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Les Olson Jewelers: a hands-on operation

By Wanda Freeman

The sign says it all at Les Olson Jewelers: Artists at Play.

For Bob and Rob Shinsky, the father-and-son duo who run the show in Palm Harbor, Florida, “work” is not the right word for what they do. Both are jewelers who love to design and make jewelry themselves - so much so that custom jewelry is their business emphasis, and arranging a future layout with more shop than showroom is a distinct possibility.

So, when the Miss Florida USA and Miss Florida Teen USA organization chose the Shinskys and their store as partners to make the 2023 pageant winners’ official crown rings, it was a perfect match. Caroline Dixon herself, Miss Florida USA, approached them. Rob took the lead on her ring, while Bob made the ring for

Sharlysse Nelson, Miss Florida Teen USA.

“It means the world to us,” Rob says. Although this experience is not their first with celebrities, it is possibly the biggest, garnering national attention - and a sense of responsibility to provide the ring that will carry Dixon to the next level, Miss USA.

“The ring has to mirror what the crown looks like, so the challenge is to scale down and find the aspect ratio to account for how it fits around the head and how it fits around the finger,” Rob says.

Bob found his challenge for the Teen ring went a little smoother: “You make a CAD model to see how it comes out, you then check your design and make the necessary adjustments, and this model came out right the first time,” he says. “I showed the

Saban Onyx helps independent retail jewelers get fancy

Merger With a Mission

By Deborah Yonick

Saban Onyx, one of the world’s leading manufacturers of fancy-shaped polished diamonds, is expanding its outreach to independent jewelers, providing them with unique and profitable fancy shaped diamond jewelry made in the USA.

Saban Diamonds (established in 1977) and Onyx Diamonds (established in 1987) merged to form the company in 2014 as a result of their success. Both enterprises are pioneers in the development of square and rectangular diamonds. Saban Onyx, a family-owned business with more than 80 years of combined experience, manufactures a variety of fancy shape diamonds to uniformly exceptional standards.

Saban Onyx specializes in fancy shapes, such as emerald, radiant, asscher, cushion, oval, pear, heart, and princess cuts, baguettes, and tapered baguettes, in sizes from 0.03 carat to 0.70 carat, colors D-I, and clarity grades VVS-SI.

Since 2014 the company has manufactured diamond jewelry in New York City. Partners Meir Saban and Or Dvash, both based in New York, exclaim, “We have a talented, young, and diverse team of in-house designers and jewelers who handcraft the finest diamond jewelry in 14K and 18K gold and platinum.”

Market Potential

Independent jewelers who partner with Saban Onyx benefit from the

Please see Fancy page 34

By Diana Jarrett

Sarine Technologies Ltd, released a statement in May confirming its acquisition of GCAL (Gem Certification & Assurance), creating a new collaboration between the Israel-based advanced diamond technologies systems and the US-based certification laboratory, now referred to as GCAL USA LLC. This gives Sarine 70% ownership of GCAL USA LLC, through a transaction price of $5.65M. Drawn from 2022 results, the merger is projected to increase the group’s profitability by some 7% while creating substantial cost savings.

Please see Merger page 22

(l-r) Rob, Pam and Bob Shinsky in front of Les Olson Jewelers.

GCAL’s Don Palmieri (sitting in black suit) fields questions about AI grading with Sarine’s David Block (standing) at JCK Vegas.

Photo GCAL

Half & Half Emerald Oval Eternity Band

Please see Les Olson page 2

leS olSon

model to our team, and they all agreed, it looks great.”

In 1988, tired of the cold, they decided to look to the sunny South for an opportunity.

While Rob has grown up in the jewelry business, visiting the store and making sculptures with the wax since he was 4 years old, Bob came into it as a young man, first learning to use his brotherin-law’s polishing machine in his mother’s basement in Scranton, Pennsylvania.

Soon Bob was repairing jewelry in the area - until he was laid off.

“You know what, I vowed never to be laid off again,” he says.

While working for a wholesaler in Binghamton, New York, where he met his jeweler wife Pam, Bob spent the late 1970s saving his earnings bit by bit, buying a hammer one month, a tweezer the next, two pliers the next. Finally in 1980 Bob and Pam started their business as a manufacturing jeweler serving jewelers all over New York and Pennsylvania.

Continued from page 1 Established 1988

Editor, Bill Newnam bill@southernjewelrynews.com

Publisher, Chris Smith chris@southernjewelrynews.com

Administration

and classified advertising

Martha Osswald martha@southernjewelrynews.com

Staff Writers

Wanda Freeman

Paul Holewa

Dianna Jarrett

Deborah Yonick

Vice President Sales

Elesa B. Dillon elesa@southernjewelrynews.com

“I was looking for someone who was retiring or who was ill and looking to get out of the business,” he recalls.

Les Olson sent him a picture of his store - which, compared to others where the owners anticipated leaving and never put any more money into the business, was pristine - and Bob and

Pam bought the place immediately. Rob was a toddler, and their daughter was only a year or so old.

Originally located in a plaza, the store moved to its current free-standing building on Nebraska Avenue in March 2020.

“We beat the Covid shutdown by two weeks,” Rob says, describing the unfortunate timing as a gut punch. “The one glimmer of hope was we had a lot of or-

Despite their talents at jewelry making, the Shinskys never took seriously the idea of changing the name of the business, preferring to honor the Les Olson name, which was well-established when Bob bought the place, and of course there’s that beautiful LOJ logo.

ders. We still had a lot of jobs to do. You focus on the things you can control.”

As Bob sees it, the shutdown allowed some breathing room.

“Prior to the pandemic, we had a three-month turnaround on our custom orders. So, it was a great time to get caught up. … My son and I worked six days a week getting the jobs done.”

Besides jewelers Rob and Bob Shinsky and Kiley Rice, the store boasts four salespeople, including resident pearl stringer Aleigh DeLaPorte, as well as marketing director Sean Kline,

who filmed the process of designing and fitting the pageant crown rings. The Les Olson sales team is led by “outstanding” sales manager Alexis Pheil.

Rob says the majority of the team is young, including three who are under 30, but with “lots of experience,” more than one might expect of their age.

“For myself,” says Bob, “I’ve seen quite a bit in 56 years, and if any of this up-and-coming generation of jewelers has any jewelry-related questions, all they have to do is ask and I can solve their problem in seconds.”

For both men, jewelry-making is their biggest joy: Rob is “wowed” as much as any client when a piece they’ve envisioned comes together, and Bob takes pride in seeing the lasting beauty of a piece he made for a returning client decades ago.

“The name of the game is to have fun, joke around,” Rob says. He foresees a time when he is open to expanding to a second location, while Bob is happy just making jewelry.

He came home from the Tucson Gem Show with tourmalines cut by John Dyer and Stephen Avery, all fired up to make a bangle bracelet with the stones.

“If you work with your hands,” he says, “you’ll always have a job.”

Contributing Writers

David Brown

Diana Jarrett

Mia Katrin

Chuck Koehler

Joel McFadden

Guy Pineda

George Prout

Southern Jewelry News 2006 New Garden Road - Suite 208 Greensboro, NC 27410

Phone: 336-389-1950

Fax: 336-389-1952

www.southernjewelrynews.com

email: info@southernjewelrynews.com

Jewelry News.

Resin for Miss Florida Teen USA ring.

Two generations of jewelers, Bob (back) & Rob Shinsky.

Yellow and white gold with diamonds and a Dreamscape Citron cut by award winning gemstone cutter John Dyer.

Rob Shinsky preparing resins for casting.

Founder of KIM International passes away at 94 A story of survival, determination & accomplishment - Living the American Dream

Bong Ki (B.K.) Kim founder of KIM International Mfg. L.P., passed away on July 28, 2023. Mr. Kim was widely known and respected throughout the jewelry industry for his many years of service. Today, his company’s legacy continues through his children, Mike Kim and Aeran KimPark.

Mr. Kim’s life is a fascinating story of survival and accomplishment. He was born in 1929 in a small village in North Korea, during a time of Japanese colonization. His farming parents were very poor and educational opportunities were limited, but he val-

ued education and never missed a day of school. In 1945, at the end of World War II, the Japanese surrendered, Russian Communists took control and conditions deteriorated even more.

Feeling desperate, he organized an anti-communist student movement at his high school. North Korean authorities discovered them, and he spent 3 years in a prison/labor camp, enduring unspeakable conditions. After release in 1950, at the young age of 21, he joined an anti-Communist guerilla group. During encounters, he was shot and eventually escaped across the heavily armed border to the South. He would never see his parents again.

