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Horne Custom Jewelry: A Hands-On Experience
By Wanda Freeman
A spare jeweler’s bench didn’t quite convince Cliff Horne at age 17 to follow the jewelry path subtly set for him in his youth, but it couldn’t have hurt. Horne’s adopted grandfather, a watchmaker who raised his mother, passed the trade down to two sons and kept a bench in storage for Horne - who was busy being young, hunting and fishing in the Mississippi Delta.
But a brief ill-fitting episode at university followed by a year-and-a-half of “doing every terrible job there was” helped point Horne toward what would become a lifelong career and ultimately his own business: Horne Custom Jewelry in Gulfport, Mississippi.
“I wanted to do something without a college education where I wouldn’t have to work for
a paycheck forever,” Horne says. Horne was 20 when he enrolled in a vocational program that combined watch and jewelry repair at Jones County Junior College. Between the watch and jewelry modules, opportunity knocked - and off he went to intensive on-the-job training at Parris Jewelers in Hattiesburg, MS. Later he would work for Kevin Riley’s pawn shops in Long Beach, MS.
In 1998, married and growing a family, Horne found his way to Pav & Broome, where he would remain for fifteen years.
“The biggest education was being around five working jewelers,” he recalls. “And in 2007, they sent me to the Blaine Lewis’ school, when he was still in Virginia Beach. … His stone-setting classes were eye-opening. That was very useful.”
see Horne page 4
Bespoke Family Crest Jewelry is In-Demand Niche
By Deborah Yonick
Heraldica Imports has been creating heirloom quality family crest jewelry for more than a half century. The New York City based jewelry house is a rare breed, devoted exclusively to the art of hand engraving family crest jewelry - an almost lost art.
But what’s not lost on consumers today is the desire for meaningful, customized jewelry. Family crest jewelry is a special way to celebrate family history, symbolizing legacy and pride.
Traditionally popular in Europe and the U.S., especially in circles where heraldry is important, family crest jewelry has grown in demand with the rise in genealogy research, and personalization trends in luxury goods.
When family crest jewelry is introduced in a family, the desire for a variety of jewels is amplified among family members, describes Carlos Cuchi, owner of Heraldica.
“Everyone wants a piece, rings in particular, but pendants and cufflinks are also popular,” he shares. “They make for meaningful gifts for weddings, anniversaries,
Fighting the Good Fight
By Diana Jarrett
Today’s jewelry retail landscape is a complex one to navigate. Margins aside, retailers find it necessary to exercise more diligence than ever with keeping their goods and their employees safe.
There are many types of thefts circulating today, demanding retailers stay vigilant. Various tactics seem to be operating in clusters regionally. So, throughout the US, jewelers are increas-
ing their risk management techniques.
Smash and Grab
Southern California experienced a slew of smash and grabs this past year. In September 2023, the Irvine, CA police department reported a brazen noon time smash and grab at Jewels by Alan Fine Jewelry. 3 masked men descended - in broad daylight - on the store while customers were inside, smashing 12 showcases before running off with nearly a
Please see Fight page 28
Horne Custom Jewelry in Gulfport, Mississippi.
Stone engraving in process. The technique is di erent than metal engraving because here the drill is xed while you move the stone.
HORne
Continued from page 3
Horne struck out on his own in 2013, setting up shop in a building in his backyard.
“When I turned 40, I got tired of people telling me what to do,” he says.
For the next seven years, his family lived without health insur-
when he opened the new store.
“When I had the shop at home, I didn’t do any advertising, just Facebook and word-ofmouth. … So, when I left Pav & Broome, they thought I fell off the earth. We saw a lot of familiar faces when we opened here.”
Now, daughter Laney, 24, works front of house and handles
ance, crossing their fingers hoping no one would have a major illness.
Finally in 2020, amid the Covid pandemic, Horne’s wife Melissa, a real estate agent, found the standalone building on Pass Road that would become their new store. Melissa operated her business out of the jewelry store. And to their great surprise, they took in $800,000 during the Covid year.
Even better - depending on how you look at it - the business paid more in taxes during its first full year, 2021, than it earned during its last full year based at home, 2019, Horne says.
“The tax bill came, and our business account went to under $1,000!”
Customers who hadn’t been in touch suddenly resurfaced
the books with Melissa, who has put her real estate license on hiatus. And son Thomas, 28, has started working in the shop with Horne.
“We keep all the pretty people in the front and the ugly people in the back,” he quips.
Because he didn’t always have his own store, Horne says his children didn’t grow up “entitled” - they joined the business as adults and didn’t take anything for granted.
With the whole family on board, Horne says he can ease up on the 75-hour weeks and begin to look at special events and other promotional ideas.
“I do an ad on TV once a month, and it pays for itself the first week of every month,” Horne says. “But you’ve got to have something to get them into the
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store. Once you have a customer come in, you should never lose them.”
For Horne Custom Jewelry, that something is primarily bridal, whether custom or showcase.
“Sometimes I regret putting ‘Custom’ on the sign because it’s a lot more work,” he admits. “But if I do a custom job, I’ve got them forever.”
customer brought in a pile of jewelry and asked him to combine all the gems into one big ring. He did so, and Melissa’s post of it on Facebook received more than 100 reactions.
Since he opened his store, Horne has begun to be more involved in the jewelry community. He reached out to the Mississippi Jewelers Association and has be-
One especially sentimental piece he made was for a woman whose brother, a Beatles fan, had passed away after visiting England and coming home with a couple of souvenir guitar picks. Horne created necklace charms out of them.
“My daughter has found that when people cry in the jewelry store, that’s a good thing.”
Horne also enjoys finding older and estate pieces and giving them new life, either by refurbishing them or selling them to an appreciative customer. One
come a board member. And just this year, he joined the Retail Jewelers Organization.
As for a secret to success, Horne thinks personal greetings are a must.
“When you take your car in, you like to talk to the mechanic, not the mechanic’s secretary. When you go to the doctor you want to talk to the doctor, not the nurse practitioner,” he says. “I enjoy dealing with customers and they enjoy knowing the hands that are going to be making their jewelry.”
