience and industry knowledge make him an asset to Gems One. Greg will cover MI, NE, IL, OH, KY and IN.

Contact Clancy Wehba at clancy.wehba@gemsone.com, Matt Broerman at matt.broerman@gemsone.com and Greg Davis at greg.davis@gemsone. com. Learn more about Gems One at www.gemsone.com.

PiNEda

Continued from page 26

you can transform your product descriptions from mundane to magical with minimal effort.

Take the Next Step Ready to revolutionize your product descriptions and elevate your jewelry business? Explore how you can harness the power of ChatGPT and Google Sheets to create compelling content that captivates and converts.

Don’t let the challenge of writing product descriptions hold your business back. Embrace this innovative approach and watch your sales soar!

For a detailed guide and to get a hold of the script, visit Jewelry Store Marketers at jewelrystoremarketers.com.

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.

IGI appoints Tiffany Stevens to lead North American business

(NEW YORK) - The International Gemological Institute (IGI) announced the appointment of veteran industry leader Tiffany Stevens to lead its North American business as Chief Business Officer and Head of Sustainability for North America. Stevens succeeds Avi Levy, President of IGI North America since 2019.

Tehmasp Printer, Global CEO at IGI, said: “We are excited to welcome Tiffany to the team. Her legal and public policy background and extensive industry knowledge and relationships align with our mission to uphold the highest standards of gemological excellence. I look forward to working with Tiffany to continue driving IGI’s growth and thank Avi for his leadership over the past five years. Avi has been instrumental in driving our business through partnerships and brand growth. We are grateful for his contributions and wish him great success in future endeavors.”

Tiffany Stevens joins IGI from her previous role as the CEO of the Jewelers Vigilance Committee (JVC). At JVC, she led efforts in sustainable and transparent supply chain prac-

tices, making a significant impact on advocacy and education in the jewelry sector. Throughout her career, Tiffany has addressed issues in diamond sanctions, advertising, and environmental impact through engagements with government and supply chain stakeholders to protect consumer trust.

Tiffany Stevens said: “IGI is renowned for its commitment to scientific and ethical integrity. This is an exciting business where technology, finesse, and trust converge. I look forward to working with the outstanding IGI team to advance gemology education, promote transparency and re-

sponsibility, and uphold our core values of scientific excellence and ethical accountability.”

Avi Levy said: “It has been an honor to work with the IGI team to serve our customers and the industry. I extend my deepest appreciation to everyone for their support and collaboration during my time at IGI. Tiffany is a respected leader, and I have full confidence in her ability to drive the organization forward.”

IGI has 30 laboratories and 19 education facilities in major diamond and jewelry centers around the world. Learn more at www.IGI.org.

Director of Retail

iDD proudly announces the creation of a strategic new position dedicated to ensuring the success of their retail partners, with the appointment of Adam Fried as the new Director of Retail. Adam brings extensive experience from both the vendor side, having served as a global trainer at Hearts on Fire, and the retail side, excelling as the director of corporate training at Hyde Park.

Alok Mehta, CEO of iDD, stated: “Adam will play a crucial role in all aspects of the retail relationship, including product development, marketing and training. I look forward to the next stage of engaged partnerships and the ongoing evolution of iDD for the benefit of our discerning retailers.”

For more information, call 800-621-1162, email info@iddluxe. com or visit www.iddluxe.com.

ASHI announces winner of 2024 JCK Luxury Show Giveaway

ASHI is excited to announce Missy Ranney from Jack Lewis Jewelers in Bloomington, Illinois as the winner of their 2024 JCK Luxury Show Giveaway.

“We have introduced our series of Giveaways as a token of gratitude for the passion and commitment that our retail partners bring to the realm of fine jewelry,” says Mr. Pandya, partner at ASHI.

“Congratulations to Missy Ranney, this year’s distinguished recipient of the JCK Luxury Show Giveaway. Missy will be awarded a beautiful 1.75 carat Halfway Riviera Diamond Necklace in 14K, valued at $3,995, a symbol of gratitude for the pivotal role she and her co-workers play in the jewelry industry. It’s the dedication and expertise of store associates like Missy that drive industry growth and forge meaningful connections with consumers and their community. Their commitment not only enriches the consumer experience but also significantly contributes to the thriving landscape of the jewelry business.”