Mr. Kim’s next chapter began when he found employment as a K.P. (kitchen patrol) at a U.S. Air Force Base in South Korea. He worked hard and taught himself to speak English. There he met his future wife, Kilcha, and they were married shortly after. Their family grew with the additions of children Charlie, Aeran and Mike.

He entered a translator program and became First Lieutenant in the South Korean Army. He served as translator for several U.S. Army generals, eventually becoming aide to a 4-Star General. 8 years later, he retired from the Korean Army with a rank of Major.

In 1974, he moved his family to Miami, Florida seeking freedom, educational opportunities for his children and a chance to build a better life. In essence, he came for the “American Dream”.

Mr. Kim started working at a giftware import business. He saw the benefits of the giftware/jewelry industry, and he moved his family to Dallas, Texas in 1975 to start his own business. There he founded KIM Imports (now KIM International). Times were tough at first, but his hard work and dedication paid off. Often, he would leave his family for weeks at a time, traveling and sleeping in a van, to attend shows and visit stores to show his jewelry lines.

Mr. Kim loved to tell the story of his first trip to buy gold in Vicenza, Italy. Knowing very little, he got in a taxi at the airport and asked them to take him to a gold factory. Carrying $50,000 cash, he made his first major gold purchase, and the rest is history. The company continued to grow and expand through the years, specializing in fine fashion and bridal jewelry.

Bong Ki Kim July 9, 1929 – July 28, 2023

A young Mr. Kim during his days in the Army.

On the Move

Karat Club SEUS announces 2023 scholarship recipients

The 24 Karat Club Southeastern United States has announced the recipients of the organization’s 2023 scholarships.

“The 24 Karat Club SEUS is extremely proud of the tradition of awarding deserving candidates the opportunity of furthering their education through our scholarship programs,” said 24 Karat Club President Randy Lindsey. “There is no more satisfaction than having these talented award recipients acknowledge what a difference these scholarships have made in their lives. There truly is no better award than the gift of learning.”

2023 24 Karat Club SEUS scholarships include:

• Robert Foreman Memorial Scholarship, $2,000 to Jennifer Beatty, Wright’s Jewelry, Fallston, NC

• Ralph Williams Scholarship, $1500 award funded by Club members, Carolyn Woltz Lennon, Robert Loving and Terry Chandler to Lauren Sears, Holland’s Jewelers, Apex, NC

• Diamond in the Rough Scholarship, two $1250 awards funded by Judy Upton of Judy Carter & Associates to Avani Patel, Avani Rupa Fine Jewelers, Birmingham, AL and Rohan Desai, Star Gems, Norcross, GA

• Sterling Reputation Scholarship, two $1250 awards funded by Steve Berkowitz of Sterling

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Reputation to Becky Rogers, Camden Jewelers, Camden, SC and Nathan Hale, Buffalo Craft Co, Spring Hill, TN

• Diamond Council of America Scholarship, two DCA course scholarships funded by DCA and Terry Chandler to Kristen Baird Rabun, Kristen Baird Jewelry, Savannah, GA and Helen Fuquay, Student at New Approach School for Jewelers, from Pawleys Island, SC

“I am so thankful to everyone on the 24 Karat Club Scholarship Committee and beyond that helped spread the word this opportunity exists and to those

that fund the Scholarships,” said Mariel Diaz, 24K Club Scholarship Committee Chair. “It is with great pride and joy that we announce the deserving recipients of these scholarships, who represent the bright future of our industry.”

Scholarship recipients were announced at the 24K Club’s Annual Banquet on August 26, 2023 at the Atlanta County Club.

The 24 Karat Club Southeastern United States is a prestigious organization of industry professionals representing the leading members from the jewelry supplier sector. Members are considered and recognized because of their industry accomplishments, personal and civic contributions and their commitment to the betterment of the jewelry industry. Learn more about the 24 Karat Club Southeastern United States at the24karatclub.org.

Andy Goldblatt joins the Brevani/Color Merchants family as Regional Sales Manager

(NEW YORK) - Brevani, the branded division of Color Merchants, is proud to announce and welcome Andy Goldblatt, an industry veteran as the company’s new regional sales manager. He will be overseeing key accounts and be responsible for strengthening relationships with retail partners, training, and expanding brand awareness and presence. “I’m extremely excited for what the next chapter with Brevani holds,” said Andy. “I’m looking forward to continuing my service to all of my retail clients and future customers.”

Andy brings great knowledge and experience to the Brevani/Color Merchants team having represented Aiya Designs for many years.

“We’ve gotten to know Andy at various industry events throughout the years and are extremely excited to welcome him into the family,” says Allison Peck, creative director at Brevani/Color Merchants. “We believe Andy’s background along with his passion for building strong relationships will be a great asset to our team and retail partners. We’re excited to have the opportunity to work with him and are extremely enthusiastic for what the future holds!”

Andy Goldblatt

Brevani has been steadily gaining traction throughout the industry with their uniquely beautiful, ontrend and innovative collections. Now with the addition of Goldblatt, Brevani hopes to be able to expand their reach even further and become one of the “must have” brands within retail stores throughout the United States. Andy can be reached at 404-993-2984 and Andy@brevani.com.

MJSA Education Foundation awards $10,000 in “Future of Jewelry Making” Scholarships

The MJSA Education Foundation, which supports career and training initiatives for students and workers throughout the jewelry industry, has awarded scholarships to three students who plan to turn their passion for making jewelry into lifelong careers.

Christopher Liu ($5,000 scholarship) is entering his senior year at Texas Tech University School of Art in Lubbock, Texas. Liu, who also won an MJSA scholarship in 2020, has been exploring jewelry designs that have “the presence of sculpture.” He’s planning to pursue advanced studies after graduating. Eventually, he would like to teach as well as open a studio for artists of various disciplines - e.g., sculpture, fashion, architecture, jewelry - to collaborate and create.

Annsley Matthiessen ($2,500 scholarship) is working toward a Graduate Gemologist (GG) diploma from the Gemological Institute of America (GIA). A recent graduate of GIA’s Jewelry Design and Technology program, Matthiessen is studying at the institute’s London campus and is scheduled to

receive her GG at the end of this year. Her goal is to be a full-time jewelry designer and possibly create her own lines.

Matthew Rongbai Smith ($2,500 scholarship) is studying in the GIA Graduate Diamond program, after which he will pursue GIA’s Graduate Colored Stone and Graduate Gemologist diplomas. He’s also pursuing bachelor’s degrees at two state schools, South Georgia State College (business management) and Valdosta State University (psychology), as well as helping with repairs and custom work at Crawford Jewelers in Waycross, Georgia. (He graduated in 2022 from the New Approach School for Bench Jewelers in Tennessee.) An orphan whose earliest years were spent in China before being adopted and brought to the United States, Smith would someday like to open his own jewelry store while also helping other orphans realize their potential.

To learn more about the Foundation’s “Future of Jewelry Making” scholarships and its 2023 recipients, go to mjsa.info/scholarships.

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The Retailer’s Perspective

By Chuck Koehler

It’s Springtime in September

September is a rebirth kind of month for me. It’s the month where my life actually changes between the 1st and the 30th. It’s a real turning point for me every year. A hard stop on what is currently happening in my life. A time when I have to make a complete 180 degree turnaround. But, there is a specific date every September that starts this whole rebirthing process. It used to be the 15th, but I had to tweak that date due to laziness issues. This year, that date is September 18th. Let me explain.

In my store, and in my busi-

ness, the summer is my slow season. Since I just surpassed my 30th anniversary of owning my store, I’m going to pretend that I speak from a position of authority. If not authority, I can certainly speak from experience.

Somewhere around the middle of June, my business grinds to a halt. It happens every year so I expect it every year. I don’t fret, and I don’t worry, I embrace the pause from the normal hectic pace. Most of my customers are either on vacation spending money, about to go on vacation and saving money, or just got back

from vacation and have no money. Then, it’s back to school time and all of the expenses associated with that. That cycle usually starts to fade around the middle of September.

I take advantage of the break every year to do some things that I never find the time to do the rest of the year. Mainly, I pretend I’m going to tackle those remodel and infrastructure repairs that I keep putting off. Some of the projects are big, and some of the projects are small. But this year, there’s only one big project, and about 50 little ones, like repainting the

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My big project is putting in new countertops in my main equipment room. This is the room where all of my polishing and cleaning equipment is located. When I leased this space almost 4 years ago, I was in a hurry to get out of my old store - which was being bulldozed - and into my new space. And, since I have wholesale trade accounts that count on me, I needed to get my shop up and running as quickly as I could.