Store owner Cli Horne and his son Thomas at work in the shop.
Business boomed when the Hornes moved into this standalone building in 2020.
Ironically, Melissa Horne’s great grandfather, Julius Shelley Peters, worked for Cochran’s Radiators in the ‘50s and ‘60s in the building where the jewelry store is located today.
ere is still time to correct common display mistakes before the season really hits!
By Larry Johnson
If you are like most jewelers, the importance of the Holiday selling season cannot be overstated. It always surprises me, however, when I visit stores as part of my consulting practice, how many make obvious mistakes in their displays that impede the success of their sales.
Over the years, I have collected a list of the most common errors and have added a few suggestions for those guilty of them.
I hope your store is not guilty of any of these oversights, but if you are, you still have time to cor-
rect them and not revert to your errant ways after the new year arrives.
1. Get rid of everything on top of the case that isn’t absolutely necessary to your Holiday success. When things get hectic, these items will be in the way and will end up casting shadows into the showcase that will effectively kill the sale of the items beneath it.
2. Do not decorate inside the showcase for the Holidays. Decorate the store but not inside the case. The case needs to be full of merchandise that does not compete for the attention of your
customer with a gold foil decoration that shines more than your gold does. An added bonus: You will not have to vacuum glitter out of the cases after the Holidays.
3. Decide which 6-8 pieces you want most to sell in each showcase and display them on individual elements in the back center of each case. These are the pieces you really want to move and they have a better chance of selling if they are displayed in a “special “way.
4. Implement the “Top 10 Great Gift Ideas” strategy that I have been suggesting all year. Just do it! I have clients selling as
much as 40% of their non-bridal sales from these 10 items. If you missed my previous articles on this promotion, send me an email at Lbjis@msn.com and I’ll send you a copy of the article.
Larry Johnson
5. Mark down all that old inventory that has been in your case for over 12-18 months. It has evolved from the cute puppy stage into a full-fledged dog. Put a spiff on it for the sales team, melt it or just discount it, but promise yourself it will spend New Years Eve somewhere else. Old merchandise gets in the way of the new saleable merchandise that you have. A woman typically looks at 4-6 pieces of jewelry when she enters a store before she makes a judgment about the store. If 2 of those 6 pieces have been there since the Reagan administration you are hurting yourself significantly.
6. Need I say, replace all burned out lights. Clean the cases inside and out with glass cleaner. Replace your floorboards with new fabric. It’ll cost about $40 for a 6’ showcase and give your cases a fresh new look.
7. Rearrange your showcase displays to match the way people shop. Organize your bridal inventory by style not by vendor. Put all your colored stone jewelry together by color palette. Intermingle a few pendants in with your earrings.
8. Never line up your selection like soldiers in your showcase. Doing so invites your customer to do a quick scan down the line and they will never look at the actual pieces after the 3rd or 4th one.
9. Put the monthly payments of many pieces in your showcases. Many mall chain jewelry stores do as much as half of their sales using in-store financing. Having a sign that reads “We offer in-store financing” is too weak and ineffective. Tell your customers that they can own this piece for $99/month and you have a winner. Put the payment signs in every case and train your staff about the financing. Email me for a picture of this.
10. With everything else you have going this Holiday, take time and pay some attention to how much wasted movement your associates and your customers expend in the store. Is your staff walking all over the store dragging your customers around the store as the sale progresses? Maybe after the first of the year, it might serve you well to rearrange the way your merchandise is placed in the store to stop the unnecessary walking around in search of the sale. I have been in stores that have halo bridal mountings in 3-6 different cases. To show a prospect their
Industry Events
Hoover & Strong honors longtime coworkers with Anniversary Service Awards Luncheon
(RICHMOND, Vir.) - Hoover & Strong, a leading American manufacturer of mill and jewelry products and trusted name in precious metal refining, recently held its 2024 Anniversary Service Awards Luncheon to recognize and celebrate the dedicated coworkers who have reached significant milestones with the company.
The event honored coworkers with 5, 10, 15, 20, 25, and 30+ years of service, underscoring their contributions to the company’s continued success.
The outdoor luncheon featured a catered meal and a heartfelt awards ceremony, during which leaders delivered speeches recognizing 29 coworkers for their commitment and achievements.
“This luncheon is an important tradition, allowing us to express our deep gratitude for the dedication and loyalty of our employees,” said Torry Hoover, President of Hoover & Strong. “Their hard work and unwavering commitment are the foundation of our company’s success, and we are proud to celebrate each and every one of them. Each of the award recipients embodies the core values that define our company: responsibility, integrity, reliability, quality, and family.”
The Service Awards Luncheon reflects Hoover & Strong’s ongoing commitment to fostering a culture of appreciation and recognizing the vital role coworkers play in shaping the company’s future.
For more information on Hoover & Strong, Inc. visit hooverandstrong.com.
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The Retailer’s Perspective Navigating the recent disasters
By Chuck Koehler
Many of our friends, family, colleagues, and associates have suffered devastating losses during the recent, unprecedented hurricanes. As a long time disaster responder, I thought I’d take the time to explain how the federal response actually works. There was a lot of confusion about who was supposed to do what, when, and where. As someone who has taught the classes for FEMA, let me explain how it really works.
