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Corinth Jewelers opens fabulous standalone store

By Paul Holewa

Trish Parks, owner of Corinth Jewelers, has been blessed with timing and opportunity throughout her life. Her career began through a co-op program at 16. Seeing her potential, a supervisor placed her in the jewelry department. Decades later, she has become the Belle of the Ball in Mississippi, voted the state’s “Best Fine Jeweler” by Mississippi Magazine four years running.

An online complement to that achievement is a perfect Google review score of 5.0 with 92 posted reviews and counting. When increased sales and an expanded customer base were factored into her business plans for the future, Trish and her staff knew it was time to take the Corinth, Mississippi-based jewelry store to the next level.

On October 1, Trish and her staff will officially go from a modest store of 1,600 square feet

of retail space in a strip mall to a standalone store with 10,000 square feet. Fortunately for Trish the former carpet and flooring store she’s moving into is in the parking lot adjacent to her current location. But this isn’t just a business move. It’s a business transformation - on a grand scale.

An additional 7,400 square feet is a huge upgrade. Trish, a business woman who is as resolute about her faith as she is about selling jewelry, says all the extra square feet were quickly spoken for once she secured the purchase of the building and let her business plan set the retail footprint.

Much of the existing showroom and its accessories will be part of a seamless transition to the new store. The showroom itself, coincidently enough, has required the least amount of work so far.

“We did not have to do a ton of remodeling to bring the showroom floor space to fruition,”

Riding the Wave with Essential Lab Grown Diamonds in a Changing Market

Positive Outlook for Holiday Sales

By Deborah Yonick

By Deborah Yonick

Essential Lab Grown Diamonds has been a pricepoint leader and market disruptor in lab-grown diamonds since its inception in 2019.

Recognized as one of the largest lab-grown diamond wholesalers in the United States, Essential Lab Grown Diamonds focuses on bringing to independent retail jewelers nationwide the best market price for certified and non-certified loose stones, as well as popular lab-grown diamond jewelry basics.

Vinit Jobanputra founded the New York City-based wholesaler on the premise of delivering the lowest price for every loose lab-grown diamond it sells, highlighting its compelling “Beat the Price” campaign.

“The key to handling the product and category is to ‘parachute down’,” says Vinit. “The people who don’t sell quick enough are taking the biggest hit,” he shared at JCK during the Las Vegas Show in June, where labgrown diamonds remained a leading topic of conversation among retailers.

With the holiday season fast approaching, consumers are hunting for that perfect gift for loved ones and preparing for family gatherings.

Jewelry continues to rank among the top 10 gifts consumers expect to give, according to Proximic by Comscore’s Holiday 2023 Guide. In its tips for success checklist, it cites a shift in holiday spending to start well before the season, with 45 percent of consumers beginning their gift quest by early October.

Nearly 60 percent of consumers in the report say that so-

cial media will heavily influence their holiday purchasing decisions, underscoring that Q4 2022 ranked as the highest quarter on record for U.S. online retail shopping.

Expectations are good for jewelry sales Q4 and year-end.

“We expect [jewelry sales] to fluctuate cyclically, as it has always done, but not to significantly drop,” shares Julia Pullman, marketing director for Box Brokers Group (BBG). The Brea, California based provider of premier packaging and displays for independent jewelers predicts holiday 2023 will finish on a high note.

See Holiday page 34

Trish Parks (center), owner of Corinth Jewelers, with staff members (l-r) Shannon Huff, Kim Lucas, Marcia Wegmann, Trish, Kristin Swindle, Lauren Killough and Emily Ross.

Nitin Jobanputra (center) with sons Aakash (l) and Vinit at the JCK Las Vegas Show.

CorintH

says Trish. “Mainly electrical, new flooring and ceiling work.”

The back space of the building, however, is a different story. The space does need some attention to create the retail spaces and back office functions Trish wants in the new store. But it’s also a lucrative co-branding opportunity she’s signed on to with a local bridal and formal wear business owner. A move Trish thinks dovetails well with fine jewelry sales.

“During all of this, I had a local bridal and formal wear business reach out to inquire about leasing the back of my building to help grow their business,” says Trish. “After much consideration, we decided that it would be beneficial for both our businesses. My showroom floor is 3,000 square feet, and the bridal and formal wear will have 4,000 square feet of their separate space. The remaining 3,000 square feet will be for our vault, storage, and other offices.”

Other upgrades coming with the move will be diamond suites and each of Trish’s ladies (she has an all-female staff) will have their own workspace to make their job easier and more efficient.

The foremost important aspect of the move is for the customers. “Our new store was designed to make every customer’s experience remarkable,” says Trish.

Backed by the “light of her faith,” as Trish calls it, and her sheer determination, she has a history of overcoming adversity. When she opened her first store in 2007, Trish and other business owners at the time were bracing themselves for the crash of the housing market.

Continued from page 3 Established

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

“Opening in 2007, the eve of the financial crisis, required me to buy and invest in a completely different way than what was planned,” says Trish. “I began to go after Pandora to have an affordable brand that I could market along with the then new store.”

The new store opening on the first day of the fourth quarter will simply be part of an ambitious business transition and expansion plan that began with a summer moving sale. While customers enjoyed the benefits of reduced prices, Trish and her staff were building excitement with customers about the upcoming move.

“We took the avenue of really expanding our marketing to reach as many customers as possible for our sale,” says Trish. “We have been very open about our new store. Our staff shares excitement with our customers with pictures and sneak peeks. We are proud to say that our customers are very loyal and are just as excited to see their store expand as we are.”

It has been a busy summer for Trish and her staff. They’re keenly aware they have to hit the ground running the day their doors open at the new store. “We are tentatively looking at the new store being opened on the first of

October,” says Trish. “For the entire month we are planning trunk shows, our annual Ladies’ Night, ribbon cutting and open house events. Our goal is to make the month of October full of excitement and things for our customers to do in honor of enjoying the new space we are in.”

And then its Christmas time. “To get the new store ready for the fourth quarter, we are diving right into the Christmas season,” says Trish. “We will open the doors with a Christmas tree and all the holiday decorations.”

Trish’s faith in her staff, her store, and her loyal customers is almost as strong as her faith in a higher power. “Our top goal at Corinth Jewelers is and will always be to serve the Lord and to be a light to others,” says Trish. “We, as a team, strive to make each customer feel special and appreciated when they visit Corinth Jewelers. We hope to continue to grow our store with new customers and jewelry lines to become the destination location for Corinth and the surrounding areas.”

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

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Jewelry

24 Karat Club Southeastern U.S. holds 47th annual Banquet

Ernie Perry, Perry’s Diamond & Estate Jewelry, awarded Jeweler of the Year honor posthumously

The 24 Karat Club Southeastern United States hosted its 47th annual Banquet at the Atlanta County Club on August 26. Each year the 24 Karat Club honors an outstanding jeweler with its Jeweler of the Year Award, announces scholarship recipients and inducts new members at the black tie event.

Ernie Perry of Perry’s Diamond & Estate Jewelry in Charlotte, NC was posthumously awarded the 24K Club’s prestigious Jeweler of the Year Award

for 2023. Perry died suddenly on July 22, 2023. Perry’s wife Priscilla and daughters Hadley and Brittany accepted the award.

“Our coveted Jeweler of the Year award is the most prestigious honor given by the 24 Karat Club,” said Randy Lindsey, Club president. “The award is based upon outstanding service to their community, personal and civic contribution, and their commitment to the betterment of the jewelry industry.”

Ernie Perry of Perry’s Diamond & Estate Jewelry in Charlotte, NC was posthumously awarded the 24K Club SEUS Jeweler of the Year Award. The award was accepted by Perry’s wife Priscilla and daughters Hadley (r) and Brittany. Also pictured Club members Keely Grice (l) and David Hyde.

The 24 Karat Club’s 2023 scholarship recipients were announced during the event. Scholarships included:

• 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 Reputation to Becky Rogers,

Camden Jewelers, Camden, SC and Nathan Hale, Buffalo Craft Co, Spring Hill, TN

• Diamond Council of America Scholarships, 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

“The 24 Karat Club is extremely proud of the tradition of awarding well deserving candidates the opportunity of furthering their education through our Scholarship programs,” said Lindsey. “There truly is no better award than the gift of learning.”

Two new members were inducted into the 24K Club SEUS in 2023. The 24K Club welcomed Chuck Frey, Founder/President of Charles Frey & Company and Pat Milam, Founder/CEO of Tuscany Luxury Group.