In my last location (which I never planned on leaving, BTW),

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I spent months building out the shop area with custom cabinets and countertops. For my new shop, I just pulled out all of the cabinets and countertops and moved them to my new space and put them where ever they kind of fit. They didn’t fit like a glove back then, and they don’t fit like a glove now. There is about a 4 inch gap between the back of the countertop and the wall that is somewhat of a black hole. If I drop it, it will find that black hole. I seriously need to fix that. The question is… will I actually do it this summer? Also note, I have no plans on moving from this location anytime soon.

The small projects are just things like touching up some paint and repairing a piece of trim on the floor in one of the back rooms. But this year, I actually have a plan. I’m going to do something I’ve never done before. I am going to make a ‘punch list’ to hold myself accountable. Anyone that’s ever built or remodeled a house knows all about the punch list. It’s a long list of little things that need to be addressed before the job is actually finished. You know, things like touching up some paint, and finishing off a piece of floor trim.

But, why does all of this need to be finished by September 18th, you might ask? Because at some point every year, I’ve got to transition from, ‘It’s the summer, I’ll deal with it tomorrow or next week’ to ‘Holy cow, Christmas is just around the corner!’ At some point I learned I had to have a hard stop on operating in ‘summer mode’ and to begin the transition back to work mode. Summer mode allows me to close early once in a while, take a few days off in a row, and basically just take a much needed break from the chaos of the daily grind of running a business. September 15th was supposed to be my hard stop. But I discovered a problem almost immediately with that date!

In 1995, the fourth year I owned my store, September 15th

Please see Chuck page 20

Chuck Koehler

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The Story Behind the Stone Oops there it is!

By Diana Jarrett

Who hasn’t accidentally lost a precious jewel somewhere and commiserated with those who’ve dropped a ring down a drain, in the sand at the beach, or left in the washroom at a restaurant?

As much as we know not to be so haphazard, it actually happens all too frequently. Turns out this is not a modern calamity - far from it.

Archaeologists have recently unearthed a trove of 2,000 year old gemstones left behind in an ancient Roman bathhouse in Carlisle, England. Throughout the Roman empire, these ancient Romans built public baths as an integral feature within their culture. These facilities, much like modern day spas provided the wealthy Romans with a place to unwind in sweating rooms, exercise spaces, heated pools, while allowing them to socialize, read, and generally refresh.

So when archaeologist Frank Giecco fell upon a horde of gemstones recently, he was amazed and delighted. The gems were discovered hidden inside the ancient drains of a bathhouse near Hadrian’s Wall.

Oops, There it Fell

Why on earth would so many gemstones be lumped together, though? Seems that in the 3rd century BC, intaglio gemstone rings were set in place using a hot vegetable glue. All well and good until the bather spent hours in these searing humid bathhouses. Then the glue that set the stones in place melted causing the gems to fall out of their owner’s rings and straight down the drain.

The more than 30 ancient gemstones found were cut into intaglios, an ancient form of gemstone carving. We are familiar

with cameo carvings of course. These can be made of shell or agate - or actually other gems which can be carved in relief. The subject of the carving is cut to raise up from the flat surface of the stone.

Ancient Intaglio Artform

The other type of gem carving is known as intaglio - which is the reverse method from cameo carvings. In the flat surface of the gemstone, cuts are made into the stone so that the entire design lays below its flat surface. This artform used in gemstone carving was not new to the period in which

these gems were carved. Intaglio gem carving had its origins some 5,000 years ago in Mesopotamia.

Remember that the wealthy bathers at the Roman baths were important individuals. Their intaglio gems set in rings told of their status, and served double duty as signature implements. Using warm wax or clay, the ring’s owner pressed his intaglio stone onto documents as a seal that became his official signature. These ancient bathers wouldn’t leave home without this important item - wherever and whenever the man’s signature seal was needed, there it is!

A Peek into the Past

This extraordinary find opens a window for modern jewelry lovers to better understand this ancient civilization and discover the gemstones they valued. Among the gems recovered thus far are stones we still favor today. Am-

While this find is very exciting to history and jewelry buffs, those 30-some gemstones were not the only items recovered from the ancient drains. Ladies’ hairpins, glass beads, coins and other fascinating artefacts help tell the story of life of the wealthy - way back when.

Award winning trade journalist and gemologist Diana Jarrett is a Registered Master Valuer Appraiser and a member of the Association of Independent Jew-

ethyst, jasper, and carnelian are included in the recovered gems.

The motifs favored in these carvings feature deities dedicated to the sun, to commerce, war, even to luck and fertility. The sizes of these stones range from 0.6 inches all the way down to 0.2 inches. The smaller the carvings the more expert the carver needed to be.

ellery Valuers (AIJV). She’s a popular speaker at conferences and trade shows. Jarrett writes for trade and consumer publications, online outlets, her blog: Color-n-Ice, and www.jewelrywebsitedesigners.com. Contact her at diana@dianajarrett.com, visit her website at www.dianajarrett.com, and follow her on Facebook and Twitter (Loupey).

Diana Jarrett

Left Behind

Carlisle, England Roman Bathhouse, Photo Matt Cardy, Getty

Close up of Amethyst and Carnelian gemstone. Photo Anna Giecco

Optimize your digital presence to drive online sales

The obstacle every independent jeweler or any retailer faces is strong competition from online retailers, yet they have a distinct advantage. Today’s socially conscious consumers like to support local businesses. They also desire a personalized experience.

Brick and mortar jewelers can maximize the benefits of both online sales and a physical presence by creating an effective website and refreshing your current one when needed. By optimizing your online presence, you can create a personal connection with shoppers that will bring them back again and again for each special occasion, life milestone, and routine cleanings and repairs.

The key is to build a website that captures attention, generates trust, and puts you in close contact with each visitor. Here are three ways to turn your website into a powerful sales tool.

Three Features of Effective Websites

1. Give Crystal Clear Calls to Action

Make sure each page of your website drives visitors to take one specific action. The call to action could be, “Subscribe to our e-newsletter”, “Search our inventory”, or “Schedule your cleaning today!” Just avoid cluttering a single page with too many requests, or visitors are less likely to take any action at all.

2. Use Engaging Visuals

High quality images, video, and virtual reality are among the most effective ways to hold attention and convey the value of

your inventory. GN Diamond’s Diamond Hunt search platform provides 360-degree magnified diamond imaging for your entire loose diamond inventory, so

the visual side of your website is taken care of.

3. Capture Contact Information

Don’t let visitors leave without providing an email address or phone number. This contact information is a valuable asset to your sales team, who will then be able to follow up with more personalized and timely offers. Use popups to grab attention and make it easy to enter contact information by keeping forms simple and direct.

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kiM

Continued from page 4

Although Mr. Kim retired several years ago, he still came to the office to visit and share the rich stories of his past. He enjoyed playing golf and watching the History Channel, but his greatest joy was his family which grew to include 9 grandchildren and 4 great-grandchildren. His journey is truly an example of living the American dream. He began with nothing, but through his resolve and sacrifice, he built a successful jewelry business. Most importantly, everything he worked for wasn’t for himself. It was for the family he loved dearly.

KIM is proud to have served the independent jeweler for almost 50 years. Today, the thriving company is still family owned and operated in Dallas, Texas. KIM presents stylish collections of exceptional quality bridal and fine fashion jewelry that are affordable and relevant. Their signature Romance Bridal Collection is among the most comprehensive and profitable programs in the industry. KIM also operates their own factory offering exceptional quality, custom design and quick delivery.

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Successful Custom

By Joel McFadden

Stressing the bench jeweler

Having a bench jeweler that is a thriving productive part of your team is a great asset to any jewelry store. It is unfortunately too common that store owners do not understand what their bench jewelers are going through or being subjected to.

A great example of the stress a store owner can unwittingly put on their bench jeweler came about ten years ago when I was asked to create a mounting for a $300k diamond. The store owner insisted on watching me set the stone in the finished mounting.

I was fine with his presence, although I don’t think he under-

stood just how nervous I was. I was terrified that I would not get this monster 7ct cushion cut gem super secure in the mounting. I knew the client was very active and was going to wear it every day.

What if she bends a prong? What if she drops the ring? My mind was so focused on making absolutely certain it was done right.