To qualify for the Giveaway, retailers were invited to schedule an appointment on the ASHI website, visit their booth at the 2024 JCK Luxury Show and fill out an entry form while at the booth to enter the Giveaway.

ASHI’s commitment to recognizing and rewarding the dedication of retail partners within the jewelry industry shines brightly through initiatives like their recent JCK Luxury Show Giveaway. By creating opportunities for engagement and appreciation, ASHI aims to foster a sense of community and celebration among their valued retail partners.

“We express our heartfelt appreciation to all participants and assure you that there are more exciting Giveaways on the horizon,” said Pandya. “Stay tuned for updates on our upcoming events and opportunities!”

For more information on ASHI please call 800-622-ASHI (2744) or visit www.ashidiamonds.com.

Tiffany Stevens Avi Levy

Adam Fried

Say hello to Toby! Toby is part of the family at Galicia Fine Jewelers in Scottsdale, Arizona. Galicia prides themselves in providing exceptional products and also in creating an atmosphere of warmth and friendliness - and Toby leads the charge in that department. The dapper Labradoodle has a way of making everyone feel instantly at ease. Toby takes his role as the o cial greeter very seriously. Positioned right at the entrance, he eagerly awaits each customer’s arrival. His presence has become a highlight of the shopping experience at Galicia. He has a remarkable ability to connect with people and lift their spirits. At Galicia Fine Jewelers every visit is enhanced by a tail wag and a paw shake!

There’s a potpourri of pooches at Retailworks, Inc., a commercial interior design/ display rm in Milwaukee, Wisconsin. Meet, Max (little shaggy one with tongue), Sadie (brown, clipped ears), and Skylar (black & white lab mix). Max and Sadie drop in for occasional visits and belong to Heather Dryfka, a senior interior designer. Skylar comes to work on Tuesdays with Lisa Morgen, marketing and communications designer. They’re all very sweet, love to get treats from the sta , and are part of the Retailworks family as well as Parker and Cocoa (not shown) who belong to Lyn Falk, owner.

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

Variety Gem unveils Mother of Pearl Collection

(NEW YORK) - Prime jewelry manufacturer Variety Gem is pleased to introduce its Mother of Pearl Collection. This exquisite new collection includes bangles, bracelets, earrings, rings, necklaces, and various Mother of Pearl flexible jewelry. Additionally, the company offers stunning designs in lapis, onyx and malachite.

“At Variety Gem Co. Inc., we prioritize our customers’ needs, creating pieces that reflect their desires and preferences,” said Vice President of Sales Moshe Bezalel.

As active members of RJO, IJO, Select, and DDC, Variety Gem values community and the benefits it brings. Variety Gem invites jewelers to visit its booth at upcoming RJO, Select and Prime Jewelry Shows. The new offerings can also be seen at varietygem.com and on Variety’s social media channels.

To learn more or place an order, call 212-921-1820, visit varietygem.com or email order@varietygem.com.

ASHI introduces Sales Quotation Module

ASHI is thrilled to announce the launch of their Sales Quotation Module on their ASHI B2B website. This cutting-edge feature streamlines the creation and management of sales quotations, enabling users to seamlessly create, share, review, and adjust quotations as needed.

“This module is designed to empower teams with the essential

• Comprehensive Visibility: Retailer admins, purchase managers, and ASHI sales representatives can now collaborate more effectively with clear visibility across all stages of the sales process.

• Efﬁcient Ordering: Quotation-to-order transfer is seamless, enabling smooth and swift transactions.

tools needed to succeed in today’s competitive market,” says Mr. Pandya, partner at ASHI.

Key Features of the ASHI B2B Sales Quotation Module:

• Flexible Creation and Management: Users can create and add styles to sales quotations from various pages, offering flexibility and convenience. This feature positions the platform as a premier tool for managing sales quotation needs.

• Customized Access: Tailored access levels ensure efficient operation for different user roles, optimizing workflow and productivity.

• Enhanced Wish List Feature: Save styles to a wish list for future reference directly from the sales quotation and vice versa, simplifying future transactions.

• Advanced Sharing Capabilities: Email sales quotations at either cost price or retail price, offering flexibility and control over pricing strategies.