The 24 Karat Club SEUS thanks the sponsors for the event: Harmon Group, Jewelers Mutual Group, Diamond Council of America, Judy Carter & Associates, Sterling Reputation, Carolyn Woltz Lennon, Time Delay Corporation, Southern Jewelry Insurance, Keely Grice, Hyde & Associates, SJTA/Atlanta Jewelry Show, United Precious Metals Refining, Jewelers of America, Abbott Jewelry Systems, INSTORE, Benchmark, Rembrandt Charms, Star Gems, Brevani and Southern Jewelry News.

Robert Foreman Memorial Scholarship recipient Jennifer Beatty with 24K Club SEUS President Randy Lindsey.

The 24 Karat Club Southeastern United States officers and board of directors.

8th annual New York City Jewelry & Watch Show slated for October

(NEW YORK) - The New York City Jewelry and Watch Show is poised to make a return, marking a milestone as it celebrates its 8th year of production by the Palm Beach Show Group. A renowned fall event in the jewelry and watch industry, this show is set to once again captivate attendees from around the globe. An impressive lineup of over 90 notable jewelry and watch industry exhibitors will gather to present a curated selection of exquisite antique and estate jewelry pieces.

Scheduled to take place from October 26 - October 29, 2023 at the Metropolitan Pavilion, this year’s edition promises to deliver an outstanding experience for attendees. For eight years, this event has consistently brought together a distinguished array of exhibitors, collectors,

26 - 29, 2023

and enthusiasts to celebrate the artistry and craftsmanship of jewelry and watches.

The New York City Jewelry and Watch Show has always been a platform of distinction, and this year is no exception. Attendees can anticipate a vast crossselection of remarkable showcases featuring carefully curated collections from some of the most noted names in the industry. From renowned jewelry houses to emerging artisans, the event will present a fusion of classic elegance and contemporary innovation, spanning eras and styles.

“Our 8th anniversary is a testament to the enduring passion for jewelry and watches that unites us all,” said Scott Diament, President and CEO of the Palm Beach Show Group. “We have curated an extraordinary lineup of exhibitors who are dedicated

to presenting the most exceptional antique and estate jewelry pieces. These pieces not only embody history and craftsmanship, but also represent the pinnacle of luxury.”

What truly sets this year’s show apart are the unique and rare items that will be available for purchase. Collectors and connoisseurs will have the opportunity to acquire pieces of remarkable significance, each carrying with it a story and heritage that transcends time. From stunning vintage necklaces that once graced the necks of iconic figures to intricate pocket watches that tell tales of a bygone era, these treasures allow collectors to own a tangible piece of history.

The New York City Jewelry and Watch Show understands the importance of preserving and celebrating these rare and valuable pieces. Every gem, every watch, and every artifact on display represents a unique connection to our past and acquiring them is an investment not only in luxury but also in heritage.

For more information, to register or explore the collection of antique and estate jewelry, engage with industry experts, and experience the thrill of discovering one-of-a-kind pieces, visit www.NYCJAWS.com.

-Joe Stehle, Facet & Co. Virginia City, NV.

“What we love about these displays is the price tags are all hidden and don’t get bent. Being magnetized nothing gets knocked over while putting these into my vault, which is perfect!”

The Retailer’s Perspective Cool New Things from the Atlanta Jewelry Show

By Chuck Koehler

While at the Atlanta Jewelry Show a few weeks ago, like always, I try to find the cool new things that have come on the market. Here are a few of the cool new products that I think everyone needs to know about.

GemLightbox Pro

If one was to jump into the ‘way back machine’, you’d find that I was one of the first people in the industry to begin posting online videos of jewelry on a rotating turntable. Now mind you, this was before YouTube and so-

cial media and it was a very laborious task! Since then, the process has gotten much easier, and most retailers and wholesalers post videos routinely. But GemLightbox Pro just took this whole process to a new level.

GemLightbox Pro combines a professional lightbox, rotating turntables in the base of the unit as well as the top to take videos of pendants. It also includes a special stand to hold your smart phone in the correct position to capture the photo or video. But, here’s the kicker - you download their app to your phone, and

By Chuck Koehler

when you’re ready to record, you just hit the button and it automatically starts the turntable and the video at the same time. But wait - there’s more.

GemLightbox Pro also incorporates Artificial Intelligence technology that automatically writes a creative description of the piece that you are photographing. We’ve all struggled with writing colorful descriptions of the pieces we post online. We all say things like; ‘inspired by nature’ while trying to find something clever that we haven’t already used 1,000 times before. I’ve never

been sold on AI technology until now. But wait - there’s more. When we take still photos of jewelry, we seldom get them perfect after a dozen or more takes. We’ll pick the one that needs the least amount of touch-up, and take it over to Photoshop to clean up the shadows and other imperfections. GemLightbox Pro has a built in automatic photo editor. You just pick the photo you like best, hit the photo editor button, and a few seconds later your picture looks like you hired a professional to touch up your photo.

GemLightbox Pro is the most

advanced, and complete jewelry photography/video capture system I’ve ever seen. It basically rolls all of the various tasks involved into one simple to use app and lightbox and can have your jewelry ‘online ready’ in less than a minute. Check them out at GemLightbox.com or email Gabriella@picupmedia.com.

Gem + Jewel

Speaking of being ‘online ready’, here’s another cool discovery I made at the Atlanta Jewelry Show.

I always wished I had the skill to have a successful, and profitable, online presence and store. Some people have a natural gift for such things. Myself, and many of you out there, just don’t have the right genes to make it work as well as we’d like. Well, that just changed.

Gem + Jewel have that talent, and they are ready to share it with you. A little over a year ago, Jewelers Mutual Insurance partnered with the company and has now rolled it into their Zing Platform.

What if you don’t already have a strong online presence? What if you don’t have a lot of inventory to put in your online store? What if you’re a custom jeweler that makes your own line of jewelry? What if you just don’t have the time to dedicate to the whole internet thing? Here is a quote from Zing:

Gem + Jewel is a one-of-akind e-comm platform that connects retailers and vendors to work together as partners, not competitors.

For Retailers - Get a turnkey online store with access to our network of virtual vendor inventory and lab-grown diamond marketplace to expand your assortment and reach more customers.

For Brands - Create a stylish, professional brand page to grow your brand exposure with both retailers and consumers. And get access to the global labgrown diamond market to reduce supply chain costs and inefficiencies.

Chuck Koehler

– Damon Runyon

Successful Custom

I honestly thought after 50 years I had seen everything in this industry. That is until a friend asked me to repair his damaged silver ring. The stone had fallen out and the bottom of the band had been crushed. My friend knew it was just cheap, but he had grown very sentimentally attached to this large bold ring, so I agreed to see what I could do for him.

When I got the ring back to my workbench, I realized just

By Joel McFadden

The Price of Cheap

how cheaply this thing presented as a silver ring had been crafted. The stone had been glued in and the silver was actually electroplated over concrete or plaster of some sort. Imagine a heavy silver plating and that’s what I was working with. The concrete or plaster created a very heavy-feeling ring that had almost no silver on it, but the weight of it achieved the illusion of value.

I was able to somewhat fix the ring, but certainly not to my

normal standards. The labor-intensive efforts that had to be used to create this ring are staggering. How could someone afford to go through this complicated manufacturing process in order to use as little silver as possible? All that effort to deceive a customer.

Cheap labor!

In other countries where the labor cost paid to a jeweler is an obscenely minimal amount, it’s easy to see how the reduced material cost was the company

priority with no need to consider how labor-intensive the process is. Even here there are those who just look to do things as quickly and cheaply as possible with no regard for anything but the dollar.

A few years ago I was asked to serve as an expert witness in a legal case. A store owner had sold two .75 carat diamonds to be mounted on the sides of a 3 carat diamond solitaire. This owner looked for the cheapest mountings he could find then went to a

Joel McFadden

jewelry district and searched for a setter to set the stones as cheaply and fast as he could find!

Most of the jewelers told him the mountings were too small and the stones would not fit, but he finally found one who agreed to set the diamonds very cheaply while he waited. Done deal and the owner delivered the ring to the customer.

Three days later the customer returned it. The 3 carat diamond center stone had sheared in half.

Then I got the ring. I could not believe that any bench jeweler could be so negligent that he could cause this to happen. Because the mountings were too small, the side stones were jammed up against the center stone. The girdles of the side stones were pressed against the pavilion facets of the center stone. One good bump caused a perfect cleave and the store owner was doomed. Bench jewelers laugh about one of our favorite analogies - the tattoo artist. Would you pick your tattoo artist by who is cheapest? I hope not!