I’m tapping on the prong tips with a beading tool making sure they are tight. Then the owner, leaning over me to watch asks, “What if you slip with the punch?”

OMG! There it was! The thought had not crossed my mind until his words burned them into my brain. What if I slip? One slight mishap… One little mistake and BOOM! I wind up with a three hundred thousand dollar pile of rubble!

I’m certain the owner did not mean to intentionally distract me or stress me out even further, yet his casual ill timed question did exactly that. Fortunately for me, this particular owner quickly realized the instantaneous rise in my stress level. He immediately apologized and quickly excused himself from the room. It is un-

fortunate that some store owners or even salespeople don’t realize their casual interactions with their bench jeweler can actually be creating a great deal of stress for their bench jeweler.

Recently, a close friend of mine quit his job. He was the only jeweler in a small fine jewelry store for several years. He was friendly and close with the staff, but being the only male employed there, he often felt he was being stereotyped.

It became his responsibility to take out the trash, fix the toilet, and sweep the floor. Basically, anything that involved get-

Joel McFadden

ting your hands dirty became his job to do in addition to his bench work.

I remember him being irritated last Christmas when he could hear the owner and other staff clinking their champagne glasses and chit-chatting in the front of the store. He was in the back buried under piles of work. He had been working overtime and every day off. Even though it was Christmas, their holiday wishes to him were more questions about why he can’t get more work done, and oh, by the way, you need to fix that leaky faucet for us. This is another example of the stress a bench jeweler faces that has nothing to do with the work on his bench, apart from the fact he simply can’t get it done for all the other duties heaved on him.

Your bench jeweler is usually a fountain of knowledge. That is a great benefit to a store, but it is also a drawback when your staff winds up interrupting them repeatedly to ask their myriad questions.

I worked in a store once where no one employed there had more than two years of experience in the jewelry industry. I was interrupted to answer every question that every customer had about anything that didn’t involve price. Then, once a week or so the owner would drop by my bench and want to know why I wasn’t getting more work done.

The best place I ever worked was run by a hard-working bench jeweler. He was always the first one at work and the last one to leave. Often if he saw one of us there at 7 pm he would take them to dinner. My work was given to me in the morning and I was given a time when it needed to be done. I was then left alone to do it.

If I took a break or went for a walk it was fine because the owner knew I was aware of when the work had to be done and he knew I would deliver on time. All the menial tasks were properly divided among the staff so no one was burdened with all of them and everyone did their fair share. Most of all he recognized those who worked hard for the company. I never felt like I was working to put money in the owner’s pocket,

Please see Joel page 36

Often called the “Jeweler’s Jeweler,” Charlotte jeweler and philanthropist Ernest Perry dies at 78

(CHARLOTTE, N.C.)Perry’s Diamonds & Estate Jewelry announced the passing of its President and Co-Founder, Ernest Perry.

Often called the “Jeweler’s Jeweler,” Ernie was a loving and devoted husband, father, grandfather, visionary and leader in the Charlotte community. He was an amazing philanthropist, and truly enjoyed donating his time, talent, and jewelry to many non-profit organizations throughout the Carolinas. His incredible generosity to the community, and to those

around him, will be missed the most with his passing.

Ernie got his start in the jewelry business when he joined jewelry franchise, The Jewel Box, as the manager of the South Park Mall location in Charlotte. He met his wife of 45 years Priscilla in 1976. They were married two years later. That same year they established their own jewelry company, Perry’s Jewelry Emporium. In the early years of the business, Ernie and Priscilla held fundraisers for charity organizations where people could

donate their jewelry. They opened a gold buying office on Independence Boulevard, and later opened a location in South Park Mall in 1981. Ernie and Priscilla built an amazing business over the years, that currently employs over 30 people. Daughters Hadley and Brittany joined the business alongside their parents in the mid-2000s. They moved the store to its current location in 2012 and rebranded to Perry’s Diamonds & Estate Jewelry in 2018 as part of the business’ 40th anniversary celebration.

Joel McFadden Design

50+ Years Experience

Mentor Class Jeweler

Creator of the Tradeshows Bench Jewelers Challenge

Serving Our Wholesale Clients

CAD, High-End Setting, Full Custom Services, Consultation Services & Mentor Programs

JMDJewelry.com

A licensed auctioneer, Ernie was well known in the Charlotte community for volunteering his time to non-profit organizations across the Carolinas for fundraising galas and events. It’s estimated that he has helped organizations like the Allegro Foundation, Second Harvest Food bank of Metrolina, the Cystic Fibrosis Foundation, the Patriot Military Family Foundation, and the Make-A-Wish Foundation, raise $55 million over the last 45 years. With an average of $250,000 raised per event, it’s no wonder a Charlotte Observer reporter dubbed Ernie, “Good as Gold.”

(984) 212-2217 MentorJeweler@gmail.com

1000 Novus Lane Unit 534 Chapel Hill NC 27514

Ernie’s honesty and integrity in business, and his loyalty to those who worked for him, is of a type rarely seen in today’s world. Ernie valued the relationships he built with each and every one of his customers and vendors and impressed upon his staff the importance of treating everyone with respect, kindness, and dignity.

McFadden Design 50+ Years Experience Mentor Class Jeweler Creator of the Tradeshows Bench Jewelers Challenge

212-2217

Serving Our Wholesale Clients CAD, High-End Setting, Full Custom Services, Consultation Services & Mentor Programs

JMDJewelry.com (984) 212-2217 MentorJeweler@gmail.com 1000 Novus Lane Unit 534 Chapel Hill NC 27514

Ernest Perry with wife Priscilla and daughters Brittany (l) and Hadley (r).

GIA evaluates solid laboratory-grown diamond ring

(CARLSBAD, Calif.) - The Gemological Institute of America (GIA) recently evaluated a diamond ring cut from a single laboratory-grown diamond. The unique 4.04 ct single crystal solid faceted ring was submitted to the GIA New York laboratory for assessment, marking a significant milestone in the world of carved single-crystal diamond rings.

Gems & Gemology (G&G), GIA’s quarterly professional journal, recently published an online research note (gia.edu/gia-news-research/cvd-growndiamond-ring) with gemological observations and spectroscopic features of this rare laboratory-grown diamond ring. The research note will appear in the Fall 2023 print edition of the journal.

The ring, produced by Dutch Diamond Technologies in collaboration with Belgian jewelry store Heursel, demonstrates the fusion between cuttingedge technology and traditional craftsmanship. It was cut from an 8.54 ct laboratory-grown diamond

plate created by chemical vapor deposition (CVD). The 3.03 mm thick band had an inner diameter of 16.35–16.40 mm and an outer diameter of 20.32–20.40 mm.

“Although this is not the first ‘ring’ of this type that has been reported, it is the first time GIA has evaluated a ring carved from a single laboratorygrown diamond. As technology continues to evolve with man-made diamond growth, we expect to see more creative ways for this product to be used. New achievements will advance the bounds of what is possible with laboratory-grown diamond, both in new applications in jewelry and technology,” said Tom Moses, executive vice president and chief laboratory and research officer at GIA

GIA is committed to excellence and providing accurate and reliable information to consumers and the trade. For more information about GIA’s laboratory services, visit gia.edu/gem-lab.

Continued from page 8

fell on a Monday. There was no way I was physically able to make such a hard transition on a Monday. I mean come on, most of us can barely function on a Monday as it is. I can’t make a life altering transition like this on a Monday. So I decided the real date of the transition will be the first Monday after the 15th. This way, I’ve got a few days to gradually accept the transition back to work mode instead of summer mode.

This year, the first Monday after the 15th is September 18th.

So, as you’re reading this, around the first week of September, how do you think I did? Did I check everything off of my punch list? Or, do you think I’m scrambling to do an entire summer’s worth of projects in the next two weeks?

The safe bet is on the latter.

September in the jewelry industry is the beginning of our fiscal business cycle. Our fiscal year doesn’t start in January. Our fiscal world begins a couple of months before Christmas because our world revolves around the Christmas holiday. September is the month that we begin to ramp up for the busy season. September 15th means there is only 90 days between now and Christmas in the jewelry business. YIKES!!!

As we prepare to enter into our busy season, try to take advantage of the end of the summer and take a moment to relax and reflex. In no time at all, we’re all going to be neck deep in deadlines and commitments. Enjoy these moments where we all have a little extra time to take care of ourselves and our employees. Give someone a paid day off - just because you can. Give someone the afternoon off - just because you can. Because, we all know in a month or so, you won’t be able to because we’re all back to the grind.