For starters, every county in America has a local emergency
management agency that receives federal disaster funds. Your local county agency is responsible for anticipating, and planning for, future disasters. Those plans are then submitted to FEMA. Once approved, FEMA provides the funds to the county to purchase everything on the list. This includes all of the supplies, equipment, and training that will allow your local agency to quickly respond - in the event that disaster actually occurs. Those supplies and equipment are then held at the local level, by the local emergency management agency. They are not held by FEMA
FEMA, as a rule, doesn’t really own anything. There is no massive warehouse, like in that final scene of Raiders of the Lost Ark that is full of everything needed in order to respond to events such as Hurricanes Helene or Milton. All assets, equipment, and supplies, are stored by the individual agencies at the county level, all across America. Those agencies then train on that equipment year round. I’m training tomorrow morning with the new dive/rescue gear we just received. In order to receive federal funds, every first responder, and
every emergency response agency in America, is required to be certified under a system known as the National Incident Management System (NIMS). NIMS is basically our blueprint of how a disaster is to be mitigated. When a disaster occurs that warrants a federal disaster declaration, FEMA, as a disaster management agency, will mobilize and respond - in about 5 days. Every emergency response agency in America, because we’re all NIMS certified, know the 5 day rule. At the local level, you are responsible for ‘holding down the fort’ for up to 5 days until the federal response can mobilize and arrive. And, that ‘federal response’ is not really federal at all. It is not a Hollywood style, ninja-like force that shows up and saves the day. In reality, FEMA mobilizes, and deploys, all of those local emergency response teams and agencies that they have funded with supplies, equipment, and training.
It’s those local teams, from all across America, that bring FEMA’s equipment, supplies, and manpower, that is stored in every county in America, to the disaster zone. It takes about 5 days for that response to arrive, but the mobilization starts within just a few hours.
of our projected goal
During Hurricane Helene, our Nashville based K9 team was able to get to east Tennessee quickly, since it was only about a 6 hour drive. Over 3 grueling days, they covered around 50 miles of search and rescue, mostly working with another team of dog handlers that flew in from Nevada. They came home after being relieved by teams from California that took 5 days to mobilize and drive across the country.
In responding to a disaster of this magnitude, it needs to be sliced into 2 halves. There is a huge difference between what is needed in the first 7-10 days (Phase 1), and what is needed over the next 6-12 months (Phase 2). Please keep this in mind as I try to explain why certain decisions were made and why.
Human beings naturally want to step up to the plate and help their fellow human beings after a disaster strikes. But during Phase 1, we really need everyone to wait a week or so until phase 2.
During Phase 1, all first responders need to know their fellow responders, in front of them, and behind them, by first name. These are cohesive teams that know how to do this very dangerous work. Our K9 teams were encountering what looked like dried mud. But with one step, they would find out that only the top inch or two was dry. They
Please see Chuck page 12
Chuck Koehler
CHUCK
Continued from page 10
suddenly found themselves stuck in waist and chest deep muck. You need people around you that know what to do in that situation quickly. It’s literally life and death.
Every evening, after a hard day’s work, they’d all have to go through the arduous decontamination process since they’d been trekking through mud, muck, sewage, biological material, and unknown chemicals.
The elaborate decontamination system was brought in by a local team from New Jersey. For whatever reason, they felt they needed decon capabilities at their
local level, and FEMA delivered it. That’s literally how it works. A team in New Jersey planned for something that happened in NC before it happened in NJ, so those assets were deployed to the disaster zone. FEMA will now restock those supplies in NJ. That’s why we ask people to wait until Phase 2 to come in and relieve us. We can only decontaminate so many people per day.
But, let me clarify something; I’m not talking about neighbors helping neighbors when all hell is breaking loose. I’m talking about people that show up from out of state, wanting to help. These people are a huge asset during the recovery process, which starts in Phase 2. During Phase 2, we’ll take all of these helpers that we
can get. During Phase 1, please give the trained first responder teams the room that they need to work.
As stated above, humans inherently want to help. Within 24 hours of any disaster, all across the country, there will be thousands of tractor trailers being loaded with water, diapers, baby formula, and cleaning supplies. Fortunately, a lot of groups that step up to the plate after every disaster know how the process works. They start collecting donations, and then move the supplies as close to the disaster zone as they can, and then wait for us to designate an official off-loading and staging area. For Hurricane Helene in east Tennessee and North Carolina, that be-
came Bristol Motor Speedway.
Now, all of those tractor trailers full of supplies, that were parked at random hotels, truck stops, and Home Depot parking lots, all around the Knoxville area, had a coordinated location to drop all of those donated supplies. FEMA sent personnel and assets to BMS to coordinate this operation. One day, BMS was just a racetrack that didn’t have another event until next year. The next day, they become a major distribution hub for a humanitarian operation of biblical proportions. Like I said, it’s human nature to want to step up to the plate and offer to help, and Bristol Motor Speedway stepped up to the plate. Because this disaster spanned hundreds of miles, multiple staging areas were set up in every state that was affected.
About a week after the disaster hit, most roads had been made passable, bridges had been inspected, and areas had been searched and cleared for victims and hazards. Now, individuals and community groups inside the disaster zones can send trucks to the regional staging areas, like BMS, to load up on supplies and take them back to their local communities, which have by now set up their own distribution locations. This Phase 2 operation will probably go on for months and months until some semblance of normality is restored.
When a disaster hits, FEMA plays a bigger role in Phase 2 than they do in Phase 1. The Phase 1 response plan is already in place. FEMA is not a first responder agency. FEMA is a secondary response agency. In general, FEMA is nothing but a bunch of pencil pushers after a disaster hits. FEMA will set up long term in the area to do damage assessments and contract for whatever is needed to begin the rebuilding process, and help people apply for federal disaster assistance.
I hope this helps explain the complicated, and often misreported, process of responding to a major disaster.
By the way, did anyone see what I did here? I took your mind off of the election taking place in a couple of days, didn’t I?
Chuck is the owner of Anthony Jewelers in Nashville, TN. Chuck also owns CMK Co., a wholesale trade shop that specializes in custom jewelry and repair services to the jewelry industry nationwide. If you would like to contact Chuck or need a speaker or instructor for your next conference/event he can be reached at 615-354-6361, or send e-mail to info@southernjewelrynews.com.
Rembrandt Charms o ering support to retail jewelers a ected by hurricanes
(BUFFALO, N.Y.) - Rembrandt Charms is reaching out to retail jewelers affected by the devastating hurricanes this fall.
The company has released the following statement: “At Rembrandt Charms, we understand the challenges that natural disasters, such as hurricanes, bring to both individuals and businesses. We are committed to supporting our retail jeweler partners who have been affected by these devastating events.