• Sales Associates Sharing Capabilities: Sales associates can access the ASHI B2B website at retail prices, engage with consumers, and send emails with style info and pricing, complete with store logo and markup, enhancing customer interactions. Explore the Sales Quotation feature on ASHI’s platform to experience a new level of efficiency and convenience.

For more information on the Sales Quotation Module, call ASHI at 800-622-ASHI, contact your regional sales representative or visit www.ashidiamonds.com.

• Effortless Customization: Quick adjustments to quotations meet diverse customer needs, enhancing customer satisfaction.

Chuck Koehler, Jeweler/Gemologist 992 Davidson Drive, Ste J Nashville,TN 37205 615-354-6361 www.CMKCompany.com When your company is in need of a reliable repair shop.

Continued from page 10

bonds that transcend mere transactions. Ultimately, it’s these connections that not only drive sales but also enrich lives, one precious moment at a time.

Mia Katrin is an award-winning jewelry designer featured in over 100 stores nationally. To become a Jewel Couture LLC retailer, contact www.jeweljewel. com, 828-406-1105 or mia@jeweljewel.com. A recognized industry spokesperson, Mia also writes for several jewelry magazines and often is invited to speak at major national trade events. She recently launched a new marketing agency to help you sell online, TheJewelersMarketer.com.

ONLY DIAMONDS COULD MAKE

OCTOBER 6-9, 2024

MIAMI BEACH CONVENTION CENTER

MIAMI BEACH, FL

GN Diamond explains Exclusive Buying Program

Move your unwanted diamonds and freshen your inventory

GN Diamond has reported a common question raised regarding the company’s Buying Program. GN Diamond offers a few buying options for natural, loose diamonds, certified and noncertified for .50 ct. and up in all shapes.

GN will buy your unwanted diamonds and:

1. Send you a check.

2. Trade them in for diamonds you actually need in your inventory.

3. Deduct the purchase from any open invoice with GN.

“With this program, retailers can exchange an older diamond that has been sitting in the safe and replace it with a fast seller to ensure greater profitability and turnover,” says Asaf Herskovitz, CEO GN Diamond. “In addition, the replacement diamonds will have a light performance score to help jewelers explain why one diamond outshines another. This third party evaluation score helps jewelers close more sales and reduces competition.”

“Many retailers have experienced much success and have

CHUCK

Continued from page 16

commented that this is a great way to freshen their inventory and create more sales,” added Herskovitz.

“Also, if you’re buying off the street, but don’t have the cash flow to buy a diamond outright? Call GN and we will evaluate the

be helpful to the customer?

situation and partner with you on the money needed to buy the diamond.”

Call GN Diamond at 800724-8810 and ask for sales or email sales@gndiamond.com. Visit GN Diamond online at GNDiamond.com.

Because, you don’t know who they are buying the ring from!

web of deceit because I took 30 seconds to look at something and confirm it to be something that it might not be. With a written opinion, I’m required to do all of the due diligence required to make an informed, professional opinion. I can’t do that in 30 seconds. But, if it’s a customer that I actually know, and they just inherited something and just want to know what it is, I will tell them. It’s those people you’ve never met before that will come back and haunt you later on.

Never tell anyone what size their ﬁnger is

People walk in all the time and ask if I can tell them their finger size. Usually, what this means is that they are buying a ring from someone that is not me. I point to a set of ring sizers I keep on a shelf in the showroom for them to use to make that decision for themselves. And, as usual, I default to, ‘my insurance company doesn’t allow me to participate in that procedure’.

Why in the world shouldn’t you help them and tell them their finger size, since you know full well how to do it, and you like to

You don’t know that company’s return policy if the ring doesn’t fit. You don’t know if they use the same sizers that you use. You don’t even know if that company uses the same sizing system that is common in the USA. What if they are buying it from an obscure Italian company that uses some ancient system that you’ve never heard of, which happened to me? Too many ‘what-ifs’ for me. I point to the sizers, I let them form their own opinion, and then they thank me for my help and they go away happy. And if it’s wrong, I had nothing to do with the decision.

Pay attention to mundane security tasks

Be honest; how many times have you gotten home and had a panic attack and wondered if you actually locked your safe? Or, can’t remember if you locked the front door? For me, it’s too many to count. Here’s how I get around that now.