Oh well, I guess I’d better go pick up that danged paint brush I’ve been promising myself I’d pick up to paint my front doorsince the middle of June - 2021!

And a note to my Indiana readers: I will be speaking at your annual state conference next month, on October 8th, in Indianapolis. Come see me and say hi.

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, www.CMKcompany.com or send e-mail to info@ southernjewelrynews.com.

Merger details

While the newly merged company will become part of the Sarine group, GCAL will continue to operate seamlessly, being managed by GCAL’s New York-based team. Customers can expect the same high standards of grading and certification services to continue without interruption.

GCAL founders Don and Pamela Palmieri established the business in 2001 as a family run operation. Today, their son Angelo Palmieri serves as president and chief operations officer.

Sarine’s CEO David Block remarked, “We have found a partner that shares our values of quality, consistency, reliability, transparency and customer centricity.”

Artificial Intel Benefits Diamond Grading

The merger’s mission is to provide North America and other markets with some critical solutions, the most pressing concerns are rapid, accurate, efficient, and consistent grading. Solutions also include provenance data, which are key issues in this era of geopolitical uncertainty.

GCAL’s Angelo Palmieri addresses the critical aspect of diamond traceability solutions by providing verifiable tracking of diamond origin, its journey, and transformation from rough to polished state. “This can now be added to any GCAL Certificate of natural diamonds,” he points out. “We think that is a huge benefit, since 100 million rough diamonds pass through Sarine’s system annually. Most major manufacturers

have the equipment and capabilities to put even more stones through this solution.” With Sarine’s technology, Palmieri adds, “including hardware, software,

further improve the grading process,” he confirms. AI has advantages over human graders where the only way they can improve is for each person to keep gain-

color tints, fluorescence colors, black inclusions, inclusion locations, opens, and so on,” Palmieri reveals. “We enforce these manually in the lab for our customers. But replicating that times 1,000 via human graders is very difficult. However, the machines are taking hundreds to thousands of images per diamond.

“So, in the very near future, not only will we be able to grade anywhere in the world to the proper standards, but retailers will be able to curate their own standards.” GCAL customers are ecstatic about this possibility, he reports, because it allows retailers to curate their own special standards that set them apart from their competition.

and processes, we now have the ability to ensure suppliers are not delivering Russian origin goods to them if they want that data.”

New Global Reach

Capitalizing on Sarine’s sophisticated AI grading technology, the newly merged company is poised to extend its grading services worldwide.

AI grading technology is an ever learning capability, says Sarine’s Block. In the same way that a professional with decades of experience can deliver better results, he explains, the same goes for AI - only better. “The more data you provide the machine learning algorithms, the better the algorithm becomes. Therefore there is a continuous process of gathering data to see how we can

ing experience over a long period of time in a step by step process, Block notes.

Palmieri expands on that concept. “We have the AI systems in our lab, and have already begun incorporating them into our process,” he confirms. “This means that GCAL certificates have the benefit of the ultimate in gemological expertise via GCAL’s graders, plus the ultimate in technology (AI Grading systems trained through machine learning algorithms). To be clear, not every diamond can be put through the systems today, but eventually every GCAL Certified diamond will incorporate AI Grading.”

Specifying Standards

“Many retailers have QC criteria beyond the 4Cs. Items like

Block describes how AI technology protects against human error in the grading process for a superior outcome. With humans performing this task, grading is based on how the color or clarity is perceived by the grader. A very wide range of factors can influence the outcome, Block reveals. Grading conducted by a human might be impacted by fatigue, even mood he points out. “AI technology-based grading is not influenced in any way and is therefore highly consistent,” Block states. “Each time a diamond is graded regardless of on which system, location, time, or other factors, it will produce a consistent result. In order for a manufacturer to supply a consistent product to retailers and the retailer to provide a consistent quality product to the consumer, it is crucial to have consistent grading.”

Consistency Guaranteed

In addition to human behavioral inequities that could negatively impact a report’s outcome, Palmieri adds that machines can’t take bribes nor are they subject to coercion. “GCAL currently has one location in the US, and we use blind, consensus grading. We can tightly control all these issues. But as we have seen when our competitors have expanded overseas, much of this control is lost, sometimes intentional, and sometimes not.” He has witnessed the fallout resulting from poorly graded goods in foreign labs.

“AI (trained correctly) solves this,” according to Palmieri. These concerns, he explains, are the sole reason GCAL hadn’t previously expanded overseas. “And through technology, we now have that ability. Customers will not have to worry about which GCAL it will be graded in... Technology (Sarine) + Expertise (GCAL) will provide for the ultimate combination in delivering scalable grading services, without compromising the standards.”

JCK Vegas attendees get a personal presentation of AI’s role in grading color and clarity. Photo GCAL

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Applied Marketing 101 The approaching tsunami of fashion diamond jewelry demand

By George Prout

The Large Hadron Collider (LHC) is the world’s largest and highest energy particle collider. It consists of a magnetized 16.7 mile circular tunnel able to accelerate proton streams to 99.997 percent of the speed of light, creating extraordinarily high energy collisions that allow physicists to recreate the conditions that existed less than a second after the Big Bang. Among its many contributions during the past thirteen years was confirmation of the existence of the Higgs Boson, the so-called “God Particle” responsible for the fact that matter possesses mass, without which the Universe - and life itself - could not exist.

Prior to its initial activation, fringe scientists imagined all sorts of potential dangers accompanied with its activation, including the possibility that the LHC would

give birth to a black hole that would instantaneously gobble up the Earth and its atmosphere. Fortunately, those fears proved to be unwarranted. But for this article, I invite you to accompany me on a thought experiment involving the LHC that may provide insights into the near future of diamond jewelry sales, and how you might construct merchandising and marketing strategies to benefit.

Let’s imagine that in the course of performing ever-higher energy experiments, one day in the near future physicists at the LHC create a high frequency oscillation that flows through the Earth’s atmosphere, unexpectedly causing everything on the surface of the planet to experience an intense ultra-high frequency vibration. Fortunately, these vibrations pass through nearly everything harmlessly. But in the same way that certain operatic singers are able to hit a note at precisely the

right frequency to shatter a fine crystal glass, in this case, the vibration frequency doesn’t shatter glass. Instead, it shatters diamond. It literally pulverizes every diamond in every jewelry box, as well as on every finger, ear, wrist, neck, and ankle on planet Earth. Given this extraordinary turn of events, how would you react? Which product categories would you initially choose to advertise, and at what funding level? How would you adjust your inventory and pricing?

Many of us might reflexively choose to advertise engagement rings, given the fact that after 2008 we all learned that bridal appeared to be the only reliable revenue stream in the diamond jewelry business. But now things are very different. Remember, every piece of diamond jewelry in her jewelry box has been annihilated. Does it therefore follow that her engagement ring would be the first replacement piece? I suspect not. Just as physicians don’t mount their high school diplomas on the wall in their office, choosing instead to display their medical school degree, similarly the celebration of her engagement in the form of her engagement ring has now been superseded by the fact that she became married. So while in this new environment where no one owns a diamond engagement ring, engagements will continue at a 3 million per year pace, the potential for diamond bands, as well as particularly three stone rings celebrating her current life story, seem to me to

have considerable greater potential.

And what about diamond studs? And inside-out hoops? Remember, the selfie era requires ear adornments for every photograph, so she’s going to either direct someone to purchase new diamond earrings for her, or she’ll buy them herself. Similarly, especially for affluent women who already own multiple high end handbags, will her next selfpurchase be another Louis Vuitton, or will she instead choose an adornment for her wrist? And don’t forget pendants and necklaces, as well as fashion rings for her right hand. Indeed, in a world where suddenly all of her diamond jewelry has been vaporized, her interest in the fashion diamond jewelry side during the next five years will be massive and ongoing, until she has managed to fully repopulate her jewelry box.

When you consider the possibilities of a suddenly diamondfree retailing landscape, will you not choose to ramp up your advertising to a much greater degree than normal, since the consumer base into which you’re messaging suddenly has a considerably greater appetite? Remember, the diamond jewelry area in her jewelry box at home is now completely empty, so wouldn’t this be a terrific time to expand your ad spend?

And what about pricing strategy? Will you choose to treat the feeding frenzy that will now occur as an opportunity to expand margins, or might it be a better play to at least initially price for volume? Remember that every sale you make early in this consumption wave is actually a walking billboard, because as your customer wears the piece, her friends are going to notice, and they’re going to ask her where she got it. The ideal time for margin maximization probably occurs much later into the frenzy, once you’ve captured significant market share and have established a pre-emptive level of dominance.