“Our disaster relief program is designed to provide assistance in these difficult times, helping you rebuild and recover. If your business has been impacted by the recent hurricanes, please visit the following link to learn more about how we can support you: rembrandtcharms.com/pages/ disaster-relief.”
“Like many of our retail jewelers, Rembrandt Charms is a family-owned business,” said Eric Lux, vice president, Rembrandt Charms. “Our retailers are our number one priority. When tragedy strikes, we will do all that we can to help ease the burden of recovery. We are praying for everyone
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who has been affected,”
Rembrandt’s Disaster Relief Program helps retail jewelers during their reopening phase by offering:
• Free displays
• Marketing materials
• Memo terms for up to one year
• Special extended payment terms
• Refurbish your damaged displays
• Clean and polish your merchandise
• Insurance quotes for damaged displays and merchandise
• Temporary Employment
• Temporary Housing
“We are here to help, and we encourage any of our retail partners in need of assistance to reach out. Together, we can overcome these challenges,” Lux added.
For more information, visit rembrandtcharms.com/disaster-relief. Contact the company at Relief@RembrandtCharms.com or call 800-828-7840. Rembrandt Charms is also donating $5,000 to the RJO Foundation’s new Disaster Relief Fund and encourages all that can to donate to the Disaster Relief Fund as well. To donate to the RJO Foundation Disaster Relief Fund, mail a check to RJO Foundation, ATTN: Disaster Relief Fund, Box 1045 in Newton, Iowa, 50208. selection involves moving all around the store. Such movement is perceived as disorganization and confusion by the general buying public. Make yourself a promise to start off 2025 with a store that is easier to shop and more space efficient.
diSPLaY
Continued from page 6
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Hopefully implementing a few of these ideas will positively impact your stores Holiday sales. In reality, the ideas are not all that revolutionary but really involve more the implementation of simple common sense.
Best of luck and let me know what works and what doesn’t work for you. Let me know if I can help or if you’d like a free 30 minute Zoom call for us to look at your cases. It can’t hurt.
Larry is the founder of Larry Johnson Consulting Group, a world-wide jewelry merchandising and marketing advisory firm based in Colleyville, Texas. He is the author of “The Complete Guide to Effective Jewelry Display” and a frequent speaker at jewelry events. His firm has worked with hundreds of independent retailers to improve their sales through better display merchandising. He is the holder of 6 US patents for his display products. He can be reached at Larry@LarryJohnsonConsulting.com or 817-980-2135. His website is www.LarryJohnsonConsulting.com.
World’s Second Largest Diamond Ever Just Discovered
“Quadrillions of tons” of diamonds may be hidden deeper beneath surface
By Mia Katrin
Canada’s Lucara Diamond Corporation recently discovered in Botswana a 2,492 carat diamond, the second-largest rough diamond ever found. “We are still in the early stages of analyzing the stone,” according to a company spokesperson. “Visual inspection does indicate that the internals of the stone are relatively clean.”
The epic gem was discovered at the Karowe mine which has produced at least five diamonds weighing over 1,000 carats each
since its acquisition by Lucara in 2009. The 1758 carat Sewelo, or “rare find,” discovered in 2019, was sold to Louis Vuitton, and the 1109 carat Lesedi La Rona, produced in 2017, was acquired by Graff for $53 million.
“This find not only showcases the remarkable potential of our Karowe mine but also upholds our strategic investment in cutting-edge XRT technology,” revealed Lucara’s CEO William Lamb. This emerging X ray transmission technology is recently under wider use to discover and preserve large diamonds before
mining, minimizing the danger of them being destroyed through the mining process before acquisition.
President Masisi of Botswana, when presented with the half kilogram treasure, gasped and said “wow” before calling senior government officials over to take a closer look. “It is overwhelming,” Masisi said. “I am lucky to have seen it in my time.”
But who’s number one? That honor goes to the Cullinan, weighing in at 3106 carats, the largest gem-quality diamond ever found. Discovered in Cullinan, South Africa (named for the Chairman of the mining company), it’s celebrated for its blue-white color and exceptional clarity, spawning the designation “CLIPPIR” for large, pure, rare diamonds of this type “Cullinan-like, Large, InclusionPoor, relatively Pure, Irregularlyshaped and Resorbed.”
The exceptional rough gem was cut by the Asschers of Amsterdam, the leading cutters of their day. From the Royal Collection Trust: “It took four days to prepare the groove for the cleaving knife, and the very first blow broke the knife rather than the diamond. Over the next eight months, three men worked for 14 hours a day to cut and polish nine large stones from the original diamond,” now at the heart of the British Crown Jewels, including the Cullinan I, at 530 carats, the largest clear cut diamond in the world, crowning the Sovereign’s Sceptre.
What other treasures may lie beneath us? According to new studies from Ulrich Faul’s team from MIT and other leading universities, there may be “quadrillions of tons of diamonds” hidden in the Earth’s interior. The ultradeep cache may be scattered within “cratonic roots” - the oldest sections of rock that lie beneath the center of most continental tectonic plates.
Scientists estimate that cratonic roots may contain 1 to 2
Mia Katrin
The incredible new Botswana diamond. Photo Lucara Diamond Corp.
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Stuller celebrates employees’ decades of service at Milestone Anniversary Banquet
(LAFAYETTE, La.) - Stuller, a leading provider of jewelry products and services, recently celebrated the dedication and achievements of nearly 80 employees at its 2024 Milestone Anniversary Banquet.
“I’m incredibly proud of the effort and hard work these employees put in every day. They are all heroes in my life,” says Matt Stuller, founder of Stuller. “There are companies and great organizations all around the world doing what we do, but what sets us apart is our people.”
“We are grateful for the commitment and hard work these employees have demonstrated over the years,” said Danny Clark, president of Stuller. “They represent the best of Stuller and have set the standard for the future generations.”
The event honored employees who have reached major career milestones, marking 25, 30, 35, or 40+ years of service with the company. Employees and their guests gathered for an evening of recognition and celebration.