My safe has a dial on the front. I have a pretty complicated math formula that I do to determine what number I leave the dial

set at, which is a different number every night. I’ll ask whoever’s working with me, ‘What’s my #?’ I make them do the same complicated math as well. When we all get to the correct number, I’ll set the dial on that number. Because of that elaborate process, I’ve turned a mundane, run-of-themill security task into something I have to put a lot of thought into. I never get home and wonder if I locked the safe.

When it comes to locking my front door, I’ve got a procedure that I do every time - after turning the key, I hold my keys up to the camera on my door, and give it a thumbs up. Now I know that I locked my door, and I can pull up the camera footage to confirm if needed, which I’ve never had to do - yet!

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.

How being a mom changed my perspective on business -

By Kristen Baird

“Mommy works so hard for you boys!” I tell my sons as I head into the studio. I know it’s challenging for them, sometimes, to understand what exactly I do and why I can’t always be around. Still, I need them to be confident in the knowledge that they’re the priority. These days, I head into work with a deeper purpose, because everything I do is an act of love.

“Mommy works so hard for you,” I repeat, hoping they grasp the truth underneath the words. Then, I turn my attention to the task at hand.

Mommy Works So Hard For You Boys

for the better

Some of my most vivid memories of childhood are of spending quality time with my mother and two grandmothers. We did everything together, from crafting at the kitchen table to baking to tending the flower garden. No matter what I did, one of these three women was always there to guide and encourage me. They recognized my creative spark long before I did and tended the flame until it became a blaze.

Now that I am a mother, I finally understand that none of this came easily. It took a great deal

of effort to make me feel so nurtured and safe. Balancing motherhood with being a small business owner has required me to shift my perspective and contemplate the lesson my mother taught me all those years ago: time and attention are the two most important gifts you can give to anyone.

My jewelry business, Kristen Baird® Jewelry, has been on quite the journey. In the early days, when I was fresh out of SCAD, I was filled with enthusiasm and passion, but not a whole lot of direction. Like so many young people, I wanted to be everything to everyone. The impulse to go go

go and make make make sometimes got in the way of the impulse to craft, create, and explore. It was easy to say yes to building a piece of jewelry I didn’t particularly love because growing my business was my sole focus. It’s not like I didn’t have the time! But, counterintuitively, this wasn’t helping my business grow in the way I wanted it to. Sure, I had work coming in, but it lacked an identity, and I felt like my voice was getting lost in the shuffle. That all changed when my son came along.

The Moment That Changed Everything

Kristen Baird

The moment I held that sweet, precious boy in my arms, I knew that more than a few things were about to change. If I wanted my son to have the same positive memories I had from my childhood, I would need to give him my undivided attention. That means sitting with him while he molds with Play-Doh or gets glue all over the table.

Bringing him into the studio and letting him sort gems by color and shape, showing him my tools, and explaining how they work. Over time, I could tell that he was absorbing everything. Once, I came into the playroom and found that he’d laid out all his crayons in order of size, color, and how often he used them. I had to keep myself from laughing out loud; I’d done the exact same thing as a kid.

Babies and Business

As a small business owner, it’s natural to let your work seep into your everyday life. Before the boys (I now have two!), it was easy to justify taking a call during dinner or answering an email while at the park. But, while I’d never claim to be perfect, I strive to keep the time designated for my kids free of distraction. That means there’s simply less time during the day to designate to work.

Far from harming my business, this has brought unexpected benefits. Because I’m no longer able to say yes to every single project, I focus on the work that is most important to me and that best reflects my artistic vision. I’ve also learned to let go of control (just a little) and delegate tasks to a team whose talents complement my own.

Now I focus on my people, what I’m good at, what I want to do, and what I have time to do. All this has allowed my business to flourish rather than stagnate. Today, Kristen Baird® has an identity even beyond my unique artistic style. It’s about time and attention.

The same qualities that contribute to great parenting also contribute to great art. The pieces I make are meaningful because I devote special attention to them,

Constructing

A Lesson in Psychology from Charlie Munger

By David Brown

In November of last year the world lost one of the great investors. Charlie Munger was just five weeks shy of his 100th birthday - a man who’d learned two lifetimes of lessons in the one and a half lives he’d had. As Warren Buffett’s right hand man Charlie had amassed a fortune as a shrewd investor and it was his understanding of human nature, as something of an amateur psychologist, that prepared Charlie well for this process. Sadly it seems he’d broken one of his own cardinal rules - know where you’re going to die and make sure you never go there!