Just looking for the cheapest labor is not a good solution. As a store owner, you don’t want to sell items that can wreck your reputation. When you are outsourcing your repairs or custom work, look for quality and warranty, instead of just cheap and fast. Consider taking your in-house jewelers to shows to look at the quality of the products you want to sell. Your reputation will appreciate it.

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.

Applied Marketing 101 The Asteroid Approaches

By George Prout

As I write this, I’m sitting on a morning flight from Miami to Philadelphia. The aircraft originated in Santiago, Chile as a red eye, so the first class cabin is replete with lay flat beds, and the galley was evidently catered for that flight with sufficient extra champagne such that the crew has been doling out Mimosas all around as we await gate departure. What a delightful way to start the day, on a homeward bound jour-

ney after a surprisingly successful CBG Show. But I am growing increasingly concerned about rapidly evolving events that may produce a challenging environment, so I’m using this month’s column to warn you about a Perfect Storm that may be just around the corner. Here are the facts:

1. The precipitous decline in Bridal Average Unit Retail continues, with an aggregated twelve month drop of 30 percent impacting the most important revenue stream in your store. This is

partly due to the recent immense change in lab prices, but may also be early evidence of the first wave of Gen Z buyers’ sense that engagement rings don’t deserve the same high purchase price as their Millennial counterparts, an unfortunate generational shift that may prove to be pretty durable.

2. Bridal unit sales are also crashing. Signet’s research shows that their average engagement ring purchasers met 3 years and 2 months prior to selecting their ring, and if you reel back the

clock, guess who wasn’t meeting whom 3 years and two months ago in a Covid-induced isolation environment.

3. Bidenflation has significantly reduced mainstream consumer discretionary spending capacity. The majors are already sensing this, and as we rotate into the 4th quarter, I suspect you will see the most intense discounting we have experienced since 2008/9. CEO’s can survive missing margin targets in order to hit revenue forecasts, but a combi-

George Prout

nation of significantly reduced transaction counts coupled with unexpectedly high post-Christmas inventory levels may prove fatal, and they know it, and as their self-preservation impulse kicks in, we may see 8 weeks of black Friday level discounting. You can also expect massive returns to suppliers in 2024 Q1, as the big boxes place the burden of a poor Christmas selling season squarely on the shoulders of their vendors.

4. The period required to sell a loose mined diamond in the average independent jewelry store has increased, in just one year, from thirteen to nineteen months. And with rapidly plunging unit sales, many of you now have at least a five year supply of mined diamonds, and some of you may have a lifetime supply. If you’re a loose mined diamond dealer, the current scenario is the equivalent of a nuclear detonation.

All of this was bad enough for me to change the title of my seminar at the August Atlanta Jewelry Show Education Series to “The Perfect Storm”. But now it’s becoming ever clearer that at a fundamental level, the situation is becoming even more dire, because mined diamond prices are now in the first stages of a significant collapse.

As just one anecdote, I recently learned that the largest supplier of loose diamonds to independent jewelers is now experiencing a loss on every new transaction, as prices have declined to a point where his cost in is higher than the prices he can now charge. His particular scenario is still survivable, because his profitability in the Covid-driven profit fest of the past three years allowed him to prepare for a major downturn. But for the loose diamond dealer population at large, we may now witness a Darwinian extinction event of epic proportions. And as the race to the exits becomes a stampede, we may experience the first loose diamond market in generations that, at least for a time, may have no price bottom.

There are several economic forces at play here, but the

Please see Prout page 24

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On the Move

Noble announces expansion of showcase and store design division

Noble Display & Packaging is expanding its jewelry showcase line to include over 50 in stock styles of jewelry counter showcases, display towers and other fixtures. The company is also expanding its design team to handle the growth of its custom showcase and full store design programs.

We talked with Blake Mobley, Director of Sales and Marketing for Noble USA, for more information on the business plan.

Q: How long has Noble been in the showcase business?

Mobley: We started our showcase and store design business in 2015 helping our multi store clients design new spaces and overseeing the fixture manufacturing. Then in 2018 we began to stock some of our more popular designs for fast delivery in the US and Canadian markets.

Q: What led you to make the leap into this new business?

Mobley: Listening to our clients. We had many retailers ask us to provide this service and we started off slowly in response to those requests. We serve retail jewelers throughout the US and Canada. Supplying jewelry displays, branded packaging and supplies turned out to be a great fit. We utilize many of our existing production partners and our designers found that it was a great fit for their existing skill sets.

Q: Do you stock showcases or is this a custom program?

Mobley: We do both. We stock 20-30 of our most popular designs in our US and Canada warehouses. These are packaged fully assembled and individually wired so when a client receives the products they can just take them our of the crate and plug them in. All of our stock showcases come with LED lighting installed.

Q: How long does the custom process take?

Mobley: Our custom process is very easy too. We can usually get all the information about the space from the client and have a CAD rendering of the space in a couple of days. After designs are approved we can deliver to the store in around 12 weeks.

For more information visit noblepack.com or call 800-864-7675.

(SHELTON, Conn.) - The Edge, a leading jewelry store management system created by Abbott Jewelry Systems, and Punchmark, a industry-leading jewelry website platform, are thrilled to announce and celebrate their remarkable 10-year partnership milestone.

Over the past decade, the collaboration between these two industry innovators has transformed the way jewelry businesses operate, offering an exceptional level of efficiency and functionality. The integration of The Edge’s renowned jewelry management software with Punchmark’s SiteManager has paved the way for a seamless, bi-directional integration of product data, customers, wish lists, repairs, and transactions.

Ross Cockerham, CEO & Co-Founder of Punchmark, expressed his enthusiasm for the long-standing partnership, saying: “This 10-year milestone is a testament to the incredible synergy between our two companies. We have worked tirelessly to create a platform that caters specifically to the needs of the jewelry industry, and our collaboration with The Edge has been pivotal in achieving that goal. Together, we have revolutionized the way retailers manage their operations, providing them with a competitive edge in the ever-evolving digital landscape.”

Dick Abbott, owner of The Edge, also expressed his delight at the success of the partnership. “Our collaboration with Punchmark has been a game-changer for our clients in the jewelry industry. The integration of The Edge’s robust software with Punchmark’s specialized jewelry website platform has streamlined operations,

enhanced customer experiences, and boosted sales for jewelry retailers. We are thrilled to celebrate this 10-year milestone and are excited about the future possibilities that lie ahead.”

One of the key differentiators of the integration between The Edge and Punchmark’s SiteManager is the platform’s industryspecific focus. Unlike generic platforms such as Shopify, SiteManager was purpose-built to address the unique challenges faced by jewelry retailers. The deep understanding of the industry’s intricacies enables Punchmark to provide tailored solutions that cater to the specific needs of jewelers, resulting in an outcome that not only puts jewelry stores in the best light, but also creates powerful leverage that saves time for businesses.

The seamless, bi-directional integration between The Edge and SiteManager empowers jewelry retailers with dynamic capabilities. The systems work in harmony, allowing for real-time synchronization of product data, inventory, customer information, and sales transactions. This ensures that retailers can easily manage their inventory, process transactions, and offer a personalized, omnichannel shopping experience to their customers.

Furthermore, the integration facilitates efficient management of customer wish lists and repair requests, providing value for both the retailer and the consumer. The Edge and SiteManager collaboration empowers jewelry businesses to deliver exceptional customer service, fostering loyalty and long-term customer relationships.

As The Edge and Punchmark celebrate their 10-year partnership milestone, the future looks brighter than ever. With a shared commitment to innovation and continuous improvement, both companies are dedicated to pushing the boundaries of what is possible and are excited to bring even more transformative solutions to their valued customers.

Learn more about The Edge at theedgeforjewelers.com.

Learn more about Punchmark at punchmark.com.

4122 Olympic Blvd Erlanger, KY 41018 jewel-craft.com

Jewelers for Children receives special recognition from national charity partner

(NEW YORK) - The National Court Appointed Special Advocate/Guardian Ad Litem Association (CASA/GAL), a longtime charity partner of Jewelers for Children, presented the charity with its Children’s Champion

AV Diamonds expands to Australia

Award at their awards gala during their annual conference in Washington, D.C. on June 12, 2023.