“The banquet was a wonderful opportunity to acknowledge the loyalty and contributions of our team,” added Jennifer East, vice president of human resources. “Their hard work is at the heart of what makes Stuller successful, and we are proud to celebrate their career milestones.”
The evening ended with well-deserved congratulations and appreciation from Matt Stuller, founder of Stuller, recognizing the many contributions that have shaped the company’s success.
Learn more about Stuller at stuller.com.
Mia
Continued from page 16 percent diamond. Considering the total volume of cratonic roots in the Earth, the team figures that about a quadrillion tons of diamond are scattered within these ancient rocks, 90 to 150 miles below the surface. “This shows that diamond is not perhaps this exotic mineral, but on the vast scale of things, it’s relatively common,” says Ulrich Faul. “We can’t get at them, but still, there is much more diamond there than we have ever thought before.”
First discovered through “alluvial” mining, actually lying on the surface of the Earth, in rivers, diamonds were next mined by digging deeper in subterranean “pipes.” But we’re still scratching the surface. The infinite wealth of diamonds may be all around us, comprising 1-2 percent of the Earth’s mantle. Do you have diamonds in your own back yard? As in all true ground-breaking discovery, you may need to dig a little deeper for the true treasures to be revealed.
Mia Katrin is an award-winning jewelry designer featured in over 100 stores nationally. To become a Jewel Couture LLC retailer, contact www.jeweljewel. com, 828-406-1105 or mia@jeweljewel.com. A recognized industry spokesperson, Mia also writes for several jewelry magazines and often is invited to speak at major national trade events. She recently launched a new marketing agency to help you sell online, TheJewelersMarketer.com.
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10 Quotes about advertising that are surprisingly true
By Guy Pineda
Many advertising professionals use humor to make consumers recognize, notice, and ultimately buy products or services. Ads that are fun and shareable increase brand visibility. Creating a highrecall message is an essential element in advertising.
Humor becomes an effective advertising medium when it is sensibly used with the brand’s message. This means humor should not overpower the advertising message.
Humor, as an advertising strategy, can be relevant to jewelry stores. It allows them to be
more relatable and accessible to their target audience. It is crucial to balance humor with the elegance and luxury synonymous with jewelry - “funny, yet classy!”
Quote # 1: “Advertising is legalized lying.” - H.G. Wells
This quote shows us that advertising can tend to exaggerate when presenting information. In some instances, ads may stretch the truth to persuade consumers to patronize a brand in the most flattering way possible. However, sometimes, ad copies can comprise full honesty.
Jewelry ads often tend to associate their products with love, status, and success. This is not a
“lie” but an exaggeration of how a material thing impacts one’s social status or well-being. Instead of harping on this aspect, it is better to focus on the unique qualities and craftsmanship of jewelry and the special traits of your business.
Quote # 2: “Half the money I spend on advertising is wasted; the trouble is I don’t know which
half.” - John Wanamaker
Advertising is essential in building brand awareness and driving sales. However, it is often unclear which of the strategies create a positive impact on the brand.
Data-driven analysis and strategic planning are essential to maximizing the impact of an advertising spend. This can be extremely challenging, considering the emotional appeal of jewelry.
Quote # 3: “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’” - Jef I. Richards
Art uses creativity as a means of personal expression and does not necessarily need to have a
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L&R Ultrasonic Cleaning Machine Q140- 230.140- $459.00Backed by L&R’s exclusive “Double Warranty”. This unit is covered for defects in materials and workmanship for 2-1/2 years.
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L&R Ultrasonic Cleaning Machine Q90230.091- $349.00This two quart cleaning system offers efficient, trouble-free cleaning for a variety of ultrasonic energy jobs.
Features Include:
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goal; advertising uses creativity as a strategy to achieve specific objectives such as brand awareness, attracting customers, and driving sales.
Creativity is not enough to achieve your jewelry store’s business goals. While a well-designed ad may catch the attention of viewers, you need a strategy to resonate with your target audience - that’s where advertising comes in.
Quote # 4: “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” - Stuart Henderson Britt
A business needs advertising to make the target audience aware of its existence. Even if you have good products or services, but people do not know about them, your business will not grow.
Effective advertising informs potential customers about your products, offers, and services. Advertising also increases visibility, brand awareness, customer engagement, and, eventually, sales. Without advertising, only you know about your products.
Quote # 5: “If you don’t like what’s being said, change the conversation.” - Don Draper, Mad Men
This quote emphasizes that a narrative has powerful control over your business. If it is unfavorable, you can steer it in a different direction.
You can craft your jewelry store’s message the way you want customers to perceive your business. This is a crucial strategy because perception affects customers’ buying behavior. The success of your business depends on how you create perception through
Please see Pineda page 24
Guy Pineda
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advertising and overall customer experience.
Quote # 6: “Good advertising does not just circulate information. It penetrates the public mind with desires and belief.”Leo Burnett
Good advertising content is not just meant to inform about the details or facts of a product or service. Instead, it targets the emo-
tions and desires of the target audience to influence their beliefs.
Jewelry is typically associated with life’s milestones. Thus, a jewelry store’s advertising campaign should not only promote the product but should target emotional triggers, including love, celebration, and prestige. Advertising that taps into emotional triggers can influence buying behaviors.
Quote # 7: “The consumer isn’t a moron, she’s your wife.”David Ogilvy
This quote reminds advertisers that consumers are intelligent people who deserve respect and should never be underestimated. Thus, advertising should be honest, thoughtful, and engaging.
Jewelry store advertising
should not rely on gimmicks and overstated claims. Advertisements should relay the real qualities of jewelry, such as its material quality, craftsmanship, and unique design. Treating consumers with respect and transparency builds lasting relationships.
Quote # 8: “Advertising is the art of convincing people to spend money they don’t have for something they don’t need.”Will Rogers
Advertising has the immense power to shape consumer behavior. Often, advertisements persuade more than inform and influence people on how to process their desires and needs.