Many of Charlie’s observations of human nature in investing apply equally as well when it comes to understanding staff and customer behavior. Below I have highlighted some of the key traits Charlie had.

Reward and Punishment Tendency: Human beings are often driven by the prospect of rewards or the fear of punishments. Whether it’s a customer seeking discounts or an employee striving for a promotion, the allure of rewards and the aversion to punishments shape decision-making processes.

Liking/Loving Tendency: People tend to overlook faults or favor individuals, products, or actions associated with what they

love. This bias can influence customer loyalty and employee commitment, as individuals gravitate towards what resonates with their emotions. The old saying that we buy the people not the product can never be more true.

Dislike/Hating Tendency: Conversely, the dislike/hating tendency drives individuals away from objects or people they harbor negative feelings towards. This aversion can lead to customer churn or workplace conflicts if not addressed effectively.

Doubt Avoidance Tendency: The rush to make quick decisions without all the facts stems from doubt avoidance tendency. In customer service, this may lead to impulsive purchases, while in

staff management, it can result in hasty decisions without proper evaluation.

Inconsistency/Avoidance Tendency: Human beings are often reluctant to take actions needed to change or eliminate bad habits. This tendency can hinder organizational growth if employees resist adapting to new processes or technologies. Both this, and the doubt avoidance tendency can be attributed to our inherent laziness. The simpler you make it the more likely something will happen.

Curiosity Tendency: Curiosity drives exploration and discovery, influencing customer engagement with new products or services and inspiring staff to

David Brown

seek innovative solutions to challenges. This can often show up in our desire to “see something new” whether it is more product choices or a new means of staff training.

Fairness Tendency: The innate desire to do what is right for others guides customer service interactions and workplace dynamics, fostering trust and cooperation. We inherently want to do what’s right in most circumstances.

Envy/Jealousy Tendency: Warren Buffett once remarked, “It’s not greed that drives the world, but envy.” Envy can fuel consumer trends and workplace dynamics, influencing perceptions of fairness and equality. Envy between staff over their perceived equal treatment, or customers over getting the same “good deal” as someone else can motivate many adverse reactions.

Reciprocation Tendency: The desire to reciprocate favors received influences customer loyalty programs and workplace camaraderie, creating mutually beneficial relationships.

Association Tendency: The inclination to believe in social proof affects consumer purchasing decisions and employee perceptions of organizational culture. This is why social likes and customer Google reviews have become such critical parts of the purchasing process. Most people would rather be wrong than go against the accepted group-think.

Understanding these psychological tendencies is crucial for businesses aiming to optimize customer experiences and foster a positive work environment. By recognizing and addressing these influences, organizations can better meet the needs of both customers and staff, ultimately driving success in an ever-evolving marketplace.

Next time we’ll discuss the remaining ten tendencies and how they can impact your business interactions.

David Brown is the President of Edge Retail Academy. Contact David at 877-569-8657, ext. 001, Inquiries@EdgeRetailAcademy. com or www.EdgeRetailAcademy. com.

SHOW HIGHLIGHTS:

Pre-Show GIA Diamond Grading Lab

Saturday & Sunday Night “Socials”

Get your “Home Run” Hangout Passes to join the AJS crowd at the Atlanta Braves game at Truist Park on Saturday night after the show!

Dr. James Shigley will present to AGS Guilds & Alumni Collective & Show Floor Session

AJS Kids Jewelry Camp

Education on the Show Floor

$10 Buyer Café Lunch

Introducing Bench Fusion

And so much more!

• Products & Trends

• Connections and Community

• Convenient and Timely

• Unmatched Southern Hospitality

Get ready for AJS Fall, the trusted buying show for all your jewelry business needs! Join us at Cobb Galleria Center, just a 25-minute drive from Hartsfield-Jackson Airport and conveniently connected to the Renaissance Waverly Hotel. Enjoy the nearby Battery, home to Truist Park and the Atlanta Braves, with dining and activities for all ages. Game on!