Appraisal Studies Course

Two Annual Conferences Business Development Series

The National Association of Jewelry Appraisers P.O. Box 18 Rego Park, NY 11374 718.896.1536 www.NAJAappraisers.com

“The Children’s Champion Award recognizes efforts critical to the growth and advancement of our work to serve America’s children in greatest need. The recipient of this award exemplifies National CASA/GAL’s organizational values and a steadfast commitment to our mission,” said Sally Erny, Deputy Chief Executive Officer of the National CASA/ GAL Association. “This award is reserved for a time when we have an occasion to honor an individual or organization that has made a significant contribution at the national level to improve the lives of children who have experienced abuse or neglect. It is, therefore, not awarded every year.”

2023 marks 20 years of support to National CASA/GAL from the jewelry industry through Jewelers for Children (JFC).

JFC has supported the mission of the National CASA/GAL Association since 2002, with contributions totaling more than $12

million. The funding is used for state and local member programs to support and promote courtappointed volunteer advocacy so every child who has experienced abuse or neglect can be safe, have a permanent home and the opportunity to thrive.

“JFC is honored to be recognized by the National CASA/ GAL Association with this very meaningful award,” said Katherine Bodoh, Board Member of Jewelers for Children. “To know that JFC makes an impact and supports the critical work being done by CASA is humbling. We are proud of the passion and generosity of the jewelry industry. Both JFC and CASA strive to make an impact and will continue to look for ways to collaborate and make a difference for years to come.”

Jewelers for Children was founded in 1999 by the U.S. jewelry industry to enhance children’s lives. Since its inception, JFC has donated more than $61 million to programs to enhance the lives of children.

V&A Group Subsidiary broadens horizons to reach new markets, enhance production

AV Diamonds, a renowned name in the diamond industry, is proud to announce its expansion into Australia, a strategic move that further solidifies its position as a global leader in the diamond trade.

With its sights set on new markets and improved production capabilities, AV Diamonds’ global headquarters are based in Houston, Texas, with state-of-theart offices and factories in India.

The expansion is accompanied by a significant addition to the AV team: industry veteran Ron Kiven, whose expertise and vision will contribute to AV Diamonds’ continued success and innovation.

The expansion into the Australian market marks an exciting chapter for AV Diamonds. Known for its commitment to delivering exquisite and responsibly sourced diamonds, the company is eager to offer its high-quality products to the discerning Australian clientele. With over 60 years of experience, this strategic expansion broadens AV Diamonds’ geographical reach and strengthens its presence as a key player in the international diamond industry.

AV Diamonds maintains state-of-the-art factories in India, which are equipped with cuttingedge technology and adhere to the highest industry standards. The factories are poised to significantly enhance AV Diamonds’ production capabilities, ensuring timely delivery of its premium diamond products to customers worldwide.

V&A Group is proud to introduce a diverse array of jewelry collections that cater to varying preferences and tastes, including:

1. AV Diamonds: captivat-

ing collection with a natural price point jewelry line.

2. Ethos Creations: Meeting the growing demand for sustainable alternatives, lab-created diamonds mirror the brilliance and beauty of natural diamonds.

3. V&A Luxury: High-end timeless classics, combining elegance and sophistication. This collection features exquisite designs that stand the test of time, crafted for those who appreciate luxury.

“We are thrilled to embark on this journey of expansion and growth,” said Vinay Kotak, Founder and President of V&A Group.

“Our commitment to providing exceptional diamonds, combined with our focus on ethical sourcing and sustainability, remains at the core of our operations. The expansion into Australia, global headquarters in Houston, and our advanced factories in India are all steps toward offering our customers an even more exceptional experience,” added Director and Head of the India division of the V&A group, Saurin Jhaveri.

AV Diamonds’ expansion plans highlight the company’s dedication to innovation, responsible business practices, and customer satisfaction. With its global footprint now extending across multiple continents, AV Diamonds is poised to shape the future of the diamond industry and continue delivering excellence to its clients worldwide.

Learn more about AV Diamonds at avdiamonds.com.

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eSSential

Continued from page 3

Essential maintains its competitive edge by adjusting prices weekly for all inventory, guaranteeing that the listed prices apply to every customer, regardless of whether they purchase a single diamond or multiple. This model makes Essential an ideal partner for the independent jeweler.

Lab-grown diamonds are providing options for buyers to get the diamond of their dreams. Most consumers have a budget, as well as aspirations for a certain size and quality diamond. When they compare a natural mined diamond to its lab-grown diamond counterpart and what their money can buy, the lab-grown diamond offers a means to get what they desire.

Best Consumer Value

Essential Lab Grown Diamonds produces their diamonds by both Chemical Vapor Deposition (CVD) and High Temperature High Pressure (HTHP) methods. It procures polished goods, with thousands of loose stones in stock, in round and fancy shapes of 1-carat to 10-carat sizes, certi-

fied mainly by the International Gemological Institute (IGI). Recently, the company started offering lab-grown diamond melee to retail jewelry partners with the same best price guarantee. Jewelers setting loose labgrown diamonds in semi-mounts, or offering them as an option in custom jewelry design are seeing strong margins in personalized

earrings, tennis bracelets, necklaces, and more,” cites Aakash. “Our mission is to facilitate independent retailers in offering labgrown diamonds to their clientele through affordably priced and easily accessible finished jewelry selections.” He believes prices will continue to drop, as production improves in quality, quantity and consistency.

Essential’s goal is to optimize inventory turnover and cultivate a steady customer base. Once a customer registers on their web-

site, diamond and jewelry inventory lists update every 15 minutes ensuring accurate availability. This makes it easy for jewelers to quote customers in real-time. As a family-owned business, Essential Lab Grown Diamonds understands the value of trust, transparency, and loyalty in building lasting relationships with their customers and partners.

To learn more about Essential Lab Grown Diamonds, call 212-764-7841 or email sales@ elgdiamonds.com.

services and finished products.

To make it easier for independent jewelers to offer quality finished lab-grown diamond jewelry in the most popular styles, Aakash Jobanputra joined the company and introduced its jewelry basics collection. Their father, Nitin Jobanputra, is also a partner in the business, bringing 40 years of experience in the natural diamond trade.

LGD Jewelry Sells

“Essential Lab Grown Diamonds is experiencing a surge in sales of lab-grown diamond stud

Comprehensive report on high-income African American luxury jewelry consumers released

(CARLSBAD, Calif.) - THE MVEye, the premier market research firm for the gem, jewelry and watch industries, has released the ground-breaking report: Crafting Unity, Adorning Diversity - Cracking the Code to Engage High Income African American Buyers in the Luxury Jewelry Sector.

The report is based on a collaborative and comprehensive research study conducted by THE MVEye and Stephanie Coleman, publisher of Tré Magazine, delving into the unique world of high-income African-American jewelry consumers in the USA. By concentrating on those who self-identify as Black/AfricanAmerican, and further affirming their Black heritage, this report captures a unique perspective from participants aged 20-59 with a household income of $100K and above.

The findings offer an indepth look into both past jew-

elry buying and potential future shopping behaviors. Moreover, it looks closely at preferences that consider the nuances of the participants’ heritage, ensuring a comprehensive understanding of this influential market segment.

Stephanie Coleman announced: “With these findings, we aim to emphasize the distinct preferences and purchasing behaviors of high-income AfricanAmerican jewelry consumers. Their choices are deeply rooted in cultural resonance and a demand for inclusivity, underscoring the need for industry adaptation.”

Key Findings from the Report Include:

• High-income AfricanAmericans are proactive consumers. A notable 63% actively seek brands reflecting or promoting their cultural heritage.

• A significant 56% of African-American respondents emphasize the importance of sustainably produced jewelry,

particularly in relation to conflict diamonds.

• For 76% of participants, “feeling welcome” was the most critical factor influencing fine jewelry purchases, overshadowing price, selection, and even the expertise of in-store salespersons.

• In-store expertise is a strong influencer; 54% of respondents highlighted the significance of knowledgeable in-store salespersons during their fine jewelry purchases.

• Birthstones resonate deeply, with 59% of African-American respondents purchasing them as statement pieces.

• Awareness of lab-grown diamonds (LGDs) stands at 64% among African-American consumers, trailing the overall market’s 80%.

The complete report of findings is now available for download on THE MVEye’s official website themveye.com/premiumreports.php.

In addition to loose, ELG offers a wide selection of LGD diamond basics.