So now that we have considered possible strategies that might be appropriate for our imaginary scenario in which all the world’s diamond jewelry suddenly vanished, let’s apply the same thought process to the real world. Because in the real world, a group of scientists working in a

different kind of laboratory actually have created a parallel effect. No, they haven’t destroyed all the diamonds in the world the way our imagined vibrations did in our thought experiment. Instead, they’re rendering all of the existing diamond jewelry obsolete, by making the diamonds contained within appear to be microscopic, in the context of the much larger diamonds that are suddenly available at affordable prices. And these new diamonds are also generally of much higher clarity and color, so they look like they all came from high end Fifth Avenue jewelry stores.

How will the American female consumer feel about her 3 ctw diamond bracelet mounted with slightly off color I1s when all of her friends are wearing 10 ctws that look like they came from Tiffany? Or how about her 1 ctw studs, when all of her friends are suddenly sporting 3s to 6s in their selfies? So just as surely as if a laboratory experiment wiped out all the diamonds in her jewelry box, the real world consumer is suddenly going to be confronted with a scenario in which all of her current diamond jewelry is less than satisfactory, a circumstance that possesses tremendous potential for revenue production in the fine jewelry vertical.

This is the extraordinary power of lab grown diamonds. It renders every prior existing ring, every earring, every necklace, and every bracelet suddenly obsolete, in the same way that Henry Ford’s 850 dollar automobile reinvented transportation in the early 1900s by rendering horse and buggies obsolete. Technology does this. It’s neither a good thing, nor a bad thing. But the way you choose to harness this power will determine how much of this new avalanche of jewelry purchases will flow through your registers. Just use the lessons from our thought experiment, and enjoy the ride.

Class Dismissed!

George Prout is President of JB Bhanderi, the world’s largest CVD Grower, and maker of the Surreal Diamond brand. He can be reached at george@surrealdiamond.com.

George Prout

Industry Events

JIS Fall 2023 in Miami Beach opens registration

(NORWALK, Conn.) - Registration for JIS Fall is now open. JIS Fall, the premier event for immediate at-show delivery, is set to take place from October 13-16, 2023 at the Miami Beach Convention Center in Miami Beach, Florida. Conveniently located within walking distance from hotels, world-renowned restaurants, and breathtaking beaches, JIS Fall promises to be an unparalleled experience for all attendees.

As the largest JIS event of the year, JIS Fall 2023 will have over 600 domestic and international exhibitors, showcasing a wide array of fine jewelry, labgrown products, silver, fashion designs, and cutting-edge technology. Attendees will have the opportunity to explore a diverse range of products and innovations shaping the future of the industry from leading companies such as Afarin, Anna Zuckerman, Bapalal Keshavlal, Breuning Inc., Doves by Doron Paloma, Stuller and more.

Notable International Pavilions will also be featured at the

show, representing the finest jewelry from Italy, Hong Kong, Türkiye, and South Africa, offering visitors a truly global perspective on the latest trends and designs.

Highlights of JIS Fall 2023 include the ETS Pavilion, a platform that showcases cutting-edge technology, services, and supplies aimed at enhancing businesses and revolutionizing the industry. Additionally, the Plumb Club Pavilion, a leading jewelry industry supplier organization, will present an impressive coalition

of suppliers spanning all facets of the fine jewelry, diamond and watch industries.

The four-day buying event has been timed perfectly for retailers to restock their inventories before the upcoming holiday season. This will ensure that attendees have access to the latest products, guaranteeing they can meet the demands of their customers during the important shopping period.

“We are thrilled to welcome the jewelry industry back to JIS Fall 2023,” said Sara McDonough, JIS Event Director. “This year’s event promises to be the biggest and most exciting yet, with an extensive lineup of exhibitors, pavilions and networking events. We look forward to providing attendees with a platform

to discover the latest trends, build meaningful connections, and elevate their businesses to new heights.”

The schedule will be filled with engaging activities and enriching sessions, designed to create lasting connections between exhibitors and visitors.

To celebrate the gathering of industry professionals and welcome new exhibitors, JIS Fall 2023, will host the New Exhibitor Happy Hour on Friday, October 13, from 5:30 PM to 7:30 PM. This exclusive event offers complimentary cocktails, gourmet hors d’oeuvres, and the hottest DJ beats in Miami Beach. For attendees looking for networking opportunities, the Silver & Fashion Pavilion pop-up on Friday, October 13, will offer fresh warm

churros with delectable toppings. Another not-to-be-missed event is the Cocktails & Connections Networking Event, taking place on Saturday, October 14. Attendees can indulge in cocktails, enjoy live music from the beloved local country band Whisky Six, and connect with other industry professionals in a relaxed afterhours setting.

As an added touch of fun, JIS Fall 2023 will offer a photo booth and custom t-shirts screen printed and hand-delivered, fresh from production, as memorable keepsakes.

For all the details about JIS Fall 2023 and to view the full list of exhibitors, event schedule and to register please visit www.jisshow.com/fall.

Texas Jewelers Association announces 118th annual convention

The Texas Jewelers Association has announced details of their 118th annual convention, “Focus on the Future”. This year, it will be a 3 day event featuring educational speakers and a limited number of vendors which will be in attendance for the first time. The three day event will be October 7-9 at the Crowne Plaza Galleria in Houston, TX.

The two days of education feature speakers including Brad Huisken of IAS Training Management, multi-award winning gemstone cutter and jeweler Dalan Hargrave, cyber and store security expert Greg “Dutch” Holland, HMH Consulting and more.

The TJA jewelry design competition will also take place at the convention with 4 professional categories and two student jewelry categories with cash prizes. The students finished pieces are sponsored by J. Patrick Diamonds and the new CAD category is sponsored by B9Creations. Awards will be presented at the dinner gala with live music on Saturday night.

On the final day, members will visit the Museum of Natural Science where Patrick Dreher has items on display, along with Fabergé and the Lester and Sue Smith spectacular finished jewelry Vault. The specimen collection at the museum has been compared to the quality of the Smithsonian’s collection.

“These are exciting times as the jewelry industry has made great strides in the past few years with technology and social media,” says Amber Gustafson, President of the Texas Jewelers Association. “We are growing as an association and want to continue encouraging new businesses to grow with us. We look forward to this great event.”

For a limited time, any new member joining the Texas Jewelers Association will receive a free one year membership to Jewelers of America - a $225 value.

Registration for the convention and additional information including hotel booking and how to become a member can be found at texasjewelers.org or by calling Connie at 281 482-4755.

AJS August 26-27, 2023

JIS October 13-16, 2023

House of Cards 08

Mother of Pearl/Onyx/Platinum Necklace

Wholesale: $125.00 • MSRP: $325.00

House of Cards 03

Black Mother of Pearl Necklace

Wholesale: $60.00 • MSRP: $180.00

House of Cards 05

Mother of Pearl Ring

Wholesale: $55.00 • MSRP: $165.00

Furry Friends on the Job!

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

Say hello to Kola & Knox! Kola, a sweet 3-year-old female Chocolate Lab and Knox, a 1-year-old male German Shepard, work at Hickory, North Carolina-based The Jewelry Exchange. The friendly duo join store manager Kristie at work every day. The entire Jewelry Exchange team adores the dogs and enjoy walking, playing, and bringing them treats throughout the work week. Kola and Knox are good for tra c - many customers visit them regularly. These two lucky fur babies are very loved and adored by the Jewelry Exchange sta and customers.

Greetings from Lady! Lady is a one and a half year old Border Collie who works as Head of Security at Gerber Jeweler in Holly Hill, FL. Lady keeps an eye on the shop while her human, Fred Gerberman, designs custom jewelry for his clients. When not watching the store, Lady sits under secretary/sales rep Vanessa’s desk waiting for a morsel to pass her way. Sharp as a tack, Lady knows how to watch the security camera monitors to keep the building safe. She also enjoys the company of in-house goldsmith Adam - even though he can be annoying at naptime - and jeweler Noah who adores her. The customers love her too. Lady is the star of the show at Gerber Jeweler!

Introducing Mischief! Mischief is Director of Barketing, and the most popular employee at New Gild Jewelers and New Gild Gem Lab in Minneapolis, Minnesota. He is a 2-year-old Blue Heeler (Australian Cattle Dog) who was rescued as a stray on the Lake Traverse Reservation in South Dakota by his human, store co-owner Jen Belle eur. Jen calls Mischief her “heart dog.” He greets customers sweetly, engages other employees in morale-boosting play, and patrols the premises for unauthorized activity.