An advertisement persuades people to create desires by hitting on their emotions to make
them feel an urgency in buying the product. While people may not need the piece of jewelry, an effective advertisement changes their perception to make them look at a product as something they need to own and not just want.
Quote # 9: “Nobody reads advertising. People read what interests them; and sometimes it’s an ad.” - Howard Luck Gossage
This highlights the truth that an advertisement needs to align and engage with the target audience’s interests. Only ads that connect with the audience capture their attention.
The advertising goal of a jewelry store is to be personally relevant and not intrusive. Jewelry is something personal and relates
to desires and dreams, so the ads should connect on a deeper level
Quote # 10: “Why do I need an ad campaign? The real gems sell themselves - unless they’re hidden in a drawer!” Unknown No matter how great a product is, it will not sell as much unless the target market knows about it. For high-end jewelry, visibility is everything!
The jewelry market is highly competitive. Having jewelry with appeal and value does not guarantee it will sell. Customers are unlikely to notice even the most exquisite pieces if they are not visible. Advertising ensures the visibility of jewelry to the right audience and informs potential customers where these stunning pieces are available.
In summary, advertising is a key part of growing any business including jewelry stores, but make it memorable, authentic, and relevant.
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.
RJO Foundation launches new Disaster Relief Fund GIA launches redesigned consumer website
(NEWTON, Iowa) - The RJO (Retail Jewelers Organization) Foundation is proud to announce the launch of a new Disaster Relief Fund, providing timely financial assistance to its retail members and vendor partners affected by natural disasters and emergencies. This initiative is part of the Foundation’s ongoing commitment to supporting its members and strengthening the resilience of the jewelry community.
The Disaster Relief Fund is designed to assist its members, their employees, and their families in recovering from the devastating effects of natural disasters such as hurricanes, floods,
wildfires, tornadoes, and other catastrophic events. Through this fund, the RJO Foundation seeks to ensure businesses and individuals within the RJO community receive vital aid when needed most, helping them rebuild and return to normal operations as quickly as possible.
Key Features of the Disaster Relief Fund Include:
• Immediate Financial Assistance: Prompt financial support will be provided to qualifying members facing losses due to natural disasters.
• Streamlined Application Process: The Foundation has developed an easy-to navigate application system to expedite assistance for those in need.
• Collaborative Effort: The fund will be supported through donations from RJO members, vendors and industry partners, fostering a spirit of solidarity and mutual aid.
“We understand the significant impact natural disasters can have on personal and professional lives. The launch of the Disaster Relief Fund reflects our dedication to being there for our members during times of crisis,” said Sarah Streb, Executive Director of the RJO Foundation. “By providing this critical support, we hope to offer a lifeline to those who are facing unexpected challenges, helping them recover and rebuild.”
The RJO Foundation encourages members of the retail jewelry industry, as well as supporters from across the country, to contribute to the RJO Foundation, which funds disaster relief.
The RJO Foundation is the philanthropic arm of the Retail Jewelers Organization. Established in 2015, it aims to support and uplift the jewelry community.
The Foundation provides educational scholarships, charitable aid and now, disaster relief services to its members and vendors across the country.
For more information contact Sarah Streb, Executive Director, RJO Foundation, at 641-7924900 or sarah@rjomembers.com or visit www.rjomembers.com.
CREATED STONES
Gear Up f Your Holiday Selling Season
(CARLSBAD, Calif.)Everything retailers and their customers need to know about diamonds just got easier to find and understand with GIA’s redesigned consumer-facing website dedicated to the 4Cs of Diamond Quality - Clarity, Cut, Color and Carat Weight - and to serve as the go-to source for gemstone information. With a fresh and modern design, the 4Cs.GIA.edu site offers invaluable information for those looking to understand the intricacies of diamonds and make informed purchase decisions.
“The GIA consumer site is as educational as it is engaging,” said GIA President and CEO Susan Jacques. “We aim to make the complex world of diamond buying approachable and understandable for everyone. The site provides detailed, expert-driven information in a format that’s easy to navigate. Whether looking for the perfect ring or learning about gems, there’s something for everyone.”
Retailers can leverage this site with associates in-store or online to enhance customer education with detailed explanations and visual aids on the essential aspects of diamond quality. Providing customers with this expert resource underscores transparency and integrity in the industry and can set retailers apart.
The website serves as a valuable educational resource and a powerful tool during the diamond-buying journey. The content will expand to other gemstones in the near future. GIA invites consumers, retailers and diamond enthusiasts to explore 4Cs.GIA.edu and discover the depth of information, all from the experts at GIA. This site is one of the many ways that GIA continues its mission to uphold the highest standards of integrity, transparency, and education in the gem and jewelry industry to ensure consumer trust.
million dollars in jewelry.
“I was standing there, watching these two women on the floor,” said Alan Oskouian, owner of the jewelry store. “They [robbers] jump over them and broke the glass case and glass is showering over them. I was just so worried they’d be in bad shape.” Police believe this trio is responsible for a string of similar brash heists.
Oskouian’s story was no anomaly. “About 10 percent of the more than 400 jewelry store owners and managers who responded to a question about crime in INSTORE’s 2023 Big Survey said they experienced a smash-andgrab robbery,” reported an April 2024 InStore article covering the trend.
Good as Gold
Along the Eastern Seaboard, retailers have experienced mounting frustration by off the street ‘customers’ who try selling fake solid gold since gold prices have skyrocketed. These scams even extend to seniors in their homesomething hard to grasp. A few weeks back, Maryland police arrested Brooklyn, NY resident
Zhenyong Weng who successfully convinced a senior citizen to fork over nearly a million dollars in exchange for fake gold bars which he claimed would prevent Russia from confiscating her hard earned assets.
It’s so Distracting
All over the country, but especially in the Midwest, independent retailers have experienced distraction thieves working a store who sidetrack the staff and quickly nab jewelry from behind a case. In some instances, they swap cheap look-alike jewelry for the store’s real thing.