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The Importance of Engaging Customers with Social Media

Social media is one of the most effective ways to reach out to new and existing customers with engaging content about your store. It may also be one of the most cost effective ways to reach a large audience. The nicest part is that messages are short and sweet and capture immediate attention - as long as the message provides value. A consistent social media presence automatically boosts your social proof simply by showing that you are authentic. Try these simple tactics to boost social proof even more:

• Don’t be shy! Interact with other users. Take a little time (even five minutes a day) to

follow new accounts and like and comment on others’ content. Being active and showing interest will spark interest in your own account. And when followers are engaging positively with your posts, it sends a signal that you’re trustworthy.

• Be responsive to comments and messages. Don’t leave people hanging after they’ve sent you a DM or left a question in the comments. They’ve come to social media in hopes of having a more direct, personal interaction than they can find on your website.

• Share photos of real people. Share photos of regular

people celebrating their life milestones with diamonds and jewelry from your store (with permission of course). You may be surprised how many customers are happy to pause for a picture when you are celebrating with them.

• Highlight happy experiences. For customers whose happiness you don’t capture instore, ask them to leave a review on Facebook, Yelp, The Knot, or another site they prefer. You can get extra mileage out of positive reviews by sharing them on other social media pages.

GN Diamond Simplifies Digital Marketing

Don’t stress if you don’t have

thousands of followers. Leverage the loyal customers and rave reviews you currently have to make other shoppers take notice. And fortunately, Diamond Hunt, built specifically for independent jewelers by GN Diamond, gives you additional powerful ways to compete with online retailers. GN assists retailers with numerous high resolution images to boost your campaigns to be used on numerous social media platforms. Diamond Hunt allows GN Diamond customers to gain an online loose diamond database and search portal with over $70 million of loose natural and lab created diamonds not found on any ecommerce

website. Stores can easily display this inventory with their own branding and markups.

To learn how you can take advantage of Diamond Hunt and marketing for social media, call 800-724-8810 to speak with a representative, email sales@gndiamond.com or visit www.gndiamond.com.

Prout

Continued from page 14

biggest is also the most fundamental: Supply and Demand. It’s simply a fact that as LGD prices have fallen, the resulting ‘equivalence’ between mined and lab has created a condition of oversupply, and given the evident American consumer preference for lab in mainstream price points, we will now inevitably see a series of new, ever lower price equilibrium points that will be dramatically below prior levels. On paper, the equity reduction for the entire industry, from sightholders all the way down to small neighborhood jewelry stores, may be unlike anything that we - or the banks that make loans to companies based on inventories and receivableshave seen before, with chilling financial consequences.

I am writing all of this not to scare you, but to motivate you to up your game. I hope I’m wrong, but all of this points to a series of unsatisfactory outcomes before the dust finally clears. Make the most of every selling opportunity, reduce your debt load immediately, and don’t miss the chance to swoop in with cash if things become especially unstable. As Warren Buffet famously noted, you should get scared when people get greedy, and greedy when people get scared.

Yes, it’s a sunny day, and life is good, but that’s exactly what the dinosaur thought, right before the asteroid landed. You have been warned.

Class Dismissed!

George Prout is President of JB Bhanderi, the largest Lab Diamond Grower in the world, and creator of the Surreal Diamond brand. He can be reached at george@surrealdiamond.com.

You spoke and we listened. We’ve been working hard to improve our delivery. We are focused on the items you need the most so we don’t have to compromise our industry leading quality and customer service.

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We continue to offer thousands of made to order products and 38 specialty mill alloys with longer but reliable lead times. If you don’t see something you need, we will work with you on a solution.

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Grain, solder and wire foot pieces in standard metals ship same or next day. Other mill products in standard metals (14KW, 14KY, 18KY, 18K Royal and STR) ship in 4 business days.

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Stuller Inc. releases two new catalogs Including company’s first chain catalog

(LAFAYETTE, La.) - Stuller is excited to announce the release of two new catalogs: Findings & Metals 2024-2025 and Chain & Components 20242025.

“This is Stuller’s first chain catalog,” says Alix Gonsoulin, vice president of merchandising. “Chain is a vital link in our industry - so why not make a comprehensive guide to our assortment of chain for jewelry making in addition to chain related components, repair tools, supplies, and selling systems?”

Each of these catalogs also contains a unique selection of features designed to improve a jeweler’s experience and provide them with the best selection of products needed to get the job done.

Highlights from Chain & Components 2024-2025

• All things chain and chain-related components and tools in Stuller’s first comprehensive chain catalog.

• Featured sections such as classic and on-trend chain, men’s chain, custom length chain, permanent jewelry, chain components, and chain repair.

• A permanent jewelry section with Stuller’s best-selling chains, findings, tools, and equipment.

• New badges indicating Hollow, Permanent Jewelry, and New Expansions.

Highlights from Findings & Metals 2024-2025

• More than 1,000 new styles or expanded selections of current bestsellers.

• Enhanced Buyer’s Guides through each section.

• Lab-grown diamond options highlighted with the LG badge and made easy to find at the end of

each applicable section.

• New Expansions badge on new sizes or qualities added.

• Additional pricing through the Fabricated Metals sections.

• Addition of item numbers within Fabricated Metals to make ordering easier.

“With the busy holiday season approaching, these two resources, when used together, will help jewelers craft their customers’ dream jewelry,” says Tiffany Adams, executive director of findings, tools, and metals. “Our hope is that they become important resources for every jeweler’s business.”

To learn more about each of these catalogs, visit www.Stuller.com/FindingsCatalog and www. Stuller.com/ChainCatalog.

Variety Gem unveils website development program

Variety Gem in collaboration with Planetscape Inc. have introduced a new website development program geared toward making it easy for jewelry retailers to maintain an up to date website and take full advantage of promotional opportunities through social media.

“Variety Gem’s website development program for jewelry retailers was created to satisfy the rapid changes that are happening in the market today,” said Moshe Bezalel , VP of Sales, Variety Gem. “As a result of explosive use of social media and e-commerce, jewelry retailers are forced to continually redesign their store website and keep up with maintenance. Jewelry retailers must showcase many items on their website to get the customers to their door.”

In the last 4 years, Variety Gem and Planetscape Inc. have worked closely with jewelry retailers to accomplish just that. Many delighted retailers have signed up with Planetscape Inc. through Variety Gem’s website program. The program includes designing a branded website for the store with high quality graphics and great mobility (mobile website). The website features most or all of Variety Gems’ items, and Planetscape hosts the website and does all the maintenance.

“The new website will have many other useful features such as an education guide, chat capability, integrated Instagram posts and more,” said Menny Bezalel, Planetscape Founder. “Planetscape Inc. offers several additional features: retailers can add as many items as they like from their own store, and/or Planetscape has a large database of items from many vendors that can be uploaded to the website. Variety Gem will upload 150-200 new items per year with no charges.”

To learn more call Menny Bezalel at 516-658-2819 or email mbezalel@gmail.com.

Sunstone introduces the Zapp entry-level welder for permanent jewelry artistry

(PAYSON, Utah) - Sunstone is pleased to announce their newest permanent jewelry welder, the Zapp, designed for beginner permanent jewelry artists. The entry level welder has lower power settings and a basic interface making it an ideal option for beginners to learn the ropes, without breaking the bank.

The Zapp permanent jewelry welder stands out among entrylevel permanent jewelry welders thanks to its combination of price and features. Priced at $999, the Zapp offers an affordable solution that doesn’t compromise on safety. Investing in a reliable welder is crucial, and the Zapp provides suitable performance without a hefty price tag.

When you get your footing in welding with the Zapp, it is easy to upgrade to an Orion PJ or Orion mPulse. The Zapp is designed to help you get started, but an Orion PJ or mPulse is a better fit for a professional permanent jewelry artist. As your welding skills and business grows, you will need more energy control and more power.

The Zapp welder is made in the USA and is built to last and provide years of safe and reliable service.

The Zapp offers expert support and a warranty for peace of mind. Sunstone backs the Zapp

with a 180-day manufacturer’s warranty. Additionally, a USbased customer service team is always ready to assist with any questions or concerns.

The Zapp has customizable energy settings for precision welding, providing the flexibility to choose an energy setting ranging from 3 to 10 Joules in single Joule increments. The Zapp’s energy control is a simple approach to closing most fine chain styles and jump rings.

The Zapp is argon ready for cleaner and stronger welds and easily connects to the argon source, such as the Argon Mini from Sunstone. The Zapp utilizes Sunstone’s high-quality tungsten electrodes, which are renowned for delivering consistent welding results for reliable and repeatable welds.