For more information and to register: atlantajewelryshow.com

COBB GALLERIA CENTRE ATLANTA,

Sissy’s Log Cabin welcomes new leadership

(LITTLE ROCK, Ark.)

- Sissy’s Log Cabin, the MidSouth’s largest family-owned and operated jewelry store, announced William Jones IV, a third-generation jewelry professional of the family business, has assumed the role of president.

Bill Jones, CEO of Sissy’s Log Cabin, expressed his confidence in his son’s leadership, saying, “William has been a cornerstone of our business for many years. His ability to balance innovation with our company’s traditions will undoubtedly build on our accomplishments over the past 50 years. This is an exciting time for both our family and the company, and I am proud to see

Baird

Continued from page 38

elevating each one with sentimental personal details.

The same goes for my relationships with my clients. If I’m sitting down with someone at the coffee table or chatting over the phone, that person has my full attention. I’ve found that one twenty-minute conversation makes more of an impact on my business than any ad campaign. Having kids made me realize how precious time is, and that understanding carries through everything I do. Time spent lovingly is a gift. That’s the gift I choose to give both as a mother and an artist. That’s what I bring to the table.

Sometimes Life is Too Beautiful for Words

“I’m working so hard for you, Mommy!” My son exclaims. I walk over to his little craft table and see, to my amazement, a drawing of our whole family together in front of our house. My son’s little face scrunches up with concentration as he presses down on the sky with his blue crayon. “I’m coloring so hard for you, Mommy. Because I love you.” Sometimes life is too beautiful for words.

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.

him take on this new challenge and continue Sissy’s legacy.”

Jones transitions into this role from COO, bringing his dedication to the family business and a vision for its continued growth and success. His leadership has been pivotal in merging tradition with modernity, driving Sissy’s Log Cabin forward. With exciting developments on the horizon and more announcements to come, his appointment marks a dynamic new chapter in the company’s storied history.

“I’m incredibly honored to lead Sissy’s Log Cabin as its next president,” said William. “The strong foundation built by my grandmother, Sissy, and my fa-

ther, Bill, has always emphasized service, selection, quality, and the unforgettable Sissy’s Experience our clients know and love.

As part of the third generation of Jones family jewelry professionals, I look forward to continuing this legacy.”

While William steps into the role of president, his brothers also hold key positions within the company. Wyatt Jones will remain in Memphis as the store manager and Vice President, and Joe Cook will continue his role in Jonesboro as store manager and Vice President of Management, both contributing to the operational excellence of Sissy’s Log Cabin.

The leadership transition follows the departure of Lamar McCubbin, who served as president for the past 11 years. McCubbin stepped down earlier this month to spend more time with family. Although he will no longer be involved in the day-to-day operations at Sissy’s Log Cabin, he will continue his work in the jewelry industry as a consultant for various jewelry and retail clients.

“Lamar is a remarkable leader and will remain a close friend to Sissy’s Log Cabin,” said Bill. “We wish him all the best as he takes time to be with his family and we are deeply grateful for his contributions to the growth and success of our company.”

William Jones, IV

Small town jewelry store business for sale

Perfect for a jeweler and 1 sales person. Great sales and repairs. Everything $70,000. Without inventory $40,000. Owner retiring. Call 715-760-0770

Luxury Timepiece

Sales Associate

Great opportunity to work in a thriving market.

Min of 2 yrs of luxury retail store experience.

$65,000/year DOE Beneﬁts include health insurance & PTO.

Email your resume to info@kingjewelers.com

Sales Representative AL, KY, MS & TN

For 120 years, Boston-based GBC has been considered the nation’s largest buyer and wholesaler of ﬁne jewelry surpluses and closeouts. The available position is an opportunity to join our team with responsibilities involving selling existing accounts, developing and maintaining customer relations, and establishing new accounts.

GBC’s offerings are ever-changing and value oriented, with prices consistently below market ranging from $50 to $50,000. Sales are generated on a “delivery” basis, with product carried to the customers who select and take delivery during the sales call.

Email resume’ to: cs@gbcjewelry.com

The Beauty of Trust

Choose Stuller to be your partner with every lab-grown diamond need — from jewelry and semi-set ﬁndings to loose stones and equipment.