Jewelers’ Security Alliance
response to a burglary is 6 minutes. In 6 minutes, a burglar can take valuable merchandise and escape before the police ever arrive on the scene. With the Density System, an intruder cannot see anything to steal! The only option is to run for the exit!”
Density Fogging Systems are harmless, but they create a dry dense smoke-like fog with near zero visibility. “It’s designed to
if stolen in a robbery or burglary. Thus it’s indispensable to help thwart criminal activity.
Designing Security into a New Build Jeweler Amber Gustafson, of Amber’s Designs, Katy Texas is currently designing a multi-level stand-alone store which she says will mirror a residential property. The idea behind that is to provide a welcoming space for customers
(JSA) has been reporting these types of thefts for years now. According to the crime prevention watchdog, it’s risen to pandemic levels. JSA confirms that highly organized groups of Roma thieves are targeting stores by swooping down en masse. One distracts the salesperson, while others stand look-out. When the staff is distracted, one reaches behind the counter to steal items.
Bait and Switch
Another way - a little more complex - is the switch method. After pretending to consider something for a long time, like a large, pricey solitaire ring, the sleight-of-hand thief swaps it out for a worthless look-alike they brought with them. The group continues their distraction tactics so the salesperson may not realize they’ve been duped until they’ve fled the store.
Surprise Response
be dense and disorienting - burglars can’t steal what they can’t see,” Density says.
What’s Best
to enter and spend time, something essential to creating a comfortable space for clients considering luxury goods.
Central to her new store’s plans and security is a large walkin vault. Cameras facing in and outside provide the staff with a greater awareness of their surroundings.
Omaha, NE based Sidrony Jewelers owner Garrett Peddicord was the wrong person that one bad guy picked for an after hours break in. Peddicord, an Afghanistan military veteran is routinely armed at work - particularly so when working after hours on bench jewelry projects. Seeing a huge rock fly through his store’s front window on security cameras, he did what he was trained to do. He raced out from the back with his weapon drawn. The would-be robber who mistakenly thought the store was empty became terrified and made a panicky getaway. “Thank my lucky stars I’ve placed so much thought and time in repetitive training and practice, into how to responsibly carry a gun,” Peddicord recalls.
Prevention is Best
Thankfully innovative security tactics are evolving faster today than the bad guys can steal. These creative high-tech means keep jewelry businesses safe while protecting their staff too.
Density USA provides technology driven active protection for myriad situations warranting a rapid response against intruders. Density explains, “Average police
When asked about the best security measures for a retailer, many jewelers have simply chimed in with “use a man trap.” This security method utilizes a 2 door system positioned at the entrance (and exit) of a store and effectively restrains someone you don’t want to enter the premisesor to run out.
Another jeweler reminds us to ask for a customer’s ID at the counter. Legitimate consumers of high ticket items understand the vulnerability a retailer faces and shouldn’t balk at the request. Fake customers will.
Burglary resistant glass helps thwart the smash and grab gangs.
Innovation at Work
GAL Interiors has been exhibiting their “up and down” cases at trade shows lately. Besides making store closings easier at night, the cases can quickly descend into the base, thus protecting the jewels, during store hours.
Big ticket items are ideal for using the Asset Tracking software. This technology has become even more advanced today and offers excellent tracking of physical items. It is made to detect and track an item in transit or
She’s commissioned several 6-sided steel display cases which are remotely operated and synced to shut down simultaneously.
Strength in Community
Finally, developing a sense of community with other retailers is a vital tool for supporting security. Diamond dealer at Olympian Diamonds, Aleah Arundale, launched Jeweler’s Crime Alert Facebook group. The 7,000+ current members regularly engage on social media to share prevention tips, and report attempted or recent crimes in their store. Images captured on surveillance cameras offer essential evidence to alert retailers to potential thieves and help law enforcement with arrests.
Arundale says she’s happy that the group’s efforts are paying off. “We’re better together. We’re safer together. Wouldn’t you want to know if your neighbor was robbed and you’re next on the list?”
Savvy jewelers have increased security while still displaying elegant items.
Jewelry displays prove irresistible to some thieves today.
Email: contact@pickensinc.com
480 E. Paces Ferry Rd. Atlanta, GA. 30305
Do you have a furry friend that helps out in your store? Tell us about it and send a picture to bill@southernjewelrynews.com.
A warm greeting from little Darcy! Darcy, a Cavalier King Charles Spaniel, is the newest addition to the Jewel Gallery in El Paso, Texas. He joins his team of brothers and sisters at greeting clients. Less than a year old, this rookie is keeping pace with the seasoned vets. When he’s not busy greeting and socializing, little Darcy can be found helping his mom with jewelry appraisals. Always ready for belly rubs, precious Darcy is the best ambassador of the greeting team at Jewel Gallery.
Say hello to Eddie Bunny! Eddie “works” for Bear and Cara Williams of wholesale colored stone house Bear Essentials Inc. “Though creative, it’s hard to get work out of Eddie Bunny,” says Bear. “He much prefers to just sit on the couch and play guitar, belting out songs like, Two Tickets to Paradise. Sometimes confusing himself with Eddie Rabbit, he might sing, I Love a Rainy Night. But his real inspiration comes when slowly munching on carrots and - believe it or notsipping gin and tonics.”
ASHI announces 2024 Holiday Instagram Giveaway for sales associates
ASHI is excited to announce their first-ever Holiday Social Media Giveaway - a celebration of the hard work and dedication of sales associates during this special season of giving. “This
commitment and passion sales associates bring to the jewelry industry.
In addition to the giveaway, as we move toward the holiday season, ASHI continues to offer
incredible efforts of our dedicated partners.”
“We invite all sales associates to join in the festive fun by participating in our giveaway on Instagram @ASHIDIAMONDS
Christmas, ASHI wants to express gratitude to all sales associates for their incredible contributions to our success throughout the year,” said Mr. Pandya, partner at ASHI.