To learn more about the Zapp and other Sunstone welders visit sunstonewelders.com.

ISG announces Litigation and Expert Witness for Appraisers course

The International School of Gemology (ISG) has launched a new course, Litigation and Expert Witness for Appraisers, as part of the ISG forensic gemology education program for professional gemologists and appraisers.

The new course is based on case history of litigation and expert witness actions in the United States and Europe. It utilizes the Business Law Certification program of Cornell Law School to provide an advanced education experience to jewelry appraisers.

The course is an instructor supported, self-study online education covering all aspects of how jewelry appraisers can work in the insurance and litigation industry as litigation consultants and expert witnesses. It is open to all jewelry appraisers and gem-

ologists with emphasis on those seeking to enter the professional litigation consultant field of high value jewelry claims and litigation.

The course has been developed as part of the Global Claims Associates, an international insurance services company specializing in high value jewelry claims, investigations, and litigation. The Global Claims Associates is a member of the National Association of Independent Insurance Adjusters.

For more information about Litigation and Expert Witness for Appraisers visit gemology.pro/ course/litigation-and-expert-witness-for-appraisers.

To learn more about ISG’s programs in gemology and jewelry appraisal visit gemology.pro.

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The Story Behind the Stone Just Jewels

By Diana Jarrett

Recently a report issued by GIA Labs identified a ring as having been sent to their lab for testing. This one is an unusual ring in that the entirety of the piece is made from a solid gemstone. What sets it apart from other solid gemstone rings - and there are a few - is that this one was crafted from a solid piece of LGD, a labgrown diamond.

Go Big or Go Home

It wasn’t that long ago that lab grown diamonds were simply a curiosity. For quite some time, the carat sizes remained relatively small as lab diamond manufactur-

ers worked on developing larger stones. This was to satisfy consumer’s appetite for celebritysized diamonds that are red carpet worthy.

It took some doing to successfully grow large carat size goods - which develop as a disk, or plates rather than in a classic octahedral crystal which is identifiable with naturally grown diamonds.

The Bigger the Better Now today’s LGDs are becoming super-sized. A report published in May 2023 from IGI (International Gemological Institute) revealed their lab had analyzed a 35 carat lab grown diamond.

This lab grown jewel produced by Maitri Lab Grown Diamonds (Maitri) clearly set a new record for polished LGDs. This one was shaped into an emerald cut jewel of 23.37 x 15.24 x 9.06 mm.

The news-making stone was fashioned from a Type IIa rough crystal grown using a chemical vapor deposition (CVD) method. The manufacturer earmarked the behemoth to be displayed at the JCK Las Vegas show this year. Maitri commented on their decision to show the noteworthy stone at Vegas. “We are thrilled to unveil this remarkable 35 carat lab grown diamond, an achievement which follows extensive research and development efforts, reflecting our dedication to excellence.”

Just One Stone

The solid jewel LGD diamond ring evaluated at GIA recently was an even more remarkable feat, some might say than the large emerald cut LGD that debuted in Vegas. It had to be crafted from a specific sized rough to warrant its finished size into a 4.04 carat band.

Dutch Diamond Technologies produced the solid LGD ring in collaboration with the Belgian jewelry store Heursel. Initially, this 4.04-carat all-jewel ring began as an 8.54-carat lab-grown diamond plate. LGDs grown in flat plates, their common occurrence, lend themselves to such a creation. This LGD plate also used the chemical vapor deposition (CVD) process to produce its size.

GIA called this development a “significant milestone in the world of carved single-crystal diamond rings.” A fascination for single jewel rings has long captured the imagination of jewelry fans for eons. Not every material is suitable to be carved into a solid one-stone ring though. These rings, like others, are normally subjected to every day wear and tear, so the material must be tough.

The Right Stuff Diamonds, whether they be natural or LGD are the hardest known material in existence. A natural diamond is by far the most valuable ring material of the two. When natural inclusions are present in the rough, cutters must exert extreme caution in attempting to cut it into a single ring. Stress to the rough while on the wheel could cause certain diamond crystals to fracture, spinning diamond bits off the wheel.

LGD by contrast is an inexpensive material, and its growth in flat plates and relative lack of internal inclusions makes it a perfect candidate for trying to fashion a ring from it.

Done Before

“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 laboratory-grown diamond,” said Tom Moses, executive vice president and chief laboratory and research officer at GIA.

To attempt a solid stone ring, the creator must be sure of the material’s strength so it remains durable during its polishing, and results in a beautiful outcome. Diamonds can fill that short list. But so can sapphires, which are the next hardest stone to diamond. And also solid opaque stones that are tough enough to withstand everyday (or frequent) wearing.

Here’s a look at other solid gemstone rings that inventive minds over millennia have produced to thrill collectors of the unusual. If your customers crave the unique, you might just find inspiration with these other images to offer something they’ll cherish for a lifetime.

Award winning trade journalist and gemologist Diana Jarrett is a Registered Master Valuer Appraiser and a member of the Association of Independent Jewellery Valuers (AIJV). She’s a popular speaker at conferences and trade shows. Jarrett writes for trade and consumer publications, online outlets, her blog: Color-n-Ice, and www.jewelrywebsitedesigners.com. Contact her at diana@dianajarrett.com, visit her website at www.dianajarrett.com, and follow her on Facebook and Twitter (Loupey).

Diana Jarrett

Ring carved from a single LGD rough. Photo DD Technologies

2 types of lab diamond rough on the left and a natural octahedral rough diamond on right. Photo GIA

2,000-year-old Roman Emperor Caligula’s solid sapphire intaglio ring. Photo History Blog

Burmese origin brown and green jade saddle ring. Photo Unilade

Black Fire Opal solid stone ring. Photo Patrick Adair Designs

Circa 1436, a solid carved sapphire ring attributed to Ernest the Iron (House of Habsburg).

4Cs of Diamonds? Here are the 4Cs of Jewelry Marketing to help you sell them

By Guy Pineda

If there are 4Cs of diamonds, there should be another 4Cs for marketing these gems. And as far as everyone knows, marketing is integral for any business. And I’ve discovered there are actually two sets of them.

In 1990, Bob Lauterborn introduced a new marketing perspective - Consumer wants and needs, Cost to satisfy, Convenience to buy, and Communication. This overhaul replaced the old 4Ps of the marketing mix. Then, in 2009, Jobber and Fahy

brought their 4Cs for marketing communications: Clarity, Credibility, Consistency, and Competitiveness.

It’s no wonder this can be perplexing - especially if you have not explored these concepts for your marketing strategies.

But as marketers, we do, and I couldn’t help but think, “What about jewelry marketing?” Sure, every business has a unique marketing approach. With years of collaborating with jewelers and small businesses, we don’t really rely that much on these concepts.

I realized that we had already

Guy Pineda

established our own marketing framework for jewelers, which led us to where we are now. Undoubtedly, our journey to this concept came by doing and testing. So, I am sharing our insights here and introduce you to the 4Cs of jewelry marketing.

Just as the 4Cs of diamonds stand as a guide for evaluating valuable gems, these 4Cs of jewelry marketing guide our team, and hopefully, more jewelers and marketers, towards achieving successful results.

Jewelry Store Marketer’s 4Cs of Jewelry Marketing Confidence

Confidence takes the lead as the first C of our jewelry marketing strategy. This is where all the successful sales begin. Referencing the McKinsey report, 80% of sales are influenced by an online presence, and this data shows how upgrading your digital footprint can result in higher consumer trust.

As marketers, our interactions with clients and customers need a solid dose of self-assurance. Why? Because confidence radiates belief - belief in our offerings, expertise, and the value we bring to the table.

How do we convey this confidence to our customers? It requires evidence. Your trust badges and customer reviews should be displayed on your website to give your consumers the confidence in your store’s ability to provide great service and products.

Trust badges are logos of the organizations that you are part of or certified by. In the jewelry industry, these are RJO, IJO, SJTA, Jewelers of America, GIA, JBT, AGS or other similar organizations. There may even be local relevant ones that can tell a possible customer you are a great choice for their important jewelry purchase. This proof tells consumers that your business invests in the education and resources that contribute to becoming a great jeweler.

Likewise, the importance of customer reviews cannot be overstated. Asking for them on your Google profile, Facebook,

“Jewelry has always been a strong component of the American consumer’s wish list. Those other purchasing options have always been alternatives, but fine jewelry has prevailed,” Pullman continues.