Holiday Sales Success: A multifaceted marketing approach

As the air turns crisper and leaves begin to change, the holiday season draws nearer, signaling a critical time for jewelry businesses to shine. As we approach the fourth quarter and bid farewell to the summer season, it’s a must to gear up and finetune your marketing efforts to ensure a great holiday sales season. The question is, how do you go about it?

Auditing Your Marketing Efforts

First things first - pause and reflect. Are your marketing activities delivering the results you

desire? Many jewelers find themselves tangled in this web of uncertainty. In most cases, they believe their efforts are ineffective, and they are.

Are your marketing dollars generating a satisfactory ROI? It’s time for an audit. Study the numbers, assess your tactics, and establish whether you’re on the right track.

“More sales” is a wish every business owner shares, but diving deeper is essential. Define your goals with precision to be able to measure them. Do you want to attract more bridal jewelry appoint-

ments, engage customers for custom pieces, or perhaps enhance your presence in engagement rings and wedding bands?

Whatever it is, auditing your marketing strategy is essential; you are shooting in the dark without it.

Multifaceted Marketing Strategies

So, have you ever tried multiple marketing activities to promote your business? What worked like magic for you, and what didn’t quite do the trick? But if you haven’t tried many different ways, the question might

By Guy Pineda

not even matter.

Many small jewelry businesses begin with social media, which is easy, and someone on the team can usually handle it. Social media may be the lowhanging fruit, but it’s not the entire orchard. An effective marketing strategy today is multifaceted. Relying only on one marketing avenue is not an effective strategy. You need to use a bunch of them to get the best results.

While social media is excellent for engaging existing customers, other better tools exist for attracting new ones actively seek-

ing your products. So, what else can you do? How do you go about getting their attention?

For a local jewelry store, there are multiple methods that you can use. Check these out:

• Email Marketing - Curate concise and appealing messages to your email list. Consistency is key here. Regular engagement keeps your brand fresh in your customers’ minds.

• Social Media Campaigns

- Strengthen your brand identity and nurture connections with your customer base. However, to expand your reach, complement this with other tactics.

• Printed Mailers - This is a postcard or brochure you can send to your customers in your local area. Though it can be expensive, the impact can be positive. It’s critical to implement ways to track sales and customers from this to determine if this is profitable for your business. Be sure to integrate QR codes for seamless online engagement to support print advertising.

• Local Print Advertising - It has a similar concept to printed mailers. Reach local readers through newspapers and magazines. Tracking results is vital, as is integrating online elements. This one can get pricey, depending on where you’re at and how many people you’re reaching.

• SEO - Increase your online visibility organically. It can bring you a lot of value for the money you spend, but it takes some time to see good results in search engines. These days, many start with a Google search when searching for a product or service. To do this well, it’s a good idea to hire a professional agency that can be open about what they’re doing and offer a range of services.

• PPC Ads - Use Google or social media platforms to drive traffic but be vigilant about tracking and setting clear goals, as it could be a big waste of time and money. If you can’t consistently dedicate time to keep an eye on this marketing method, it might be best not to handle it alone.

• Geofencing - This method is used in specific locations and

Please see Pineda page 36

Guy Pineda

RETAILERS We bring together and SUPPLIERS

OCTOBER 13–16, 2023

MIAMI BEACH CONVENTION CENTER

MIAMI BEACH, FL

More than a Leading Cash-and-carry Event

JIS Fall helps jewelry industry professionals grow their businesses and deepen relationships with suppliers by creating a community in which relationships are built, business is transacted, trends are discovered, and new ideas are shared at tradeonly events that are strategically timed for when buyers need inventory the most.

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company’s history, expertise and global operations in fancy shape diamonds. Orders are delivered within just 10 to 14 days. The company provides a variety of memo programs and overnight memo support with large stock availability for jewelers to show products to their customers.

In addition, Saban Onyx offers jewelers custom design options, same-day CAD image support with price quotes, and diamond layouts. The majority of its designs can be set with labgrown diamonds, but the company’s passion is natural mined diamonds.

Saban Onyx also has an inhouse marketing team that provides live and rendered product photography, and social media and traditional marketing materials - all the tools and resources jewelers need to make the sale!

The company continuously conducts market research to develop distinctive diamond jewelry designs that consumers want. Among its most popular styles are eternity bands and half eternity rings with five, seven, or nine stones in all fancy shapes; bezel and prong set eternity bands; semi-set engagement rings; and unique diamond tennis bracelets,

earrings and pendants in all fancy shapes.

Nick Hatia, senior managing director of Saban Onyx, notes that bezel-set designs in particular have been incredibly popular. Hatia, who joined the company in January 2023 to help expand the independent jeweler business, has 15 years of experience working with this retail group for companies such as Rosy Blue, EMD Diamonds and A.Jaffe. He recognizes the requirements of independent jewelers and how to assist in expanding their business.

Competitive Edge

As a fresh and fashionable al-

ternative to the traditional roundcut diamonds, fancy shapes like emerald, oval, cushion, pear, and marquise diamonds are becoming increasingly popular in diamond jewelry.

According to Saban Onyx’s market research, one out of every three consumers choose fancy shape engagement rings and fashion jewelry, a trend that all independent jewelers should capitalize on. In fact, fancy shape diamond jewelry is trending on social media.

“Excellent cut fancy shapes are difficult to find, especially loose diamond layouts that Saban Onyx carries, giving jewelers who offer this category a competitive edge,” says Hatia. “Moreover, there are better profit margins in fancy shape diamonds than traditional round brilliant.”

Make BiggerWaves

We’re RJO, the premier jewelers cooperative, founded by and for jewelers to achieve greater success.

For over half a century, we’ve put millions of dollars into the hands of our retail members/owners through cash back rebates on their inventory and business purchases. And that’s just the tip of the iceberg.

Visit our website to learn all the benefits of RJO and how to join.

Saban Onyx is a proud member of jewelry groups such as Continental Buying Group (CBG) and Jewelers Helping Jewelers (JHJ), as well as indus-

try organizations, including the American Gem Society (AGS) and Responsible Jewellery Council (RJC). For additional details, visit www.sabanonyx.com.

Saban Onyx manufactures diamond jewelry in New York City.

Manufactured in USA At our factory in New York 10-14 Day Delivery

Band Options: Full Eternity, 3/4 way, 1/2 way, 5 Stones, 7 Stones, 9 Stones, East-West

Special Orders Free CAD & Images with Price Quote

Diamond Qualities: FG VS, GH SI

Lab Grown Available

Diamond Layout's Emerald, Oval, Cushion, Pear, Asschers, Marquise, Princess, Heart, and Rounds

Memo Support: Large inventory to ship overnight to show your customers

What’s New Variety Gem introduces the EverLove Bridal Program

Variety Gem is pleased to introduce the EverLove Bridal Program, a collection of engagement rings and matching wedding bands. Available in your choice of 14K white, yellow or rose gold, these elegant engagement rings have a diamond weight between .50 cttw and 1.00 cttw including the center diamond.

“EverLove Bridal is known for its high-quality craftsmanship and ethical sourcing,” stated Moshe Bezalel, V.P. of Sales for Variety Gem. “There is a need in the market for affordable engagement rings. EverLove Bridal offers your customer the chance to show their individual style, while still living within their means. We offer a range of designs and styles to suit all preferences, from classic settings to intricate halo designs. The entire line is available on our website under the Engagement Rings category.”

JA offering Bench Certification Program

(NEW YORK) - Jewelers of America (JA) has relaunched the Bench Professional Certification Program, a program created to promote the professionalism of jewelers and store owners. The newly reworked program provides a tangible way to boost confidence in the ability of the certified bench jeweler to perform quality work.

The JA Bench Professional Certification Program establishes national standards and administers tests to rate the talents and proficiency of bench jewelers at three levels. The levels are:

JA Certified Beginner Bench Jeweler (CBBJ), which reflects skills and knowledge generally expected of a trained entry-level bench jeweler generalist performing jewelry repair with about one year’s experience;

JA Certified Bench Jeweler (CBJ), that reflects skills and knowledge generally expected of a bench jeweler generalist performing most jewelry repairs with two or more years of experience;

JA Certified Master Bench Jeweler (CMBJ), the highest level of JA Bench Professional Certification that demonstrates mastery at all skill levels.