As a special thank you, ASHI is giving away a stunning Gemstone Clover Diamond Bracelet, valued at $3,995 to one lucky sales associate. The winner will get to choose between two precious gemstones - either brilliant ruby in yellow gold or royal sapphire in white gold. This elegant piece of jewelry is more than just a prize - it’s a sparkling symbol of ASHI’s sincere gratitude for the
its Rewards Program, a cloudbased initiative that rewards sales associates for each ASHI product sold. Through the program, associates can earn Rewards Points redeemable for money through a reloadable VISA prepaid card.
Best of all, this program is completely free for retailers - ASHI covers all reward payouts.
“Over the last 2 years, we have proudly welcomed more than 1,260 retail sales associates to our Rewards Programs, distributing over $325,000 in rewards,” said Pandya. “This milestone highlights our commitment to recognizing and rewarding the
Stuller releases latest edition of Fine Jewelry Catalog
Unveiling a new era in ne jewelry
(LAFAYETTE, La.) - Stuller has announced the release of their latest catalog, Fine Jewelry 2025–2026. With everything from the hottest new designs to enduring classics, this catalog introduces fresh styles and offers plenty of inspiration with expanded choices in labgrown diamonds, large carat sizes, and an upgraded selection of men’s jewelry.
“The Fine Jewelry 2025–2026 catalog is set to be a key asset for your business with its rich educational content and updated selection of styles,” says Emily Graffagnino, executive director of fine jewelry. “We’re confident it will serve as an invaluable resource, guiding you to discover the perfect pieces that your customers will cherish for years to come.”
Highlights from the catalog include
and to explore the benefits of the ASHI Rewards Program as we continue to celebrate your invaluable contributions to the jewelry industry,” said Pandya.
Participation Guidelines for Sales Associates:
• Follow @ASHIDIAMONDS on Instagram/Facebook
• Like the giveaway post
• Tag 3 friends & your retail store in the post’s comment section
• Choose your gemstone (ruby or sapphire)
Giveaway Dates:
• Began October 18, 2024
• Ends January 5, 2025
• Winner announcement January 10, 2025
“Let’s make this holiday season extraordinary by celebrating the love and support of all sales associates,” said Pandya.
For more information call ASHI at 800-622-ASHI (2744), contact your regional ASHI sales representative, or visit www. ashidiamonds.com.
• 1,000 NEW styles across all fine jewelry categories.
• Expanded selections of lab-grown diamond jewelry.
• High carat weight bracelet and stud earring options.
• Educational content throughout the book to help you shop.
• More than 85 NEW metal hoop earrings and more than 15 NEW bangle styles.
• Expanded options within the men’s jewelry assortment, including earrings and bracelets.
• Updated badges to easily locate hollow products.
To learn more about the new fine jewelry catalog and participate in Stuller’s catalog contest, visit www.stuller.com/finejewelrycatalog.
Jewelers Security Alliance announces Text Crime Alerts program
The Jewelers Security Alliance (JSA), a non-profit trade association providing crime prevention information and services to the jewelry industry since 1883, has introduced a new Text Crime Alerts program.
Signing up for the JSA Text Crime Alerts program is simple: by providing your cell phone number, you agree to receive occasional emergency and urgent Text Crime Alerts from the Jewelers’ Security Alliance.
Receiving Text Crime Alerts is a membership benefit offered by the JSA. If you are a member of the JSA, go to mailchi.mp/jewelerssecurity.org/text-alert-signup and fill in the fields provided. If you are not yet a JSA member, visit jewelerssecurity.org/join for more information on joining.
Let us be your go-to manufacturer for the industry’s highest-quality solitaires, earrings and bands. All offered at the very best prices and made in Richmond, Virginia from 100% recycled Harmony metals and ethical gems. Save even more on your core bridal products when you join the Hoover Family Discount program. Call for details.
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birthdays, graduations, and more. Most of our customers are repeat. It’s a great niche to build longtime customer relationships.”
Jose Cuchi, Carlos’ uncle, started the business in 1967, retiring in 2017, but the tradition of creating family heirloom jewelry continues with the next generation. While the company’s origin was selling to consumers directly through display advertising placed in national publications, Heraldica quickly began working with jewelers, servicing to date more than 2,500 nationwide. Heraldica has created a website specifically for jewelers to show their customers.
“Engraving is done entirely by hand by our European trained master engravers, all second and third generation in the craft,” describes Carlos of the jewelry crafted in gold, platinum and silver, and gemstones like onyx, lapis, carnelian, and ruby. “This kind of highly skilled, highly specialized engraving has traditionally been passed down from father to son. Unlike mass-produced jewelry, each piece is individually cast without seams, allowing for a highly detailed engraving.”
Customers often bring a copy of their family crest that they have researched (a sketch, photograph, scan, or wax impression), explains Carlos, noting that Heraldica can research a crest for a family name. If a crest cannot be found, the jewelry house can help customers create their own family design.
Family crests and coats of arms are rich in symbolism, with each element carrying specific meanings and traits represented in things like animals, objects, colors, shapes, symbols, and mythological creatures. Each element is carefully chosen to reflect the values, history, and achievements of the family or individual represented by the coat of arms.
Influencers and trend trackers have highlighted how social media platforms like Instagram and Pinterest have played a significant role in the trend for bespoke family jewelry, showcasing custom pieces like signet rings adorned with family crests, monograms and initials, personal symbols, and unique designs.
Once the order is placed it takes four to six weeks to receive the finished piece, cites Carlos, who shares the personal touch the company brings in working together with jewelers to make their clients dreams come true.
Moreover, Heraldica offers what it calls its Ring Hospital Service, “recycling old gold jewelry and converting it into a beautiful family crest ring at a low cost,” Carlos describes. He says old high school or college rings are great subjects for such a transformation.
For more information about Heraldica Imports please visit www.heraldica.com.
Coat of arms engraved on a bloodstone.
The wax is always a mirror image of the engraving.
Extra ornamentation can be added to the shank.
Pendant with the Osborne family crest.
Carlos Cuchi, owner of Heraldica
Heron engraved on a green onyx.
Jewelry News Classifieds