Jewelers tell BBG that their businesses have grown the last few years and with those extra profits they have invested in updating their stores and brands to build on the power of their name and customer perception. “Our display customers report strong increases in sales and expect a strong holiday,” finds Pullman, who notes that BBG experienced double-digit growth each year for the last five years.

Better Than 2019

Jewelers who have had the best two years of their lives entered 2023 fearful a slowdown was eminent. Yet they have come to find the year overall has shaped up to be more resilient than expected, Asaf Herskovitz, CEO of the Philadelphia-based wholesaler GN Diamond shares in a recent webinar with sales training guru Shane Decker and Smart Media.

Because the company talks to 3,500 independent jewelry retailers daily, it hears what’s selling and what’s not, says Herskovitz. His estimation is that half of independent retailers find business flat year-over-year, 25 percent of jewelers are down 10 to 15 per-

cent, and 25 percent of jewelers are up. “The numbers are encouraging. While it may not beat 2021 and 2022, it’s is going to be better than 2019, which was our best year, most people’s best year, before the pandemic. This year is going to be somewhere in the middle.”

Independent jewelers are outperforming the majors, reports Sherry Smith, director of business development for the Edge Retail Academy, Shelton, Connecticut. She notes that year to date gross sales are down less than 3 percent, units down less than 1 percent year over year, but that’s still better than the best year prepandemic. The Edge, provider of management software and training to some 400 independent jewelers, has clients up 33 percent this year.

“Jewelers entered 2021 and 2022 the same way, uncertain what would follow,” says Smith, who notes that 2021 was up about 45 percent over 2019, and 2022 remained even with 2021.

Recognizing the strength of diamond bridal as a major fine jewelry category, Smith reminds retailers that there was a surge in weddings in 2021 and 2022, as couples put off their weddings in 2020. “That was not normal or sustainable,” she says. “In 2023 the numbers are stabilizing, back to what they were in 2019.”

She advises retailers against becoming their own self-fulfilling prophecy for a slowdown by not

doing the things they need to be doing to engage customers, like replenishing fast sellers, aggressively purging dated merchandise, and staying top of mind with marketing. “Look at what we know,” says Smith, “inflation is up, the cost of living is up, but consumers are resilient. They are still buying things and spending money.”

ers from lab diamonds as an option, although he notes there are differences in quality. “If a couple is set on a 3-carat diamond, and $20,000 for a natural stone is out of range, sell what you can make money on, sell what makes your customers happy,” he says, noting the company is selling more lab diamonds this year than last, but prices are down dramatically.

ter the chances are that someone will buy it.”

Sans a crystal ball to predict the styles that will be popular with tomorrow’s customers, a mid-August report by Glimpse, a global, self-service quick-turn research platform, sheds some light on what consumers are searching for online.

Glimpse reported interest in lab grown diamonds up 38 percent over the past year, which correlates to a current volume of 45,000 searches a month. The tennis necklace also is up 15 percent, equating to 20,000 searches a month (citing diamond necklace, sapphire necklace, and ruby necklace searched).

But the most profound growth was for permanent jewelry, up 452 percent over 2022, with 64,000 searches a month. Within the category, interest in the “forever bracelet” specifically is up 69 percent or 11,000 searches a month.

Strategic & Creative Wins

Optimistic for business in the second half of 2023, Herskovitz reports an uptick in natural diamond sales, on fancies specifically, 3 to 8 carat sizes, in SI-1, SI-2, VS, and some I1 qualities. He hails oval the “new shape” in diamonds, “something you can’t easily buy off the street,” noting that fancy shapes are hot, and if you have it in your inventory, you will sell it.

But Herskovitz encourages jewelers not to dissuade consum-

The way he sees it, “jewelers who are selling more products, making more transactions, have more walking-billboards for their business, and that’s positive for future referrals.”

Herskovitz advocates jewelers invest in their inventory, noting that some retailers have not been quick to replace what they sold from stock in October, November and December of last year. “Jewelers that invest in what they know they can sell - rounds and ovals, emerald and radiant cuts - will make the sale.”

Pullman expects continued demand for basic components of diamond fashion, items like earrings, pendants and anniversary bands. Herskovitz adds line bracelets and necklaces to that list, in natural and lab diamonds.

While diamond basics are a market staple, Smith finds sales flat or down slightly in these categories over last year, but reports sales growth for products like luxury watches, where the average retail sale is over $5,000; colored stone necklaces and bracelets, which have seen double-digit increases in sales year to date; and jewelry services, such as repairs and custom design.

Colored stones and pearls, Smith reminds, make up a small percent of a jeweler’s annual sales. But she advocates the benefits in that they are less competitively shopped, make great additions to wardrobes, and are fun categories.

“Emphasize what you want most to sell,” champions Pullman, who advises jewelers apply their specific intentions to their showcases. “Recognize that the more people see an item, the bet-

Staying Top of Mind

Some jewelers are finding success increasing in-store traffic by offering permanent jewelry services. So far this year, Sunstone Welders, provider of hightech micro welding and engraving solutions, has seen a steady increase in the number of jewelry retailers adding permanent jewelry to their business.

Andy Jensen, marketing director for the Payson, Utah based manufacturer finds that consumer interest remains piqued by this fashion trend, and suppliers are working hard to keep up with demand.

Jensen says any retailer can easily catch a portion of the significant interest and revenues the category is generating with minimal investment. He cites that the permanent jewelry consumer may differ from a jeweler’s typical customer, providing an opportunity for the retailer to present other products and services to an audience it would not typically see in store.

Smith encourages jewelers to be more creative in the ways they stay top of mind with consumers, leveraging on services (which are up), as opportunities to drive growth development. Herskovitz concurs, encouraging jewelers to get jewelry in the hands of consumers dropping off/picking up a repair or just browsing.

“As an industry, we’re competing for disposable dollars, period,” says Smith, reminding that jewelry is not a necessity. “The industry must learn to be more strategic with its marketing, and do a phenomenal job of messaging what makes jewelry the perfect gift for all occasions.”

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 Jewels & Stella. Jewels, a two-year-old Labrador Retriever and Stella, a nine-year-old Frenchie, work as greeters at Madison Jewelers in Virginia Beach, Virginia. They have been joining their human, store owner Phil Ralph at the store since they were puppies. The pups enthusiastically greet visitors to the store and are always eager for a belly rub or game of fetch. When not engaging customers and looking cute, they love their country life on the Eastern Shore of Virginia where they chase squirrels and live the good life!

Introducing Thrax! Thrax, a 9-year-old Bulldog mix, is head of security and greeter at M&M Jewelers in Birmingham, Alabama. Store owner and Thrax’s human Laura Robinson calls him “my protector.” He started part time as a puppy and now works most every day. When not in his doggy bed in Laura’s o ce he enjoys the attention and affection of the store’s customers. In addition to his frequent naps, Thrax enjoys treats and really perks up when he hears sta in the kitchen making lunch. Thrax knows when it’s time to go home and sits quietly with his leash while the alarm is set each night. “He is a good companion and makes me feel safer at work,” says Laura.

Barbiecore Bling! Are you in?

Pink! Sparkly! Fun! Whether or not you’re a fan of Barbie The Movie, there’s no denying it’s having an impact, already generating more than $1 billion in sales. In a cultural moment, the weekend of its recent release, women and girls cosplayed, dressing in pink to attend the opening. The weekend was dubbed “Barbenheimer,” celebrating its release along with another blockbuster, Oppenheimer.

Clearly having an effect on fashion and jewelry, dubbed “Barbiecore,” the movie is inspiring designers, such as Dallas Prince, Kendra Scott and William Travis, to launch Barbie-inspired collections and pieces.

“My crazy obsession for all colors of PINK has been in overdrive since the premier of Barbie! Even though there are stunning pink gemstones, I knew that ‘enamel’ was the best way to enhance my new Floral Pansy Earring and Pendant. I say yes to glamour, whimsy, color and Barbie,” said Prince.

Trends to look for:

• Anything PINK! Dovetailing with Pantone’s Color of the Year, Viva Magenta, all shades of pink are in overdrive - from pink sapphires to morganite, tourmalines, garnets, coral and diamonds! Think Pink, including rose gold and pink enamel!

• DIAMONDS are a girl’s best friend. Barbie loves anything sparkly, from diamonds - including pink ones! - to sparkly glitter glass.

• PEARLS are ultra feminine - and now enthusiastically embraced by men as well (and Ken!). At Barbie The Movie’s London opening, Margot Robbie, Barbie’s star and producer, dressed in character, wore a triple strand necklace of Assael South Sea pearls.