“We are thrilled to bring back our popular Bench Professional Certification Program at this important time. With bench jewelers demand at a high and a new generation of jewelry profession-

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The engagement ring price range, including center stone is $900 - $1700 retailers’ cost. The wedding band price range is $250 - $500 retailers’ cost.

The program includes a free display with the purchase of 4-6 live engagement rings and wedding bands, plus 22 silver models. Retailers can purchase individual engagement rings and/or wedding bands without a display.

For more information, contact Variety Gem at 212-921-1820 or email order@varietygem.com. Visit Variety Gem’s website at www.varietygem.com.

Joel

als entering the industry, we have an opportunity to better serve our jewelers by providing certification opportunities that demonstrate competencies while serving as a platform to improve consumer confidence,” says JA President & CEO David Bonaparte.

Certification test procedures are in two parts, a written exam and a practical test. The practical test requires the candidate to prove proficiency in performing a variety of tasks set to national standards. The candidate may utilize whatever tools and technology available to complete the projects (i.e., laser, various welders, press, etc.). The practical bench tests may be taken at the candidate’s own bench using his/ her own tools and equipment or a location of their choice.

Upon certification, individuals receive a Bench Professional Certification certificate, a JA Bench Professional Certification lapel pin, use of a JA Bench Professional Certification logo, and a press release template. JA members also receive a Bench Professional Jeweler Certification decal for display in the window or door of a store, shop or other place of business and a special designation in the Find a Jeweler Directory on Jewelers.org.

For more information or to register for certification, visit jewelers.org or contact JA’s Member Services at 800-223-0673.

shows your advertisements on apps that potential customers might be using. Places you might choose to geofence include shopping malls, universities, places with similar businesses, or stores offering products or services that go well with what you’re selling. So if you’re selling bridal jewelry, you can geofence the bridal gown store.

• TV Advertising - Use technology to acquire TV spots affordably. Have a well-made video commercial ready that conveys your message. Be aware of your intended audience, the timing, and the channel you choose.

• In-Store Events - Organizing in-store events are excellent opportunities to generate excitement among employees and customers. Be sure to enhance any event with your existing marketing techniques, such as social media, email marketing, paid advertisements, and more.

• Website Optimization - Remember that about 80% of consumers rely on your online digital presence to decide whether they want to do business with you. Your online presence matters. So, make sure to upgrade your website if it is old and outdated.

Marketing Consistency is Key!

Regardless of your chosen channels, consistency is the secret sauce. A single ad won’t yield miracles, but a well-orchestrated symphony of marketing efforts can. You can’t just run a single ad and consider it unsuccessful. Commitment to marketing and

maintaining consistency is essential.

This doesn’t necessarily mean spending a lot of money every month but rather finding ways to consistently utilize various available marketing channels to convey your marketing messages.

When it’s time to think about your marketing approach, first, determine your objectives; second, understand your budget limitations; and third, decide on the appropriate marketing methods.

Bottom Line

As the holiday season approaches, your jewelry business stands at the crossroads of opportunity. Whether email marketing, print campaigns, or a welldesigned website, remember that consistency is your ally.

Navigating the labyrinth of marketing isn’t a solo venture. Seek professional assistance to maximize your efforts and minimize pitfalls. Please visit our website jewelrystoremarketers. com and schedule a marketing session to review all the options. Don’t ignore marketing - you might need to kickstart it sooner.

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.

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but felt like I was working for the success of the company as part of the team.

If your bench jeweler is a thriving, productive part of your team then appreciate the asset to your business. If you’re consistently asking why the work is not getting done in a timely manner, then examine the factors contributing to that. How much is the bench jeweler being interrupted from their task? How many other duties are given that have nothing to do with their bench work? Is the workload properly scheduled and distributed? Are they part of the team or just the one everything gets dumped on? As the owner, are you encouraging productivity or adding to the stress? Is the rest of your staff helping or hindering their productivity?

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.

DEAR

I want to share with you my newest

Please look in your safes and collect....

We will give you a CASH offer and immediate overnite payment. Make your Old Trash become CASH!

We have a great new way to go green (DOLLARS).

SHOWCASES, FIXTURES AND SAFES FOR SALE

Complete Store

Fixtures For Sale

All are solid Mahogany Circa Approx. 1890. Six 8’ cloor cases with Queen Anne Legs • Six 8’ Wall Cases, complete with Cashier Counter • Mahogany shop Wall with Windows • One John Tann Floor Safe • One standing Engraver with all fonts of engraving plates • Misc Shop Equipment. For pictures and additional information email: byrnesdvb@aol.com

Showcases and Safe for Sale

12 matching, 5 foot showcases and checkout counter with walnut finish. LED lights in 10 of them. All lock sliding doors with storage drawers and storage underneath. Custom made by Ace Fixtures in Memphis, TN. Well made solid cases. Five Pandora cases new style. All for $9,000.

John Tann Safe for sale, inside 20x47”, $4500.

Contact Don Brasfield • Ripley, TN 38063 Cell 731- 571-5993

CUSTOM MADE JEWELRY SHOWCASES FOR SALE

Approx. 8yrs old with black marble, 80 linear ft of floor cases. 2 of them are sit down showcases with cushioned benches for the customers. There is a 6ft matching service counter. 30 linear ft of wall cases. All cases and wall cabinets are lighted with locks to match.

CABINETS WILL BE AVAILABLE FOR PICK UP THE 2ND WEEK OF SEPTEMBER 2023. PRICED TO SELL AT $25,000 cash/OBO. PLEASE CALL CHARLES AT 423-506-6179

JIS Miami.....................33

Joel McFadden Designs.....16

Kelly Waters...................12

Kim International..................5

Metal Marketplace................31

Mia Katrin........................37

NAJA.................................26

Namano...........................26

National Box and Display.....27

Pearls of Wisdom.............37

Pickens.................................30

RDI.................................15

Rembrandt Charms..............10

RJO...............................34

Saban Onyx............................35

SoutheasternFindings..........28

Stuller..............................40

Sunstone...............................39

The Edge...............................17

Tim Roark.....................34

United Precious Metals........14

V&A Luxury.......................25

Variety Gems................16

Wilkerson.............................20

BENCH JEWELER OPENING

Sawyer Jewelers is in our 76th year of operation in Fenton, Michigan, and are looking for a qualified jeweler to join our team. Pay is competitive and based on experience. Paid holidays and vacations are included. Send resume’ to: info@sawyerjewelers.com

JEWELERS & SALES REPRESENTATIVES

The Nation’s Largest Restyle Event Company Seeks Experienced Jewelry Sales Representatives and Bench Jewelers who are free to travel and ready for the financial success that working for a great company offers. Salary plus commissions $80K to $120K+. Set schedule; no cold calls. 34 weeks per year travel required, security provided. Benefits include bonuses, 401K, and profit-sharing plans, dental, paid health and life insurance, commuting allowance, paid travel expenses and vacation.

Fax resume to 770.499.8974 or email careers@danaaugustineinc.com www.danaaugustineinc.com

We are seeking experienced Jewelry Sales Reps/Wholesalers, for travel. Diamond Jewelry manufacturing & customer service team available to increase sales. Catalog & marketing material provided. Send resume: info@diasunjewelry.com or 888.342.7861

REFINERS

We are seeking a highly motivated individual to represent our collection of freshwater pearls, semi-precious gems and silver jewelry. Success in carrying at least one other jewelry line, excluding any lines that directly compete with our pearls. Travel is an integral part of this role, we will provide some existing accounts/leads. Commission structure and bonuses that reward your sales achievements. Join a dynamic team that values your dedication, provides ongoing support and resources to help you excel in your role. Resume to: lucasroberts2004@aol.com

Seeking Exceptional Bench Jeweler

26 years young, first generation retail store, Atlas Jewelers, is in need of another exceptional bench jeweler. We are located in a high traffic Michigan suburb. The right candidate must be skilled in all or most gold smithing and stone setting. A minimum of five years experience in both laser and torch techniques. CAD-CAM, Laser Engraving and any additional skills a plus. Full time annual salary is $50,000 to $100,000. Apply by email to atlasjewelers@gmail.com

Attention Doug

Bench Jeweler Opportunity

Join the Vons Jewelry team! Full time position at 3rd generation Jewelry store in Lima, Ohio. Open Tuesday thru Saturday. 10 days paid vacation and 5 sick days. 6 paid holidays. 401k with match, profit sharing. Health Insurance. Minimum 3 years bench experience. Send resume to dennis@vonsjewelry.com