• TOY STORY. Barbie is, after all, a child’s toy doll. Look for simple, oversize pieces in bright colors, such as Barbie’s large pink seashell necklace worn in the movie. Kendra Scott’s new Barbie limited edition capsule is all about “positivity and individuality,” celebrating the “boundary breaking role of Barbie in pop culture.” It’s fun eye-candy selections feature bright colors that pop, charm bracelets and pink Barbie signature necklaces with sparkly glitter glass.

• FUN! Jewelry, after all, doesn’t have to be so serious. This is a trend we hope will continue, celebrating the joy and delight of accessories with a lighthearted touch.

Are you in? Ride the Barbie bandwagon. Feature a picture or poster from the recent movie highlighting bejeweled Barbie along with a case selection of Barbie-worthy jewelry selections - pink and sparkly, fun, oversize pieces, perhaps with a charm bracelet or pearls. If a customer is wearing pink, ask her if she likes the Barbie style, and show her some of your appropriate selections. What about a Barbiethemed event or party? Invite guests to come dressed in style, try on pieces, and take pictures to share on social media. Create a mood and have fun!

Barbie The Movie is multi-

dimensional and richly themed. It celebrates femininity, while suggesting an expansion of its defi-

By Mia Katrin

nition and scope. What could be more appropriate than celebrating its success through a tie-in with the quintessential feminine accessory of jewelry?

“Barbie helped restore the idea that a woman doesn’t have to sacrifice personal style, fashion and femininity to be strong. Fashion and femininity are now associated with strength and character, as it should be. And I love it. Let’s Barbie with the best of them!” - William Travis.

Mia Katrin is an award-winning jewelry designer featured in over 100 stores nationally. To become a Jewel Couture LLC retailer, contact www.jeweljewel.

Mia Katrin

com, 828-406-1105 or mia@jeweljewel.com. A recognized industry spokesperson, Mia also writes for several jewelry magazines and frequently is an invited speaker at major national trade events. She recently launched a new marketing agency to help you sell online, TheJewelersMarketer.com.

Dallas Prince’s newest Barbie inspired pink enamel pieces.

or other sources allows consumers to hear from other consumers. This is very powerful. Make sure to connect your Google profile to your website to automatically display these reviews so customers will know that they’re dealing with a jewelry business genuinely invested in their satisfaction. Actively collect them and make them a priority, as this is a major ranking factor for Google, so don’t ignore it.

Communication

It’s the essential bridge that complements our confidence. Without effective communication, our confidence remains hidden. When we say effective communication, it isn’t just about talking or convincing customers to earn their “yes.” Communication is a two-way dialogue where we lend our ears as much as our voice. This is no different from Lauterborn’s view of communication in marketing.

Several communication channels exist to help you engage with customers. Among these, social media stands out, but it does not start and end with merely growing your followers.

Many jewelry stores use social media and successfully maintain their presence but often miss the opportunity to engage with their followers. Engaging involves liking and commenting on your followers’ posts that are related to your products or services - maintaining authenticity while doing so.

Email marketing, printed materials, advertisements, TV commercials, online ads, in-store events, and others are also additional strategies that you can use - but make sure to communicate the same message across all channels. Consistency is key. Of

course, there are exceptions because some messages are not well suited for every channel.

When customers know their input matters, they feel welcomed, valued, and connected. For jewelry store owners, isn’t it a mission to achieve customer vision? Because, at the day’s end, their satisfaction is all that matters. So while confidence stands tall, communication adds depth.

Creativity

Creativity goes far beyond crafting catchy messages. Jewelers can use creativity in their events, marketing, and promotions. While for some creativity may translate to stunning imagery, it really goes beyond that.

Most jewelers lean in on their passions. Take, for instance, a store owner in AZ who loves animals, particularly horses, who integrates the theme in her store and even supports horse-related causes. Of course, not everyone is passionate about horses or will share the same passion as you, but tailoring your messages to target a niche segment can hit deep. That will make a difference.

Each individual’s interests are unique, and this diversity is what makes businesses so intriguing. Create curiosity. We are encouraging business owners to infuse their personalities (and passions) into their store marketing.

Here are some examples of jewelry stores using creativity to their marketing advantage.

• Marks of Design in CT does a diamond dig and donates a portion of the proceeds to a charity.

• Alan Miller Jewelers in OH hosts a Cornhole Toss competition around Father’s Day. It brings in customers, but more importantly, the local radio station came to cover the event.

• Another great example of creativity is Steven Singer. By

now, much of the industry has heard of the famous “I Hate Steven Singer!” billboards, and it works. People check it out because there is so much intrigue in the billboards.

Overall, the point it step outside of the box when thinking about marketing your business.

Customer Service

At its core, customer service is about striving for customer satisfaction. It’s a support line and a catalyst for brand loyalty. From the moment a customer walks into your store, whether for a consultation, purchase, or aftersales care, exceptional customer service will weave a narrative of trust and satisfaction.

While customer service should be a natural focus for business owners, those who go above and beyond have the potential to boost their business. In fact, some jewelry stores offer incentives to their employees who receive mentions in their reviews when they provide amazing service. These top reviews will help your store tremendously and boost your employees’ motivation.

In general, everyone tries to give good service, but the store that takes it to a whole new level will see the results in increased revenue.

Final Word

Within Jewelry Store Marketers, these 4Cs have been the foundation of our marketing approach. Feel free to adopt this concept for your marketing or explore other avenues that work best for you.

Curious to learn more about the 4Cs of Jewelry Marketing? Visit our website jewelrystoremarketers.com for a Digital Marketing Strategy Session to see how you can implement this into your store.

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.

up-front payment required.

Gem + Jewel already have the vendors and suppliers ready to go. They will create and maintain your online store using multiple vendors that they have already partnered with. They handle the e-commerce side, and they handle the drop shipping to your customer. All of this - if you are a Jeweler’s Mutual policy holder - for $69 per month.

In a nutshell, they will create, maintain, promote, and manage your online store, even if you have no inventory of your own, or no website. All you have to do is sign up and they handle the rest. Pretty cool if you ask me.

So now, with these two cool finds, you can take photos and videos of your inventory, complete with creative descriptions, send them to Gem + Jewel, who then will upload them to your online store. Contact Sheila Bayes through the Zing platform, or at sbayes@jminsure.com.

Luxsurance by Jewelers Mutual

Think about this for a second. You sell a young man, who’s never bought expensive jewelry before, a $10,000 diamond engagement ring. He lives in an apartment with the furniture he’s had since college. He has no need for homeowner’s or renter’s insurance. And yet, here he goes, right out your front door, with the most expensive thing he’s ever owned, with zero insurance coverage. Of course, we give him the documentation to acquire insurance, and maybe even a recommendation or two, but when he leaves your store, he still leaves with zero insurance coverage.

But what if I told you there was a new program from Jewelers Mutual that covers your customer’s new purchase with a 15day Insurance Offer at no cost?

Here’s an excerpt from their website:

The LUX Digital Vault - developed using the cloud-based Luxsurance® platform that Jewelers Mutual acquired earlier this year - comes with a special 15-day jewelry insurance offer so customers can keep their new jewelry protected while evaluating their insurance needs, with no

Pretty cool, huh? You’ll need to contact your Jewelers Mutual rep to get all of the details, but here are the high points I think you should know. First off, you need to have a Point-of-Sale system that supports Luxsurance, such as The Edge or Jewelmate, but most of the Jewelry POS systems that we all use support this program now. Upon signing up for the program, you’ll need to update to the latest version which will include this functionality.

Once you complete the sale, your customer will receive a text with a link to the Luxsurance app to download to their phone. All of the information about the sale, which is already in your system, will then be uploaded to their LUX Digital Vault. At that point, your client can activate 15-day coverage protected by Jewelers Mutual before they even pull out of your parking lot.

Because this program is so new, it’s only offered to retailers that use one of the supported POS systems. But, in 2024, they do have plans to roll this program out to the rest of the industry. What I like the most is that you connect your customer with insurance right at the point of sale. Then, they have about two weeks to either continue the coverage or move it somewhere else. But letting these young men leave your store with the most expensive thing they’ve ever purchased on their own, fully insured is a real game changer. For more details, contact Luxsurance at sales@ jminsure.com or your Jewelers Mutual Rep.

And, just to keep everyone updated, I’ve installed the floor trim, I’ve painted the front door, and I’m about 90% finished with the new countertops in my main shop area. Whoop Whoop!

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.

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